Annik capability document india

©2013 ANNIK TECHNOLOGY SERVICES PVT LTD. All rights reserved.
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Flash Survey Tools
June 2009
2013
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We Help You Understand India Better!!!
Annik Research Services
“Nurturing innovation to
illuminate & support growth”

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Corporate Overview
Highly experienced leadership and operations team in the Market Research domain.
Proven delivery capability across Market Research; supporting Fortune 100 clients
Founded in 2000 and headquartered in Gurgaon (India) with global office locations at Hyderabad, Dalian, Dubai,
Warsaw, Seattle, San Francisco, Hong Kong, and Boston
750+ staff globally with Multiple Service Delivery locations

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Our Certifications, Accreditations & Accolades
• Quality Compliant for CASRO, ESOMAR, AMA, MRA
• Six Sigma
• COO Master Black Belt
• Black belts throughout organization
• ISO Compliant
• 27001 certified
• 20252 compliant as per CASRO guidelines
• CMMi Level 3 certified
• Average Client Satisfaction Score of 4.7 / 5
• 99% data accuracy maintained as per SLA’s
• Investment in Six Sigma & CMMi to drive Process
Standardization & Continuous Improvement

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Leadership Team
• Country Head, WPP Group
and Head, Bates India
• Ex-Executive Chairman,
O&M India & Vice
Chairman, O&M Asia-
Pacific
• Founder/CEO
• CASRO Board Member
• +20 yrs experience in
MR/MRO
• COO
• 19 yrs experience across GE,
GM, Suzuki
• Certified Six Sigma MBB
• Board of Advisors
• Experience in the area of
Corporate Taxation
• Ranked as a leading lawyer
by Chambers and Partner
2011
• SVP, Consulting Practice
• 14 years at Microsoft
• Deep experience on IT
architecture, development,
deployment & Operations

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ANNIK’s Research Team
• An MBA in
International
Marketing with about
9 years of experience
in TNS, etc.
• Diverse studies
conducted in
Consumer Durables,
FMCG and IT
Kapil Kalra
Senior Project Director
• An MBA in marketing, has nearly
9 years of experience in
qualitative research.
• Prior to Annik has worked with
TNS, Gfk- Mode, Drshti
• Expert in Ethnographic study,
Kids research,FMCG, Automobile
• Industries- Telecom,
Automotive, FMCG, Liquor,
Consumer durable, Cigarette
Anuj Pandey
Rahul Sahgal
CEO – Research Head
• Has more than 20 years of experience in
market research and analytics
• Prior to Annik, was in TNS
• Founder/CEO of Annik. Member of CASRO
Board

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Types of Services Offered
MARKET RESEARCH
India Market Insights (IMI)
Industry Report
Research: B2B, B2C
Additional Services: Business Matching
Identifying partner for Acquisition or Joint
Venture (Non-Financial Due Diligence)
Identification of Vendors
Identification of Distributors
Identification of Prospective clients

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Specially designed program for the international businesses interested in India as
their future Market. This program provides flavor of India for businesses that are new
to India
This program is ideal for all business visitors to India viz.
- Leadership team
- R&D team members
- Marketing
- Sales
- Finance
Our carefully designed program provides insight into India through:
Unique Offering ~ India Market Insight
•Provides overview of India using presentations
India Insight
Presentation
•Interaction with the Indian households at the grass root
level to understand the Indian consumers in-depthHome Visits
•Visits to retail markets, wholesale markets, commercial
and business districts, industrial areas, ports, SEZ etcField Visits

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Industry Report provides an overview of the entire industry. This report provides an
overall understanding of a specific Indian industry. Below are some of the topics
which are covered in the report. Topics can be added or deleted as per client
requirement
 History of the industry
 PEST Analysis of the industry
 Current market size, growth rate and trends
 Key players in the industry and their relative market share & their marketing mix
 Key customers of the important industry players
 Company profile of key top players
 SWOT analysis of the 1 or 2 key players
 Employment conditions in the industry
 Drivers of growth for the industry
 Key challenges in growth of the industry
 Overview of tax and regulatory environment
Industry Report
INDUSTRYREPORT

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Additional Services ~ Business Matching
BusinessMatching
• Partner for contract manufacturing, marketing
finished goods, giving financial support, supplying
raw materials are identified through search and
due diligence process
Channel Partner
Identification
• Prior to actual tie-ups, non-financial due
diligence of the potential partner is conducted
through interviews with stakeholders (customers,
vendors, competitors, experts etc.)
Identification of
Partner for Joint
Venture or
Acquisition
• Prior to entering India, identifying prospective
target industries and the organizations for the
client product, setting up appointment with some
of the prospective customers
Identification of
Prospective Clients

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B2B Capabilities
Need
Assessment
Market
Assessment
Market
Projections
Competitive
Intelligence
Partner
Identification
Non-Financial
Due Diligence
Buyer
Behavior
Usage &
Attitude
Corporate
Image
Customer
Satisfaction
Employee
Satisfaction
Trade Audit
Catchment
Analysis
Pricing
Strategy
Sourcing
Strategy
Segmentation
Marketing
Strategy
Studies
Concept
Testing
Marketing
Effectiveness
Campaign
Impact

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Quantitative Qualitative
Product Test
Pack Evaluation
Pricing Research
Copy Test
Ad Test (Pre)
Simulated Test Marketing
Customer Satisfaction
Mystery Shopping
Retail Audit
Ad Test (Pre/ Post)
Brand Health
Face to face
interviews,
CATI, Online,
HUT,
Central Location
Test
Ethnography,
Consumer
Immersion,
Contextual DI,
Conflict FGD,
Creative groups
Consumer Research Studies & Capabilities
Usage & Attitude (U&A)
Demand Estimation
Customer Satisfaction
(Stated/ Non-Stated)
Concept Test
Pricing Research
Positioning Research

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India Research Services
• ANNIK has capabilities to execute research
(Quantitative & Qualitative) from start to end. Client
provides us a brief, thereafter ANNIK creates
questionnaire, does the fieldwork, compile data,
prepares the report and present the findings
Full Service
Market
Research
• ANNIK also provides ‘only data collection’ services
for both Quantitative and Qualitative studies
• Client provides us with a finalized questionnaire and
ANNIK conducts the fieldwork
• Client may ask us for raw data or tabulated data that
is yet to be compiled into a final report
Only Data
Collection

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Why ANNIK?
Past experience in research
agencies of global repute
Extensive experience
• New Product Development
• U&A, Brand Health, Ad
Testing, Concept Testing
Unique Modus Operandi
• Researcher personally
remains in the field
• Hybrid research designs
Actionable
Insights
Experienced
Researchers
Organizational
Experience
Quality Data

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Field Team Presence Across India
PresenceoffieldteamacrosscitiesinIndia

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Industries Worked On
Automobile
Consumer
Packaged
Goods
Durable
Consumer
Goods
Education
Financial Media Pharmaceutical Retail
Technology Telecom
Industrial
Equipment

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A few clients of ANNIK for the Indian Market
Triton Communications
Versus Brand Solutions

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Case Studies

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Case Studies: B2B

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Case Study: Financing of Industrial Equipment
• The client is an international brand of Industrial Equipment (machines involving use of
CNC component). They are planning to enter the Indian market and wish to
understand the financing market prior to entering India. Basis this they would either
enter India with their own financing business unit or tie-up with existing Banks/ NBFC.
If they plan to enter India with their own financing unit they would like to get into
financing of Light Commercial Vehicle (LCV) and Passenger Vehicles as well
Research Design
Objectives
Target Group
• Passenger Vehicles, Commercial
Vehicles and Industrial Equipment
• Consumers,
• Loan providers (Bank, NBFC)
• Dealers,
• Collection Agencies
Sample Size
• Qualitative: 109 IDI in Delhi, Mumbai,
Kolkata, Chennai, Bangalore, Kochi, Pune
Deliverables
• Understand the entire purchase process
• Understand pitfalls (i.e. default rate, re-
possession etc.)
Qualitative
In-Depth Interviews among various stakeholders in the loan process

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Case Study: Market of Metal Working Fluids
• The client, is planning to enter the Indian market and at an overall level wished to
understand the market of MWFs in India
Research Design
Objectives
Target Group
• Production heads, plant heads
working in large size organizations
• Users of MWF in their production
processes
Sample Size
• N=100
Deliverables
• How have MWF volume and intensity of use
changed in recent years and what are future
expectations?
• What factors are most important when
selecting a MWF manufacturer?
• Which manufacturers are likely to gain share
vs. lose share in the near future?
• How sticky are end user relationships?
Quantitative
A Qualitative study involving a 20 minute discussion was conducted telephonically. 100%
recording of the interviews was done

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Case Study: Online Browsing Habits of IT Heads
• The client, wished to understand the online touch points wherein they can tap
potential clients for their Enterprise level Hardware and Software such as Servers, Data
Storage and back-ups etc. Thus, as part of the objectives, browsing habits of the IT
heads was understood
Research Design
Objectives
Target Group
• Top level IT decision makers above
the designation of AVP IT
• Working in 1000+ employee company
Sample Size
• N=30
Deliverables
• General habits i.e. hours spent online etc.
• Identified reason for visiting online both
general and specific to Enterprise level
Hardware and Software Platforms used
• Sites and platforms used to visit online and
relative ease in searching for information
Quantitative
A Quantitative study involving a 10 minute questionnaire was designed which was
administered telephonically. 100% recording of the interviews was done

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Case Study: Market Landscape of
Welding Products (B2B)
• The client, manufacturer of welding products was planning to enter the Indian market
and thus required overall understanding of the industry
Research Design
Objectives
Target Group
• C level purchase decision makers in
mid to large size industries such as
construction, fabrication units, heavy
manufacturing industries etc.
• Leading distributors of the welding
equipments
Sample Size
• Qualitative (n=80)
Deliverables
• Understanding of the size of the industry
and the related growth trends
• Distinct characteristics of the category
• Key growth factors and barriers to growth
• Competition’s market share, unique offering
• Mapping the industry supply chain
• Impact of brand from the consumer
perspective in the category
Qualitative
As the study was exploratory and involved landscaping of the industry, Qualitative In-Depth
interviews using face-to-face and telephonic methodology of approximately one hour each

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Case Study: Mapping of
Purchase Decision Process (B2B)
• The client is a manufacturer of personal computers and wished to enter the Small &
Medium business (SMB) space and thus wanted to map the entire process of how the
consumer makes the purchase decision
Research Design
Objectives
Target Group
• Purchase decision makers in 20 to
100 employees and 100+ employees
• C level employees of the PC
manufacturers and channel partners
Sample Size
• Qualitative (n=10)
• Quantitative (n=600)
Deliverables
• Triggers and barriers for purchase
• Sources of information
• Brands in consideration set, Brand imagery
and perceptions of its users
• Influencing factors (WoM, Magazines etc.)
and influencers (vendors, peers/ colleagues)
• Factors impacting purchase decision
• Satisfaction with brands
Qualitative
In-Depth interviews were conducted
to better understand the behavior
Quantitative
Face-to-face quantitative interviews
were conducted

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Case Studies: Automobile

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Case Study: Car Clinic
• The client, a car manufacturer was planning to re-design its existing SUV in the Indian
market and thus required understanding of their offering in terms of look and
acceptance amongst the target group
Research Design: Since the client wanted the consumer to experience the real
feel of the car, dynamic car clinic was proposed. A real client and competitor car
was placed along with the client offering
Objectives
Target Group
• Current Users and Intenders of client
brand in the age group of 25 to 55
years in Delhi
Sample Size
• Quantitative: N=250
Qualitative: 6 FGD
Deliverables
• Identified elements which most effectively
drives and strengthens purchase interest
• Assisted in understanding the strength of
competitor car vs. the client car
• Identified areas of improvement
• Suggested optimum pricing strategy
• Provided communication cues
Quantitative Evaluation Qualitative Focus Group Discussions

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Case Studies: CPG

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Product Usage by
Respondent
Case Study: Home Usage Test (HUT)
Business Objective
The client wished to test its new
variant of Sanitary Napkin vis-à-vis
competition
However,
the client wanted a research design
which provides “Quality” and
“Verifiable” output
Daily Diary Filling by
the Respondent
Filling up of
Questionnaire
Collection of Used
Sanitary Napkins
daily and storage in
air-conditioned
facility
Very Unique
Research Design
Single placement of two test products with rotational usage on alternate days
Objectives and Constraints
Physical respondent
check and
accompaniment
during product
placement
Physical Researcher
back-check for diary
filling
Researcher
accompaniment
during filling up of
questionnaire
Analysis of the entire
data across diary,
questionnaire and
“used Sanitary
Napkins”

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Case Study: Home Usage Test (HUT)
(Cont’d..)
Target Group
• Females in the age group of 18 to 35 years who are housewife, working &
students in Delhi
Sample Size
• Quantitative sample size (n=300)
Deliverables
• Measured the level of acceptance of the proposed product offering among the
target segment
• Assess the performance of the proposed product offering on key parameters
• Identify the areas of improvement in the proposed product offering
• Assisted in understanding the price (range) that consumers will be willing to pay
for the proposed product offering
High Quality and Verifiable Research Solution
“I am struggling with the research capabilities in other countries at this moment
……Gosh, I wish you have your office in Egypt. I am having so hard time dealing
with the data obtained there, so many wrong inputs..I am fed up”

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Case Study: Retail Shopper Study
A cosmetics brand was interested to understand the buying behavior of the consumer
at the retail outlet level
Research Design
Objectives
Target Group
• SEC A, Females of age 18 to 45 years;
purchasers of range of cosmetics in
modern and traditional retail outlet
Sample Size
• Qualitative : n=20; Quantitative:
n=300 in Delhi & Mumbai
Deliverables
• The factors impacting choice of stores
• Understanding of the in-store influencers
• Hierarchy of factor impacting choices made
in-store
• Impact of in-store display and promotion
• Impact of the sales person on the decision
Qualitative Vox Pop
Observe the shopper at the store
without intervention
Quantitative
Exit interviews among those
purchasing the target products

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Case Study: Usage & Attitude (CPG)
• The client is a leading global brand of hair coloring products had presence only in the
hair dye segment in India and was planning to launch its hair coloring products as well
in India. Thus they wanted to understand the Indian market holistically in terms of the
usage and practices involved in the hair coloring among urban consumers
Research Design
Objectives
Target Group
• SEC A, Males and Females of age 18
to 55 years; working, housewives,
and students
Sample Size
• Qualitative: 10 FGD; Quantitative:
N=600 in Delhi and Mumbai
Deliverables
• Attitude towards hair dye and hair color
• Various brands and products used and their
method of application
• Usage behavior such as frequency of
product use, frequency of product purchase
• Brand imagery and perceptions of its users
Qualitative
Focus Group Discussion (FGD)
conducted at a central location
Quantitative
Face-to-face quantitative interviews
conducted at respondent’s house

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Respondents
recruited for Peer
Dyads followed
with an observation
for the entire day
Researchers follow,
observe and video-
graph respondents,
including when they
are getting ready in
the morning
At the end of the
day, researchers
discuss their
observations and
conduct Peer Dyad
interviews
The new product
offering is placed
for one week and
followed with a
Dyad interview at
the end
Case Study: Ethnography
• The client was planning to launch male twin shaving blade for lower strata of the consumers and
thus was interested to understand the male grooming habits and also fitment of shaving in the
entire grooming regime
• Product experience with the new product – ‘ Moments of Truth’
Research Design
Objectives
Target Group
• SEC B,C, D Males in life stage of
college going, young adults and
married adults
• Users of double edge shaving blade
Sample Size
• 12 dyads were conducted in Ujjain,
and Coimbatore
Deliverables
• Importance of male grooming and fitment
with the concepts such as Macho, Intellect ..
• Attitude towards male grooming.
• Role of shaving in the entire grooming
habits
• Moments of truth post using the client’s
new product offering

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Case Study: Market Landscape of Retail Tea Market
(CPG)
• One of the India’s largest tea brands at the regional level was planning to enter the
Delhi market. Thus the client wished to understand the retail market for Tea in Delhi as
a part of launch strategy
Research Design
Objectives
Target Group
• Store owners and store managers of
Traditional retail format and Modern
retail format stores
Sample Size
• N=360
Deliverables
• Highest and least selling brands and SKUs
• Stocking and quantum stocked of the
Brands, SKU, and its variants
• Sale volume of brands
• Margins being offered to retailers
• Cyclicality of sales
Quantitative
A Quantitative study was designed which involved conducting interviews among the
owners/store managers of various formats of retail outlets

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Case Studies: Durable Consumer Goods

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Case Study: Customer Satisfaction
for a Durable Goods Manufacturer (DCG)
• A leading brand of Durable Goods manufacturer was interested to measure its
customer’s level of satisfaction with its team involved in installation of new products
and repair of old products
Research Design
Objectives
Target Group
• Those purchasing a product in last 1
month
• Those requesting service and repair
of their product in last 1 month
Sample Size
• Qualitative: n=50
• Quantitative: n=1500
Deliverables
• Level of satisfaction with the brand
• Determined attributes influencing
satisfaction
• Used NPS (Net Promoter Score)
Qualitative
Telephonic In-Depth Interviews
Quantitative
Telephonic interviews

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Respondents
recruited for
central location
All 13 features
exposed
rotationally to
all the
respondents
Respondents
rank the Top3,
Bottom2 and
Middle8
features
Detailed
evaluation of
Top3 and
Bottom2
features
Case Study: Concept Test (CLT) of Microwave Oven
Business Objective
The client wished to identify the
winning feature out of 13 features of
Microwave Oven at concept level
However,
the client wanted all 13 features to
be evaluated by all the respondents
Research Design
Objectives and Constraints
Target Group
• SEC A, Married females and couples
of age 25 years to 45 years who are
Intenders and owners (regularly
cooked main dish) of Microwave oven
Sample Size
• n=360 in Delhi, Mumbai, Chennai and
Kolkata
Deliverables
• Identified winning features
• Understood relative importance of features
• Level of acceptance of the concepts
• Performance of concepts on key parameters
• Areas of improvement in the concepts
• PSM for the additional features

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Case Study : Retail Shopper Study for Flat Panel TV
A flat panel TV brand was interested to understand the buying behavior of the
consumer at the retail outlet level and also understand the impact of salesman on the
purchase decision
Research Design
Objectives
Target Group
• SEC A, B; purchasers and decision
makers of flat panel TV in selected
retail outlet
Sample Size
• Qualitative : n=20;
Quantitative: n=1200 in Delhi,
Mumbai, Ludhiana, and Chandigarh
Deliverables
• The factors impacting choice of stores
• Understanding of the in-store influencers
• Hierarchy of factor impacting choices made
in-store
• Impact of in-store display and promotion
• Impact of the sales person on the decision
Qualitative Vox Pop
Observe the shopper at the store
without intervention
Quantitative
Exit interviews among those
purchasing the flat panel TV

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Case Study: Feasibility Assessment Study (DCG)
• Client wished to assess the feasibility of stocking small goods (hair dryer, shaver etc.) of
other brands at its exclusive outlets. The client is one of the largest MNC durable good
brand in India
Research Design
Objectives
Target Group
• Owners of the retail outlets of client’s
exclusive stores spread across India
• Exit interviews among consumer’s
visiting the client’s exclusive outlets
Sample Size
• Retailer Quantitative: N=65 in 10
cities of India
• Consumer Quantitative: N=1000 in 10
cities of India
Deliverables
Retailer point of view
• Acceptance of the concept of selling other
brand products in the client’s exclusive
brand outlet
Consumer point of view
• Understand the drivers for visiting different
types of outlets
• Acceptability of non-client products in
client’s exclusive outlets
Quantitative
Face to face Quantitative Interviews

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Case Studies: Healthcare

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Case Study : Concept Test of a
Television Advertisement
A leading Indian manufacturer of (Diclofenac Sodium + Paracetamol) tablet wanted to
test 3 advertisement concepts of its planned Television advertisement being developed
for the Indian market at conceptual level. The study aimed to identify the winning
concept which the client can take forward to create the advertisement
Research Design
Objectives
Target Group
• SEC B, C, D, Males and Females of age
25 years to 40 years and involved in
laborious employment
• Decision makers and self-purchasers
of the pain killers
Sample Size
• Quantitative (n=360) and Qualitative
(n=36) in Delhi, and Kanpur
Deliverables
• Identified the winning concept
• Relative ranking of the concepts
• Measured the level of acceptance of the
test concepts
• Assessed the performance of the concepts
on key parameters and identified areas of
improvement in the concepts
• Price Sensitivity Measurement (PSM)
Quantitative + Qualitative
To understand the 3 concepts, Quantitative study was designed to test all these concepts in a
Central Location followed by a short qualitative in-depth interviews

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A leading orthopedic implants manufacturer wished to understand how physicians
perceive the key messages delivered by its sales representatives for its trauma
products.
Research Design
Objectives
Target Group
• Tier 1 and Tier 2 physicians of the
client spread across 6 cities in India
and have been detailed at-least once
in the last two weeks
Sample Size
• N=200 physicians in Delhi, Mumbai,
Lucknow, Kolkata, Chennai and
Bangalore from the client’s target list
Deliverables
• Evaluated the content of the messages
communicated by measuring recall
• Assessed response to these messages on
believability and relevance
• Determined prescribing intent to gauge the
potential impact of sales presentations
• Assessed how the key messages are
received relative to those of the competitors
Quantitative
Quantitative study using face-to-face methodology
Case Study : Sales Rep Message Recall Study

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Case Study : U&A and Communication Evaluation
A leading global player of disposable syringes wanted to understand Usage & Attitude
towards disposable syringes. The study also entailed evaluating a new communication
and a new line of product at the concept level
Research Design
Objectives
Target Group
• GPs owning independent clinic ~
upto a 50 bed hospital, and quacks
Sample Size
• 6 mini-groups among GPs & 8 IDIs
among Quacks
• In Mumbai & Lucknow.
Deliverables
• Assessed the potential for the disposable
syringes and the challenges therein
• Explored the process of treating the patients
and thereby understood the role,
importance and practices in usage of syringe
• The physicians’ current understanding and
awareness of the disposable syringe players
• Measured the level of acceptance of the
test concepts and identified improvement
areas
Qualitative
A qualitative study was designed to understand the issue at hand by conducting Mini-groups in
a CLT and In-Depth interviews at the doctor’s clinic

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Case Studies: Mystery Shopping

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Case Study: Retail Shopper Study
A leading retail chain in home lifestyle and re-modeling store wished to ascertain the
level of service quality at its outlets
Research Design
Objectives
Target Group
• The client and competitor retail
outlets retailing home lifestyle
products and re-modeling services
Sample Size
• N=30 in Delhi, Mumbai, Lucknow,
Pune
Deliverables
• Measure visibility of products & promotion
• Measured service quality across various
customer touch points
• Understanding of promotions & products
• Measured compliance of organizational
policies
Basis the above objectives a Mystery shopping exercise was conducted

Confidential
Case Studies: Media

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• To understand the needs from a newspaper amongst the Hindi daily readers in
Uttaranchal for launch of a Hindi daily of a reputed national media house
Research Design
Objectives
Target Group
• SEC A, B, C
• Readers of Amar Ujala, Dainik Jagran
& other daily locals
Sample Size
• Qualitative FGD 10
Deliverables
• What is the current daily news providing to
the readers?
• Assessment of the need gaps were done
to design the content of the newspaper ?
• Role of product promotions and its
assessment in the growth of newspaper?
• Assist the client in devising the positioning
platform for the hindi daily
Qualitative
Qualitative Focus Group Discussions (Involving 8 people per group)
Case Study: U&A for Hindi Daily Newspaper

Confidential
Client Testimonials

Confidential
For Any Queries, please get in touch with us at:
Kapil Kalra
kapil.kalra@anniksystems.com
Tel: +91-124 418 4412
Cell: +91- 98111 72400

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