The Challenge:
Cigarettes industry is a matured market in India, and they are consumed widely across various cities as well as remote locations. Tracking the buying patterns and influencers in this segment is a difficult task to execute. Qualitative factors influencing brand loyalty were also required to be monitored.
Work:
I was accountable for monitoring the field staff via a portal developed for pan India management. Planning and scheduling the field staff as per key areas identified and coordinating with field managers to collect progress reports. Also responsible for training and following up with area managers regarding complexities related to questionnaires and in-depth interviews.
The Outcome:
Produced authentic data, tracked and recorded at various vendors across India. We could further evaluate the effect of packaging and display patterns about the buyer’s brand decision. A more detailed insight into the consumption patterns and loyalty towards brands was provided on the basis of the quantitative analysis and questionnaires.