RESEARCH WORK

India’s 100 Most Valuable Brands
4PS B & M and Indian council for market research has once again, in the fourth consecutive year, brought the annual rankings of India's 100 Most valuable brands. In the first Phase which started some 6 months before the final listing in the magazine, a holistic list of 40,190 brands across 32 categories & 99 sub categories, ICMR whittled them down to 1,499 brands based on growth, reach, demand and availability. Next, ICMR further shortlisted the top 200 brands across categories based on parameters of Brand awareness and Brand preference across 2200 respondents in 5 major cities. The second phase began by conducting one-on-one interviews with 6,300 respondents in 10 major cities of India. The respondents were asked to rate each of the brands on five parameters: Brand Image & perception, brand performance, Brand loyalty, Brand awareness and Brand association. Hence, the aggregates of the survey provided the final ‘brand Equity’ means as well as the final ranks of 4ps B & M India’s 100 Most valuable brands 2009. The third Phase took off with an opinion poll among 2500 respondents to vote for most promising, trusted, visible etc brands of the year.

India’s Best Marketed Banks
Indian Council for Market Research (ICMR) undertook a research on “India’s Best Marketed Banks” on behalf of the magazine 4P’s Business & Marketing.
The research was conducted based on financial parameters and a consumer perception survey conducted by ICMR. The banks were categorized in 3 categories namely PSU (Public Sector Undertaking), Private (Indian) Banks and Foreign Banks. The banks were short listed on the basis of their balance sheet size (the balance sheet size of more than Rs. 10,000Cr). The final list of banks consisted of 21 PSU’s, 12 Private and 8 Foreign Banks. Banks from the Middle East and co-operative societies were not taken under the purview of the research. The list of banks was prepared on five broad categories: Profitability, Growth, Strength & Size, Quality of Earnings and the ICMR consumer perception survey.

"Brand Perception Study" for Orient Ceramics and Industries Ltd
ICMR Conducted Industry analysis for 15 cities. The study involves competitors study, brand perception study, market share analysis, Dealers Satisfaction survey, purchase behavior study & price analysis, and brand building study and strategy.

"Customer Perception Study" for Grohe India Pvt Ltd.
Conducted customer perception study for Grohe India Pvt Ltd. The study was carried out in 17 cities across India to gage the perception of Grohe’s products amongst its customers and dealers.

"City Profiling" for Ramprastha Promoters & Developers Pvt Ltd
Conducted city profiling activity of Gurgaon for Ramprastha Promoters & Developers Pvt Ltd.

"Feasibility Study" for Arravli International School
ICMR Conducted Feasibility study for setting up an International standard school. It was a PAN India study.

"Advt. Effectiveness" for Maxima Watches
Gauging the effectiveness of the ad campaign developed by the creative team of Maxima watches amongst the target audience by conducting FGDs.

"Business Potentiality of various identified industrial segment" for Mahindra World city
ICMR conducted market survey across major cities of India to assess the business potentialities of various identified industry segments to be a part of SEZ developed by Mahindra world city in Jaipur.

The identified industry segment covered during the study were:

• Gems & Jewellery
• Apparels
• Handicrafts
• Light Engineering (Auto & General Industry)

"Online Banking Study" for Standard Chartered Bank
An online banking study was undertaken to understand the barriers and concerns towards internet banking and suggest the most preferred option to promote online banking facility usage. This study was undertaken in Mumbai and Delhi.

"Customer Satisfaction Study" for Deepak Fertilisers and Petrochemicals Corporation Ltd.
A Pan-India C-Sat study was undertaken to evaluate customers’ satisfaction and record their perception to review the current scenario and suggest any improvement that have taken place in the areas identified in the last C-Sat Survey.

"Market Potentiality Study" for Powercon
The study involved tapping the Market Potential and conducting Competitors’ Analysis for passive telecommunication infrastructure. Techno-commercial feasibility study was also undertaken to perceive the potential growth of telecommunication market in India.

"ITR Study" for Airtel
The prime objective of the study was to conduct ITR (Intension To Recommend) study for various outlets in 5 zones., Hyderabad, Warangal. Vijayawada, Vishakapatnam and Tirupati

The crucial objective of the study was to understand the brand recommended among the various retail outlets.

Under the purview of the study, we have attempted to find out the Intension To Recommend among the different retail stores through a checklist based on key parameters like:

• Brand Offered
• Reasons of pushing the Brand

ICMR developed a primary research plan to evaluate the ITR of various retail outlets. For pilot survey, we covered 12 stores (as provided by the sponsor) across Hyderabad. The main objectives of the study include:

• To understand the ITR among various outlets
• What are the reasons for pushing that particular brand

"Evaluation Study" for AP Housing
The basic objective of the study is to:

1. To understand clearly the status of the programme on the field and to see how to improve the delivery system in tune with the objectives of the Government.
2. To assess the impact of the programme in the field.
3. To identify areas which require to be rectified for proper implementation of the programme.
4. To look at social and other issues which arise out of the programme.

"Concept Evaluation Study" for Creative Group
A study was conducted to evaluate the unique concept and effectiveness of ‘Anti-Allergic’ innerwear for men. The research was carried out across four centers (Delhi, Kolkata, Mumbai and Bangalore) in India to test various parameters like behavior, preferred brand, best liked features in an innerwear, etc.

"Study on Sustainable Development of Rural Housing in India" for NCAER - Rural Housing
A study on sustainable development of rural housing in India was conducted by ICMR. Household surveys regarding housing related issues were conducted in 24 villages across the states of Andhra Pradesh, Karnataka and Gujarat. Apart from the household survey, village 'Pradhans' and major distributors/suppliers of building materials were interviewed.

Feasibility Study for setting up business complexes in 50 Cities for EWDPL
A comprehensive feasibility study for setting up business complexes in 50 Cities all over India which also included the city profiling, cross industry analysis & Trend Analysis. Also assessed the current as well as future business potentialities of various identified industry segment in these selected cities.

A Consumer Buying Behavior & Customer Perception Study for EWDPL
A study on estimating the consumer demands and their trend analysis, mapping the demography of the consumer, Psychographic profiling of the consumer, Segmentation of the Target Audience and the lifestyle preferences of the target people.

A Brand Logo testing Study for Digital Entertainment Network (DEN)
The study was conducted for Den in which the consumers were interviewed from Delhi, Gurgaon, Lucknow and Surat in which various placards were shown to the target audience and the logo of DIGITELLY was introduced to the target audience.

Benchmarking Study for Punjab National Bank
To Benchmark the services provided by Punjab National Bank viz-a-viz their competitors and gauge the satisfaction for the same. In this study we covered 10 PNB branches, 4 other Nationalized bank branches, 4 Indian Private Banks and 4 Foreign Private Banks. In this study we compared the quality of services of all the bank branches mentioned above. It was conducted through random sampling of the target segment and interviewing them with a structured questionnaire. This was Delhi NCR based study.

Gap Analysis for Liberty Whiteware Limited
To analyse the gap between the desired amenities and the final product provided by the Builders. Also understanding the preference of Customers for the client. In this study we understood the GAP in quality that persisted in the market between the sample apartment and the final delivered apartment. Though this activity we also analyzed the need of builders in categories like sanitary ware, bath fittings, modular kitchen and electrical switches. It was a pan India Study. The target segment was Sec A+, A, B, B+. Four different questionnaires were prepared and on the basis of that the goals were achieved.

Consumer Buying Behavior Study for Spencer's
The Prime objective of the project was to propose practical solutions to Spencer’s that would not only stimulate more business opportunities through effective and measured marketing and research tools but would also take into account the economic and social consequences. Under the purview of the study, we have attempted to assess the consumer buying behavior of various customers visiting the Spencers’ store in Kolkata.

A Market Intelligence Study for Real Estate Market - Bengal Shrachi, Merlin and Bengal Shelter
The purpose of the study was to find a suitable location for the venture in the respective locations and find out the characteristics of likely customers (such as demographics and behavioral pattern), along with the analysis and segments of people who can afford such apartments there and in the adjoining areas, with the rates acceptable to them. The study also included various other ventures coming up in the vicinity and the potential competition thereto. The willingness of people to spend for availing apartments in such venture and the factors guiding them was also analyzed along with the analysis of the competitor strategies (Marketing, Finance, Pricing) in the areas along with analysis of their projects in the vicinity.

"A Study on Perception about Healthy & Fair Ayurvedic Baby Massage Oil"
A post activity research to identify target group, consumer’s perception on quality and likeability of the product, product purchase intention and brand conversion. Thereon, the pros and cons of rolling out the activity on a bigger scale were laid down.

"A Study of Fashion and Imitation Jewellery in India"
Entails understanding the current market trends, analyzing the internal and external market environment (SWOT), value chain tracking, generation of database of potential players in the industry as per annual turnovers and identification of key players in the Indian industry.

"A Study of Crystal Component Market in India"
The study involved estimating the market size of Swarovski in Mumbai and Delhi in terms of value of sales and physical volume, price comparison, understanding perception about Swarovski, finding out key buyers and usage patterns of the crystals, examining the geographical coverage and promotional activities of the dealers of crystal.

Ranking of Insurance companies on the basis of Customer satisfaction:
The prime objective of the project was to measure the customer satisfaction levels and service quality parameters of the insurance players operating in India. Ranking of insurance companies operating in Indian insurance sector on the basis of customer satisfaction was also undertaken. The study was commissioned by Consumer VOICE.

Study for WWF’s Trade and Investment project in India:
This study was commission to ICMR by Mr. Mohd. Saqib, Senior fellow, Rajiv Gandhi Foundation. The objectives of the study were to identify the importance of various environmental issues, relevance of these issues in different industrial sectors, proactive steps companies are taking to match the environmental standards, impact of these standards on trade and investment, how different Indian and foreign companies are reacting to these environmental issues, what support these companies would like to provide to WWF or any other organization

Study on implication of the WTO Agreements on Sanitary and Phyto Sanitary measures and Technical Barriers to Trade on access to healthcare in India
Identifying various SPS measures TBTs being imposed or being faced by Indian exporters of food and processed food industries while exporting to western countries like US, EU, Japan, Australia, etc.

Feasibility study on opening an international school;
The study was sponsored by The Chadha Group and it included the market Feasibility Study for opening the world class IB schools in India.

Study on industry structure in security systems:
Understanding the market dynamics and operation, supply chin tracking and overall functioning of security systems in Delhi & NCR area. The study was commissioned by Honeywell International.

Study on distribution structure and profit sharing analysis in auto equipment market:
Understanding the market structure in terms of distribution networks being followed by major suppliers of auto equipments. The study also delved into the profit sharing analysis at various points of distribution network.

Feasibility study for operating a power station:
The study was sponsored by ALSTOM wherein we Analyzed the feasibility of operating a power station in Western coasts of India. Generating the best feasible model for selling the power at a most profitable way in India for the same.

Concept testing and perception analysis for Jagson Airlines LimitedUnderstanding the acceptability of a hypothetical concept within a specifying target audience/Customer segment and analyzing the perception of different airlines in the black box of frequent flyers.  

Industry structure and market opportunity analysis for Max Specialty products
Understanding & analyzing the Leather finishing industry of India, Capturing the perception and usability of the LFTs (Leather Transfer Foils) within the user group. Developing strategies for increase the penetration and promotion and mapping the grass root level of the same.

Market opportunity study for Kirloskar Brothers Limited
Identification of pump application and replacement market potential/demand estimation across the different end user establishments.

Identification of Non Tariff Barrier being faced by Indian exporters with Sri Lanka and ASEAN countries:
Understanding different NTBs being faced by Indian exporters/manufacturing exporters while exporting to various ASEAN countries and in Sri Lanka. This study helped Ministry of Commerce, New Delhi, to address these NTBs in Free Trade Agreements with these countries. The study was sponsored by ICRIER.

Study on Attrition Analysis:
The study was sponsored by HUTCH. In the study ICMR undertook Attrition analysis of employees at various levels in HUTCH, New Delhi and understood the reasons of attrition.

Study on Feasibility of FTA with US in ICT sector
Identify the likely impact of bilateral trade agreement; identify existing barriers to trade in the ICT sector and suggest reforms and measures for the removal/reduction of such barriers through bilateral agreement. The ICT sector includes BPO, Software, E-Commerce, Audio Visual services and Telecommunication industry players having operation in USA and India.  The study was commissioned to ICMR by ICRIER.

Study on networks in Swedish International Development Cooperation Agency’s (SIDA) support to Indian NGOs):
The aim of the study was to systematically analyze the performance and success of the networks supported by SIDA, the rationale and purpose of forming networks, identifying & assessing different networking approaches & practices, extracting lessons learned & best practices, & recommending alternate ways for SIDA to strengthen the relevance of its support to networks. The study was sponsored by SIDA.

FDI in Retail:
The study was done in association with ICRIER. The purpose of this study is to analyze the growth across different segments of retailing, evaluate the likely impact of allowing FDI on stakeholders and suggest the likely timeframe and process of allowing FDI. The study was commissioned by ICRIER.

Study on trade routes between India and Pakistan:
Understanding various transportation related barriers/problems being faced by exporters while exporting to Pakistan. The study was commissioned by ICRIER.

Study on feasibility of Free Trade Agreement with Gulf Co-operation Council:
Identifying various entry barriers being faced by Indian organization while entering in GCC countries and vise-a-versa and how Ministry of Commerce can address these issues in Free Trade Agreement between Indian and GCC countries.

Market Development Activities for Asiatic Electronic Industries
Market Development Activity to introduce the new and innovative products range produced by Asiatic Electronic Industries.