Market and Competitive Intelligence
The Market and Competitive Intelligence practice at Orkash is focused to assist our client discover and exploit opportunities, manage risks and thus create a substantial competitive advantage.
In emerging markets, unorganized sectors, growing middle class segments in non-metro cities, rapid urbanization and untapped markets offer significant opportunities.
However the lack of structured public data, immature policy frameworks, non-traditional market forces, clientelism, and corruption expose our client to risks which make the prediction of competitor’s action difficult.
Our services are driven by ethical grass root level research to uncover hidden and obscure information, 360 degree feedback collection from all stakeholders of the industry, exhaustive secondary research, and market assessment frameworks.
In addition to India, we have successfully executed projects for international markets in Asia and the Middle East.
Case Study 1 – Manufacturing Sector: Sales Networks Intelligence
A global Top 10 tyre manufacturing company was setting up a manufacturing facility in India. The client was already importing tyres into India and by setting up of manufacturing facility, the client wanted to target a specific high growth yet highly competitive segment
Unique Findings: Orkash conducted a 360 degree extensive market intelligence collection by speaking to all concerned stakeholders from the CXO level executives of the industry to the sales force, distribution channels and dealers/stockists of various players in the industry. The entire value chain for the sector including raw material suppliers, end product consumers, OEM buyers and the competitors in the industry were mapped. A perception map on what the competition thinks of the clients’ products and their market entry, and perceived threat by the existing industry was also developed
Net Results: The client was provided a market analysis and sales-channel-incentives framework to identify and assess the key drivers of penetrating the market. The report offered comprehensive understanding of the market dynamics in the Indian tyre sector and associated industries like rubber and automotive. A detailed study of the competition, their recent activities in the market, their financial performance, pricing & discounts strategies, and perception in the market on quality provided the client key benchmarks on which to design its sales and distribution channels, and to monitor the success of these channels on an ongoing basis.
Case Study 2 – Market Entry by a Products Company: Assessing Impact of Non-traditional Risks
A multinational company was entering the Indian market as part of its strategic global expansion plans. The client wanted to evolve the understanding to be able to respond to powerful non traditional forces that were clearly impacting and shaping the Indian market dynamics.
Unique Findings: A comprehensive approach of rigorous secondary research to highlight the key issues and market concerns was followed by an extensive investigative research to connect with all possible stakeholders and gather their viewpoints on the identified issues. This helped us identify the real core issues amidst all the noise regarding several irrelevant issues being created. Orkash investigated non traditional areas of market forces like anti-competitive activities, corruption and cartelization, alongwith the role of industry bodies and individual business houses in policy related lobbying around mandatory standards and import taxation. This helped client identify areas where they may be impacted and hence reduce blind spots in the market. Orkash also undertook detailed profiling of all stakeholders (both individuals and organizations) on relevant issues and their capability to create a significant impact in the market.
Net Results: A comprehensive assessment of the sectoral dynamics w.r.t to non traditional forces was created. The client was made aware of the entire gambit of lobbying that the sector was witnessing along with a profile book of key stakeholders (both individuals and organizations) which was created to understand the strength of these parties and to sift through irrelevant noise and actual impact in the sector .
Case Study 3 – Retail Sector: Policy Analysis & Assessment of Potential JV Partners
With the announcement of policy changes in the retail sector, a global retail conglomerate wanted to understand the Retail Sector in India w.r.t to the policy framework, political risks impacting the policy changes, and the relative assessment of 5 major retail chains in India as potential JV partners.
Unique Findings: Orkash identified key stakeholders in the policy framework, state level political risks and opportunities and various stands that political parties at the centre and state levels were taking. For the assessment of the 5 Retail Chains, Orkash looked at various risk, opportunities and market drivers, and benchmarked the players on these parameters. This was done by generating intelligence through primary source research incorporating interviews with industry players, analysts, employee work-force involved in different components of the retail and senior management. Finally for each retail group and its key management and executives, we undertook a detailed ethical and reputational due diligence
Net Results: The client had an extensively researched report on the Indian retail sector detailing the real drivers of policy in the sector and the significance of political postures of various parties with respect to the retail sector. The report provided client with both operational as well as business and ethical parameters of the retail business groups in India, and helped it identify potential partners for its JV.
Market Intelligence: Personal-care Products
A global hair care product company having international and national operations required a detailed and an exhaustive market understanding of the potential of hair care products in three countries namely, India, Pakistan and Bangladesh
Based on the business need, Orkash analysed the customer specific trends and the market segment trends and profiled the successful hair care companies operating in the three countries. In addition to this, the team also recognized the cultural aspects (varying in all the three countries) and the use of traditional hair care practices that influence the usage of a particular hair care product in these countries. Furthermore, Orkash analyzed the marketing and advertising campaigns of various companies in the sector to understand the brand positioning, budget plans, and communication strategies. Going forward, Orkash also analyzed the advertising and marketing campaigns that were successful in the sector and analyzed the reasons behind it. The Orkash team interacted with a wide number of marketing and advertising professionals to gain useful insights into the failure/success of ad campaigns, strategies utilized for penetrating beyond the creamy layer and competing with the traditional and already established methods of hair care.
Competitive Intelligence: Pharma & Healthcare Sector
A renowned global health organization governing major health-related decisions of the world needed to profile the Indian pharma companies which have active and matured R&D capabilities focused on creation of vaccinations for a potential pandemic scenario. The client required the information to aid in the decision making process of releasing grants to authentic pharma companies with genuine vaccine inventions
Based on wide ranging interactions and interviews with pharma companies, research scientists, academicians, global health officials and government officials, Orkash was able to map the various R&D developments of the different pharma companies in India. It also helped the client to gauge the authenticity of claims, ingenuity of the claimed scalability of production capacities and the effectiveness of the vaccines. The project involved a meticulous charting out of the related R&D developments and also those which were in the pipeline. Furthermore, it also included profiling of the companies, assessing the progress in the sector and identifying the future trends and patterns in the sector.