Harvard Case - GEF India Private Limited - January 2011: Defining the Market Research Problem
"GEF India Private Limited - January 2011: Defining the Market Research Problem" Harvard business case study is written by Abhinandan Jain, Vivek Singh. It deals with the challenges in the field of Marketing. The case study is 16 page(s) long and it was first published on : Jan 19, 2017
At Fern Fort University, we recommend GEF India Private Limited (GEF) conduct a comprehensive market research study to understand the Indian market for its water purification products. This research should focus on identifying the key market segments, consumer behavior, competitive landscape, and potential growth opportunities. The insights gained from this research will be crucial in developing a successful marketing strategy for GEF's product launch in India.
2. Background
GEF India Private Limited is a subsidiary of GEF, a global leader in water purification solutions. GEF is planning to enter the Indian market with its innovative water purification products. The company faces the challenge of understanding the Indian consumer's needs, preferences, and purchasing behavior. This case study focuses on defining the market research problem that GEF needs to address before launching its products in India.
The main protagonists of the case study are:
- GEF India Private Limited: The subsidiary responsible for launching the water purification products in India.
- Mr. Amit Sharma: The CEO of GEF India, tasked with leading the market entry strategy.
- The GEF India team: Responsible for conducting market research and developing the marketing strategy.
3. Analysis of the Case Study
To understand the market research problem, we can use a combination of frameworks:
A. SWOT Analysis:
- Strengths: GEF's global expertise in water purification technology, strong brand reputation, and innovative product offerings.
- Weaknesses: Lack of understanding of the Indian market, limited brand awareness in India, and potential challenges in establishing a distribution network.
- Opportunities: Growing demand for safe drinking water in India, increasing disposable incomes, and a large potential customer base.
- Threats: Intense competition from existing players, potential regulatory challenges, and fluctuating raw material prices.
B. PESTEL Analysis:
- Political: Government policies on water quality, regulations on foreign investments, and potential trade barriers.
- Economic: Economic growth, disposable income levels, and consumer spending patterns.
- Social: Growing awareness of water pollution, increasing health consciousness, and changing lifestyles.
- Technological: Advancements in water purification technology, availability of digital marketing channels, and adoption of mobile technology.
- Environmental: Water scarcity, climate change, and environmental regulations.
- Legal: Regulations on product safety, labelling requirements, and consumer protection laws.
C. Market Segmentation:
- Demographic Segmentation: Age, gender, income, education, and location.
- Psychographic Segmentation: Lifestyle, values, attitudes, and preferences.
- Behavioral Segmentation: Usage patterns, purchase frequency, and brand loyalty.
D. Competitive Analysis:
- Direct Competitors: Existing players in the water purification market in India, including local and international brands.
- Indirect Competitors: Alternative solutions for safe drinking water, such as bottled water, water filters, and water purifiers.
- Competitive Advantage: GEF's unique product features, technological advancements, and brand reputation.
E. Consumer Behavior Analysis:
- Needs and Wants: Understanding the specific needs and wants of Indian consumers regarding water purification.
- Decision-Making Process: Analyzing the factors influencing consumer purchase decisions, including price, brand, features, and availability.
- Purchase Behavior: Identifying the channels through which consumers purchase water purification products.
F. Value Proposition Development:
- Unique Selling Proposition (USP): Identifying the key benefits and differentiators of GEF's products compared to competitors.
- Target Audience: Defining the specific customer segments that GEF intends to target.
- Value Proposition Statement: Clearly communicating the value offered by GEF's products to its target audience.
4. Recommendations
1. Conduct Comprehensive Market Research:
- Objective: To gain a deep understanding of the Indian market for water purification products.
- Scope: Include market size, growth potential, consumer behavior, competitive landscape, distribution channels, and pricing strategies.
- Methodology: Employ a mix of qualitative and quantitative research methods, including surveys, focus groups, interviews, and market data analysis.
2. Develop a Targeted Marketing Strategy:
- Segmentation: Identify the key market segments based on the research findings.
- Targeting: Focus on specific segments with the highest potential for growth and profitability.
- Positioning: Develop a clear and compelling brand positioning strategy that differentiates GEF from competitors.
3. Implement a Multi-Channel Marketing Approach:
- Digital Marketing: Utilize online platforms, social media, search engine optimization (SEO), and content marketing to reach target audiences.
- Offline Marketing: Leverage traditional channels like print media, television advertising, and public relations.
- Distribution Channels: Establish a robust distribution network through retailers, wholesalers, and online marketplaces.
4. Optimize Product Development and Pricing:
- Product Development: Adapt product features and design to meet the specific needs and preferences of Indian consumers.
- Pricing Strategy: Develop a competitive pricing strategy that considers cost structure, market demand, and competitor pricing.
5. Build Strong Customer Relationships:
- Customer Relationship Management (CRM): Implement a customer relationship management system to track customer interactions and preferences.
- Customer Service: Provide excellent customer service and support to enhance brand loyalty and satisfaction.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of the case study, considering the following factors:
- Core competencies and consistency with mission: GEF's core competency lies in water purification technology, which aligns with its mission to provide safe drinking water solutions.
- External customers and internal clients: The recommendations address the needs of both external customers (Indian consumers) and internal clients (GEF India team).
- Competitors: The recommendations consider the competitive landscape and aim to differentiate GEF from its competitors.
- Attractiveness: The recommendations are expected to enhance market share, profitability, and brand equity, ultimately leading to business growth.
- Assumptions: The recommendations are based on the assumption that GEF has the resources and capabilities to implement the proposed strategy.
6. Conclusion
By conducting comprehensive market research and implementing a well-defined marketing strategy, GEF India can successfully launch its water purification products in the Indian market. The recommendations outlined in this case study solution will help GEF achieve its growth objectives and establish a strong market presence in India.
7. Discussion
Alternatives not selected:
- Direct market entry without market research: This approach carries a high risk of failure due to a lack of understanding of the market.
- Focusing solely on online marketing: While digital marketing is crucial, it may not be sufficient to reach all target segments.
- Adopting a low-cost pricing strategy: This could negatively impact brand perception and profitability.
Risks and key assumptions:
- Competition: The market is highly competitive, and new entrants may face challenges in gaining market share.
- Consumer acceptance: Indian consumers may be hesitant to adopt new brands and products.
- Regulatory environment: Changes in government policies or regulations could impact GEF's operations.
8. Next Steps
Timeline with key milestones:
- Month 1: Conduct market research and analyze findings.
- Month 2: Develop a targeted marketing strategy and implement initial marketing campaigns.
- Month 3: Launch product in key markets and monitor performance.
- Month 4: Adjust marketing strategy based on initial feedback and market response.
- Month 6: Expand product distribution and increase marketing efforts.
By following these steps, GEF India can successfully navigate the Indian market and achieve its business goals.
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Case Description
In 2011, Mr. Kapil, Brand Manager, was reviewing the research brief prepared to review the performance of the launch plan of the refined vegetable cooking oil brand Freedom Refined Sunflower Oil of GEF, a new company in Andhra Pradesh. Specific focus was on assessing the overall performance, the brand strength and the TV Commercial. The results are expected to help in the preparation of a marketing plan for the next year. Participants need to critique the brief from the point of view of defining a managerial marketing research problem for assessing a launch plan.
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