icmr presentation

A Division of PLANMAN MARCOM

Reflecting Reality Intelligently and Strategically

ICMR was established in the year 1996.

ICMR is a holistic solution provider from

identification of problem areas to implementation of consulting solutions,

from market intelligence inputs (product information, competitive strategy,

overall market environment) to strategic consulting.

We empower our research projects with strategic intent from our in-house experts and emphasize on the corporate strategic objectives of clients rather

than only on data collection and interpretation, enabling said clients to help in their decision-making…

ABOUT USABOUT US

Today, with 4 divisions of ICMR we are able to provide end to end research solutions customized according to the requirements of clients:

Brand and Consumer Research – Power-meter (An ICMR proposition), Brand Health, Customer satisfaction, Market entry strategy etc.

Applied Economic Research – Industry and infrastructure related studies, Trade sector etc.

Social Sector Research – Health studies, Caste and minority problems, Education, Ethnicity, Rural development etc.

Large Scale Survey – Rural Economic & Demographic Survey (REDS), Bank customer satisfaction survey, evaluation of Public Distribution System, trade barriers between India & Pakistan, India & Sri Lanka, India & USA etc.

ICMR - SETUPICMR - SETUP

ICMR resources

Field setupOffices Analysis setup

Main Offices in Delhi, Mumbai, Bengaluru, Chennai & Kolkata

12 own Field offices across country

27 franchise offices

250+ permanent employees

Team of experienced investigators & supervisors across all centres

20-strong Centralized Analysis Cell in Delhi with 24/7 Operations

Mix of Programmers, Analysts, Coding & Punching Professionals

We have business relationship with over 50 corporates.

We have over 400 people employed under us.

OUR WORK PROFILEOUR WORK PROFILE

WHAT CAN WE DO FOR YOU……..WHAT CAN WE DO FOR YOU……..

Brand Health Studies Power meter

Customer Satisfaction Studies

Market Entry Strategy development

Advertising Research

New Product Development Research

Consumer Behaviour Studies

Mystery Shopping

ICMR - OUR RESEARCH SPECIALTIESICMR - OUR RESEARCH SPECIALTIESBrand Health Studies

ICMR has substantial experience in Brand Health studies. Comprehensive brand tracking studies include:

Consumption and purchase habits of the product category

Awareness and trial of the brand under consideration

Motivators for the trial and satisfaction with the brand

Purchase Intent of the brand

Position of the brand relative to its competitors

Advertising awareness and impact of ads

Image of the brand

Key areas of improvement in customer contact

Brand/Image indications which can be used as leverage to strengths the brand

Critical Sales Incidence

POWER METERThe Power-meter is a tool build by ICMR after extensive research. It clearly quantifies the

perception of brands in the mind of the consumers based on the Parameters mentioned

below:

ICMR provides exhaustive customer satisfaction studies to understand the expectations and needs of the consumers. We measure the level of satisfaction for a specific product or service and also identify the gaps between expectations and the experiences. This in turn helps clients to modify their product offerings to gain maximum consumer loyalty. Our methodologies include:

Customer Delight Score

Overall Customer Satisfaction Index

Intent to recommend the product

Loyal Customer Vs. Disloyal Customer profiles

Gap analysis to identify problem areas

ICMR - OUR RESEARCH SPECIALTIESICMR - OUR RESEARCH SPECIALTIESCustomer Satisfaction Studies

Market Entry Strategy Development

We provide a detailed and overall understanding of the market and help in strategic decisions making. Various modules that can be identified as our strength areas include:

Demand Estimation

Mapping competition

Price Mapping of competing products

Entry routes to market

Trade practices

Competitive Communication

ICMR - OUR RESEARCH SPECIALTIESICMR - OUR RESEARCH SPECIALTIES

Advertising Research

We have handled projects encompassing all grades of research requirements in Advertising/ Media. Various modules that can be identified as our strength areas include:

Content Developmental research

Format Tuning research

Pre-launch Content Scoping

Performance Assessment research

Day after Recalls


New Product Development Research

ICMR provides exhaustive consulting regarding launch of new products by estimating the demand and acceptability of the new products. The insights provided by us help clients to modify and enhance the product as well as the marketing strategy to suit consumers’ requirements. The following are the areas where ICMR specializes in catering to specific client needs.

Concept Test

Brand-Name Test

Product Benchmarking Test

Blind Product Test

Package Design Test

Price Sensitivity Research


Consumer Behaviour Studies

This component is another strength area of ICMR that provides a complete understanding of the consumer motivations for choice and usage of the product/brand, various user segments and the perceived benefits of the product. ICMR uses both quantitative and qualitative techniques to fulfill this.

Usage and Attitude Study

Segmentation Studies

Knowledge Attitude and Practice study

Mystery Shopping

At the grass root level, ICMR conducts mystery shopping to check every aspect of its client’s business starting from service quality, staff behaviour, efficiency to value for money, décor, hygiene and customer comfort.


SO WHAT MAKES US DIFFERENT?SO WHAT MAKES US DIFFERENT?

Our mission is to provide action-able research solutions to clients – provide insights and findings which can be further used in taking business forward.

The clients objective is our only focus – systems, processes and models are tools used to deliver such objectives. We have time effective methods of delivering quality to clients.

Flexibility and innovation in research methodology is our mantra.

Customised Solutions and Consulting by experts teamed with

ICMR - MAKING A DIFFERENCEICMR - MAKING A DIFFERENCE

This makes us the agency of choice for projects which are:

strategic in nature

in need of deeper insights

complicated in terms of data needs or logistics of data collection

non routine - where routine methodologies will not give desired outputs.

ICMR – OPERATIONAL CONTROLSICMR – OPERATIONAL CONTROLS

Flexible Approach Supported by Strict Operational Controls

FIELD CONTROLSFIELD CONTROLS In-house field teams across India - large self sustained network.

Field Control happens in 3 forms: Accompaniment by Supervisor / Field executive / Researcher Back checking of questionnaires by Supervisory / Field executive /

Researcher Scrutiny of questionnaires by Supervisor / Field executive / Researcher

Back checks of questionnaires done by field executives. 100% scrutiny by Supervisors. Random back checks done by the project team. Interviewer level data on productivity and quality tracked for manpower

development.

ANALYSIS CONTROLSANALYSIS CONTROLS

Centralized In house analysis team - Stringent controls on data outputs. All data punching done in-house to ensure close supervision and timely

completion of projects. Cleaning for non-logical punching errors. Programmatic cleaning of all logical errors. Double time punching to ensure 0% error. 100 % back check on all coding of open ended questions. 100 % researcher coding of all sensitive or complex open ended questions.

OUR CLIENTSOUR CLIENTS

FEW WORDS FROM OUR ESTEEMED FEW WORDS FROM OUR ESTEEMED CLIENTS…………..CLIENTS…………..

o“The quality of output was of very high calibre in the short time frame allocated…..

What is more noteworthy along with the research is your forte- you have also provided a complete tailor made solutions to the requirements of the advertising agency. The collection of POP’s as well as advertising relevant to the research made all the difference.”

-Ritu Abrol,

GM - Information Services O & M


o “We would like to thank you and congratulate you on the wonderful job done within the short time given to ICMR.”

- Basant Pande Chief Operating Officer

AKAI

o “HIGHLY EFFECTIVE... FANTASTIC!!!... Realistic approach... The consultants’ combination is BRILLIANT... TERRIFIC!!!... In 2 words, result oriented... Did their services meet our objectives? DEFINITELY YES...”

- Suresh, S. Razia

Amway India


o “EXCELLENT... VERY BENEFICIAL, UPDATED, VERY KNOWLEDGE ORIENTED & INFORMATIVE...”

- Veenu, A. Mukherjee

SONY

o “PROVOCATIVE !!!... We are pleased to appreciate your efforts in meeting our requirements... We look forward to a continuation of your EXCELLENT SERVICES in the future

- S. Shivinder

Fortis Healthcare

Ms. Shivalee Kaushik

Research Head

E-mail : [email protected]

Call : +919810424282

Mr. Manoj Jha

Research Manager

E-mail :

[email protected]

Call : +91-9313195179

LOOKING FORWARD TO SERVE YOU AS LOOKING FORWARD TO SERVE YOU AS BUSINESS PARTNERS.......BUSINESS PARTNERS.......

CONTACT US CONTACT US

Mr. Sushmeet Kathuria

Associate Vice President

E-mail :

[email protected]

Call : +91-9958239988

Ms. Sucheta Jha

Manager : Client Servicing

E-mail :

[email protected]

Call : +91-9818349139

Delhi

48, Community Centre, Naraina Industrial Area,New Delhi – 110028

Mumbai

IIPM Tower – 2 ,32, S.V. RoadBandra West, Mumbai: 400050

Bengaluru

IIPM Tower419, 100 Feet Road, Next to Canara Bank, Koramangala, Bengaluru

Kolkata

IIPM Tower, AQ 6, Sector V, Salt Lake City, Near Technopolis, Kolkata – 700091

Chennai

IIPM Tower 145, Marshall Road, Egmore, Chennai

LOOKING FORWARD TO SERVE YOU AS LOOKING FORWARD TO SERVE YOU AS BUSINESS PARTNERS.......BUSINESS PARTNERS.......

CONTACT US CONTACT US

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