The Task
- Understanding the gifting market for Rakhi in terms of number of people gifted, number of gifts given, what was given, how much was spent.
- Additionally, to know the standing of client’s brand vis a vis competition and other gifting items
The Method
- 1800 Quantitative interviews conducted in 2 stages – Market mapping among brothers/ sisters who celebrated and gifted for Rakhi festival. Detailed interviews among specific profiles like repeaters for a brand versus first timer etc.
The Outcome
- The market in terms of brothers/sisters gifted and average gifts gifted not growing – total available market remains the same, except for organic growth.
- Shift in gifts given by brothers : Share of food is gaining from cash. Client brand’s share is growing, but others too
- Among sisters, food Items continue to dominate gifting. Client brand’s share remains the same
How the Client benefited
- Understand how gifting market is moving , age group to be targeted , how to increase repeat purchase , how to built a cool and trendy image so as to attract customers who are still not moving to newer formats, to relook at SKU’s