Leading global cosmetics brand built revenue plan via 1,500+ surveys & 350+ stakeholder interviews

Context

• Client Description: A leading global cosmetics brand 
• Opportunity: The client wanted to accelerate its revenue growth and understand cosmetics product usage, frequency of purchase of cosmetics good, brand resonance and brand awareness amongst customers across Metros, T1, T2 cities

Further, the client also wants to understand the following: 

• Network coverage of retail stores, 
• Supply chain effectiveness, process throughput and distribution analysis across stores, 
• Salary benchmarking for PoS (Point of Sales) employees, 
• Technology usage benchmarking
• Benchmarking of the training program (product, sales, makeover) for PoS employees

Our Approach

• Survey of cosmetics product users across India (N = 1,500) to understand consumer behavior across metros, T1, T2 cities
• Market visits and mystery shopping across 15+ metro, T1 and T2 cities and across >75 counters to cover the entire value chain
• In-depth interviews with 100+ client’s sales officers and beauty assistants
• In-depth interviews with 75+ competitor’s sales officers and beauty assistants 
• In-depth interviews with 50+ competitors, client distributors and retailers
• In-depth interviews with 50+ customers across cities and different age groups
• Benchmarking of organizational sales structure of leading cosmetic brands in the country
• SKU and pricing benchmarking across product types for leading cosmetic brands in the country