Business Context & Objective:
The client was launching a new family car in lower tier cities.
MM was commissioned to review the digital campaign and on ground marketing activations planned to gain a deeper understanding of what resonates with the TA, and how they behave across the purchase funnel scenarios.
Research Objective
- Acceptance and which activations work best amongst different cities tiers.
- Understand the purchase journey thru the funnel.
- Use Qual research to dig deeper into the creative territories & fine tune the creative (copy/design/production).
Methodology
Quant & Qual phases:
- Use a mobile focused survey to quickly identify how campaigns & tactics are communicated & consumed
- FGDs in tier 3/4/5 cities to delve deeper and add real consumer responses to the campaign.
Output and Impact
- Clear identification of Big Idea for strategic direction.
- Identified marketing activities and brand positions that resonated with TA across all tiers of cities.
- Brand directions for launch
- Research report with recommendations