Situation Analysis
meeting:-
Momentum
typically starts an assignment by providing a checklist
of questions to the client to help him brief us
thoroughly. This usually entails a full day meeting
with the client and the members of his core team. |
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Market visits and mystery
shopper exercises:-
These
are conducted in all the key markets, to get a first
hand feel of the ground realities. Extensive desk
research is done at this stage. We also do dipstick
consumer study if needed at this stage. |
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Initial hypothesis
workshop:-
A full
day workshop is held with the core members of the
client's team. The purpose of this workshop is to
generate initial hypotheses regarding the key issues
facing the brand, its positioning, and brand personality
and so on. |
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Strategy
development research:-
The
research is divided into three parts:
Desk Study:
A thorough literature study on and around the topic
is conducted. Our primary sources of information
are: Articles from Indian & international magazines
& journals, books written on the subject, research
papers & articles available on the Internet
etc.
Direct Consumer Contact:
Qualitative research is conducted among a carefully
chosen sample of respondents. Hypotheses are tested,
and new hypotheses are evolved as the study progresses.
This dynamic interweaving of research and strategy
development is a proprietary methodology unique
to Momentum. We only work with seasoned researchers
and attend each and every focus group.
Delphi Study:
Consists of several stages during which the views
of a range of experts are sought, compiled, synthesized
and modified. The nature of expertise could range
from the category experts, market researchers with
extensive experience in the category, media, technologists,
sociologists, economists etc.
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Brand
strategy development workshop:-
A highly inclusive methodology,
it consists of a two-day workshop among all the
key stakeholders of the brand, across various levels
and functions, such as marketing, product, finance,
HRD etc. Ensures a good mix of experience and wide-eyed
innocence, resulting in more breakthrough thinking
and holistic solutions. Importantly, ensures unification
of commitment and buy-in
towards the brand strategy among key groups. |
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Final
presentation of recommendations to the client.
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Implementation:-
Momentum is committed to
helping our clients operationalise our strategy
recommendations and places the highest priority
on partnering with them through the implementation
phase. In fact, Momentum increasingly plays the
role of central custodian of the brand strategy.
This may involve creative briefing, creative development
research, training workshops etc. In the course
of the implementation Momentum helps forge effective
alliances with other management consultancies, advertising
agencies, HR consultants, media independents, DM
and PR agencies, etc. |
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