BOOST RTD POST LAUNCH EVALUATION

PROPOSAL
Prepared by - KANTAR IMRB
Submitted on – 21st August 2018
SETTING THE CONTEXT
BOOST LAUNCHED IT’S
READY TO DRINK TETRA
PAK IN MAY 2018.
CURRENTLY IN ITS PILOT
PHASE, THE SOFT LAUNCH
HAS BEEN RESTRICTED TO
TAMIL NADU
IN THE FIRST COUPLE OF
MONTHS OF LAUNCH, IT HAS
BEEN ABLE TO GARNER
0.6% MS
(NIELSEN | FLAVORED MILK DRINKS | TN
URBAN)
THIS POCKET BOOST LAUNCH IS INTENDED TO DRIVE
GROWTH OF BOOST FRANCHISE BY:
INCREASE IN DRIVE COLD/ AMBIENT DRIVE PESTER POWER VIA
CONSUMPTION MOMENTS CONSUMPTION BEHAVIOR A ‘COOL’ QUOTIENT
Typically, HFD is consumed As kids grow older, they
While HFD consumption
as a hot beverage. The switch out of HFD into
moments are
category itself does not beverages like tea, coffee.
predominantly morning and
have a strong association HFD is not seen to be
evening, the OOH
with cold consumption. The “Cool” and so they don’t
opportunity is lost out to
cold consumption gets want to be seen drinking it.
other formats such as
taken over by preparations The HFD needs get
Juices, Flavored milk, BFC
such as Cold coffee, replaced by Sports drink or
etc
Buttermilk, Juices etc Juices or Flavored milk
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AFTER 3 MONTHS OF LAUNCH, GSK WOULD LIKE TO GAUGE CONSUMER
REACTION TOWARDS BOOST RTD AND ASSESS THE EFFICACY OF THE
MARKETING EFFORTS IN DRIVING TRIALS

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SO, WHAT ARE THE KEY QUESTIONS THIS RESEARCH WILL ANSWER….

How is my brand What are the sources • What is driving

performing on key from where the people to try the How well is the
metrics vs awareness and the trials product? campaign lifting the
competition ? are being generated in • Why are people brand ?
the market ? not trying?

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THE RESEARCH CONSTRUCT

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 SINCE IT IS A NEW LAUNCH AND THE FOOTPRINT IS PICKING UP, WE WILL EXPLORE THE BRAND
INTERACTION FROM THE LENS OF THE CONSUMER AS WELL AS THE GATEKEEPERS WHO ARE MOTHERS.
THIS WILL HELP US UNDERSTAND THE JOURNEY FROM PURCHASE TO CONSUMPTION

Thus, we propose to address the key

business questions via 2
components
MOTHERS Understand what are point of
purchase triggers for the
mothers of 10-14 years old Kids
to help prioritize activation

KIDS
To understand the position of
the brand in the mind space of
the kids

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1. CONSUMER MIND MEASURES

Consumer is the end nod of the thread and might be the

buyer also in case of teenagers. But in case of younger kids,
the route to entry will be via the gatekeepers, usually the
mothers.
1 2 3 4
Brand Salience Ad evaluation

1 Awareness, usage,
future intention to
2 Impact of advert on
the consumers and
purchase etc.. other sources of
awareness

Needs and consumption Triggers and Barriers

occasions
3 What were the needs
4 What were the triggers
which drove the trials for to trial
Boost RTD What were the reasons
Occasions of consumption for not trying Boost RTD

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1. CONSUMER MIND MEASURES | KEY INFORMATION AREAS

BRAND HEALTH CREATIVE CONSUMPTION

CONSUMER PROFILE
INDICATORS EVALUATION BEHAVIOUR

» Awareness, usage » Reach and » Needs fulfilled » Demographic

and ITP etc.. Branding » Occasions of profile
» Sources of » Diagnostics consumption » Consumption
awareness » Message » Triggers of trial profile
» Brand perceptions comprehension » Barriers of trial » Media Habits

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2. MOTHERS

For younger kids in age group of 10-14 years, the mother is the
gatekeeper. Thus, understanding the triggers of the mothers is essential.

Understanding the performance of different touchpoints

Touchpoints in generating awareness and building trials

Was the purchase made for self or other family

For whom member?

Needs and consumption occassions Triggers to purchase, Understnading the

needs fullfilled by the product

Future Intention Will they purchase again in future.

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2. SHOPPER INTERACTION | KEY INFORMATION AREAS

CONSUMPTION
SOURCE OF AWARENESS PURCHASE BEHAVIOUR
BEHAVIOUR

» Brands seen in the shop

» Planned/ impulse
» Retailer » Needs fulfilled
purchase
recommendation » Occasions of
» Reasons to buy
» POS material seen in consumption
» Purchased for who?
the shop » Triggers of trial
» FITP
» POS material influenced » Barriers of trial
by

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RESEARCH DESIGN

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SOME CONSIDERATIONS

Since the product is effectively competing with alternatives in

1 THE CATEGORY CONTEXT the RTD space, we will not restrict the category consumption
to HFD. Instead, we will go to all RTD consumers

While the brief outlines the age group of 6-19 years, we

propose to restrict the age group to 10-19 years. This is
2 Soak
because younger children would not be able to articulate
their responses

Children do not comprehend and engage in surveys the same

way as adults. To make the interaction more engaging we
3 ENGAGING WITH KIDS will adopt a more gamified interface for the interview. This
would be via the use of more images and icons, including
sliders, emojis or gamified rules etc

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TARGET GROUP

Consumers Age NEW SEC

10-19 years of age NEW SEC A/B
1 2
Gender Usership
Female • Leg1- consumed any ready
Male and Female to drink product(Juices, flav.
Milk etc.
• Leg 2- consumed Boost
Personal Sample
3 Male
4 RTD

Mothers
Mothers of kids 10-14 years Usership
• Deepdive with
mothers of kids
who have tired
Female Boost RTD.
1 2

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RESEARCH DESIGN | CONSUMER

 Random Sampling
 Face to Face interview
 Structured QRE
1 Random for category (RTD) consumers  CAPI

 Purposive Sampling to reach out to the Boost

RTD
 Face to Face interview
 Structured QRE 2 Boosters for Brand consumers
 CAPI

Since the penetration of the brand is very low at present we will have to boost the Boost RTD sample to get enough base
for diagnostics

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RESEARCH DESIGN | MOTHER

Q! Why did you

purchase Boost
RTD
Mother’s module will be administered with the XXXXXX
XXXXXX
mothers of Kids those who have tried Boost XXXXXX
RTD in past. We will cover this via Booster XXXXXX

segment.

Since the penetration of the brand is very low at present we will only do mother’s module among the Booster segment
only.

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SAMPLE DESIGN

CONSUMER

Centres Random Boosters+ Mothers

Chennai 300 100

Madurai 300 100

TOTAL 600 200

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Timeline and Investments

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TIMELINES

Activity Days

Commissioning and project set up 3 days

Post receipt of PO from GSK:
Questionnaire preparation 4 days
Approval on Questionnaire 3 days
Scripting 8 days
Field setup 2 days
Field work 30 days
Analysis 10 days
Preparation of report 10 days

Please note:- Since the penetration of the category is very low, the timelines for FW may extend few days

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COST ESTIMATE

Costs [INR]

COST OF CONDUCTING CONSUMER MODULE (RANDOM + BOOSTERS) IN

12,60,000/-
CHENNAI AND MADURAI

RESEARCHER TRAVEL AND ACCOMMODATION (ON ACTUALS) 60,000/-

Taxes as per GOI will be charged above the total cost mentioned

Above costs include respondent incentives

Cost mentioned is subject to any change in TG specification / methodology
The terms of payment will be:
 65% on commissioning
 35% on submission of the report 19
THANK YOU
Prepared by - KANTAR IMRB
Submitted on – 21st August 2018
ADVERSE EVENT REPORTING
AE training form – AE training to be done for all field staff and research staff

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AE Reporting – Schedule XXX to be filled up for ever adverse event and shared within 24
hours

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AE reconciliation form – Schedule YYY to be filled up and shared at the end of the study.

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