byan for research and consultancy credentials
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Oct, 2013 Byan for Research and Consultancy
Company Profile Cairo, Egypt
C O N F I D E N T I A L | w w w . b y a n . c o
Byan [ba-yaan] to explain; emphasize; illustrate; express and clarify.
C O N F I D E N T I A L | w w w . b y a n . c o | 2 B YA N
Overview • BYAN is a young firm founded early 2013 by a distinguished group of
partners with diverse backgrounds in fields of research, strategy and operations management consulting.
• BYAN specializes in offering wide range of research and advisory services serving four main distinct sectors namely FMCG, ICT & Media, Finance & banking and Healthcare; focusing on four core business aspects which are Business Strategy, Commercial/Marketing Management, Operations Management and Business Improvement.
• Our approach to research is about creating knowledge rather than providing data. We offer full range of research solutions designed to guide our clients through all development stages.
• We provide strategic and operational consultancy services to businesses, organizations and portfolio holders to help improve their performance or seek new business opportunities.
• Unique approach to consulting services based on a combination of strategic advice and a hands-on pragmatic approach
BYAN offers full range advisory services designed to address all your strategic and operational needs
Introduction to BYAN
C O N F I D E N T I A L | w w w . b y a n . c o | 3 B YA N
Real-estate developers Other
1 Client references refer to personal client relationships of Byan’s team members, including those established with previous employers
Telecoms FMCG, Electronics & Retail Financial Institutions Automotive
NON EXHAUSTIVE Our clients 1
Introduction to BYAN
C O N F I D E N T I A L | w w w . b y a n . c o | 4 B YA N
Our offering covers wide range of services and industries
Byan Services Industry practices
Telecoms
FMCG
Retail
Banking
Real estate
Automotive
Health Care
Strategy Consulting
Commercial Consulting
Operations Consulting
Research
Training
OD Consulting
PMO
Introduction to BYAN
C O N F I D E N T I A L | w w w . b y a n . c o | 5 B YA N
Help our clients
maximize their
enterprise value …
… by seeking new business opportunities … by exploiting new business lines and models
… by superior commercial management … by achieving operational excellence
M&A & Start ups
Strategy and Business Development
Branding & Marketing
Sales & Distribution
Product Development
Business Model development
Business improvement
Transformation Program Management
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Our Consultancy Services
BYAN focuses on generating and maximizing value to our clients through a pragmatic and result-oriented approach
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BYAN team have a significant track record in establishing new businesses as well as in exploiting new business opportunities
Help our
clients
maximize
their
enterprise
value …
… by seeking new business
opportunities
… by exploiting new
business lines and models
M&A & Start ups
Strategy & Business Development
Product Development
Business Model development
• M&A strategies and opportunities
identification
• Financial and operational evaluations
• Bid applications for licenses
• Commercial and technical due
diligences
• Business planning
• Business valuations
• Full start ups management
M&A & Start ups Strategy & BD Product Development Business Model development • Advisory to the Board
• Corporate strategies and strategic
plans
• Market entry, expansion and
partnership strategies
• New business models definition and
strategies
• Product lifecycle management
strategies
• Wholesale strategy
• Product strategy
• Detailed product marketing review
including target segmentation,
pricing, distribution and promotional
activities
• Evaluating corporate or unit
business model and profitability
• Alternative strategies to turn around
business.
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Our Consultancy Services
C O N F I D E N T I A L | w w w . b y a n . c o | 7 B YA N
We help our clients optimize and transform their organization to become leaner and more profitable
Help our
clients
maximize
their
enterprise
value …
… by superior commercial
management
… by achieving operational
excellence
Sales & Distribution
Branding & Marketing
Program Management
Business improvement
• Branding & communication
• Analytical marketing and VBM
- Revenue stimulation
- Up and cross-selling
• Value proposition redesign
• Pricing strategies
• Customer experience design
• Loyalty programs
Marketing Sales & Distribution Business improvement Program Management
• Routes to market strategies
• Distribution models
• Channel management and
compensation
• Sales & Distribution revamp
• Channel strategy and set-up for new
services
• Performance improvement programs
• Business model transformation
• Revenue assurance
• Innovative sourcing
• Managed services
• Vendor management
• Program management / launch
offices
• Portfolio management
• Transformation program offices
• Organization structure and
governance model re-definition
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Our Consultancy Services
C O N F I D E N T I A L | w w w . b y a n . c o | 8 B YA N
A unique approach to advisory services
• We develop deep understanding of the industry, the only way to be true partners and deliver value to our C-level clients
• Our focus is on realizing the results, not just leaving our clients with the good ideas, hence we work on developing a lasting partnership with our clients
• Our team is mainly comes from multinational and consultancy backgrounds to provide true value for money
• Unique combination of senior advice with hands-on experience that drive the implementation to true results
Industry
understanding
Lasting
partnerships
Knowledgeable
teams
Strategists &
implementers
Research
excellence
How we deliver the difference
• We create knowledge rather than providing data, our approach is to provide the analytical insights not just the numbers and trends to support decision making
Our Consultancy Services
C O N F I D E N T I A L | w w w . b y a n . c o | 9 B YA N
Why Byan Research? 4 compelling reasons Our Research Services
1 Quality research using state of art tools and techniques Quality
2 Speed and scalability in research execution Speed
3 Top-notch team balancing category understanding and deep research expertise Experience
4 Best value for your research budget Value
C O N F I D E N T I A L | w w w . b y a n . c o | 10 B YA N
Quality research using state of art tools and techniques
We believe that quality of fieldwork is the foundation of a high quality research, hence we focus on accuracy in implementing the research methodology as planned with experienced interviewers, back-checkers and operations across the different methodologies Paper and Pencil Interviews Computer Aided Telephonic Interviews and Computer Aided Personal Interview
Our Research Services
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We employ strict quality checking approach: 1. For all types of studies: Prior to fieldwork we do extensive field
brief training, mock calls and pilot testing. 2. For Face to Face interviews:
• 50% back check for all the questionnaires (vs ESOMAR standards of 30%), along with 10% accompanying interviewers.
• Regional back checkers ensuring daily checks for best quality. • 100% scrutinized questionnaires
3. For Mystery Shopper: • Supervisors accompany the interviewers at least 50% of their
visits • Cards/ photos/ receipts are attached with Mystery shoppers
questionnaires • Random visits are done by supervisors / back-checkers for a
sample of stores’ visits done by the Mystery Shoppers in the same day to ensure high accuracy
4. For Computer Aided Telephonic Interviews: • Available Auto dialer to call randomly from the database • All the phone calls are recorded for later quality checks. • Supervisors listen to most of the interviews done by the
interviewers live to provide feedback.
We apply advanced analysis to provide insights not just numbers, for example: Multivariate analysis allowing for in-depth understanding the relations between the variables yielding the optimum results. Examples include Principal component analysis, regression analysis, correspondence analysis, among others. MX software supporting market research and sensory analysis tools such as Penalty Analysis, TURF analysis, among others.
A. Fieldwork quality C. Quality Checking Approach
B. State of art tools and techniques
C O N F I D E N T I A L | w w w . b y a n . c o | 11 B YA N
Speed and scalability in research execution
We have flexible and easily scalable workforce and facilities:
• For CATI: we have an access to extra call center facilities that can go up to 35 -40 extra seats based on urgency of ad-hoc research needs.
• For Face-to-Face interviews and mystery shoppers: we have up to 40 experienced field work interviewers and a number of supervisors and quality checkers. Regional field work teams enabling any large scale regional on timely manner.
Our Research Services
2 Top-notch team balancing robust category understanding and deep research expertise
Extensive research experience covering primary and secondary data allowing for efficient tackling of the business challenge.
Our fieldwork team has extensive years of experience working with different global research firms, handling ongoing complicated trackers nationwide across different industries.
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Best value for your research budget
Given local and international tough market conditions, research budgets are being challenged to offer the best value at lowest costs. We understand this challenge, and we are structured to offer the best value. We have minimal overheads ensuring low administration costs for any contracted research. With out compromising on quality, we enable you to do more with your research budget.
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C O N F I D E N T I A L | w w w . b y a n . c o | 12 B YA N
Our Regional Footprint
• We have a full operating research office in Egypt and we conduct research through contacted field offices in MENA region.
• Given our experience and relationship with these field offices, we can guarantee high quality of fieldwork, competitive time and cost in these countries.
Our Research Service Portfolio
We provide quantitative and qualitative research services covering most of the MENA region
• Qualitative Research:
– Focus Groups Discussions (Regular and Extended)
– In-Depth Interviews for consumer, traders and business customers
– Home visits
• Quantitative Research
– Paper and Pencil Interviews
– Computer Aided Telephonic Interviews
– Computer Aided Personal Interviews
– Online interviews
Our Research Services
Covered Segments
• Consumers
• Business to Business
• Traders
C O N F I D E N T I A L | w w w . b y a n . c o | 13 B YA N
Sample studies under the mentioned category
Customer Understanding
Marketing Studies
Political Researches
Distribution Studies
Market Research
We cover a wide range of research studies delivering insights into every aspect of our client’s business
Our Research Services
• Customer satisfaction studies • Demand Estimation studies • Category Usage and Attitude Studies
• Market information and trends • Market sizing and entry strategy • Market risk analysis and mitigation
• Brand equity and association studies • Concept/Product testing • Pricing Studies
• Trade mystery shopping • Trade audits • Geo mapping studies
• Public opinion polling • Political parties brand tracking
• Customer segmentation and analytics • Buyer motivation and expectations • Loyalty studies
• Advertising Researches and trackers • Positioning studies • Product testing
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C O N F I D E N T I A L | w w w . b y a n . c o | 14 B YA N
Customer Understanding: Customer satisfaction studies Our Research Services
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Satisfaction Studies types Importance Performance analysis
Satisfaction Studies
Consumers Partners/ Traders
Employees
• It is easier to RETAIN than to gain a new customer • It costs you five times more to gain a new customers
than retaining a customer • Satisfied customers tend to be loyal who engage in
positive word of mouth reinforcing your brand and strengthening it
WHY?
Importance/Performance Analysis
Importance Level P
erfo
rma
nce
Lev
el
Potential Opportunity High performance attributes that currently consumers don’t realize their importance. Must raise consumer’s awareness.
Ideal Situation You are performing well in the significant attributes” – Keep up the good work.
Secondary Focus De-prioritize
Area of Action You are not performing well in the significant attributes.
C O N F I D E N T I A L | w w w . b y a n . c o | 15 B YA N
Market Research: Market Scanning Our Research Services
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Example: Market scanning For Real Estate Prices Example: Market Scanning for Competition and client Brands
Source : Primary Data – Mystery Shopper and Scanning
Illustrative Example
Source : Primary Data – Mystery Shopper and Scanning
Illustrative Example
C O N F I D E N T I A L | w w w . b y a n . c o | 16 B YA N
Marketing Studies: Brand Equity Our Research Services
3
Brand’s Presence within the category
What does the Brand stand for? (Knowledge and impressions associated with the brand)
Behaviour & Attitude towards the brand (Consideration – Trial)
Being Connected to the Brand Continue / Increase Using it Positive word of mouth
50%
55%
40%
12%
16%
11%
26%
54%
34%
34%
34%
34%
0% 20% 40% 60% 80% 100%
Attribute 1
Attribute 2
Attribute 3
Attribute 4
Share of Endorsement
Brand 1 Brand 2 Brand 3
59
53
58
Brand 1
Brand 2
Brand 3
Ever Bought / Sell Currently Used
49
48
41
Most Often Used
35
33
32
Illustrative Example
Sample brand equity research approach Example: Competitive brand study
C O N F I D E N T I A L | w w w . b y a n . c o | 17 B YA N
Marketing Studies: Category Usage and Attitude Studies Our Research Services
3
Illustrative Example
Example: Mapping market opportunities and need gaps approach Example: Usage and buying habits
“WHY” Needs for consumption
and usage
“What is used” Details about
usage
“When” Occasions of
consumption/ usage
Who are the category users
Decision Making process
Brands Dynamics
Purchase / Subscription/
Activation Behavior
Where it is used
46
60
35 45 45
38
34 47 24 35 35 25
7.32
7.9
6.3
5.0 6.0
8.0
0
3
6
9
12
15
0
20
40
60
80
100
All Region 1 Region 2 15-24 yrs 25-34 yrs 35+ yrs
Penetration (L12M)Current Usage (L30D)
15%
10%
25%
50%
Weekly Buying
Biweekly buying
Monthly Stocking
Upon Need
Occasions of Buying
C O N F I D E N T I A L | w w w . b y a n . c o | 18 B YA N
Marketing Studies: Concept and Product testing Our Research Services
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Illustrative Example
Example: Testing Cycle approach Example: Concept testing approach
Idea Generation Concept Testing
Product Testing
We study: • Appeal Level • Comprehension • Relevance of Concept for the consumers’ needs • Uniqueness versus the current offerings • Key message / benefit communicated in the concept? • Reasons to Believe for the claimed message and benefit
To be able to answer: • Does your new product generate the required level of
appeal? • Does the new product meet the consumers’ needs? • Is it unique than the remaining offerings in the market? • What are the sensory attributes which need to be modified
?
Concepts / Products Testing
Monadic Sequential Monadic
Paired Comparison
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0
Overall Rating
Pu
rch
asin
g In
ten
tio
n
Concept A
Concept B
C O N F I D E N T I A L | w w w . b y a n . c o | 19 B YA N
Marketing Studies: TURF and Penalty analysis studies Our Research Services
3
Illustrative Example
Example: TURF analysis Example: Penalty analysis
Penalty Analysis Application Example
Just right Too Strong
6.0
If we are testing a sensory attribute – and we need to measure the penalty of not scoring “Just Right” in this attribute for the overall product evaluation.…
Too Weak
Penalty
Mean Scores 6.5 4.8
-0.5 -1.7
Based on the above – we can recommend to strengthen the attribute
TURF Application Example
% of Respondents Willing to Buy Different Flavors (Multiple Answers)
Flavor A 50%
Flavor B 40%
Flavor C 30%
Using TURF analysis – we can measure the maximum reach of different flavors combinations post removing the possible duplication of respondents between different flavors:- • Flavors A & B: 60% • Flavors A &C: 75% • Flavors B &C: 65%
Looking at the table – obvious results is to recommend to launch favors A & B.. But TURF reveals something different …
Hence through TURF we can recommend to launch flavors A&C.
Illustrative Example
C O N F I D E N T I A L | w w w . b y a n . c o | 20 B YA N
Marketing Studies: Pricing Research Our Research Services
3
Example: Pricing Studies approach
Pricing Techniques
Price Sensitivity Meter Gabor Granger Choice Based Conjoint
0
10
20
30
40
50
60
70
80
90
100
<30 30 40 50 60 70 80 90 100 110 120 130 >130
Price (EGP.)
% R
esponses
Cheap Expensive Too Expensive Too Cheap
• Respondents answer four questions regarding the price points where products are considered:
• Too cheap – Bargain – Expensive – Too expensive to buy
• Identifying the price point which generates optimum revenue.
• Calculates the extent of demand elasticity with price change
a) Selecting the Attributes relevant to the product, and the levels related to each attributes and hence different products bundles.
b) Consumers are given the choice to choose between different product bundles
The utility of each attribute and at each
level.
C O N F I D E N T I A L | w w w . b y a n . c o | 21 B YA N
Marketing Studies: Advertising Researches Our Research Services
3
Illustrative Example
Example: Advertising Research types Example: Ad enjoyment and recall
Advertisement Researches
Story Board Animatic Copy Finished Copy
DIAGNOSTICS
• Is the copy enjoyable and engaging enough to capture attention?
• Comprehension Level
• Persuasion Level
• Key message captured
REACH & RECALL
• Extent of reach of the copy
• The recall of story elements
• The recall of the brand , logo and slogan.
• Advertising message recall
50% 20% 10% 10% 10%
0% 20% 40% 60% 80% 100%
Enjoyment Level
Extremely enjoyed warching it Somehow enjoyed watching it Neutral
Somehow didn’t enjoy it Didn’t enjoy it at all
T2B: 70%
Scene 1: Introductory
Scene
25%
Scene 2:
(60%)
Branding Elements Scene
(75%) Scene 4:(30%)
Ending Scene
(10%)
Slogan
(5%)
The Song / The Music
(80%)
Story Recall Across All respondents
C O N F I D E N T I A L | w w w . b y a n . c o | 22 B YA N
Distribution Studies: Geographic Mapping Surveys
35% 37%
39% 38% 40%
42% 40%
45%
40%
46%
43%
33%
30%
50%
Wave 1 Wave 2 Wave 3 Wave 4
Regional Product Recommendation
Total CairoAlex Delta
40%
50%
60%
70% 70%
50%
40%
30% 30% 35%
50% 55%
W1 W2 W3 W4
Recommendation by Brands Cairo Region
Brand 1 Brand 2 Brand 3
Regional Dashboard – Drill down to Qism Level
90%
50%
60%
70%
Illustrative Example
10%
50%
60%
70%
40%
50%
60%
70%
Recommendation by Qism
Qism 1 Qism 2 Qism 3
Our Research Services
4
Illustrative Example
Product Recommendation Before & After implementing dealers’ schemes.
Example: Automotive Industry – Lubricants market leader Example: Mystery Shopper – FMCG sector
Linking Geo-mapping by regions
C O N F I D E N T I A L | w w w . b y a n . c o | 23 B YA N
Political Studies: Political party trackers Our Research Services
5
Illustrative Example
27%
20%
18%
15%
20% 21%
25%
20% 20%
14%
0%
5%
10%
15%
20%
25%
30%
FJP Masr El-Kaweya
Dostour Wasat Misr
Wave 1 Wave 2
60%
70%
50%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV Radio Newspapers Internet websites
TV Radio Newspapers Internet websites
Preference for Political Parties Sources of Information for the Political Parties Political Party Preference
C O N F I D E N T I A L | w w w . b y a n . c o | 24 B YA N
Sherine Fouad – Founder and Managing Director
• Former Strategy Director of Vodafone Egypt • 17 years of strategy, commercial and operations experience in mobile and fixed telecommunications. • Worked with top consulting firms including Mckinsey and PwC from client side on various restructuring and M&A projects. • Recently appointed as strategy and commercial advisor to the ministry of investment in Egypt. • Recent telecommunications projects included:
– Development and launch of first European MVNO targeting Arab speaking ethnic communities in Italy. – Revamp of distribution strategy including direct/indirect channel mix, channel incentives and economics and channel reach – Development of rural expansion strategy to capture market growth; covering end-to-end geo strategy, distribution, location-based
tariff and branding. – Lead a consortium of local and int’l companies to win a license bid to operate quad play services within closed communities in Egypt. – Managed an end-to-end 200mUSD takeover opportunity, activities included opportunity identification, due diligence and deal
negotiation. – Covered a range of topics including regulation, technology evolution, terminals strategy, commercial pricing strategies, infrastructure
and total communications among others. • Functional experience covering product & segment management, wholesale, customer relationship management, customer care
management
Team Profile
C O N F I D E N T I A L | w w w . b y a n . c o | 25 B YA N
• 7 years of experience in the field of marketing research • Handled diversified marketing research Quantitative adhocs and trackers in Egypt and in MENA region including Door to Door interviews
, Central Location Tests and Computer Aided Telephonic Interviews. • Handled a large number of Qualitative researches. • Worked with AMRB- Millward Brown, and LOGIC Market Research. • Strong knowledge and experience in multivariate analysis and its research applications. • A wide range of clients served in several fields such as:
- FMCG: Savola, Unilever, Coca-Cola, Cadbury and Eva Cosmetics - Telecom: Vodafone Egypt, Arabia Mobile Services and Telecom Egypt. - Political: Assessing Amr Moussa selling line campaign and presidential elections - Education: New Giza University – Egypt and GEMS Education – UAE
• Masters of Business Administration – Marketing and Branding the Higher Education Brands in Egypt. Measuring the current brands equity in the market through Qualitative, Quantitative and desk research. Recommendations were provided for the brands to better perform in the local markets.
Team Profile
Yosra El-Sharkawy – Research Partner
C O N F I D E N T I A L | w w w . b y a n . c o | 26 B YA N
• Former Head of Operations in AMRB – Millward Brown – Egypt office • 18 years of experience in the market research agencies. • Handled fieldwork operations including Consumer Quantitative, Qualitative fieldwork and retail audit. • Qualitative fieldwork included: Focus Groups (extended and regular), In-depth Interviews and home visits • Quantitative fieldwork included:
– Paper and Pencil Interviews – random door to door, Mystery Shoppers and Central Location Test – Computer Aided Telephonic Interviews – Computer Aided Personal Interviews.
• Strong moderation skills – moderated large number of focus groups and In-Depth Interviews in Egypt nationwide. • Handled a number of continuous random trackers Paper and Pencil Interviews for telecom and FMCG multinational clients in Egypt,
MENA and LEVANT. • Travelled personally to Sudan and LEVANT to check the quality of fieldwork • Established teams of interviewers and quality control and back check system across Egypt managing quantitative and qualitative
fieldwork
Dina Nabeeh – Operations Consultant
Team Profile
C O N F I D E N T I A L | w w w . b y a n . c o | 27 B YA N
• Seven years of experience in the field of Qualitative marketing research • Former Head of Qualitative Department in AMRB Egypt • Worked in TNS and AMRB – Millward Brown and LOGIC Market Research • Professional experience in moderating Focus Groups, In-Depth Interviews and Home visits • A wide range of clients served in several fields such as:
- FMCG: Unilever, Coca-Cola, Fayrouz International, Cadbury, Kraft and MARS. - Telecom: Etisalat Misr
• Bachelor of Mass and Communication – Minor Business Administration – American University in Cairo
Yousra El-Gabbas- Qualitative Consultant
Team Profile
Contact us
i n f o @ b y a n . c o
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