The challenge

Panasonic Corporation is a Japanese multinational electronics corporation headquartered in Kadoma, Osaka, Japan and has grown to become one of the largest Japanese electronics producers. Panasonic designated India as the regional hub to drive growth and build deeper inroads into the fast emerging Asiatic, Middle Eastern and Western economies. Starting from India, the company wanted to build its knowledge of how to target consumers for its various consumer durables categories, namely air conditioners, refrigerators and washing machines. They wanted to use a 30 EOV (Elements of Value) framework across various markets in India to conduct a top down NPS benchmarking to understand Panasonic’s relative standing vis-à-vis the competition in the Indian market. Added to this, Panasonic wanted to gauge the standing of the brand on the EOV framework, determine the drivers of NPS and identify strategic improvement areas across various durable categories.

What we did

We conduct a deep dive into this 30 EOV framework to understand the ways in which each of these elements play out for an individual – identifying the statements / attributes defining each of these EOVs, divided into 4 levels, namely functional elements, emotional elements, life-changing elements and social impact elements. We conducted face to face surveys with customers across 3 types of consumer durables (fridges, washing machines and air conditioners), evaluating all 30 EOVs against competitor players. The sample was spread across all four zones in Metro, Tier 1, Tier 2 cities, with a total of 2500 interviews covered in each category with 2400 consumers and 100 trade partners.

The impact of the research

As a result of the survey, Panasonic has been able to determine NPS score to benchmark themselves against the competition for the refrigerator, air conditioning and washing machine category and are able to identify the EOVs that are driving the brand’s recommendations and its positioning.

At Panasonic, we’ve always believed in collaborative work. Here, Kadence has been instrumental in helping us understand our status quo, identify the key drivers of NPS and strategic improvement areas across our refrigerator, air conditioners and washing machine categories. Team Panasonic is grateful for the sincere efforts put in, this in turn, will help us serve our consumers better.

Panasonic – India

The challenge

Havells is a leading fast moving electrical goods (FMEG) company and a major power distribution equipment manufacturer with a strong global presence. Havells enjoys enviable market dominance across a wide spectrum of products including motors, fans and home appliances. With so many product categories and brands, it’s imperative that Havells understand what consumers think about different categories, their buying behaviour, competition perceptions and awareness. Added to this is the challenge of changing trends and consumer behaviour. Havells needed to understand purchase patterns, trends and the competitive landscape on a continuous basis to remain top of their game.

What we did

We run a qualitative consumer understanding programme for Havells – the Consumer Passport Programme. This programme is ongoing and has been running for the past 3 years. Each year, we conduct between 400 and 500 in-depth interviews across various categories, socio-economic classes and locations. These interactions are done in-home to understand customers’ usage and interactions with the category and product. The ongoing nature of the programme allows us to understand changing trends and have real-time discussions with Havells customers about the betterment of its products and services.

The impact of the research

What we have been able to achieve through the Consumer Passport Programme is nothing short of phenomenal. The Havells team – spanning strategic business units and different support functions -have been able to directly engage with consumers to understand their need-gaps with products and services, evaluate internal hypotheses and understand the purchase decision journey for various product categories. As a result of this, a Knowledge Bank is being created within the organisation, which will serve as a repository of new ideas. This will help Havells finetune the existing product portfolio, developing new products, enhance the purchase processes and better engage consumers through its marketing. Most importantly, the Knowledge Bank will contain a vast reservoir of consumer information to ensure a better understanding of who Havells customers are and how to engage with them.

At Panasonic, we’ve always believed in collaborative work. Here, Kadence has been instrumental in helping us understand our status quo, identify the key drivers of NPS and strategic improvement areas across our refrigerator, air conditioners and washing machine categories. Team Panasonic is grateful for the sincere efforts put in, this in turn, will help us serve our consumers better.

Panasonic – India

The challenge

Vital Strategies is one of the biggest NGOs with its head office in the US. It has a focus on the anti-tobacco sector but with ever evolving consumer perceptions towards smoking, and with the changing laws regarding smoking in India, it’s important to check the comprehension, understanding and potential effectiveness of communications and collateral and to assess the potential for ads to have the desired impact on attitudinal and behavioural intentions.

What we did

We conducted 28 focus groups among tobacco and non-tobacco users using a hybrid methodology to understand the effectiveness of communication material and to explore any negative connotations or responses amongst the target audience.

The impact of the research

As a result of this study, Vital Strategies has been able to better understand the comprehension, understanding and potential effectiveness of its communications material. Through the research, Vital Strategies could check relevance, memorability and the potential for ads to change attitudes and behaviours. This has helped Vital Strategies to refine the communication materials, using these in mass media to drive the desired changes.

At Panasonic, we’ve always believed in collaborative work. Here, Kadence has been instrumental in helping us understand our status quo, identify the key drivers of NPS and strategic improvement areas across our refrigerator, air conditioners and washing machine categories. Team Panasonic is grateful for the sincere efforts put in, this in turn, will help us serve our consumers better.

Panasonic – India