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Some Interesting Stories
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Capabilities Summary
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Some Interesting Stories
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Some Interesting Stories
SPAR Hypermarket
Rel.Comunication
Café Coffee Day
Problem definition
“Price war” among organized retailer
No differentiation
Loss of customers
LeadCap way
Traditional, social science and projected methods to understand consumer and competition
Results
“Freshness” as differentiator and communication strategy
Created Spar as profitable hypermarket
Problem definition
FWPs were about to be withdrawn from market
No scope to sell FWPs
LeadCap way
Through traditional methods explored consumer behavior
Used ethnography to get in-depth view
Results
Identified alternate market where there is scope to sell landline
Sales quadrupled
Marketing costs dropped to one-tenth
Problem definition
Decline in footfalls by 75%
Drop in Average Bill
Poor brand imagery
LeadCap way
Research conducted among loyalist and lapsers using a triangulation approach
Projective methods
Results
Rs 100 crore budgeted for re-branding, re-arrangement of layouts, new café formats, new menu