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ASSESSING IMPACT OF PRICE DISCOUNTING BY RETAIL CHAINS ON TEA BRAND

Identifying Impact of Price Discounting of large tea brand by Retail Chain in high consumption tea households

Understanding Impact of Price Discounting on High Consumption Brand Households

Client Overview:

• LARGE BEVERAGE COMPANY SEEKING TO UNDERSTAND IMPACT OF PRICE DISCOUNTING BEING DONE BY LARGE RETAIL CHAIN ON HIGH CONSUMPTION BRAND HOUSEHOLDS.

Our Approach:

• Worked closely with Brand and Strategy team to build an evaluatory framework to determine effectiveness of large price discounting being done by large retail chain in India.
• Conducted exit interviews and home interviews in key consumption clusters adjacent to large retail chain outlet running high discounting.
• Identified directional impact of price discounting in terms of potential Brand switching.

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