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Sip with Purpose: Mapping Functional Beverage Routines and Relevance
Research Objectives
Exploring client’s brand launch opportunities in India
Establishing the sociocultural context in which the brand would operate
The goals, ambitions, lifestyle, and pressures that BEC would exist in
The current coping mechanisms and the pain-points/ frictions
The key set of influencers/ role-models, and media influences
Identifying the core drivers and barriers for the potential client’s brand moments
What could potentially make-up the client’s brand consumption ritual – for the different TGs
The daily drivers for consumption – they definers of the moment – when, and where
What are the other beverages it would compete with – how and why
Key objectives behind meeting and engaging with potential consumers of client’s brand in India
How has Indian lifestyle and daily demands evolved – what are the coping mechanisms and the need-gaps?
What does physical-energy and mental-focus mean to our TG, what are the payoffs expected – the solutions adopted and need-gaps?
How do Indian consumers react to client’s brand proposition routes and what connects/ disconnects?
What are the taste perceptions – likes and dislikes, and the key moments and occasions that make-up the consumption of client’s product?
How is the perceived efficacy, what pack sizes are considered optimal by the different target groups?
Approach and Methodology
Online Bulletin Board
With 72 Respondents
3 Days X 20 min daily
Online discussion's platform
People Playgroup
With 6 Respondents
2 to 2.5 hours
At a central location
Expert Interview
Up to 75 minutes
Virtual
SAMPLE SIZE: 72 respondents for OBBs & 12 FGDs
MARKET: Mumbai, Bangalore & Chennai
Target Group
Males and Females
Mothers with kids in the age group of 10-16 years
University / Masters degree students in the age group of 18-24 years
Young working adults in the age group of 25-35 years
SEC A & B
Usership
Consumer
Mother should be highly involved in their kid's health and nutrition.
Student must be engaged with sport and non-sports extracurricular activities on a regular basis.
Young working adult must be physically heading down to work location such as at IT parks for majority of the week.
All consumers of non-vegetarian food
All consumers should be health and wellness conscious and engaging in some current healthy nutrition habits.
Influencers
Health and well-being influencer with a focus on nutrition and food for children (around 13
years old and younger).
• Health and well-being influencer with a focus on nutrition and food for Gen Z youths (14 -
24 years old).
• having an online following on a major social media platform like Instagram, YouTube or
Facebook (around 100,000+ followers), or if less followers online, must have a proven
offline influencing track record such as talking at events, book publishing or magazine/ articles publishing on the topics.
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