CASE Studies

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Approach Paper


An Iconic International Children's Brand explores an Indian Preschool Partner

Background


The opportunities in the Preschool segment are remarkable since the existing domestic & international players have been growing at a very good pace, in excess of 30% YOY. Also some of renowned Players have already entered India. The growing Urbanization, Working middle class and young population together attributes to the growth of this segment.

The client is an international Children’s Brand with presence in various countries & a proven track record. The Children’s Brand always had an eye at the fast growing Indian Preschool segment. Several attempts were made to test market in India and identify a Go to Market Strategy but were not successful with its plans. Besides this, the client had also plans to sell merchandise and accessories

Challenges


There were challenges of entering Indian market since, Indian regulations were not clear, rather there was no Regulatory Framework for Preschools. Although the Franchising route had been the Popular approach, The International Brand was not too sure about the same. The study was supposed to be conducted on "No Name Basis", and there were no previous studies available for references from where the cue could be taken. There were concerns related to socio-economic environment, Go to Market Strategy and the Franchising structure in India in the clients mind. Another key challenge was to come out with a unique Business Model to take an Indian Partner into account.

Learnmile Approach

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We initiated the work with an in-depth study of the Client’s current Business & various operating models in other countries. After arriving on a common minimum understanding around the Objectives, Desired, Flexible & Restricted areas, we formulated the Boundary Conditions around Strategy, Business, Brand, Operations & Financial Modelling.

We next did an in-depth study of the Preschool segment in India, especially across various Business Models, Franchised & Owned, across geographies followed by an extensive Market Research.

Next, Stakeholder studies were conducted to have a better understanding of the Preschool Segment and to know the Indian Parent’s perception through Focus Group Discussions, in-depth interviews of Parent couples, Immersions & Role plays. Our Principal Consultants met Industry leaders across Business, Curriculum & Operations for various leading Preschools. However, recruiting parents for Immersions was challenging since there is no earlier precedence & moreover the sensibilities involved are unique.

Learnmile did an extensive primary research by meeting the target group across various diverse parameters, which were pre-defined so as to get the much-needed granularity. Parents with diverse family, socio-economic, backgrounds were invited to be a part of the clinics, which were held, pan India to understand the preference of Indian parents and then, laid out the India Entry Road Map.

We conducted an Audit + Research on various preschool Locations on pre-identified parameters woven into the Business Modeling to ascertain certain pre-requisites for the Client. This study also helped us to arrive at a plausible Financial Modeling, both for the Client & it’s Indian Partner. The Results were detailed with a suggested Go to Market Plan along with identifying an Indian Partner & the related Partner Matrix.


Summary Note

The client is an international Children’s Brand & always had an eye at the fast growing Indian Preschool segment. Several attempts were made to test market in India and identify a Go to Market Strategy but were not successful. Besides this, the client had also plans to sell merchandise and accessories. There were associated challenges of entering Indian market since, Indian regulations were not clear, didn’t have a clear Regulatory Framework for Preschools. The study was supposed to be conducted on "No Name Basis", and there were no previous studies available for references from where the cue could be taken. There were concerns related to socio-economic environment, Go to Market Strategy, & an apt Business Model to take an Indian Partner into account.


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