Ramak Dairy Market Research & Intelligence

Market Research & Intelligence to Create a Sustainable Competitive Advantage

Year

2017

Key Deliverables

Capabilities Benchmarking
Defining Best Practice for Insights Gathering
Data Acquisition Strategy

The Challenge

Overcome Limited Data Availability & Precision to Produce Useful Insights

For all businesses, market research and intelligence are consistently required to make informed strategic decisions, identify and mitigate risk, and determine new and emerging business opportunities. Unfortunately, it is often the case that data in the Iranian market has limited availability and can often be imprecise. This means that producing useful business insights can often require a specific approach to marketing intelligence.

Ramak, a Shiraz based leading dairy company in the South of Iran, did most of its market research internally, but were unable to produce many of the insights they needed. The challenge for Ramak was how to procure sufficient and reliable external data.

The Challenge

Overcome Limited Data Availability & Precision to Produce Useful Insights

Year

2017

Key Deliverables

Capabilities Benchmarking
Defining Best Practice for Insights Gathering
Data Acquisition Strategy

The Work

Establish Appropriate Methodologies for Insights Gathering

Our work began firstly by performing an assessment of Ramak Diary’s current capabilities and comparing these to other companies. This involved analysing their current corporate intelligence system and data quality, before benchmarking this against established international best practice.

Next, we scrutinised and defined key requirements for the data and insights Ramak Dairy needed to produce. This allowed us to recommend appropriate methodologies for data gathering and analysis. After this we evaluated the various data providers and market research companies, comparing them on cost and data quality. We then quantified the yearly cost of the market research and market intelligence plan and recommended ways to optimise return on investment.

The Impact

Provide a Clear Understanding of the Data Required & How to Acquire it

Our work provided Ramak Dairy with a clear understanding of the types of external data it requires to effectively manage its business, as well as how to procure the best quality data available, at a reasonable cost. Ramak is now able to follow a yearly market research and marketing intelligence plan which enables it to see further and more precisely than competitors, providing it with a key competitive advantage.

Mohammad Nasiri

Strategy Manager, Ramak Dairy

“CERTIUS opened a new way of thinking for us, as today market research is a powerful tool for us to taking stronger steps ever than before to develop the position and business of Ramak brand. Market research and consumer intelligence have broken with our traditional way of doing market research and other activities such as design, advertising, consumer promotion, etc. are done based on consumer insight understanding and It has created a right understanding of the effects of competitor’s activities and the overall business environment in the organization. CERTIUS has created an insight and market research master plan which covers all our needs and helps us become more competitive.”

Next Case Study

Achieve Above Industry Average Quality & Return on Investment

Ramak, a leading Shiraz based dairy company, was not satisfied with the poor return on investment of its marketing spend. The business was uncertain as to whether the cause of this was a lack of skills within the marketing team, or other factors, such as marketing processes or the availability of tools and resources. Therefore, Ramak wished to improve their marketing capabilities to achieve above industry average quality and return on investment, in a location where marketing talent is difficult to hire.