Consumer Products

Spire’s work in the consumer products space has addressed subjects ranging from understanding customer usage and attitude and mapping the customer purchase process, to introducing new channels and selling strategies.

We are well-versed in products ranging from consumer durables to disposables. Examples of product categories we have studied include kitchen appliances, crystal jewellery, sanitary ware products, paper for home use, water filters and re-chargeable batteries.

Issues & Opportunities

Water Filters Market – Market & Customer Insight Study for Water Filters in Malaysia

A global home products corporation sought to venture into the counter top water filters market in Malaysia.

The objectives of the study were to:

Obtain a clear understanding on the market potential of the counter top water filters market
Evaluate pricing structure, promotional strategies to market and operational factor considerations

The objectives of the study were to

The client launched the product in using Spire’s suggested price range and had received good response.

Project deliverables included a report that addressed:

Market Potential
Definition (product types and brands Available)
Competitive landscape
Market sizing by volume and value
Typical volumes by product types, price bandwidth and brands
Pricing Structure
Pricing database
Pricing bandwidth
Pricing mapping and analysis
Pricing recommendations
Promotional strategies, techniques and recommendations
Customer insight study
Purchase drivers
Purchase process
Product preference
Customer feedback and willingness to pay

Retail Entry and Acquisition – Market Study of the Retail Industry

A Middle-Eastern conglomerate specialized in retail, hospitality and mall management across 17 countries wanted to enter the Malaysian retail and hospitality market through either organic or acquisition growth.

The objectives of the study were to gain an understanding of

Malaysia’s demographics and private consumption market
Market size and growth potential of the retail sector
Profiles and performance of various retailers
Customers’ decision making process and criteria
Key success factors for foreign retailers in the Malaysia retail market

The objectives of the study were to

The client successfully entered a new retail market via organic and acquisition growth, offering consumers a wider range of hospitality products and services.

Project deliverables included a report that addressed:

Malaysia’s macro-economic performance and demographics
Size and potential of the Malaysian retail industry
Profile of key retail cities and key retailers in Malaysia
Consumer purchasing patterns and dynamics

Rechargeable Batteries – Market Sizing Study – Singapore

The client is a global Fortune 500 company that specialized in consumer electronics ranging from projectors and digital cameras to consumer batteries. It wanted to increase its market share in Singapore and convert primary battery users to rechargeable battery users. Spire was engaged to gather information on various customer segments that used consumer batteries and assist the client in understanding their motivation for doing so.

The objectives of the study were to develop a study that enumerated the market size for consumer batteries in Singapore, analyze competitors’ share between primary and rechargeable batteries, as well as identify customer segments that were addressable by the client.

The objectives of the study were to

The client used the report to evaluate market demand for rechargeable batteries and develop marketing plans targeted at specific customer segments.

Project deliverables included a country-specific report that addressed:

Current and forecasted market size for rechargeable batteries in Singapore, as well as the country’s market outlook
Market share breakdown between primary and rechargeable batteries, as well as competitors’ share
Customer segments that exist which were addressable by the client

Direct Selling Industry – Market Environment Research on Direct Selling Industry in Indonesia

A US-headquartered and major direct selling company (one of the top-three players in Indonesia) wanted to understand the overall market competition and trends in direct selling industry in Indonesia.

The objectives of the study were to:

Understand the market size and growth, major players’ market share and industry trends
Benchmark strategic directions and operational factors from other leading direct selling players in Indonesia
Introduce new channels and selling strategies to client (novel channels) to enhance client’s sales channels and increase revenue

The objectives of the study were to

Spire conducted a two-stage study, with the initial stage being the market scanning for market assessment and identification of top players, followed by a deep-dive study for benchmarking and best practices.

Face-to-face interviews with major direct selling companies (both single-level marketing and multi-level marketing), as well as direct selling industry association and industry analysts and key opinion leaders were conducted too. Spire also took on the mystery shopping approach and participation as members to experience and validate research findings.

Our client used Spire’s report to evaluate its multi-channel strategies, launch its new selling (novel) channels and improve its operational processes.

Project deliverables included a report that:

Analyzed the overall situation, market size and growth, market share, market size breakdown, industry trends and size of direct selling industry as percentage of total retail sector in Indonesia and other related industries, e.g. e-commerce
Included a short profiling of the top10 players in the industry
Benchmarked and identified the best practices in strategies and tactical factors to improve client’s strategic direction and processes
Identified multi-channel strategies in direct selling industry and recommended potential novel channels from the industry as well as from other major retail players with novel channels

Crystal market – Value Chain Research and Consumer FGD Study for the Crystal Market In Indonesia

The client was one of the famous companies known for its luxurious range of precision-cut lead crystal glass and related products. Its crystal component business was looking to expand its market, especially in the jewelry and Moslem wear segments in Indonesia.

The objectives of the study were to:

B2B approach

Understand the industry value chain
Obtain data base of key players and influencers
Understand market segments, skills and technology

B2C approach

Understand the market potential for crystal application
Understand consumer purchase behavior
Understand usage and attitude
Identify motivator and barriers

The objectives of the study were to

B2B research

Value chain analysis for jewellery and Moslem wear segments (two teams were tasked to expedite research progress, whilst anticipating different type of value chain in different segments).
Activities covered:
Desk research (include online and fashion magazine in Bahasa)
Expert Association interview
Spire’s network to directly identify crystal suppliers in the jewelry and Moslem wear value chain
Attending related fashion / jewelry shows

B2C Research: Qualitative research (FGD) for jewelry segment

FGD conducted in Jakarta, Bandung and Surabaya, with two sessions per city

The client used Spire’s data findings and actionable recommendations to deploy its strategic and tactics for expanding its crystal market.

Project deliverables included a report that addressed:

Indonesia’s current country structure, as well as determining potential market from macro-outlook
Industry’s current value chain and acquiring databases of key players and influencers
Industry’s current level of technology and skill and database of suppliers in key areas
Customers’ behavior, usage, attitude, motivator and barriers

Outboard motor – Market entry study in Thailand, Indonesia, Philippines and Vietnam

A Japan-based Global Fortune 500 manufacturer sought to launch a new outboard motor engine product to replace crude multi-purpose engines adapted for use in unorganized fishing and passenger transport boats.

The objectives of the study was to develop market sizing, forecast, end-user purchasing evaluation, channel structure and competitor analysis (including products and pricing) for outboard motors.

The objectives of the study were to

Our client used Spire’s report to develop a business plan and allocate investment for a new product launch.

Project deliverables included:

Market size (historic and forecast) and population for outboard motors in the four said countries
Market breakdown by product category, customer segment and geographic region in each country
Competitor analysis:
Strategy, targeted segment and key selling points for each major competitor
Customer decision dynamics:
Profile, usage of engine, income and demographic characteristics, brand perception, purchase decision factors, price sensitivity
Macro-environmental assessment including import duties, environmental standards, quality and safety certification required, etc.
Recommendations for segment/geographic prioritization, product specs, pricing, marketing activities and distribution/go-to-market model

Automotive parts logistics – Market entry study for ASEAN distribution centre

A leading global motorcycle manufacturer in Japan sought to grow its aftermarket parts business in ASEAN by establishing a distribution centre within the region.

The objectives of the study were to:

Assess the feasibility of developing the ASEAN market for specific aftermarket parts, accessories and lubricant oil
Recommend the most suitable location for their ASEAN region distribution centre

The objectives of the study were to

Spire conducted an analysis on legal, regulatory and macro-environmental conditions as well as market situation and suppliers of non-original parts and lubricant oil. Supported by the findings from secondary data, the location choices were narrowed down to three.

Interviews with trade associations, relevant government bodies, logistics industry experts and establishments in the non-original parts value chain were carried out in Thailand, Singapore and Indonesia. Our consultants also held internal discussions with our client’s local offices and engaged three logistics service providers to secure proposals for the distribution centres. With the findings, Spire was able to arrive at the final recommendation to our client.

Car audio – Customer satisfaction study for standard car audio in Malaysia and Indonesia

A leading Japanese car audio manufacturer operating in Thailand sought to understand the satisfaction level of Malaysian and Indonesian car owners with their standard car audio products as well as consumer plans on car audio purchasing.

The objectives of the study were to understand customer satisfaction levels on standard car audio and obtain inputs from motorists regarding the ideal specifications of car audio.

The objectives of the study were to

Our client used Spire’s report for performance measurement purposes and as inputs in designing and developing new products to better meet customers’ needs and wants.

Project deliverables included:

An analysis of customers’ satisfaction level, needs and wants,
Entertainment Media (CD, DVD, MP3, etc.) usage behavior
Consumers’ awareness of possible car audio add-on features (e.g. Bluetooth, navigation system, etc.)

Automotive price tracking – Passenger car tire price tracking study in Singapore and Korea

A leading global manufacturer and distributor of rubber products saw a decline in sales of its passenger car tires in Singapore and Korea. An internal discussion led to the conclusion that pricing was the root of the problem – competitors were simply more aggressive in their pricing strategies.

To increase its market share, the client sought to benchmark the prices of its competitors’ products that were targeted at various customer segments in Singapore and Korea.

The objectives of the study were to understand how the competitors positioned their products in the relevant markets and devise a counter-strategy.

The objectives of the study were to

Spire was tasked with the screening and recommending of suitable models and local retailers of passenger car tires for price research. Once the final candidates were selected by our client, our consultants executed mystery shopping and retail observations to identify the prices, specifications and promotions of both our client’s and competitors’ products in the local markets. Simultaneously, secondary research was undertaken to identify general market trends.

Spire delivered the key findings and recommendations to our client in a face-to-face presentation.

Our results served as important inputs to support our client’s country offices in their tactical pricing adjustments.

Project deliverables included:

Information on the pricing and specification of the tire stock-keeping units (SKUs)
Reports that address the recent market situation and other information related to the tire models tracked, such as customers’ perception and market share.

Automotive – Mystery shopping study to evaluate service quality of sales force

An American multinational automaker in Vietnam, which owned one of the largest investment capital projects in the country, viewed customer service quality as a key performance metric. The client considered its dealers’ sale force as a key success factor in affecting this metric, and had been training Sale Consultants (SCs) at its dealers for years. As such, the client wanted to study the customer service quality and sales service quality of the dealers.

The objectives of the study were to:

Maintain customer service quality at high standards
Gain an understanding of customers’ assessment of the service quality and offer recommendations for improvement

The objectives of the study were to

Spire recruited shoppers who were actually shopping for cars or had past experience of car purchase, and ensured that shoppers:

Understood the shopping checklist
Possessed and displayed good product knowledge in line with market norms
Taped every conversation

A mystery shopping study was conducted to assess the customer service quality and sales service quality of the dealers. A detailed report was submitted to the client weekly, where the client could identify areas for improvement for its dealers.

The client used Spire’s report to improve the quality of customer service in dealers and to spur growth of sales. Assessment and feedback from shoppers had helped to identify the SCs’ strengths and weaknesses, and pointed to relevant training for them to improve.

Spire’s report addressed shoppers’ assessment of the customer service quality at the dealers after each sales visit. Our report also set out practical, inexpensive and feasible recommendations for improvement.

Automotive parts logistics – Automotive supply chain management improvement consulting in Indonesia

A leading global motorcycle manufacturer in Japan intended to give a face-lift to its Indonesian arm’s supply chain management, so as to lower costs and increase customer satisfaction as well as scalability.

The objectives of the study were to:

Analyze the current supply chain
Benchmark against industry role models
Recommend a plan for improving efficiency

The objectives of the study were to

Our client used Spire’s report to develop a joint plan for SCM improvement. The plan had been successful in meeting demand and containing costs in the explosively growing motorcycle market in Indonesia.

Project deliverables included a report that:

Mapped the supply chain for bikes and parts
Benchmarked global auto industry SCM leaders to identify gaps in our client’s performance
Included Spire’s recommendation of a three-year plan to introduce new practices, technology and processes to improve our client’s SCM