01
Client context
The fund was evaluating a growth investment in a digitally native food brand.
02
Business challenge
Growth had been driven by paid marketing and marketplace promotions, raising questions about sustainability.
03
Research objective & questions
Assess whether demand was driven by brand strength or promotional spend, and test offline scalability.
- How strong is the brand beyond paid channels?
- How loyal are customers?
- Can the brand scale through offline retail?
- How does it compare with competitors?
04
Methodology & approach
- Consumer survey
- Awareness, purchase and loyalty.
- Customer IDIs
- Repeat and lapsed buyers.
- Retailer interviews
- Modern trade and distributor views.
- Digital shelf review
- Ratings, reviews and search visibility.
05
Sample & geography
- ~1,500 survey respondents
- ~20 IDIs
- ~15 retailer interviews
- Geography — India
06
Key findings
- Repeat buyers showed genuine brand loyalty driven by product quality.
- Awareness was concentrated in metro cities.
- Retailers were interested but required trade investment.
- Ratings and reviews were stronger than competitors'.
07
Business implications
- Brand quality supports the investment case.
- Offline expansion requires a funded trade plan.
- Awareness building beyond metros is a key value creation lever.
08
Outcome
The fund received a brand-strength assessment and channel scalability view.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.