Pataudi Ki Khichdi

Proposal ~ Kit for disguised market

research - EPG of Brand X


Presented by :
Anshu Sharma
Anunay Priyesh
Lakshmi G
Pallavi Madan
Sushma T
Waquar Ahmed
Rekha N





Contents




Game Objectives ........................................................................................................................................... 3

The plot ......................................................................................................................................................... 4

Theme ........................................................................................................................................................... 5

Logic behind the theme ................................................................................................................................ 5

Characters ..................................................................................................................................................... 6

Game Structure ............................................................................................................................................. 9

Profiling ..................................................................................................................................................... 9

Stage 1....................................................................................................................................................... 9

Stage 2/Stage 3 ......................................................................................................................................... 9

Information to be gathered ........................................................................................................................ 10

The Game .................................................................................................................................................... 11

Profiling ................................................................................................................................................... 11

Stage 1..................................................................................................................................................... 11

Stage 2..................................................................................................................................................... 13

Stage 3..................................................................................................................................................... 14

Analysis and Deliverables............................................................................................................................ 15















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Game Objectives



The game will serve as a disguised market research for the EPG of Brand X. The
objective of the research is:

To understand EPG usage behavior - initial Vs long term

To evaluate(compare) EPG across key brands

To list out changes required to our EPG

To find out Reactions to EPG prototypes












































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The plot








The game is based on the super hit serial Khichdi with the leading characters portrayed by
Hansa (Supriya Pathak), Praful (Rajiv Mehta), Babuji(Anang Desai). We also have the most loved
characters of recent times - Circuit, played by Arshad Warsi in Munnabhai MBBS.

While visiting her neighbors house, Hansa gets hurt by her neighbors comments that their TV
(with EPG) has much better features than hers. She gets upset and swears that she will buy a
better one than her neighbors.

She persuades her husband, Praful, to buy her a new and a better EPG enabled DTH
connection. But both of them have no idea about EPG. Hence, they take the help of our
respondents to evaluate the various options and in finalizing one.














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Theme
Khichdi

Logic behind the theme

The serial was huge success and the movie is due for release in Oct, first week. This has created
a new buzz as the teasers and promos are running in various serials and other programs. The
characters are such that the respondents can relate to them easily. The protagonist Hansa, is
considered to be ignorant and stupid, but still lovable. The respondents would be willing to help
her out.
Also its popularity was huge especially in rural parts of the country and hence serves as a relevant
plot for customers belonging to Rural India.







































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Hansa (Supriya Pathak)




Characters


Plays the lead role in the game

A Gujrati housewife, and a simpleton at heart

Darling of the audience

She doesn't know to speak English but always keeps trying to do so, thereby creating
comic scenes
Her ego hurt by her neighbors comments, she is bent on getting an EPG enabled set top
box for her TV



Praful (Rajiv Mehta)


Plays a secondary role in the game

Husband of Hansa

Notoriously stupid

He always interprets things as face value, thereby sometimes leading to comic
situations
He gets dragged into the newest mission of Hansa, that of getting an EPG enabled set

top box for her TV








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Babuji (Anang Desai)


Plays a secondary character

Father of Praful, and the patriarch of the house

Always in a bad mood, but good at heart and loves his children

Is irritated by Hansas and Prafuls lack of knowledge of EPG, and wants them to know

about it





Circuit (Arshad Warsi)


Plays a secondary role

Munna Bhais(Sanjay Dutts) side kick from the famous movie, Munna Bhai M.B.B.S.

Known for his incredible comic timing

Considers Hansa to be her Bhabhi, and Praful to be his brother, and turns up to see if
they are making progress in their latest quest
He becomes a useful diversion for the audience, to make the MR process less tedious
and more engrossing
He ends up taking them to a game to entertain them




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Sales Person


Plays a secondary role

Assists the respondent in knowing more about EPG features




















































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Game Structure



The game is divided into three stages.

Profiling
The demographic variables (name, age, gender) are noted outside the venue. They are asked
which connection (cable or DTH) they have at home. The respondents are then welcomed into
Parikh family house by Praful. He tells the respondent the problem his wife is having and asks
her/him for help.

Stage 1
Hansa is teased by Babuji that she doesnt know how to use the DTH connection at their
relatives. So, Praful and Hansa ask the respondents to help her out.

In this stage were trying to get the responses for the usage related questions which include the
brand of DTH used, for what features EPG is used etc.




Stage 2/Stage 3
Hansa wants to choose a DTH connection which is easy to use in terms of EPG. She takes the
respondents to the shop, to help her choose one DTH brand based on its ease of use (of EPG).
The respondents would be asked to use each of them. This would help in comparing the 4
options.


















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Information to be gathered

General Information o
Demographics o
Psychographics


Usage Behavior

o DTH used or not

o Which one is being used

o When it was bought

o Familiarity to EPG usage

o EPG is being used or not

o Who uses EPG in the family

o EPG features that are used



Comparison among different EPGs

o Which type of DTH respondents are aware of

o Ease of EPG usage

o Reaction and Opinion about each EPG

o Preferred features




















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The Game



The game has three parts being played at three different sets. The respondents will enter Stage

1 and leave the game through Stage 3 via Stage 2 (There would be a game respondents can play
between Stage 2 and 3. This is included so that respondents would get a refreshing break
between testing the features of 4 EPGs). The game should take 10-15 minutes and we can have
three respondents at the same timeone at Stage 1, one at Stage 2 and the other at Stage 3.
Therefore, the average game duration per person will come down to 3-5 minutes and we will
be able to gather a good representative sample within the span of 67 hours.


The target market for the purpose of research would be all the people who have ever used EPG.


Profiling
The demographic variables (name, age, gender) are noted outside the venue. They are asked
which connection (cable or DTH) they have at home. If they come under the target segment
they are taken inside by Praful.




Stage 1
Location: Parikh familys home


Praful takes the respondent to his home to help his wife to learn how to use DTH (EPG).
Babuji: Arre Praful, tu gadha hai gadha. Aur Hansa.. tumhein TV tak chalana nahi aata
Praful: Babuji.. main expert ko leke aaya hu na. Ab hum bhi expert ho jayege
Hansa: Hello.. How are? Khana kha ke jana

Praful: Ae Expert Kumar. Meri Hansa ko TV chalana sikhana hai. Tumhare ghar pe kaunsa
company ka connection (DTH) hai?




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Respondent tells the brand of DTH being used by her/him


Praful: Tumne kab kharida tha?


Respondent tells when he got the DTH


Hansa: Arre bhaishab/ben, hamara purana wala cable bada aasaan tha. Naye mein toh mujhe
kuchh samajh nahi aata. Isme kya kya hota hai

Respondent tells about the features of EPG being used


Hansa: Haan? Itna sab kar sakte hain isme? Tumhare ghar mein sabko yeh chalana aata hai?


Respondents reply about who use EPG in their home


Hansa: Wo Vidya ben mujhe tang (tease) kar rahi thi. Boli meri sari bhi jyada achhi hai aur
mera TV (connection) bhi jyada achha hai. Ae Praful, mujhe bhi chahiye

Hansa and Praful take the respondent to the shop


Purpose Served:



This stage will help us in knowing the usage pattern of the respondents

Questions Addressed:



1. The DTH Connection they are currently using

2. What features of EPG they are aware of and are also currently using

3. Who uses the EPG features most in their household











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Stage 2



Location: The shop


Praful (to respondent): Kaun kaun se company kea aate hain?


Respondent replies about the brands he knows


Hansa: Expert Kumar, tumhi batao ki kaunsa jyada achha hai. Mujhe toh kuchh bhi nahi pata

lagta


Get the respondents to use the different EPGs and ask their opinion about each of them.
Observation would also be required to judge their comfort with different features on each EPG.
There would be one salesperson present to aid in use of EPG if required.







*After collecting data for 2 EPGs, Circuit (new character) would enter and tell Hansa:


Arre bhabhiji.. yeh kya kar rahe ho. Chaliye aapko ek raapchik game dikhata hu..
Bhaisaab/behanji aap bhi aaiye

They play some small game for 1-2 mins and come back for Stage 3.


* This is only to remove the mental fatigue, if any, in the respondents. This can be removed
and the respondents can be taken directly to Stage 3 if company wishes.

Purpose Served:
This stage will help us to know the respondents awareness and comfort levels with the various
DTH brands. It will also tell us what kind of changes the respondents are looking for in EPG.







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Questions Addressed:



Awareness of the respondent w.r.t various brands


Comfort level of the respondents


Changes required in the EPG to increase the comfort level


Stage 3
This would have the other 2 sets and data can be collected for these 2 as done in Stage 2. The

purpose and the questions addressed are the same as mentioned in stage 2.











































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Analysis and Deliverables



1. Exploratory research to investigate

The ease of use for sample population on the basis of visual observation.

The level of awareness among users regarding the features offered by DTH.



2. Gauging the differences perceived among brands on basis of features through
multidimensional scaling.


3. Frequency plotting of users on the basis of demographic parameters like age, family size
etc and hence give a recommendation on whom to target during promos.


4. Estimation of product and brand awareness by plotting:

A percentage distribution of sample population into users and non users.

A percentage distribution of share of each brand in the sample population.


5. Gathering subjective inputs from respondents to analyze the consumer perceptions
about the product.























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