Consulting Case Interview: Market Sizing and Attractiveness

This is the fourth video in mock case interview series brought to you by Consulting and Strategy Club, IIM Lucknow. It depicts a case where a baby food manufacturer based out of U.S. wants to enter India.

[@shivendratripathi1516]

Thanks a lot for sharing these videos. They are extremely useful.

[@varungupta6819]

Thanks a lot for sharing the same. Please add more videos.

[@swapniltiwari7848]

I don't understand the comments here citing that customers are the parents of children and not the 2-5 yr old children themselves, though maana ki parents have purchased the baby food but they have purchased that for their babies and not themselves. The amount of baby food would depend on number of babies and not parents, wo khud thodi khaayenge.

[@omkarghodke7365]

Thank you very much! It was very helpful.

[@priyashekhar5017]

Very helpful

[@AbhishekIyerPhotography]

First thing before uploading the video i would have done is took this video to some editing platform and increased the voice DB by +20. 1st problem was solved before talking about 5bn$ market share.

[@naanuunkownu]

😂😂

[@xyz-vz9iy]

@0:31 when will you post the video on mode of market entry?

[@theshallowriver]

In the preliminary questions, Customers are mentioned as children of age group (2-5 years). However, customer is someone who is purchasing the products, which in this case should be the parents or the guardians of those babies. I believe children here are consumers rather than costumers.

[@danishakhtar2683]

Isliye tm IIM mai select nhi ho paye

[@azimhassan7479]

@@danishakhtar2683 😂😂😂😂

[@ayonaghosh]

The TG in this case would be the parents of the children, so the calculations would be a different from what has been shown in the video. Keeping this fact aside, great job guys!

[@LALITMITTAL1604]

Even then, it would boil down to average number of children per parent and average consumption per children in a year. Now, avg children per parent will be same 2-5 segment of population which they took. Avg consumption per child is already shown

[@shauryahanda2901]

In the starting it was said that the expectation of brand is to capture 5% of market in 1 year, however the solution considered that all the parents who would be interested in buying the packaged goods, they all would buy this brand itself and no other.

[@parvindernogi6264]

It was told that without even considering the market share, the market is just $2 Billion. So with 5% you can guess.

[@pragyasachdeva4150]

Market size, not share

[@prakhartiiwarii]

I GOT PLACED AT ZS today.
I would like to take this moment to THANK YOU for providing us with these case interview videos. It helped me prepare for on-campus recruitment stage which consisted of 5 rounds. If anyone is interested, feel free to ask your doubts and I’ll be more than happy to answer them and share my own success story!
Thank You Once Again!❤️

[@tangudu4735]

Hey prakhar, I have the zs tomorrow. Can you give me some tips?

[@prakhartiiwarii]

@@tangudu4735 which round? It'll be better if you can be a little more specific

[@tangudu4735]

@@prakhartiiwarii case study round, I cleared 1st round

[@prakhartiiwarii]

@@tangudu4735
1. Prepare an intro about yourself
2. Read about the company and your role
3. You'll get like 40-45 mins to solve the case study, so solve the questions accordingly (SAVE TIME)
4. They'll deep dive into your solutions during the interview, so have a good logic and explanation ready.
5. Speak your thoughts during the interview and keep the interviewer in loop
6. Ask questions and confirm even the most basic assumptions
7. Watch out for his/her hints and proceed with your explanations accordingly.
8. Even if you don't perform well in the written case study round, you can make up for it during the interview
9. Expect some unexpected and weird questions
10. Stay confident (EVEN if you 0 clue) and SMILE PLEASE.

[@tangudu4735]

@@prakhartiiwarii this will be a great help to me.
Coming to case studies , I didn't find enough resources for quantitative case studies.

[@bittu4031]

Would you not consider the rural-urban filter for market sizing since this is a premium product?

[@CyberWorx]

yes,it as needed.However,the tester was checking the overall approach and interaction

[@yashwani1348]

it would contribute to a fraction of revenue - not a stable revenue stream, makes guesstimate complex in that case

[@venumadhavan4886]

I don't know if it is just me or anyone else out there, who feels this is way too structured and formulated. I am just thinking if there is any tweak in the question, would people be able to put down these strategies.

[@amitgupta4759]

Test mic before recording sessions.

[@KCOAkhileshMahajan]

Improve sound quality, rest is best

[@abhishekkumawat5810]

Very theoretical need more data to understand the current scenario

[@smitshah605]

12:09 Is that not something one should avoid - Having pre-decided questions even before the objective is stated? Why would it matter if the company is based in some other countries similar to India, for deciding the market size in India?

[@pankajpariharuttarakhandi524]

How 3/70 of 26 ? Didn’t get

[@mk_0380]

It would be 4/70

[@shreyapaul5188]

can anyone help how is 3 coming in the 3/70 part ? see 5:38

[@mayankb9]

Same question

[@mk_0380]

It would be 4/70

[@mayankb9]

@@mk_0380how are you arriving at that figure ?

[@mk_0380]

From 2 to 5 total 4 age group 2,3,4,5 out of 70

[@mk_0380]

​@@mayankb9already answered
Please check

[@narendrarautela7517]

I don’t think Upper Middle class and rich would constitute 20%.. if you just go by the fact that only 2 % pay taxes

[@btMannatMahajan]

Yes, they would constitute 1.5 percent approx.

[@mowindias4804]

wait how did you get 46,0000!?

[@gouravdidwania1070]

The interviewer never cross-questions?!

[@naanuunkownu]

never