Frequently Asked Questions

1. One major query that we would like you to address is about the scope of ready-to-eat food. Does it even include packed food that can directly be consumed (like biscuits, cakes, ice-creams) or do we stick to foods that involve addition of hot water (like breakfast or meals) or frozen foods like french fries?

The category is as per the conventional definition of “Ready-to-Eat Food”. Participants are free to choose the segments and products basis their understanding.


2. Hi, our team needs clarification as to what the ready-to-eat category comprises of. Please define the category in exact terms.

The category is as per the conventional definition of “Ready-to-Eat Food”. Participants are free to choose the segments and products basis their understanding.


3. a) What is Population of X city? As only Household number is given.
b) The break up of Children Percentage, which is given might be wrong, Just want a little bit of clarity on that.

Only household information is available. You can make your assumptions about any other data point which you feel you need to use.
The data point on total % HH with Children 01-14 yrs has a typo – the number is 40% and not 51%. Thank you for pointing this out. You can now access the revised case study on our facebook page and Dare2Compete.


4. Can we select multiple target groups? Can we launch multiple products for each target group?

It is up to the participants to make both decisions.


5. In appendix B, what does HH contribution mean? For instance, in case of SEC segmentation, SEC A is 35% so does it mean that 35% of households belong to SEC A or does it mean that out of Rs. 100 spent, Rs. 35 are spent by people belonging to SEC A class?

All data sets are number of Households expressed as a percentage of total HHs in city, thus ‘35% of HH belong to SEC A’ is the right interpretation.


6. What is the definition of ready-to-eat category according to HUL?

The category is as per the conventional definition of “Ready-to-Eat Food”. Participants are free to choose the segments and products basis their understanding.


7. My doubt was regarding the extent of the ready-to-eat segment and if packaged snacks and chocolate bars would be considered in the ready-to-eat segment.Please do shed some light on what the ready-to-eat segment would include if possible.

The category is as per the conventional definition of “Ready-to-Eat Food”. Participants are free to choose the segments and products basis their understanding.


8. a) Presence of children data it is mentioned 1 to 14 but isn’t this age category already included in above divisions ?
b) Need more understanding on Occupation of housewife division.

The data point on total % HH with Children 01-14 yrs has a typo – the number is 40% and not 51%. Thank you for pointing this out. You can now access the revised case study on our facebook page and Dare2Compete.
On occupation of HW division, this is the only information and data available.


9. From the data given regarding the colleges, the state population comes out to be approximately 7.46 million. Given that there are 3 million households in City X itself, assuming 3 members per household on an average leads to 9 million population in City X which is greater than the population of state. So, I feel that there is this ambiguity in this data.

Thank you for pointing this out. There is a typo in the data : The number of colleges per lakh are 4.4 and not 44.


10. In all the data given related to the household contribution, each HH can contribute to multiple categories. For eg., HHs having a child of age 1-4 and another child of age 5-8 will contribute to both categories. So, the data isn’t clear regarding the household contribution.

This is the format in which research data is available for the city. You can make your assumptions basis your understanding of the data sets.


11. Hi, I want to clarify, which of the following are use cases of Ready-to-Eat product(s). a) Lays which is open and eat b) Maggi that requires water and heat only c) MTR Samosa that requires Heat and Oil d) Cup noodles that require hot water.

The category is as per the conventional definition of “Ready-to-Eat Food. Participants are free to choose the segments and products basis their understanding.


12. Could you please define what do you meant by ready-to-eat food. Does it mean something like McCain or something like Cuppa noodles?

The category is as per the conventional definition of “Ready-to-Eat Food”. Participants are free to choose the segments and products basis their understanding.


13. In the LIME X case on launching a ready-to-eat product in City X, should the products be specific to the Instant Mix category? Asking this as the word “mix” was used multiple times next to RTE in the case.

The word “mix” here stands for “marketing mix” and not “instant mix”.


14. In Appendix B, in the demographic data mentioned for ‘Presence of Children’ the last section mentions children in ages 01-14 yrs to be 51%. This seems to be a bit ambiguous since the section already mentions Children in the age groups of 01-04, 05-08, 09-14 yrs whose sum total is 49%.

Thanks for pointing this out. The data point on total % HH with Children 01-14 yrs has a typo – the number is 40% and not 51%. You can now access the revised case study on our facebook page and Dare2Compete.