Mentor Club project | Country Delight

What is Country Delight? ​

Country Delight is an online milk and grocery delivery service that provides fresh, natural, and unadulterated dairy products directly to consumers' doorsteps, making it a popular choice for those seeking high-quality milk and other dairy products. They serve 1 million+ customers across India.

Why Country Delight will win in the market?

1. India is one of the largest consumers of dairy products globally.
2. Increasing awareness and demand for natural and unadulterated dairy products.
   

Competitive Advantage: Country Delight offers farm-fresh, unadulterated milk, a significant differentiator in the market.

Sub-products: Groceries (fresh fruits and vegetables)
Instant Delivery: On-demand, Up to 40 minutes delivery time for groceries and milk.
Subscription Management: Daily or alternate day delivery of milk and other dairy products.
User Experience: Through a mobile application that facilitates instant ordering, subscription management, and flexible delivery options.
Core Value Proposition: Delivering natural, fresh, and unadulterated milk and dairy products directly to consumers' doorsteps.

Part -1: Questionnaire Doc

Research Objectives

1. Understand how users first encounter Country Delight.

2. Identify key moments of satisfaction and dissatisfaction in the user journey.

3. Explore user preferences for product features and improvements.

4. Assess factors that influence user retention and churn.

5. Gather insights from shopkeepers and supermarkets about their reasons for stocking or not stocking Country Delight products.

Audience

1. Universal Milk Users (Competitors)
2. Direct Users
3. Churned Users
4. Resurrected Users
5. Grocery Shops and supermarkets selling milk

User Calling Questionnaire for Country Delight

General Questions (for all users)

1. Basic Information:

- Name

- Email ID

- Phone Number

- Age

- Location
- Top 3 apps used

2. Discovery:

- How did you first hear about Country Delight?

- Friend/Family Recommendation

- Social Media

- Online Ads

- Other (please specify)

3. Usage:

- Have you ever used Country Delight products?

- Yes

- No

4. Experience:

- If yes, how long have you been using Country Delight?

- Less than 1 month

- 1-3 months

- 3-6 months

- More than 6 months

- If no, why haven’t you tried Country Delight products yet?

5. Satisfaction:

- On a scale of 1 to 10, how satisfied are you with our products and services?

6. Purchase Behavior:

- How often do you purchase Country Delight products?

- Daily

- Weekly

- Monthly

- Rarely

- What products do you purchase most frequently?

7. Recommendations:

- Would you recommend Country Delight to others?

- Yes

- No

Segmenting Questions

1. For Direct Users:

- What do you like most about our products and services?

- Have you faced any issues or dissatisfaction with our products or delivery?

- What motivates you to continue using Country Delight?

2. For Churned Users:

- Why did you stop using Country Delight?

- Was there a specific incident or ongoing issue that led to your decision?

- What would make you consider using our products again?

3. For Universal Users:

- What dairy products do you currently use?

- What factors influence your choice of dairy products?

- What would encourage you to try Country Delight products?

4. For Resurrected Users:

- What made you come back to using Country Delight?

- What improvements or changes did you notice?

- What can we do to ensure you remain a satisfied customer?

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Bonus: Questions for Shopkeepers and Supermarkets

1. Stocking Decision:

- Do you currently stock Country Delight products?

- Yes

- No

- If yes, what made you decide to stock them?

- If no, what are the reasons for not stocking them?

2. Customer Feedback:

- What feedback have you received from your customers about Country Delight products?

- Are there any specific products that are more popular than others?

3. Sales Performance:

- How do Country Delight products perform compared to other brands?

- Have you noticed any trends in customer preferences for these products?

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4. Improvements:

- What suggestions do you have for improving Country Delight products or services?

- Are there any additional products you think would be beneficial to offer?

5. Partnership Considerations:

- What factors would influence your decision to continue or start stocking Country Delight products?

- How can Country Delight support you better as a retailer?

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Part-2: Sub-lever

Let's scope out 'at-risk user' detection model for country delight.

The Why? behind choosing this particular sub-lever:

Country Delight At-risk User Model.pdf

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