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Strategic Design Management
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xavierdayanandh@gmail.com |
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Winning in HFS Through Design – Project ‘Future Zone’
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Guide Vinai Kumar |
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Sponsonr Procter & Gamble,Bangalore
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I did my diploma project with Procter & Gamble, Global Innovation Center, Bengaluru. In the Indian FMCG business, High Frequency Stores (HFS) (kirana, Mom and Pop Stores, Convenience stores) play a crucial role in helping companies reach the consumers. They contribute close to 90% of the business the remaining 10% comes from organized retail. Majority of Indian consumers still purchase from their neighbourhood stores. The problems companies face while trying to influence the shoppers buying decision at HFS include cramped spaces inside the store, too many products on the shelf adding to clutter, dark/dimly lit store and non affinity products placed side by side.
The objective of my project was to highlight the presence and improve the brand experience of P&G’s brands inside the HFS and through creative solutions to influence the shopper purchase the P&G brands. I chose Oral-B which is a P&G brand. Currently oral-care (tooth-brush, pastes) category does not occupy the premium spaces inside the store. There is also no clear area in the shop where oral-care is shelved. There is an opportunity to create an oral-care space inside the store where it enables the shopper to make the right choice. My design process involved understanding the competition, the shopper and the retailer needs and barriers, ideation followed by iterations to arrive at the final concepts, prototyping the designs and testing the designs. |
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