|
|
|
|
Strategic Design Management
| PGDPD |
|
ananya22chatterjee@gmail.com |
| |
|
Redefining Product Communication
|
|
|
|
Guide Vinai Kumar |
|
Sponsonr Hindustan Unilever Limited
|
|
|
|
|
I did my diploma project on redefining product communication for ‘Surf Excel Matic’, of Hindustan Unilever Ltd. A premium brand of Hindustan Unilever Limited’s best selling category - laundry and India’s best selling machine wash detergent, Surf Excel Matic was serving only 40% of its target market, while the remaining 60% of potential machine wash detergent consumers were using hand wash detergents.
The problem statement required more than just analyzing the product. It needed a change of the users’ perspective and a thinking that looks beyond the usual way of assimilating a problem. I began with the process of understanding the system surrounding the product, mapping and analyzing every touch point. Each segment of the system was analyzed from both sides - the user and the brand.
In the process, I questioned and redefined the perspective of positioning of the product in the market- not as how the company wants to see it, but how the consumer would perceive it. This process completely changed the outlook and a different set of points emerged where the brand and the user intersected. This led to a change of the original brief. Eventually an understanding was developed, that the problem lay in the language used by the product as this language was not able to differentiate itself from the hand wash detergent and thus was unable to position itself. The project dealt with the product’s diluted communication model and analyzed various aspects of communication namely the mediums of communication, language of communication, message of communication in order to give a fresh perspective to the product. |
|
|
|
