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Strategic Design Management
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shuchi.gangwal@gmail.com |
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360 Degree Product Demonstration
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Guide Shashank Mehta |
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Sponsonr Hindustan Unilever Limited
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I did my diploma project with Hindustan Unilever Ltd. on 360 Degree Product Demonstration. The market today is saturated with new methods of innovative marketing. The 360 degree demonstration aims at developing a new method of exhibiting the benefits of a product to the consumer.
My project studied the impact of existing demonstration kits on the consumers and developed a template for replicable ready to use demonstration kits to sensitize the end users towards the “cleaning benefits” of a detergent powder and communicate the message of its advantages. The first part of the project was centered around the understanding of forms of demonstrations prevalent in market and their impact on the consumers. The approach of the demo design had to be consumer centric and not demonstration centric.
The second part of the project was focused on providing engaging, entertaining, provocative and compelling product experiences to the consumer which could move beyond traditional “features and benefits” of marketing. The last part of the project constituted an illustration of using the 360 degree framework in the real situation of demonstrating design. This included concept generation, prototyping and creative process documentation so as to translate the concept into actual product.
The outcome of the project was a framework which could be used by the client to create holistic experiences for the consumers, through product demonstrations that provided sensory, affective and creative communication of the benefits of the concerned product to the consumers. |
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