Young Designers 2010

 
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Krishna Mohan B.R.
Design for Retail Experience | PGDPD
brkrish.mohan@gmail.com
 
Winning in HFS through Design – Visual Merchandising – Design for Hair Care
 
Guide V S Ravishankar
Sponsonr Procter & Gamble, Innovation Centre
Keywords
> FMCG
> Qualitative
> High Frequency Stores
> Shopping experience
In the Indian FMCG business, High Frequency Stores (HFS) (kirana, Mom and Pop Stores, Convenience stores) play a pivotal role in helping companies reach the customers. They contribute close to 90% of the business (10% from Modern retail) when it comes to FMCG business. Majority of Indian customers still purchase from their neighbourhood stores (Currently the Modern Retail business is restricted to Metro cities and class-1 towns). There are a lot of challenges that companies face while trying to influence the shoppers’ buying decision inside HFS such as cramped spaces inside the store, too many products for display, dimly lit space and non-affinity products displayed side by side.
Hair-care (Shampoos, conditioner) is very important category for any kirana store. The objective of the diploma project was to transform the shopping experience of hair-care through design and to enable the shopper easily choose the right brand and variant. The research study began with the objective to understand the environment/competition. Thereafter based on the shopping behaviour and derived insights a number of design concepts were explored. Iterative design led to final design concepts that were prototyped with the help of the agencies. The prototypes were tried in stores and changes made to arrive at final prototypes. With qualitative testing of the prototypes, the final refined design iterations was carried out aiding to a “win win solution” for hair care category of the sponsored company of an FMCG industry.
Interdisciplinary Design
DRE | 12
SDM | 13
Design for Retail Experience
Abhijit Mandal
Anshu George
Gokul K
Jalpa Vyas
Krishna Mohan B.R.
Mukta Limaye
Naveen G
Parul Agarwal
Radhika Prasad
Raghunath Rajaram
Sohini Dey
Supriya Sahai
Communication Design
AFD | 24
ED | 05
FVC | 16
GD | 18
I.T. Integrated Design
DDE | 09
IDD | 01
IID | 11
NMD | 10
SUID | 01
Industrial Design
CGD | 09
FID | 17
PD | 15
TGD | 08
Tr AD | 08
Textile Design
ADM | 14
LAD | 09
TD | 13
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