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Strategic Design Management
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jrr0505@gmail.com, jyoti_r@nid.edu |
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Point of Buying Solutions for Low End grocery Shops and Pan Shops
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Guide Shashank Mehta |
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Sponsonr Cadbury India Limited,mumbai
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The objective of my diploma project was to understand and design a Point of Buying (POB) solution to create excitement and generate demand for the Cadbury confectionery range in low end grocery shops and pan outlets, considering problems and needs of retailers. During the project, I developed an in depth understanding of the confectionery market, people, retailers, and customers. It is a business dominated by taste, feelings, emotions, and impulses. I had to understand various issues and introduce design into the business. It was good experience to explore, understand and question the issues related to business and work towards the proposed design solution that can facilitates the business and the stake holders involved in it. Introduction of design into unorganised retail environments is challenging and exciting. I observed how people purchased chocolates at food and grocery stores and pan shops, and interactions between retailers and buyers. It was insightful to interact, observe and understand how different factors affect and change scenarios at the point of buying. Converting the insights, and tangible and intangible data into possibly fruitful solutions was a challenging task.
The whole journey has been an insightful experience for me and I hope to explore innovative methods to introduce design interventions in business scenarios. |
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