Young Designers 2011

		Young Designers 2011
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Prabhsimran Kaur | prabhsimrank@gmail.com

The Journey of the Under 4K Mobile Customer

Strategic Design Management | PGDPD
Guide: Deval Kartik
Sponsor: Ogilvy & Mather, Gurgaon

Keywords
Customer
Mystery Shopper
Brand Strategy
Retail

My project involved understanding mobile phone consumers who have a budget of less than Rs. 4,000, analyzing the research and creating strategies for Spice Mobiles who target such consumers. As a graphic designer, I had to study their previous communication and brand strategies by mapping the gaps in the brand in order to find appropriate solutions.

My strategies organically evolved from the research process. I studied the backgrounds of the ‘under-4k customers’, their needs from mobility and what influenced them to buy a phone. A brief understanding of their semantics was also derived from the kind of entertainment they liked (that would cater to future ads for the brand). With the help of a ‘mystery shopper’, under-4k consumers were observed at the point of purchase and the things that influenced their choices were noted.

By combining the outcomes of both the phases, strategies were devised to help the brand reach out to more under-4k customers. These involved establishing the relationship between the customer and retailer, brand architecture, packaging, retail design, design of services and a brief on the tone of communication to be used.

My journey through this project has fuelled the entrepreneurial spirit within me. It has helped me understand how our sensitization towards design, systems thinking and design thinking could be merged together to not only give brands direction, but turn into ‘Lovemarks’.