Young Designers 2011

		Young Designers 2011
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Dhwani Soni | dhwanisoni@gmail.Com, dhwani_soni@dell.com

CMP Strategies for Emerging India

Strategic Design Management | PGDPD
Guide: Vinai Kumar
Sponsor: Samsung Design Delhi, Noida

Keywords
Consumer segmentation
Market directions
Trend research
Strategy building

For my diploma project, I had to study the phenomenon of emerging markets and communicate a holistic understanding of the same by mapping and analyzing the factors that control this phenomenon and thereby create an overview of India’s position as an emerging market in the global economy.

A research framework was created by carrying out field studies in market areas, home visits, dealer outlets and shop floors. I focused on segmenting and profiling Samsung’s main target group from the urban, upper middle class segments (primarily Section A and B) to understand how design mat-ters to consumers in this segment. I analysed the new trend patterns for the emerging consumer by tracking various ongoing trends in lifestyle, socio- cultural, technology, competition, and other environmental trends.

Besides media mapping, I also mapped the trends in socio-cultural lifestyles and global trend reports. In order to understand the consumer’s changing lifestyle needs and aspirations, home visits were initiated to delve into these areas using tools such as observation, discussions, consumer interactions, photography, audiography, and participant interviews. This research helped me extract the insights and expectations from today’s consumer. It led me to suggest design directions for Samsung’s home appliances’ portfolio based on design (CMP.F Specific) and value associations for consumer segments.

Colour is a big science and to conclude a study on it within four months was a difficult process. However, within the academic time-frame, I learnt how to create boundaries to bring out the best within the expected project deadlines.