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Sneha V Shinde | sneha.shinde18@gmail.com
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Vim bar- Product Experience through 360° demonstration
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Guide C S Susanth
Sponsor Hindustan Unilever Limited
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Keywords consumer-centric;Fast Moving Consumer Goods (FMCG) ;recall value;sensorial stimulus
The Fast Moving Consumer Goods (FMCG) sector is heavily dependent on advertising to keep pace with competition. The consumers are no less demanding. All that they buy must be showcased, proved, and delivered. This is where the role of demonstrations becomes imperative.
This project was about designing a consumer experience demo for dish wash bar, Vim and sensitise consumers about its claim and prompt an immediate buying impulse. Product experience evolves via physical or non-physical interactions with a product such as its claim, functionality, effectiveness, look and feel, package, advertisements, the personality, culture, lifestyle, and preferences of the consumer. The current methods of demonstrations are clinical; they fail to connect with the consumers. They appear and sound more like experiments rather than forming a bridge between the product and the user. Hence, the need of the hour is to bring in unconventional ways that empathise with the consumer and hold a strong recall value.
The project involved a complete understanding of the user product interaction, the consumer, and discovering effective ways of communicating the experience. Demo Development for Vim bar started with in-depth understanding of various methods of demonstrations, along with how they resonate with consumers. The demonstration was required to be consumer-centric and not demonstration-centric. The outcome of the project focused on communicating the credentials of the product through engaging demos across media. The demonstrations are made to trigger sensorial stimulus and provide an enriching product experience and interaction which can be easily understood by the consumers.
¬¬¬Understanding the FMCG sector and knowing the technicalities of a product was a new experience. |
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