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Strategic Design Management
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anjugupta000@gmail.com |
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Corporate Gifting & Strategy for Recession
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Guide Krishnesh Mehta |
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Sponsonr Ravissant, New Delhi
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For my project, I worked with Ravissant, a retail brand dealing with luxury and lifestyle products on two assignments.
In the first, Ravissant had begun creating its place in the ‘corporate gifting’ segment recently and the company thus saw potential in exploring possibilities in this genre. Therefore, I was assigned the task of formulating strategies to tap into this market for Delhi while ensuring the brand’s exclusivity.
In the latter, the brand was also contemplating strategies to reverse the impact of recession, enhance its customer experience and identify new opportunity areas. My task was to devise strategic solutions.
My research process involved visiting, interviewing, observing and reading about luxury brands both in India and internationally. I also studied economic and business newspapers for understanding the details of the global economic recession and the impact of recession on the same. I then invested time in understanding the positioning of Ravissant as a brand, empowering me to make sense of internal discussions within the company. I applied knowledge of qualitative research techniques such as body-storming, metaphor elicitation and peeling that facilitated my in-depth knowledge of the company, employees and its customers .
Throughout, this period, I consciously struck a balance in my involvement which was necessary for an unbiased holistic understanding of the system. The neutral party approach also worked favorably for my personal rapport with employees and management culminating into gaining respect, trust and easy accessibility to crucial data and deep insights.
As my final deliverable, I designed strategies that were highly appreciated by the management for their implementability. |
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