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Brand Solutions
agency with a formidable client list
Our team of 85 consists of a strong strategy team, a robust client servicing team and a cutting edge creative team
Current Scenario
Retail = BTL about 20% of marketing budget Last 2-3 slides at the end of advertising strategy presentation
Organised
Unorganised
A Changing world
Retail Environment Competing Brands/ Categories
Brand
Conversions
Sales
More Advertising
Brand
Conversions
Sales
Retail Environment
Medical Stores
Wholesale stores Paan shops Hyper mart/ MT
mart/Minim
art
1. Over the counter format, usually Small with floor area between 100-200 sq ft 2. Limited assortment 3. Carry small packs of popular 4. Neighborhood store for top up purchases
1. A better organized self-service store with the facility of shopping baskets 2. Stocks everything required for day to day use including fruits, vegetables, milk & snacks 3. Catering to the catchment area
Challenges Cluttered space - Too many brands in too less space Hard to convince the retail to keep the POP The solution is a mass solution hence be expensive
Challenges
The space available is not very cluttered but is limited
Wholesaler
1. OTC format, usually 200-1000 sq ft 2. Offers facilities like Freight On Road 3. Credit is limited to customers with long relationship 4. Competitive pricing Challenges The layout and stacking of products is totally haphazard The retailer is keen on dumping as many products in the store as possible, every usable space is occupied by products The challenge starts with identifying the space/opportunity for branding itself works on thin margin of 2-5%
1. Found in almost every lane in the country 2. Earlier used to keep only paan, bidi and masala. 3. Nowadays have started keeping products like stationary, sachets, chips, biscuits, cold drinks, and other impulse categories. Challenges Space constraints are very high Usable branding space available is less Limited products stacks Focus is on selling cigarettes, paans and masala
Modern Trade
Medical Store
OTC format, small floor area- 100 to 250 Sq ft for traditional trade Located across residential & commercial areas and tend to be on the
main road
The counter is in the front and the shops always have a signage board Display of the packs is in the middle of the shop at the eye level
Challenges higher cost per unit The unit has to always convey a message, be premium Here one has to tackle an evolved and aware customer
Challenges The first priority is the pharma products kept in the shop since they drive the sales Hence we have a lower bargaining power Therefore, the retail unit to be kept here needs to have a utility option and has to be space efficient
retail opportunities
An example from BarOne
Insight: Dispensers are placed on counter tops as well as hung from hooks or nails.
The shopkeeper can easily reach into the bag and pick out a bar.
Insight: Airspace is more easily available and store owners are less reluctant to hang air dispensers as it does not restrict their movement.
Plastic bar with notches that can be hung from the ceiling. One, two or three cardboard discs can be fit into it depending on the no. of notches.
Insight: Kirana shops have a no. of nails pushed into the frames of shelves to hang dispensers.
Back of dispenser can be shaped like up the attraction value and act as an advertising tool The pocket can be made of cardboard or acrylic.
Insight: There is always a string available to hang sachets of oils/shampoos so why not chocolates ?!
A string of PVC pouches with the bar inserted and hung over the string.
They are cluttered and need dispensers that store and show that occupy minimum space
3.
The battle for market shares is in these crowded shelves. And every company
of this last.
The issues
You need multiple solutions so that each store has its own solution. You do not
Customised Solution
Marketing Challenge : Communicate the merger of Surf and Rin to Rin consumers in an innovative and cost effective manner which would withstand the typical 5 hour POS lifecycle
: A utilitarian display to create continuous brand recall, subtle use, display or promote
Another Category
Soaps
The Solution
Understanding shopper behavior to guide the shopper within the store and to make the variant purchase decision
MTR Case Study
see yellow
Devendra Chawla, Head (Private Brands) of competition as the category is underpenetrated. More players will only help the category grow. For instance, before our launch of Tasty Treat cornflakes, only two out of 100 bills at our stores used to be of cornflakes. After our launch, it has become
Current Issues
The messaging at the outlet is purely awareness building. It is not built with a
Role of Communication
Role of Communication
Point of Conversion
At home
Communicati on Vehicles Key Execution Elements
Traditional media OOH materials Shop Signage, Environme ntal branding that interrupt & trigger a need, close to the POC Call-to-action Shelf / Counter Products & packaging POS material
Point of Conversion
Brand Story Impactful (no clutter) High (above other visual noise)
Role of Communication
Point of Conversion
The consumer has identified a need, knows the players in the category, is predisposed to buying The information she gets (Value, RTB, Format, etc) makes her choose one brand over the other
Emotional At home Personal Relevance Emotional/Rational Personal Need/Desire Rational Problem Solving Point of Conversion
At home
Point of Conversion
Driving
Point of Conversion
Delicious indulgence
Retail Environment
Unique
Marketing Challenge : A rebuttal to the fast growing popularity of the Colgate Suraksha Chakra
Design Intervention : Created the Pepsodent Tooth a brand property that would unambiguously express the brand benefit, and ensure huge cost savings in POS implementation through minimal retail space requirements
Liquor Industry
Smirnoff Cocktails
Retail Formats
Broad Classification
On Premise 1. Bar & Restaurant On Premise 1. Wine Shop
2. Lounge Bar
3. Star Hotels 4. Clubs
2. Duty-free
Lounge Bar
Club
Wine Shops
Star Hotel
Duty Free
Liquor
On Premise
Duty Free
Environment
1. Superior Retail Environment 2. Sells from cosmetics to confectionery, fragrances to
Wine Shops
Environment
1. Clutter environment 2. Less space for branding
Liquor
Smirnoff
Visi- Cooler
The front of the VisiCooler is covered with vinyl. In case the retailer chooses to house other products in it our valuable retail space is not tampered with The visual carries the range shot, a bold branding unit and the Just Add Ice moniker
The side of the Visi- Cooler carries a raised bottle and glass which are integrated to the base unit and have a in-motion look to them: giving a sense of something exciting and out of the ordinary The bold branding and the appetizing product shot promises to break retail clutter and showcase Smirnoff like never before
Slim Signage
Show Window
Step Lit-up
Shipper Carton
T Shirt
Retail Elements
Poster
Vinyl flanges
Liquor
Jonnie Walker
Gift Pack
Johnnie Walker
Island Unit
Shelf
in
Shelf
The angular-ness brings in a play of light and shade on the ground making the Celebratory Pack stand out even more
A printed board backing which breaks the symmetry of the shop window
The line and the Striding Man properties are highlighted in a clean and distinctive manner giving the design maturity and status
Shelf
in
Shelf
in
Shelf
in
Shelf
in
Shelf
in
Shelf
in
PVC Vortex
PVC Vortex
Using the vortex as a base, this PVC unit, gives the bottles a fantastic holding device
The bottles are printed on the PVC as well so that when the dispensing is done with it continues to remain as clutter breaking POS material
Liquor
VAT 69
Shelf
in
Shelf
in
T-Shirt
FREQUENT
Semi-Permanent In-shop
Flange Floor Standing Unit (FSU) Wall Unit Facia - Glow Signs-Back-lit Lamp Shade Wall Clock Bill Book Pad Holder
Temporary In-shop
Dangler Posters
A Kellogg's example
RARE
Sends individual teams to all 6000 outlets to measure and create customized solutions
Material dispatched
Material deployed
3. 4.
The order form which the sales team sends to the central collection point OR what the sales team refers to when the call center calls for the order.
Project
Brief
True Mart
Space Design
Project
True Mart
Project
True Mart
Other Applications
identity
Appropriate Zoning
Office & Storage
Vegetables Beer Wall Display Recipes & Combos Counter Diary Cheese Counter Island Fruits Vegetables
Meat Fridge
Biscuits
Cash
Antipasto, Oils
Biscuits
Trolleys
Breads
Breads
RTC Food
Biscuits
Serve Over
Branding Options
NAVRAS
Jewellery Store
Understand
Immersion
Strategy
Ideation
Design
Testing
Fabrication
Deployment
BRIEF
CONSUMER INSIGHT
STRATEGIC THOUGHT
Needs to be approachable
Everyday Jewellery
An Approachable store
With Communication
retail solutions
Ayush
Our Work 3
A visual identity which was born from the ayushmanbhava blessing and helped us translate the thought to every element of the ayush experience
Loreal Paris
Marketing Challenge : the To help of
own
platform
Design Intervention : Inspired from an horse, classy and functional makeover counters that ensure personal attention of the Loreal Beauty specialists; without interfering dispensing with convenient retail
Loreal Paris
Pril
Golden Cirle
Sunsilk Kiosk
Lakme
Lakme
In your eyesight !!
Marketing Challenge : Danone, the German Diary major wanted to launch chocolate flavored milk and yogurt in India. For which they wanted solutions which could be put across and milk parlors across India. Design Intervention : We designed options which stacked the on the wall and on the counter depending on the space available in the store such that the visibility on the product was maximized. The units were such that they stored dummy and had reasonable branding space on them making it easier to store the in the refrigerator while maintaining the visibility quotient
Twister
Marketing Challenge : Counter the noise Minute Maid and other juices and soft drinks were creating
: Anchored around the appropriating the leadership position), created a whole array of merchandising which made the launch one of the most visible and recalled in Pepsi
Unique
Marketing Challenge: A rebuttal to the fast growing popularity of the Colgate Suraksha Chakra DYWs Design Intervention: Created the Pepsodent Tooth a brand property that would unambiguously express the brand
Case Study #1
Airwick
fragrances.
The brand was looking to develop premium kirana store solutions so as to create impact on consumer at Point-of-sale.
Challenge In an all stacked up kirana store, Airwick wanted to have a solution that stands out and has a premium look & feel (reference Olay, Pond's, L'oreal etc). This was to be translated via Design and type of material used for the shelf unit. Apart from this it needed to be easy to set up and scalable since for different stores the size dimensions were going to be different.
Solution
We decoded benchmark cosmetic brands shelf solutions and arrived at the following guiding parameters for our designs
Simple yet elegant Utilizing Brand visual language to help create impact Aesthetic appeal in simple integrated design
Apart from that a thorough analysis of how messaging works in a retail scenario for consumer was done to arrive at the message hierarchy For Airwick a curvy visual language has been core to the brand and the brand line
Challenges within GT
1. Since a campaign visual was not available, Only 10% was considered for
the graphic
2. Branding itself was extremely prominent on the products. We believed that 20% would be an
Design development
Concept Sketches
3D Render
Graphic
Clear Acrylic
3D Render
Prototype Rollout
Prototype
In environment
Case Study #2
Gelusil
Hence we looked at converting the rational benefit of the product i.e., instant relief
due to more mint into an emotional benefit i.e., ability to go on inspite of a hectic lifestyle
Design
The expressions of the person connotes instant relief To accentuate the cool aspect we have shown a person working in a relaxed environment.
Poster
Backing sheet
Case Study #3
Puretta
India
The major challenge here was to devise a contraption that would place the unit in the
Design
.DY Works designed the units based on the theme of baby accessories and toys. The units were in form of a pram and a rattle which could be placed in front of the shop, had a storage facility and were efficient in usage of space
Tactical
Table Top
Hanger
Case Study #4
Glucon D
Glucon-D Parasite
Parasite Hangers
Table Top
Parasite
FSU
Case Study #5
Brief
of making the usage of the chocolate syrup more consumable by using secondary
Ideation
FSU needs to attract people toward it
important with the brand Iconic bottle needs to be on top drink usage is the core proposition language
The entire unit is present in parts which Can the chocolate swirls inspire the shelves when put together can be used as a single retail unit and the rest of the times each can be detached and used as a individual retail unit
purpose and convenient for transportation which makes it cost effective.
Design
FSU Elements
Drink silhouette
Stacking unit
Front elevation
FSU
Core Message
Design Adaptation
Table top
Spiral innovation
Retail Environment
Table top
Category header
Standee
Pillar branding
FSU unit
Case Study #6
Tropicana 100%
We designed the unit inspired by their print and on air campaign to show the break fast
out! Not just that we did the deployment of the units in multiple locations across 8 cities in India
Design
Case Study #7
Dr Morepen
Pushing the Brief DY Works wanted to push the envelope on how pharma products could gain visual share at the chemist
Shelf Strips
POP
Watch
Dispenser
Parasite
Backing Sheets
Dangler
Experience Design
Navras
The challenge was to grow footfalls by implication sampling Solution Establish Navaras a REAL gold jewellery store Appropriate store planning, category specific information, showcasing wide range,
Store Planning
Case Study #9
Frozen in Time
Entry
Reception Area
Display Unit
Elevation
Elevation
Motorola
branding experience that would be distinctive and far and above the Nokia experience
Solution We used glass and metal to stay in the high technology space that Motorola wanted to own fused with a soft center motif to bring in the human touch
Tata Indicom
Brief
To create an interim retail presence to address: 1. Branding and Imagery
DMA 2003
DMA 2003
product. For GT
Streamers Facia
Vertical Poster
Shelf Cladding
Side Strips
Evaluation of options
Wall hanger
Counter Top
Denone
parlors across India. Solution on the space available in the store such that the visibility on the product was maximized.
visibility quotient
MTR
Xlyo
Elements of Xlyo
The silhouette of the car cut out in a base color with an explosion of energy, vibrancy and excitement happening around it becomes a leitmotif that would make the form and the name memorable, the idea talk-worthy and raise awareness
Brand Style
Show room windows wrapped with images that echo the Brand Style and say little but
Launch
Using the fascia as a free hoarding which entices the mass of potential customers who pass by
thought but a choice in terms of how much the dealer wanted to invest
Xlyo
The illumination from the top is in the form halogen lamps or running strip lights which when reflected on the car will give a sense of dynamism and motion The flooring makes a break and creates a haloed space around the Xylo as well acts as a reflecting surface on which the light play gets accentuated. A stand around bar table adds to the lounge feel, with two tiers: one for the brochures to be placed, the other to discuss the car and its features
Suspended Bliss
Running lights illuminate the car from above with tubes (held by a ceiling fitted wire) painted Electric Green forming the holding unit supported by a pillar with a bold branding unit bringing up the rear
Festivity
The flooring acts as a reflecting surface for the lights The Installation will be shipped in a knock down manner and can be installed locally (albeit will require on spot welding)
Cost effective version
Running lights illuminate the car from above with tubes (held by a ceiling fitted wire) painted Electric Green forming the holding unit supported by a pillar with a bold branding unit bringing up the rear
Extreme
The flooring acts as a reflecting surface for the lights The Installation will be shipped in a knock down manner and can be installed locally (albeit will require on spot welding)
Cost effective version
Low customer engagement with no highlighting of critical divisions of the portfolio Lack of optimization of available retail space Brand imagery parameters of Modern, Up-to-date & International were not being lived up to Cost was not commensurate to the current aesthetics
An understanding of the reason why cosmetics are so low in consumption led to discovery of the gap which existed between the consumer and the category
Where the unit had to scaled down or up we tried to ensured that the essence was not lost
Thank You.