DY Works Retail Credentials

Gaining the Retail Advantage

2013

oldest and largest independent

Brand Solutions
agency with a formidable client list

From designing packaging to brand

identities to retail interventions and e-solutions; our output has been

responsible for shaping consumer

behavior and driving market shares

Our team of 85 consists of a strong strategy team, a robust client servicing team and a cutting edge creative team

The Retail Opportunity

Current Scenario
Retail = BTL about 20% of marketing budget Last 2-3 slides at the end of advertising strategy presentation

A sub-set of advertising communication

Vendor driven designs with little strategic thinking Decisions based on costs only Ephemeral / one size fits all solutions

Retail Scenario in India

Only 5% if the total retail industry in India is organized. % Dist. Of Organized Retail

The Industry when compared to developed/

developing countries is still at a very nascent stage. The environment is dominated by the traditional/

general trade outlets.

Locally, people still prefer to buy from the corner kiranawala shop. Over the years the shelf space per se has remained the same but the number of brands competing for the same has gone up by almost tenfold!!

Huge growth opportunity for Organized Retail in India

Organised

Unorganised

A Changing world
Retail Environment Competing Brands/ Categories

Changing Consumer/ Role of Advertising

Changing Consumer / Role of Advertising

Advertising Impact BEFORE

Advertising as entertainment Memorable content = TOM Awareness ATL strategic BTL sales teams budgets POS reproduction of Ad stills

ATL & BTL

Few Variants Brand Fewer Competitors Clear divide between the quality MNC brand and the local pretender Consumer asks for products by name High engagement with all products in shopping basket High Loyalty

Brand

Conversions

Sales

More Advertising

Greater Market Share

Higher Sales Growing Market Shares QED

Advertising Impact Now NOW

Advertising as entertainment Memorable content TOM Brand Awareness ATL still 80% BTL sales teams budgets 20% Escalating TV Costs lower and lower returns

ATL & BTL

Consumer making choices at retail Low engagement Oral Care Skin & Hair take greater mind-share

Brand

Conversions

Sales

Greater Retail Engagement

Greater Market Share

Needs active engagement with the consumer at all possible touchpoints

Retail Environment

Dominant Retail Formats

Kirana Minimart

Medical Stores
Wholesale stores Paan shops Hyper mart/ MT

Super Kirana Store

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

Paan bidi shops

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

A large one-stop-shop for all family needs which combines

shopping with fun and outing Used for stock-ups for all household needs, and also has fun & entertainment options for the whole family

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

Understanding the GT environment to find

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.

It is a re-sealable PVC bag.

The bag can be placed on the counter as well hung from a hook.

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.

Cardboard discs with slots to hold bars.

View from the top angle of dispenser unit.

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.

A card branding space is stapled to both ends of the runner.

Every store has different space availability

They are cluttered and need dispensers that store and show that occupy minimum space

and make use of unused space, freely available.

And are strong, durable and fit for re-use.

Retail Environment Analysis

1. All the formats co-exist, however their importance depends on the category. For eg. Candies/ Chocolates are largely sold through Wholesalers and Pan Shops; Breakfast Cereals are largely and MT category 2. Every category has its own challenges and needs a unique customized solution.

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

customize sizes but customize solutions

How do you create retail solutions that are enduring? You provide solutions that has the buy in of the retailer. You provide solutions that the retailer values as it helps him to utilize his space better, attract more consumers or is of a functional use to him.

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

Retail solutions for variants

Case Study Maggi

When launched No Competition 3 variants (Masala, Capsika and Chicken)

Now 19 variants across 4 sub-categories, 3 formats

4 Major Competitors, 107 SKUs & more coming everyday

Case Study Maggi

Problem : Cannot see the range

Case Study - Maggi

How many variants, how many categories??

Case Study - Maggi

The best of traditional trade

Case Study - Maggi

The confused customer only buys Masala

Difficult to distinguish variants, even in the best Merchandised TT outlets

Case Study - Maggi

If Consumer wants something different, goes to Competition

Need Greater visibility of variant descriptors

Case Study - Maggi

In the challenging TT environment competition enjoys greater visibility by simply colorcoding variants

Case Study - Maggi

Clearer visual language to distinguish variants

Another Category

Soaps

How they stack up

How they stack up

Though Modern Trade allows for merchandising, new variants/ brands are lost at Kiranas

The Solution

Effective way to display variants

Robust brand architecture Clear architecture that helps consumer choice

With a template for future introductions

So the consumer knows his/ her choices Understands the role of the brand in his/her life

Retail Solutions that can showcase variants

Pillsbury & Betty Crocker Cake Mixes Range

Understanding shopper behavior to guide the shopper within the store and to make the variant purchase decision
MTR Case Study

How do you stand out in a cluttered environment?

Showcasing Variants using Retail Structures

Create walls and make larger facings

Horizontally & Vertically

Vertical stacking create a pattern tab making a ribbon

see yellow

Two packs add up to one or stand alone

The consumer is increasingly making decisions at the retail shelf

The rise of private label and brands that are not advertised

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

strategy to effect increased conversions

and gain market share

Or the messaging is ATL slapped on,

without a clear hierarchy of messages that can lead to conversions and can clearly communicate the brand proposition

Role of Communication

Create Awareness & Desire

Publicise opportunity to buy

Point of Conversion Create desire & guide to the shelf / outlet

Prompt choice & close the sale

Role of Communication

Create Awareness & Desire

Publicise opportunity to buy

Create desire & guide to the shelf / outlet

Prompt choice & close the sale

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

(TV, Press, Online, etc)

Brand Story Lineage support Disruptive & compelling comm.

Brand Story Impactful (no clutter) High (above other visual noise)

RTB Story Range details Merchandising

Role of Communication

Create Awareness & Desire

Publicise opportunity to buy

Create desire & guide to the shelf / outlet

Prompt choice & close the sale

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

Rational problem solving positioning for DOMEX

At home

Emotional Personal Relevance

Emotional/Rational Personal Need/Desire

Rational Problem Solving

Point of Conversion

100% Germ kill

Why better than Harpic

Driving

Emotional At home Personal Relevance

Emotional/Rational Personal Need/Desire

Rational Problem Solving

Point of Conversion

Delicious indulgence

Makes MILK delicious

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

Bringing light to the dark categories

Creating design disruptions among dark categories

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

Restaurant & Bar

Star Hotel

Duty Free

Liquor
On Premise

Upscale Bar & Airport Lounges

Environment
1. Plush 2. Ample Space with High Visibility 3. High End Display Solutions (lit) 4. Consumer Engagement 5. Helps build brand imagery for premium brands Retail Solutions 1. Wall Display/ In-fills 2. Counter-top Unit 3. Pillar Display (acrylic sandwich boards) 4. Island/ Tower Branding 5. Acrylic Leaflet Holder 6. Experience Zone

Duty Free
Environment
1. Superior Retail Environment 2. Sells from cosmetics to confectionery, fragrances to

fashion accessories, spirits to souvenirs, skincare to

sunglasses, fine foods to fine wines, and champagne to tobacco 3. Offers big savings against downtown prices

4. Stores finest brands from all over the world

5. Designed keeping international travelers in mind Retail Solutions 1. Wall Display/ In-fills/ Shelf Talker 2. Gondola/ End Cap Branding 3. Standalone Unit 4. Header Branding 5. Experience Zone

Wine Shops
Environment
1. Clutter environment 2. Less space for branding

3. Temporary Visibility Solutions Retail Solutions

1. Counter Top 2. Shelf-in-Shelf/ Shelf Talker

3. Wall Display (hi-end wine shops)

4. Header Branding 5. Flange/ Shop Boards

Liquor
Smirnoff

Off Premise Solutions

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

Visi- Cooler (Off Premise)

Visi- Cooler with Refrigerator Top

Ideally placed on top of the Visi- Cooler, the units work together to make the POS eyecatching as well as relatively unique

Slim Signage

Back-Lit Flange (Poles)

Back-Lit Flange (Wall Mounted)

External Wall Branding

Show Window

Step Lit-up

Hoarding Size Vinyl

Poster (Single Variant)

Poster (All Variants)/ Shop Facia

Shipper Carton

Shipper Carton (Off Premise)

Paper Carry Bag

Paper Carry Bag (Off Premise)

T Shirt

Retail Elements

Poster

Fascia glow sign

Back lit flag pole

Vinyl flanges

Hoarding size Vinyl print approaching outlet

Counter salesman t-shirt

Vinyl counter top Show window

Visi-cooler Customized Step-lit unit Shipper cartons Paper carry bags

Liquor
Jonnie Walker

Off Premise Solutions

Gift Pack

Johnnie Walker

Island Unit

Signage (Shop Facia & Pole Mounted)

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 (Off Premise)

Shelf

in

Shelf (Off Premise)

Shelf

in

Shelf (Off Premise)

Shelf

in

Shelf (Gift Pack)

A sash like device at the right hand corner flags off the nature of the pack

Shelf

in

Shelf (Off Premise)

Shelf

in

Shelf (Off Premise)

Shelf-in-Shelf Independent Unit (Optional Placement)

Various Retail Elements

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

PVC Vortex (Off Premise)

The breakthrough-ness of the design allows it to be outlet neutral

Vortex Island Unit (On Premise)

Hanger Display Unit (On Premise & Off Premise)

Liquor
VAT 69

Off Premise Solutions

3 Display Device Material

Shelf

in

Shelf (Off Premise)

Shelf

in

Shelf (Off Premise)

T-Shirt

More than 60% of my POS is wasted

-Deepak Kaul Director Sales: Kellogg's 2006 (Now with Coke with same message)

#1 Outline Design & Fabrication Principles

One size fits all so instead of Fascia, a perpendicular clutter breaking signage

FREQUENT

Across a range of innovative applications that

ensure they will have visibility in the GT environment

Semi-Permanent In-shop
Flange Floor Standing Unit (FSU) Wall Unit Facia - Glow Signs-Back-lit Lamp Shade Wall Clock Bill Book Pad Holder

Simple uncluttered messaging

Creating many combinations, so that every store has options that can work for them, and yet do not need to be customized.

Temporary In-shop
Dangler Posters

For Shop Assistant / Retailer

Caps T-Shirt Button Badges Apron Sweat Shirt

A Kellogg's example

For Select Outlets

Carousel

RARE

#2 Outline Current Deployment Process

Traditional BTL agency creates designs

Materials are sent to distributors who in turn give to their salesmen

Material lies around in the W/H

Only 45-55% actually get deployed

Sends individual teams to all 6000 outlets to measure and create customized solutions

Very high cost of deployment and nonstandardized solutions

High System Inefficiencies

#3 Proposed Deployment Process

A catalog/ order form sent to all sales managers

Sales teams to fill in order forms

Material dispatched

Material deployed

ENSURING 100% DEPLOYMENT THRU DYWKelloggs CALL CENTER

1. 2. Call Centre ensures 100% order forms filled Deployment schedule is determined and communicated to all sales team/ outlets Delivery is tracked and confirmed Deployment is ensured thru assembly, set up and confirmation of same with DYW teams

High System Efficiencies

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.

Creating a complete retail branding experience

Project
Brief

True Mart

Tru Mart wanted to position itself as a

supermarket brand, with a coherent brand

expression across touch points

Space Design

Project

True Mart

Various Touch Point

Project

True Mart

Other Applications

COMMUNICATION STRATEGY + REUSE OF EXISTING STRUCTURES

identity

Appropriate Zoning
Office & Storage

Vegetables Beer Wall Display Recipes & Combos Counter Diary Cheese Counter Island Fruits Vegetables

Cuisine Specials Biscuits Cuisine Specials Biscuits Ice-cream Beve rages

Meat Fridge

Pick of the Week

Biscuits
Cash

Antipasto, Oils

Biscuits

Trolleys

Breads

Breads

Noodles, Pastas, Sauces, cereals, Musli

RTC Food

Tea / Coffee Meat Fridge

Biscuits
Serve Over

Branding Options

NAVRAS

Jewellery Store

CASE STUDY - Retail Strategy

Understand

Immersion

Strategy

Ideation

Design

Testing

Fabrication

Deployment

Brief to Design Definition

BRIEF

CONSUMER INSIGHT

STRATEGIC THOUGHT

Suitable Extension to Big Bazaar

Needs to be approachable

Everyday Jewellery

An Approachable store

Daily Lifestyle Posters

With Communication

Tent Cards to communicate the Section Name / grammages

Left side of the store : for Bangles and Chains

Other examples of fulfilling brand requirements using

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

Retail Space Design

Retail Space Design

Loreal Paris
Marketing Challenge : the To help of

own

platform

; the first cosmetic brand to bring the concept to India

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

Retail Space Design

Loreal Paris

Some other examples of recent work

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

benefit, and ensure huge cost savings in POS

implementation through minimal retail space requirements

DY Works Retail Intervention Credentials

Date: 15/04/2013

Case Study #1

Airwick

Brief & Challenge

Client Brief Airwick is a brand for home fragrancing needs and comes in variety of formats and

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

overkill.. Our proposal was about 15%

3. Unlike Ponds, the size of the SKUs for Airwick are extremely large, hence stacking of 75% may be needed

Design development

Concept Sketches

3D Render

Plywood/MDF Painted White (PU finish)

Graphic

Clear Acrylic

Milky White Acrylic

3D Render

Prototype Rollout

Prototype

In environment

Case Study #2

Gelusil

Challenge & Design

The Approach Young Turks are looking for an instant solution

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

Shelf Strips & Backing Sheet

Shelf Strips

Backing sheet

Case Study #3

Puretta

Challenge & Design

Challenge DY Works was asked to design a unit that was to be placed in chemist shops across

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

Challenge & Solution

Challenge Brand was seen old and consumer were connecting it to old generation Solution We created a new imagery based on modern looks and active lifestyle

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.

Can the FSU be inspired by the form of the tall gl

Design

an milk drink where the interplay of

chocolate and milk is the key visual

FSU Elements

Drink silhouette

Stacking unit

Front elevation

FSU

Core Message

Recipe cut outs Stocking area booklet order

Design Adaptation

Pyramid stacking option

Table top

Spiral innovation

Retail Environment

Table top

Category header

Standee

Pillar branding

FSU unit

Bay breakers and shelf strip

Case Study #6

Tropicana 100%

Challenge & Solution

Challenge

which help complete your breakfast Solution

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

Brief & Challenge

Brief Brand Launch in the market. DY Works was given the responsibility to increase the

visibility of the brand

Challenges As a local brand Dr Morepen needed to compete with mnc, pharma heavy weights The visibility template needed to break the clutter on shelf

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

Brief & Solution

Brief

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,

bring category alive and merchandize display

Store Planning

Case Study #9

Kama Love Jewelry Store

Brief & Solution

Brief The client wanted to create an unique experience buying zone for diamond couple rings Solution Irrespective of traditional jewellery stores, which are more rigid, we created an open plan system where customer can freely move around and interact with the jewellery by themselves. All the elements in the store were designed based on the theme frozen in time

Frozen in Time

Entry

Reception Area

Display Unit

Elevation

Elevation

Case Study #10

Motorola

Brief & Solution

Brief As a major player in an hyper active category, the client wanted a customized modular

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

Case Study #12

Tata Indicom

Brief
To create an interim retail presence to address: 1. Branding and Imagery

2. Structure and layout of the unit

3. Display solutions 4. Distinctive imagery 5. Any innovation that can add to excitement

DMA 2003

DMA 2003

Case Study #12

Kissan Fruit & Soy Juice

Kissan Fruit & Soya juice

Brief: Create breakthrough retail designs /POS materials that educate the first ever fruit+soya

product. For GT

Opportunities for innovation in General Trade

Streamers Facia

Vertical Poster
Shelf Cladding

Side Strips

Hanging Units Counter Tops Counter Stickers

Evaluation of options

Higher Customization Need Higher Deployment Cost

AVOID

Greater Standardization Lower Deployment Cost

ADOPT

Facia Streamers Vertical Poster

Shelf Cladding Counter Top

Side Strips Hanging Units Counter Sticker

Wall hanger

Counter Top

Revised shelf stripe(Without stacking)

Case Study #13

Denone

Brief & Solution

Brief

parlors across India. Solution on the space available in the store such that the visibility on the product was maximized.

visibility quotient

Case Study #14

MTR

Rejuvenating the bike garage for Castrol

Extending the Castrol product to service: Primazone to Bikezone

Activity zone layout and flow diagram

Warm, personalized yet high on technology

Transparency to ensure that the owner gets to see the floor

A cohesive brand world which engages and differentiates

Bringing the party spirit to Mahindra Xylo

Xlyo
Elements of Xlyo

The youthfulness and trendy-ness of Electric Green

The darkness and promise of Night Black

The machine and preciseness of Cool Chrome

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

3 choices for the dealers

thought but a choice in terms of how much the dealer wanted to invest

was themed around the brand thought

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

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

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

Giving Lakme a lift in retail

The Lakme assisted counter problem definition

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

The Lakme assisted counter solution

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

products was a critical aspect of the design principle

On this was laid the category color codes and the brand's promise of the Indian beauty expert

The Lakme assisted counter solution

Where the unit had to scaled down or up we tried to ensured that the essence was not lost

pivots regardless of size

Thank You.