In-store Marketing and Visual Merchandising Solutions

The brief of the project was to create a breakthrough presence of P&G’s hair care portfolio brands inside a high-frequency store such as Kiranas, and influence shoppers to purchase their brands over other such competitors. Working along with the senior managers of the P&G global innovation center, our design lead, Krishna Mohan designed new work methodologies to address target specific areas from a “design-thinking” perspective that can solve complex business problems the company was facing. Starting from understanding the real consumer behavior pattern along with retailers point of view at the ground level, from a unique ethnographic research phase, the collected inference was analyzed with the existing data to develop solutions that could make a difference.

Overall, the design intervention opened up wide possibilities for the brand portfolio products to communicate effectively with their target audience, across an identified format of a retail outlet. Our conceived design solutions did effectively aid the customer (via post-implementation research) to distinguish and choose their right product within the retail store and the retailer friendly solutions helped the positioned products to gain better visibility and awareness across the consumer segment.

Our proposed solutions also revolved around the “3R” concept (Reduce – Reuse – Recycle) where we were aware of the short lifetime of the same in the dynamic retail environment in which we emphasized on reducing the usage of materials & thus enabling the organization to be more responsible towards the environment we live in, during their approach in reaching a wide gamut of audience in India.