ANILA | ANKITA | KARAN | KAVITA | KONARK | KUNAL | MAULIK mavericks.

Design Challenge

How might we encourage consumers to buy & shop local.

What is local?

Kirana StoresGeneral Provision StoresCompany/Multi Brand showrooms (e.g. MK Retail)Co-Operative stores (Hopcoms)Dhabhas/DarshinisPan/Beedi Shops

Traditional Local formats• Itinerant Salesman• Haats• Moles• Mandis

Established Local Shop Layouts• Kirana stores• General Provision Stores

• Company/Multi Brand showrooms (e.g. MK Retail)

• Co-Operative stores (Hopcoms)

• Dhabhas/Darshinis• Pan/Beedi Shops

Emerging and Large-scale Formats• Hypermarkets• Internet Retailers

(e.g. Flipkart, Zopcoms)

• Multiplexes• Globally endorsed

Fast Food Outlets (McDonalds, KFC)

Source: Gilbert David (2008), Retail Marketing Management, Pearson Press, Delhi)

Personas

Housewife with Child

StudentMarried working women

Kirana Owner

House wife with child Student Married working

women Kirana owner

DEMOGRAPHICS

28-35Shifted to a new city recently

18-22Lives at the college hostel

25-30Works at a MNC

35-40

NEEDS To find a trustable store in the city, preferably close to her home. Home delivery so she can still keep an eye on the child.

Cheaper goods at the local store. Home delivery to save time.Snacks at odd hours of the night. Correct bills to avoid being cheated.

Better presentation of products at local store to choose easily. Assurance of quality of products she buys.

To educate consumers on discounts offered.Showcase all of his stocked products.

ACTIVITIES Take neighbor’s help to find a local store. Shops for her daily needs as and when required.

Buys less expensive quality products from the local stores. Keeps a mental track of less expensive places to snack at.

Shops for the week ahead after she is done with work. Also looks to order dinner during busy days

Satisfying consumers with brands he stocks.Orders fast moving goods every week, without keeping count of stock.

UNIQUE QUALITIES

Takes samples to local store to show the retailer what she wants to buy.

Prefers a credit system but does not keep an account of his expenses. Shops from the local bazaar as there is lot of variety to choose from.

Shops from local stores during emergency.

Single handedly manages the needs of all his consumer.Knows his consumers personally and develops trust in him.

Current Scenario

Kirana and Local Stores don’t currently have the visibility of big branded stores, malls, and shopping complexes1

Consumers visiting local shops and vendors are skeptical about the quality of goods + services they are purchasing

Current Scenario

2

One way this problem can be solved is to bridge the consumer and the small local retailer via more meaningful interactions

Thoughts

1

Having a listing, explanation and awareness guide on where local stores/shops are, what they offer, and the types of goods, products they stock all help in achieving greater visibility for the local enterprise

Thoughts

2

A Web App (with subsequent Mobile App) which aims to inform, educate and direct consumers in a given area of Bangalore – with respect to the kinds of local stores, shops, bazaars and other informal store layouts they can avail goods and services from

Our Proposal

DirectEducateInform

What is Local in

our context?

What Categories

of Local Stores exist?

What goods and services do these Local

stores offer?

Key Questions

Service Concept

Pro

toty

pe

Serv

ice

Eco

syst

em

Business Model Canvas

Future of Service

Awareness and Profiling

Improving Informal

Retail Environment

s

Evolved Local Exchange Ecosystem

Our idea encompasses this stage

Local Community gets involved in this

Dedicated effort (NGO or Collective) towards improving

Local Vendor layouts

Vendors, Buyers, Sellers and Suppliers interact at a higher

level

Thank You!

ANILA | ANKITA | KARAN | KAVITA | KONARK | KUNAL | MAULIK mavericks.

Documents

Transcript of ANILA | ANKITA | KARAN | KAVITA | KONARK | KUNAL | MAULIK mavericks.