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)
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)
PersonasHousewif
e 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 ProposalDirectEducateInform
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
Prot
otyp
e
Prot
otyp
e
Serv
ice
Ecos
yste
m
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!