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Identify Product and Process differentiation characteristics to create Product Superiority for HUL’s leading Laundry Brand

d Bran

s

n

p

Co m

Conceptualization

DESIGNING

Prototyping

for the senses

Alternate contextual RESEARCH TOOLS Designed

Challenge

Pe Pr rcie od v uc ed tV alu e Produ ct Intera ction e sag U t uc nce d Pro perie Ex

n

io

et it

Evolu tio

Research

Pe rce

La Tre und nd ry s

ns

N

CONSUMERS

Scenario Scripting

Story Building

Linking the Dots

Visual color

Olfaction density speckle

Prototypes developed

Tactile

skin friendly touch

feel

fragrance texture fabric texture retention

SENSORIAL STIMULATION by the product

PRODUCT

Ideation at three different touch points catering to emotional and experiential needs keeping the functional needs central to product development

PROCESS

PREMIUMNESS

what consumers mean

what consumers say

DESIGN Problem

pti o

s

Practices

PRODUCT

MARKET

d ee

s ce

dry Laun sets Mind

LAUNDRY

nc e

n re

ut es

ef Pr

ib

rie

Hab its

pe

s Activitie Interests s Opinion

Laundry Process

Ex

rity

yA ttr

Attribut es

Ke

erio Sup

RESEARCH Route

Difficulty in articulation Help consumers put forward their unsaid expressions | thoughts | feelings | emotions

Rewardful

Claims

Enrichment

Functions

Coordinates Close interaction

Expression Mapping

Blind Test

Stimuli Method

Visual Mapping

Zaltman metaphor elicitation technique

Cognition

Assurance

Character

Insights

Recognition

Affective

Emotion


Product Innovation for HUL's Laundry Brand