Bal­anc­ing in­no­va­tion with con­ve­nience

Amit Shah, MD, Spec­trum Scan, the com­pany that Garnier most of­ten part­ners with for its mer­chan­dis­ing so­lu­tions, shares his thoughts on the whole Garnier in-store cam­paign that his com­pany ex­e­cuted. Read on.

Point of Purchase - - COVER STORY -

The ob­jec­tive based on client brief:

L’Oreal is an as­pi­ra­tional and in­no­va­tive brand. So the mer­chan­dis­ing that Spec­trum had to de­velop had to carry this USP of the brand to the re­tailer. The mer­chan­dis­ing also had to be clut­ter break­ing, out of box & cost-ef­fec­tive. Be­sides, we also had to en­sure that it was has­sle-free at the de­ploy­ment level. We started work­ing with three di­men­sional prod­uct dis­plays for FSU, CDU & dan­gler. The first cut was very well re­ceived by Garnier In­dia’s Mer­chan­dis­ing Man­ager Nikhil Ku­mar, who has given us a lot of in­puts for mak­ing the POP/POS units. The idea was in­no­va­tive and also very chal­leng­ing, since there was no prece­dent for this kind of POP in the mar­ket and hence it in­volved huge risks too.

Ma­te­ri­als, colour and other el­e­ments used:

For the FSU, we have used MDF metal and ther­mo­formed HIPS tray. The unique fea­ture was a life size 3D bot­tle which was formed first and then pasted with cast vinyl. This was a first time in­no­va­tion used to at­tract the at­ten­tion of the buy­ers. On the CDU, we have used a cal­cu­la­tor with a parchipad & pen stand and we have used the Garnier Green colour for the cal­cu­la­tor, which was a nov­elty fac­tor. Also, for the dan­gler we have used a 3D prod­uct di­men­sion for ther­mo­form­ing the unit. This was re­ceived very well in all chan­nels.

Chal­lenges

This year, there were five to six brand launches back to back; so to come up with in­no­va­tive so­lu­tions was a great chal­lenge. Be­sides, we had to bear in mind the cost while plan­ning the innovations. And as men­tioned ear­lier, due to the new idea, there was the huge chal­lenge of time line and bud­get too. But we could man­age it since we have all the pro­duc­tion fa­cil­i­ties in-house. The ex­pec­ta­tions of clients have gone up many notches. Over­all, big mod­ern trade chains have re­ally ap­pre­ci­ated the en­tire POP dis­plays and have al­lot­ted them a prom­i­nent po­si­tion in their out­lets for the de­ploy­ments. The en­tire launch was one of the most ad­mired & vis­i­ble mer­chan­diz­ing in In­dia this year.

Amit Shah Manag­ing Di­rec­tor, Spec­trum Scan

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