Philips’ new hair care prod­uct range is po­si­tioned as an in­tel­li­gent so­lu­tion to a woman’s hair care needs. Point Of Pur­chase presents to you the de­tails of how the brand has com­mu­ni­cated the core val­ues as­so­ci­ated with its new range at re­tail.

Point of Purchase - - CONTENTS - Nikita Bothra

It is only a woman who knows how im­por­tant it is for her to have healthy hair. Good hair is an as­set for her that car­ries her style state­ment. But what does she do on a bad hair day? Well, Philips has now de­cided to ad­dress the prob­lem of a bil­lion women by launch­ing the Philips In­tel­li­gent styling range of hair care prod­ucts, adding a triple ‘wow’ fac­tor to its Hair Care cat­e­gory. With Bol­ly­wood’s style icon Ka­reena Kapoor as the brand am­bas­sador, the Philips In­tel­li­gent hair styling range makes a dis­tinct state­ment com­bin­ing in­tel­li­gence and style to aid women in cre­at­ing their own unique hair styles. A prod­uct as­so­ci­ated with style quo­tient ob­vi­ously needs a dis­play po­si­tion­ing that is high on style quo­tient and this is what Philips has done by part­ner­ing with Cir­cus En­ter­tain­ment, a Delhi based POP ser­vice provider. Be­gin­ning from the de­sign to the func­tion­al­ity, the unique dis­play has been fab­ri­cated and ex­e­cuted by Cir­cus En­ter­tain­ment. Here’s a look at what went be­hind its mak­ing. Core com­mu­ni­ca­tion ob­jec­tive and brief given: The aim was to show­case the Philips In­tel­li­gent range at the re­tail level (around 80 FSU’s) and cat­e­gorise the hair care sec­tion into dry­ers, straight­en­ers and stylers high­light­ing Ka­reena and the two iconic hair­styles promi­nently.

Cre­ativ­ity & Chal­lenge

“The big­gest chal­lenge was to fit the shelves since the back­ground of the shelves was shaped like an “S”. To fit the shelf and the prod­uct with­out chang­ing the struc­ture was a chal­lenge. Re­stric­tion was also posed by the size of the base which could not go be­yond 1ft X 1ft and it still had to fit the prod­ucts. Hence, the width rises as it goes higher,” says Smita Chet­tri, Di­rec­tor, Client Ser­vic­ing at Cir­cus En­ter­tain­ment (P) LTD. Be­sides, the unit had to oc­cupy min­i­mum space at re­tail. But with a com­bi­na­tion of cre­ativ­ity and in­tel­li­gent use of space, an ef­fec­tive FSU was crafted. The shape, col­ors and the form com­bined to add the fem­i­nine touch to the unit.

Phys­i­cal At­tributes:

Ma­te­rial: The ma­te­rial used is a com­bi­na­tion of MDF & Ply­wood along with plas­tic paint with wa­ter base. Func­tion­al­ity: The good thing about the dis­play is that a shop­per can ap­proach it from all sides. He has the op­tion to choose the range of prod­ucts from both the sides. Ex­e­cuted at: Delhi, Jaipur, Chandi­garh, Lucknow, Kolkata, Mum­bai, Pune, Ahmed­abad, Ban­ga­lore, Chen­nai, Hy­der­abad and Su­rat. Well, for all those women fret­ting over their hair, the new Philips range seems to of­fer a re­as­sur­ing so­lu­tion and what bet­ter way to po­si­tion it than at re­tail!

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