ITC Counter System
Improving customer experience, vendors' work efficiency at ITC cigarette shops and maintaining uniformity across all the shops.
Team of 6
Duration- 1 month
As a sales and marketing strategy, ITC provides counter and mobile shops to small vendors. The counters are not designed according to vendors needs and the customer experience at the shop is not very satisfying. This is altering the core values of ITC like trusteeship, customer focus and ultimately loyal customers are switching to other Cigarette brands. ITC has been sustaining its position as one of the India's most valuable corporation and each step towards maintaining this position is important to the company.
Understanding Indian Tobacco Company as a major player in the industry
ITC has a diversified presence in FMCG, Hotels, Packaging, Paperboards & Specialty Papers and Agri Business. In addition, ITC's businesses and value chains create sustainable livelihood for more than 6 million people, majority of which represent poorest rural India.
Cigarettes and Cigars
ITC focuses on continuous value creation for consumers through significant investments such as innovative product designs, consistent marketing, manufacturing technologies, superior marketing and distribution.
ITC's cigarette business continues to maintain high standards of international quality and competitiveness. With a Portfolio of brands under the Classic, Wills and Scissors Umbrella, ITC has cemented its international standing being the 3rd largest player in the countries of Bahrain & Qatar
Problem Statement
How might we improve work efficiency of vendors and maintain uniform brand identity in all the shops?
Observations & Insights from the Research
The vendors not only sell Cigarettes but Paan and some snacks too, exsiting counters don't cater to such needs of the vendors.
ITC branding is not clearly visible due to unorganised space for various things like Paan masala strips, wafers, jars, etc.
Vendors make modifications in the provided counter which hampers the uniformity that ITC brand is trying to maintain
Brainstorming & Ideation
Prototyping & Testing
The first cardboard mock-up was made to understand basic dimensions and usability of the product. After many iteration in the mock- up, a prototype was made using 1.5 m MS Sheet Metal and tested with users to understand user scenarios.
My contribution to the project
Primary & Secondary Research
Ideation
Prototyping