Market scoping and home-segment entry strategy for a global glass manufacturer in India

Challenge:

Struggling to keep pace with the disruptive trends in the interiors industry, a global leader in glass manufacturing and application wanted to diversify their product portfolio focused on the home interior segment of the Indian market. The brand was well entrenched in the commercial and structural glazing glass products segment.

Outcome:

Shifting the narrative from a B2B to B2C approach including recommendations on product construct, distribution channels, charting out a customer outreach strategy as well as positioning to appeal directly to the customer.  

Approach:
Turian Labs initiated a comprehensive array of activities and conducted an in-depth requirement definition session to understand the client’s difficulties, industry growth parameters, drivers of change, emerging trends and how other profitable companies are making it happen in the market.

We crafted a Design Thinking led user research approach that aimed to deepen the understanding of customer expectations, preferences and desirability in terms of potential usage of glass within urban homes, everyday usage journey, product discovery route, pricing and feature level specifications for the home interiors segment in the Indian market.

The use of interactive methods such as cue-cards, matrices and metaphor elicitations helped us to capture nuances of the unarticulated user-needs and expert-insights. 

Turian Labs’ annual trends-mapping exercise generates a rich set of Megatrends manifestations of which the ‘home-segment’ helped the team to create trends-based hypotheses before entering the field. In this case, the initial hypothesis gave the team a lead and made it possible for two-levels of hypothesis validation & strengthening.  

We also organised a Kedging workshop with the senior team to enable us to co-create ideas from the future strategy backwards with client teams including their top management.  This was followed by a feature-level detailing of the selected concepts. 

Outcome:

We crafted a future-facing design strategy that formed a base for all the product and solutions development in the next 3-5 years. Clear identification of product categories, personae of early adopter segments, market scoping in terms of numbers, product discovery channels and customer acquisition strategy was articulated.