Transforming the product portfolio for a global glass manufacturer
Project Brief
Struggling to keep pace with the disruptive trends in the interiors industry, a global leader in glass manufacturing and application, wanted to optimize & rejuvenate their product portfolio while also devising a market entry strategy – the home interior segment of the Indian market.
Key Discoveries
Shifting the narrative from B2B to a B2C approach including recommendations on a unique niche home-decor product, clearly identified target segments, distribution channels – all while charting out a customer outreach strategy.
Client Impact
Successful launch of a digital reading tutor that fits the defined success criteria, sufficiently fulfills poorly met needs and tangibly improves the reading abilities of children.
Change in product and services due to the change in consumer demographics has left no domain untouched across industries. On a similar quest, a global leader in glass manufacturing and housing materials engaged Turian Labs to find the opportunities that lie in the home construction & home décor segment of the Indian market. The client was well established in the commercial and structural glazing glass products segment but wanted to expand and foray into glass interior and innovative decor space. While they knew the paneling of cupboards and windows is an obvious opportunity, Turian Labs was called in to figure out the opportunities beyond.
Turian Labs conducted a multi-stakeholder in-depth requirement definition workshop 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.
The research approach crafted by Turian Labs aimed to deepen the client’s understanding of customer expectations, preferences and desirability in terms of pricing and feature level specifications for the home interiors segment in the Indian market.
Turian Labs conducts a pan-industry annual trend forecasting exercise that generates a rich set of Megatrends. After immersive secondary research, the team at Turian Labs used these Megatrends to identify emergent trends applicable to the ‘home-segment’ and created hypotheses for in-person deep-dive consumer ethnography. The interdisciplinary team at Turian Labs used bespoke and context-specific projective techniques to capture nuanced unarticulated user needs and blended them with expert insights. This helped deliver optimized user journeys and opportunities to leverage in new product development processes, with clear feature level details and business positioning matrices to enter into a new market.
Turian Labs’ Kedging Matrix enabled the team measure and map the business efficacy of the proposed concepts that were generated during collaborative workshops with client teams including their top management leadership. The workshop culminated with the prioritization and selection of a new set of mutually exclusive products, concepts, scenarios that were then further detailed granularly by the team at Turian Labs to compete in the ever-evolving Indian interiors market.
In a commoditized market scenario, Turian Labs crafted a future-facing product strategy that identified emerging needs, target consumer segments and new product USPs that would create a niche product-range. Apart from this Turian Labs also provided a Future Design Philosophy document for the client design team to integrate within their roadmap and aid new product development on a horizon of 5 years.