PRODUCT CONSTRUCT 2021

Product Management Case Study Competition

18/02/2021
PROBLEM AND BUSINESS OBJECTIVE

★BUSINESS OBJECTIVE:
To increase our market share, customer base and the average cart value for existing users.
★CLARIFICATION QUESTIONS:
Why? To increase our profitability, market share and turnover.
How? By increasing number of active users, increasing average purchase amounts, and
leveraging better logistics for faster, more accurate order fulfilments.

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USER PERSONA

▪Bachelors living alone

▪Working professionals
▪Nuclear families
▪Joint families
▪Families living in cities
▪Families living in towns
▪Working couples

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 WHY AREN’T PEOPLE TRYING ONLINE GROCERY
DELIVERY SERVICE
▪MORE EXPENSIVE

▪CONCERNS WITH QUALITY (ITEMS CANNOT BE HANDPICKED)

▪USERS MAY STILL NEED TO VISIT GROCERY STORES TO BUY

PERISHABLES
▪NO BARGAINING POWER

▪LACK OF TRUST ON THE QUALITY OF THE GOODS DELIVERED

USER PAIN ▪UNSURETY ON DELIVERY OF GOODS (DELIVERY NOT TAKING

PLACE/ TAKING TOO LONG)

POINTS WHY AREN’T PEOPLE TRYING BIGMARKET

(EITHER AT ALL OR ALL THE TIME)
▪DIFFICULT/BUGGY UX
▪MORE EXPENSIVE THAN COMPETITORS
▪LACK OF AVAILABILITY OF CERTAIN ITEMS
▪ISSUES WITH RETURN/REFUND

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USER PAIN POINTS – VALIDATION

WHY AREN’T PEOPLE TRYING BIGMARKET? (EITHER AT ALL OR ALL THE TIME)
➔ DIFFICULT/HARD UX: UX might be too buggy or confusing for users. Run UX surveys and
understand customer jobs (using JTBD).
➔ MORE EXPENSIVE COMPARED TO COMPETITORS: Prices are higher than bigger ecommerce
players and local (kirana) stores. Have competitive prices and an additional “pickup” feature for
customers to come and pickup their orders from the shipment centre and save on delivery charges.
➔ LACK OF AVAILABILITY OF CERTAIN ITEMS: Have an item request support button. Users can
request for speciality/rare items they need. These orders can be fulfilled via a separate funnel that is not
time-bound.
➔ ISSUES WITH RETURN/REFUND: Problems in logistics and supply chain when a user requests for
a return/refund. Improve logistics, and have tie-ups with local shops where users can exchange/return
their wares. The shops can either replace/reimburse the customers ASAP, and can clear their dues with
us at the end of the month.

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USER PAIN POINTS – VALIDATION
WHY AREN’T PEOPLE TRYING ONLINE GROCERY DELIVERY SERVICE?
➔ MORE EXPENSIVE: Working on reducing supply chain and logistics costs
➔ ITEMS CANNOT BE HANDPICKED: Adding a rating bar for user-generated reviews for product
credibility
➔ USERS MAY STILL NEED TO VISIT GROCERY STORES (TO BUY PERISHABLES):
Perishables have lower shelf-lives, hence will run flash sales on them
➔ LACK OF BARGAINING POWER: Gamified bargaining features. Having certain time periods
blocked (early morning/evening) where users can virtually bid and try to get the price to decrease
nominally.
➔ LACK OF TRUST ON THE QUALITY OF THE GOODS DELIVERED: Along with rating bars,
using a standardized packaging for loose items (sugar, salt, grains, vegetables and fruits)
➔ DELIVERY OF GOODS NOT TAKING PLACE/ TAKING TOO LONG: Having a dedicated
tracking system in place which shows delivery person’s location, order ETA and an option to connect
with the delivery person if the order takes too long to fulfil.
➔ LACK OF INCENTIVE TO BUY ONLINE: Adding limited period offers, running localized
targetted campaigns, hiring society ambassadors (ambassadors get % commission with each referral and
sale from their society)
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SOLUTIONS
1 INCENTIVISE
● Giving out discounts and other
benefits to users if they purchase
products with a minimum threshold
of the cart price.
● Devise a reward system for
customers to get further
discounts on subsequent orders.
4 OPERATIONS
● Clear return/refund policies
need to be implemented so
that users develop trust on the
system.
● users have already kept in their
Build a better and faster
supply chain and customer
service.
2 BUILDING TRUST
In order for the users to
develop trust on our products,
add customer rating and
review system with categories
such as product and our
service.
PREMIUM
5 MEMBERSHIP MODEL
Build a premium member model
where members get access to
member only sales and other
benefits like faster delivery etc
for better customer retention.
3 BETTER USER JOURNEY
● Having a better recommendation
system which acts on data like
items that are put in the cart
frequently, similar user buying
patterns, etc.
● Giving power to the users to select
the date and time of arrival of
products.
6 NOTABLE MENTIONS
● Having an affiliate programme
setup so that new users can avail
●
our services.
Creating flash sales in order to
create urgency to buy products that
carts.
● Have a common standardization in
place so as to deliver only quality
products.
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SUBSCRIPTION MODEL
Designing a subscription model for our platform
SUBSCRIPTION MODEL

It would be most fitting to implement both models - weekly as well as monthly,

considering that they cater to two separate but essential needs of the customer,
making it an attractive option. Certain groceries items are purchased once a week
and others, once a month based on the expiry or shelf life of a particular item
and/or customer’s lifestyle.
The user can conveniently add the items to their carts along with their desired
subscription and the groceries will be auto-delivered to the provided address
recurrently with no hassle of ordering again.
Subscribers would earn ‘super coins’ amounting to their cart value each time they
receive their orders which could further be used for exclusive discounts, boosting
customer loyalty and reducing churn rate of customers.

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SUBSCRIPTION MODEL

Weekly subscriptions Monthly subscriptions

According to the survey conducted, people The survey suggested that people would
were willing to buy the following items and buy the following groceries items on a
such only a weekly basis: monthly basis:

➢ Fruits ➢ Cooking oil

➢ Vegetables ➢ Grains
➢ Detergent, dish soap, cleaning agents
➢ Bakery items (bread, rusk, ➢ Sanitary napkins
biscuits) ➢ Medicines
➢ Dairy products (milk, butter, ➢ Salt
cheese, yogurt) ➢ Sugar
➢ Tea leaves, coffee powder
➢ Snacks
➢ Rice
➢ Eggs ➢ Wheat flour

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Thank You
HOPE YOU LIKED THE PRESENTATION