Creative-Flicker Case Study
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Transcript of Creative-Flicker Case Study
8/3/2019 Creative-Flicker Case Study
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Creative Flicker Page 1
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Pidilite has been a pioneer in developinginnovative products that have become household
names. It has strong portfolio of brands like
Fevicol, M-Seal, Fevi Kwik, Dr. Fixit, Roff, Fevicryl
Hobby Ideas, Ranipal etc., which command top of
the mind recall among consumers and business
class categories alike. The journey started in 1959,
when the Company laid its foundations with
innovation in the form of Fevicol – path-breaking
synthetic white resin adhesive. It meant freedom
from cumbersome animal fat glue for binding
woodworks. To this day, Fevicol remains the first
choice of carpenters and has become synonymous
with bonding.
The company has introduced several new product
brands like Woodlok, Roff, and Smartcare catering
to construction, healthcare and hospitality
segments in the recent past and continues to focus
on introducing variants of its existing brands. The
company is growing its international presence and
has acquired well established brands like Roff ,Motomax and Cyclo. The company believes in
constant innovation through new products,
packaging to improve the consumer experience in
product usage.
Its ads are also well known for its creativity and
has had very memorable and entertaining
communication particularly for ‘FEVICOL’ - Be it a
politician glued to his chair, the hen that laid
unbreakable eggs, to the overflowing bus, or the
‘Moochwali’ advertisement – all the commercialshave been loved and appreciated by consumers.
The ads have won lot of accolades at various
prestigious festivals for their creative excellence
such as the Golden Abby Award in 1999.
The Company’s sales have grown at a CAGR of
17.85% over the last five years. For the financial
period 2010-11, the Company achieved 22.9%
growth in sales, 28.5% increase in PBT and 12.1%
increase in Profit after Tax(y-o-y).
Pidilite has been renowned for bringing innovative
products and creating new markets. Continuing
the trend forward, Hobby Ideas came into
existence as India's first and finest chain of art,
craft and hobby stores. This is the first retail chain
of its kind in India. But similar concept has been
quite a success in US and other countries
(Michaels and Hobby Lobby). Art, Craft & Hobby is
a highly evolved market internationally with its
market estimated at around $ 65 billion across the
globe, with $30 billion+ in US alone. There are
dedicated Hobby & Craft retail chains like
Michaels, Hobby Lobby, Hobby Craft which have a
cumulative turnover of around $ 16 billion.
People in US believe in productive usage of leisure
time. They want their kids to involve in activities
which help improving the creative skills of their
kids. It is also a perfect leisure time activity for
women and adults.
In India the Hobby Craft market estimated at
around Rs. 100 cr. & is growing rapidly. The major
concern with the Indian market is that
unorganized players constitute the major chunk of the market and hence there is no authenticated
product supply.
In the past 5-6 years Hobby Ideas has grown like a
promising baby of Pidilite Industries. Hobby Ideas
offers a range of more than 2500 products across
various categories from different countries all over
the world. The products are complemented with
books, videos, finished articles, projects and
workshops that make Hobby Ideas a unique and
ABOUT THE COMPANY
ABOUT HOBBY IDEAS
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complete experience for art, craft and hobby
enthusiasts in India.
At present it has set up their Hobby Ideas stores in
Mumbai, Pune, Nagpur, Ahmedabad, Surat,
Kolkata and also sells through Staples at Bangalore
and Noida (pictures in exhibit 5). These stores not
only sell their own products but also other
companies’ products similar to concept followed
by Hobby retail stores abroad. The store in
addition to providing materials, also strives to
educate consumers about hobbies and crafts that
are prevalent globally through extensive in-store
activities including workshops, demonstrations,
training etc.
Workshop program is a very important aspect of
hobby ideas. It not only targets new users to try
and learn the hobby and craft but it also retains
the existing customers with new craft category
demonstration. It gives the experiential touch to
the store and a creative and productive junction
for the kids
TARGET GROUP FOR HOBBY IDEAS
The primary target segment for Hobby Ideas is
women in the age of 25-44 years belonging to SEC
-A/B and children in the age group of 4-18 years
who they believe would trigger purchases and
influence buying intentions as they would need
material for craft work. Pidilite also noticed that
the store witnessed frequent visits by people who
were using these hobbies in their profession or
even for small scale home based employment. The
psychographic profile of the target group is given
in Exhibit 4.
Unlike the western part of the world, where art
and craft is promoted as a part of school
curriculum and is considered an indispensable
activity during kids’ early developmental years,
Indian population lies on the other end of the
spectrum. In India, even though hobbies like arts
and crafts are increasingly being adopted by school
administration in order to add some fun aspect to
learning, the segment of believers in this approach
seems to be small. The overall effectiveness of the
approach also depends on the parents of these
kids, who currently do not see much value in art
and craft.
The urban population has been exposed enough to
recreational activities and options to spend their
free time on. The cities are now flooded with hang
out joints, multiplexes, restaurants and parks and
hence an upper class or an upper middle class
family finds enough options to choose from for
their weekend outings. These outings costs them
heavily and most of the money is spent on non-
value add items like junk food.
Hobby Ideas intends to bring in a shift in pattern of
expenditure in terms of time and money among
the households. Success of the concept lies in
acceptance of the Indian population for
importance of hobby activities in regular day to
day life. It has to break the shackles of the Indian
mindset and a reordering of priorities and
reallocation of resources will go a long way in
achieving this goal.
Six years into the market, Hobby Ideas team wants
to realign its strategy to position its products, in
order to win the hearts of Indians. They want their
audience should be able to see as much value in
recreational activities like arts and crafts, as
currently seen in facebook, twitter and texting on
the go. This hobby revolution should encourage
the target group (aged 8-18 years) as well as
influencer group to spend time on hobbies to add
quality to their lives.
The concept, so far has exploited the retail channel
to promote and sell its products in addition to a
few multi-level initiatives for marketing of
products. With an intent to decrease dependency
on current investment- intensive channels, there is
a realization to exploit new and unexplored means
and channels to promote the concept and hence
the products. The range of do-it-yourself products
often require experiential trigger to convert to
PROBLEM STATEMENT
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sales, which calls for a multi-pronged approach
and communication strategy.
Hobby Ideas is a mix of product and concept,
therefore its advertising alone won’t serve the
purpose until there is no culture at large for hobby
and crafts. And training people for hobby also will
be of lesser use until the product category’s usage
and familiarity is developed.
The challenge with the company is how to make
hobbies a household activity in India?
The first opportunity that ‘Hobby Ideas’ sees is a
MLM(Multi Level Marketing) strategy, where
Hobby ideas can train people in various hobbiessay glass painting and make them opinion leaders
for hobby and crafts. They in turn will train others
and thus create a down-line of trainers. This may
help to profuse the spirit of hobby and craft in the
country. It can also act as a source of revenues for
them.
The second possible opportunity which the
company sees is the remarkably sizable population
of housewives in India. Suggest how hobby
ideas can leverage the housewives section who
can be a great contributor in building the hobby
culture and also find an alternate profession for
them. A fraction of a day’s time by housewives has
proved very effective in businesses like papad’s,
pickles, knitwear and handicrafts.
The third possible opportunity is related to the
retail space of hobby ideas. Generally, the sales
and performance of a retail chain is considered
proportional to the retail space acquired by the
chain and its spread within a region and the
country. How can a business model be made
for hobby ideas where the retail space is not a
necessity for the sales of its products? Can we
leverage any other medium for sales through
which people can know easily about the product
usage and demonstration so as to be regular users
or new users for hobby ideas products and stay
with the company .’Hobby ideas’ needs to
generate more leads and sales without
proportionate increase in retail space.
If you think any one of the above stated idea or a
combination of ideas or all over a new idea can
help hobby ideas achieve its required goal of
fostering hobbies as household activity and
increase its business by reaching its target
audience, and thus give a structured, feasible and
implementable plan for the same.
The vision of Hobby Ideas is to grow 5X in 5
years. Keeping this in mind and the above stated
facts and opportunities suggest:
What model it should follow?
What will be the goal of the model?
A brief synopsis about the working of the
model and its implementation.
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Exhibit 1:
Exhibit 2: Indulgence in Leisure Activities in 2010 (Insights)
On an average day, nearly everyone age 15 and over engaged in some sort of leisure activity,such as watching TV, socializing, or exercising. Of those who engaged in leisure activities,men spent more time in these activities (5.8 hours) than did women (5.1 hours).
Watching TV was the leisure activity that occupied the most time (2.7 hours per day),accounting for about half of leisure time, on average, for those age 15 and over. Socializing,such as visiting with friends or attending or hosting social events, was the next most commonleisure activity, accounting for nearly three-quarters of an hour per day.
Men were more likely than women to participate in sports, exercise, or recreation on any
ANNEXURE
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given day--22 percent compared with 16 percent. On the days that they participated, menalso spent more time in these activities than did women--1.9 hours compared with 1.3 hours.
On an average day, adults age 75 and over spent 7.7 hours engaged in leisure activities--
more than any other age group; 35- to 44-year-olds spent 4.2 hours engaged in leisure andsports activities--less than other age groups.
Time spent reading for personal interest and playing games or using a computer for leisurevaried greatly by age. Individuals age 75 and over averaged 1.1 hours of reading perweekend day and 18 minutes playing games or using a computer for leisure. Conversely,individuals ages 15 to 19 read for an average of 6 minutes per weekend day while spending1.1 hours playing games or using a computer for leisure.
Employed adults living in households with no children under 18 engaged in leisure activitiesfor 4.5 hours per day, nearly an hour more than employed adults living with a child under age6.
Exhibit 3: Importance of indulgence in Leisure activities
More leisure time means more health, happiness: Times of India, Aug 14, 2009
A new study has confirmed what many people already knew: the more time spent doing different types of enjoyable activities, the better a person's health tends to be.
The study says taking time for leisure activities apart from the demands of work and other
responsibilities helps people function better physically and mentally.
"People who are engaged in multiple enjoyable activities are better off physically and psychologically,"said study co-author Karen Matthews, Ph.D. She is a professor of psychiatry, epidemiology andpsychology at the University of Pittsburgh School of Medicine.
The study appears online in the journal Psychosomatic Medicine: Journal of Biobehavioral Medicine.
To reach the conclusion, 1,400 adults reported how often they participated in a variety of leisureactivities, including spending time unwinding, visiting friends or family, going on vacation, going toclubs or religious activities or playing sports.
Adults with higher scores—
indicating the most time spent in different leisure activities—
had lowerblood pressure, waist circumference, body mass index and cortisol measurements, all markers ofgood health.
"When one is under stress, the usual thing is to cut back on enjoyable activities because you'refeeling uncomfortable and you need more time to deal with the stress. But these data suggest that isthe wrong thing to do and that continuing enjoyable activities you do can be helpful," Matthews said.
People who spent more time doing diverse leisure activities also reported stronger and more diversesocial networks, more feelings of satisfaction and engagement in their lives and lower levels ofdepression. Those who logged the most leisure time also slept better and exercised moreconsistently, the authors say.
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Exhibit 4: Psychographic profile of target consumers
Kavita is a 14 year old student of 9th
standard at St. Marks School, Delhi
She has a deep interest in art but with the pressure of studies increasing on her she has stoppedpursuing her hobby
She spends the first half of her day at school, comes back, rests and goes and tuitions in the evening
When asked what she does for her spare time, she says she has to study a lot but watches TV andgoes with her family to watch a movie in her spare time
She says art and craft used to be a subject in her school till class 6 but after that her time spent onthese activities has reduced
Kavita really likes handmade gifts and cards and has also tried out hand made rakhi for her brother
Sonal is a 35 year old housewife living in the suburbs of Mumbai. She has a son who studiesin 4
thstandard
Sonal spends most of her time doing household chores and when her child is at school, she oftendoes stitching and knitting in her spare time
She had once learnt painting and had thought of teaching the same to a few neighborhood girls andearn some additional income for her family
Having tried craft work once, she felt that it takes a lot of time and dropped the idea later
Though she often helps her son in his art and craft work but wants him to pursue sports andcomputers as a hobby which she feels will be better for her son
Sourabh is a student at an engineering college. As a part of extracurricular activities, he isalso a member of the Art& Photography Club and Rotaract Club in his college
Sourabh joined Art & Photography Club but soon lost interest in the activities as he started focusing
more on his engineering studies
He started doing photography in his spare time but perceived art to be for girls
In his college festival, he appreciated the way other students prepared hand made cards for theirfriends in a competition and decided to make one himself
However, in the middle of peer pressure he dropped the idea of spending time on craft work evenwhen he personally enjoyed it
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Exhibit 5
For further details on the categories, visit www.hobbyideas.net
Elimination Round 1: Submission of an extract in not more than 1000 words on your understanding of theissue and the questions involved.
Each team will comprise of 2 members from the same institute.
A student cannot be part of more than one team.
One team can submit only one entry.
Only students of full time MBA can register.
There is no restriction on the number of teams from an institute.
The participants should submit the abstract in pdf format.
Rules and Regulations
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Each entry should have a cover page mentioning team name, participants, e‐mail ids and
mobile nos. of the team member(s) and the name of the institute they belong to. The format
for the same has been mentioned under.
Font Details: Times New Roman, 12 point, 1.5 line spacing
Word Limit: 1000 Words
The case deliverables have to be mailed at “[email protected]”. Participants
shall receive an acknowledgement within 24 hours of mailing their entries.
Last date to submit the abstract is 2nd December 2011, 23:59:59 HRS.
All the files mailed should follow the format Creative Flicker_<Team Name>_<College
Name>
The subject of the mail should be of the format Creative Flicker _<Team Name>_<College
Name>
The mail should contain the following details of the team members –
Sr. No Participant Name E-Mail ID Phone No
1
2
The name of the participants, college name etc. should be mentioned only on the cover page and
nowhere else in the entire document. Failure to adhere to this clause will result in automatic
disqualification.
The shortlisted teams will be invited on campus for subsequent rounds.
For any queries regarding the case write to us on [email protected]
Or Contact
Avijit Kumar Singh +91 7709407813
Prashant Nandakumar +91 8975767568