Spice Mobile gets vibrant at retail

The Smartphone segment today is one of the fast growing one with new brands entering the market with sleek models. Clutter breaking at retail becomes a top priority for these brands to establish their positioning. The latest to have done this is Spice Mobile. The idea was to create enhanced brand value and AEI, with whom they partnered with for the retail solutions, seems to have delivered just that after a lot of brainstorming on the concept.  
 




Here's a look at how Spice Mobile arrived at their concept and zeroed in on the right retail solutions partner:

-- It was a pre requisite to increase visibility at retail outlets and have a permanent branding element in the retail outlet.
 
-- Marketing and Procurement were involved in short-listing the vendors based on their techno-commercial capabilities and past experience.

-- All the suggested and shortlisted designs were shared with the sales team and channel partner and based on their feedback, the best option    was shortlisted.

-- The Marketing and Supply Chain were also involved in short-listing the vendors based on the techno-commercial capabilities and past experience.

-- Meetings were held initially where specifications were discussed and subsequently hand-made proto-samples were shared. Proposals were received from all the vendors on the basis of current order quantity and the developed sample of AEI India was finalized.
 
According to Tushar Jain, Director, AEI, the merchandising solution should complement the brand and the materials considered should exactly reflect that. Says he talking about how the merchandising idea was carried out, "The units were made up of CRC Metal Main body, since a metal body gives better mass production and better retailer retention. Seven Tank Pure Polyester Powder coating was carried out. Curved toughened glass was used to enhance brand visibility and Acrylic cladding was used for the front fascia. LED further gives diffused lighting effect on the product and involves minimal electricity consumption for the retailer.”
 
There were a lot of challenges for AEI, like meeting the expectations of channel partners with the right unit which was compact and issue related to durability and maintenance. But the team seems to have worked around these issues and carried out a cost effective solution that offered maximized production with minimum time line.