Pen Drives

Product Category
Angela Kallor Gauri Gupte Shifra Baviskar

Business Problem
Declining stage of THE PEN DRIVE
Due to the increasing popularity of alternatives to the pen drive such as External Hard Disk IPods Cell Phones Memory Cards Personal Laptops Bluetooth Pen drives are in the process of going into the declining stage.

Business Problem
Low Involvement Product
The pen drive is easily available but high priced and there is low involvement product due to the low involvement in usage of the product. In other words a pen drive is just for data transfer, any pen drive offers that, so why think twice before buying one?

Low Involvement

To

High Involvement

Also: Pen Drives have become generic There is no Brand Awareness There is no Brand Loyalty There is no Brand Recall

Communication Challenge
Pen drives have become solely for data transfer. Make our brand stand apart from the others so that people buy it by choice.

Research Process
We decided to conduct a Focus Group Discussion to derive an insight which would help us find a core proposition for our product

Sample Details
We decided on a sample size of 6 for our FGDs We conducted in-campus FGDs Therefore, our sample was of the age group of 20 to 25 Sample consisted of 4 men and 2 women

Focus Group Discussion

Questions Asked
How many Pen Drives do you own? What do you generally use your pen drives for? When do you generally use your pen drives? When do you need your pen drive the most? What do you use as an alternative to a pen drive? How do you feel when your pen drive is not available? Do you lend/borrow pen drives? Have you ever lost a pen drive? How many?

Focus Group Discussion

Questions Asked
Where are your Pen Drives right now? Do you buy your own pen drives? Which brand of Pen drives do you prefer? Do you spend a lot of time deciding the brand of Pen drives? What is the biggest advantage of a pen drive? What is the biggest disadvantage of a pen drive? What would you want in an ideal pen drive?

Findings Cluster 1
Due to its size, pen drives get lost/misplaced very easily Since most of the pen drives look alike, it is difficult to keep a track off Pen drives are a sharing device- part reason as to why they keep getting lost as they keep getting shared and there is no account of where it ends up People generally dont like lending pen drives as they are rarely returned

Core Thought
The major Disadvantage of a pen drive is its size. Also due to their generic nature they get lost easily.

Findings Cluster 2
There is always a last minute need for a pen drive Pen Drives are preferred as a medium for transferring data but not storing it Most people always wish they had a pen drive handy, but only when they need to transfer data Life gets inconvenient without a pen drive, but not impossible It is difficult to find an easy alternative to a pen drive when there is an emergency.

Core Thought
People realize the importance of a pen drive only when they need it and its not available

Findings Cluster 3
Pen drives are a very low involvement product People dont often buy their own pen drives There is an average of 2 pen drives in a family People are not brand conscious about pen drives The storage space matter related to the price matters more Pen Drives are most of the times borrowed from siblings/parents or friends

Core Thought
Pen drives are important to people , but they do not put in a lot of thought into buying one

Findings - Cluster 4
Pen drives are a sharing device- part reason as to why they keep getting lost as they keep getting shared and there is no account of where it ends up People generally dont like lending pen drives as they are rarely returned Pen Drives are preferred as a medium for transferring data but not storing it Pen Drives are most of the times borrowed from siblings/parents or friends

Core thought
A pen drive is the only major device that is used solely for sharing.

People dont realize they have misplaced something till they need it
Insight

Proposition
A campaign which shows people the ease of being able to find the pen drive whenever they need it

People often dont realize they have misplaced something till they need it. With something as small as a pen drive it becomes even more difficult to realize when we lose it and then to find it.

But the problem is that by the time we realize we have lost the pen drive it is often to late or too small to even find. To overcome this difficulty we have a new kind of pen drive which has a beeper system attached to it. When the pen drive is not in use then it will start beeping to be removed. Also it will have a cap with a button when pressed will make the pen drive beep for ease of finding for the owner.

Target: Students and working professional. SEC A1, A2, B1 Concept Name: Bridge Product Idea: Putting a beeper on the pen drive Insight Functional Benefit Emotional Benefit Reason to Believe

You dont realize you have lost something till you need it

Discriminator: Beeper

Putting a beeper on it makes sure that you can find it

Being there in times of need

Added feature of the beeper

Small things are often considered less important

Insight

Proposition
We want people to realise that it is the small things in life that are often the most treasured

Its difficult to value the things in your life which really dont make a difference. People tend to think as a mere device for the transfer of data but this small device is used for sharing with your family.friends and so on. A pen drive does not merely transfer data but also helps share memories, pictures, your favorite movie with the people you know and care about it.

It is a device which increases the ability of people to share their lives with others and is one of the sole devices used for sharing alone.

Target: Students and working professional. SEC A1, A2, B1 Concept Name: Product Idea: Pendrive Interlink Insight Functional Benefit Emotional Benefit Reason to Believe

Small things Discriminator: Sharing data while forming are often interconnections with others. considered less important

Transferring or Storing data in a compact manner

Easily share photos, videos, movies with others and hence making a connect with others