IDEA GENERATION & CREATIVITY

FINAL PROJECT

Submitted to:

Sir. Kashif Ali

Submitted by:

Zoya Anjum Maqsood

Shanzay Malik

Malik Mohammad Zariyab

Mohid Naveed

Rida Ijaz

Submission Date: January 25th 2021

Section: A
Slides link:
https://prezi.com/p/85vwtfyi_znf/?present=1
Acknowledgements
We bow our head to Almighty Allah with gratitude for bestowing upon us a lot of blessings and
giving the strength and knowledge to complete this project wisely. We would also like to express
gratitude to group members for helping each other out in the completion of this project. Most
importantly, we are highly grateful and want to show the sincere respect to our course instructor
Mr. Kashif Ali. Without his guidance, we would not be able to understand and achieve the basic
goal of this project. Our beloved instructor provided us the needed guidance timely to accomplish
this task. His spiritual personality and humbleness gave us the courage to complete this project
with a sound knowledge of his teachings. It was a great pleasure to work on this project.
 ACTIVITY TEMPELATE

ACTIVITY NAME – Opportunity Grid

ACTIVITY OBJECTIVES – There are a number of objectives that can be achieved through the
conduction of this activity out of which the key objectives are as follow:
1) Enhancing Entrepreneurial skills
2) Promoting critical thinking and creativity
3) Identifying opportunities for engine (Apparel Brand)
4) Increasing class engagement
5) Producing effective recommendations
METHODOLOGY (HOW)- The activity would be conducted with the mutual contribution and
efforts of the group. The group members would be collectively involved and actively participate
to increase class interest and involvement. This activity would be introduced after a formal
presentation session in order to briefly explain the class and the course instructor about our
brand and objectives we desire to achieve after the commencement of this activity. The start
would cover a basic introduction about the group members, the brand and a roughly solves
opportunity gird we created. This sample grid was created by the overall efforts of all the group
members by combing all the ideas and recommendations. A sample grid would be shared with
the class in order for them to understand how to solve the gird and add their useful
contribution. After the sample grid has been displayed a brief overview by one of the
presenters would be given to make any confusion clear. This would be followed by an unsolved
opportunity grid sample that is expected to be filled by the fellow classmates with their
valuable input and recommendations. The brand we selected is “ENGINE” a well-known brand
in Pakistan. We critically analyzed the market gap and opportunities for this brand in order to
create these recommendations for the brand in order to enhance our thinking and
entrepreneurial skills these recommendations were produced by the collective efforts of all the
group members through a combination of various ideas. After the completion of the question
session, we would conclude the presentation in the allocated amount of time i.e., 15-20 mins.
The concluding session would highlight all the possible opportunities available for the brand
after a valuable argument session. The presentation is expected to come to an end with a
productive result as assumed which would enhance entrepreneurial skills of all in terms of
critical thinking and creativity. The sample opportunity grid created by us is as follow:
 ACTIVITY QUESTIONNAIRE SAMPLE

Q1) what suggestions would you give “Engine” for the enhancement of their purchase
convenience?

Q2) Engine in terms of delivery services seems to be less productive. How can this issue be
resolved?

Q3) What further suggestions can engine use in order to improve its delivery convenience?

Q4) How can the use of image or pleasure be used by engine to attract consumer attention?

Q5) What set of recommendations can be presented to Engine to minimize its purchase risk?

Q6) There are a number of competitors of the brand available in the market. How can Engine
work in order to avoid the supplement risk?

Q7) What techniques can be used by the brand in terms of being environmentally friendly to
improve the brand image in the eyes of the consumers?

Q8) Using your critical thinking, how would you come up with the idea to suggest the brand to
promote the simplification of use for the product purchase.

Q9) Purchase productivity enhancement is also an available opportunity for Engine. Can you
identify how?

Q10) Images play a vital role in terms of purchase decision, how can engine make use of this
key factor to create a valuable opportunity?

Q11) Identify the opportunity for the brand keeping productivity use in mind.

Q12) The through analysis of ours in regard to this brand shows the risk of delivery being a
threat for engine, how can you suggest the brand to turn it into an opportunity.
 VALUE CHAIN OF ENGINE
DESIGN HOUSE
Engine has their own design house who has expertise in western apparel design and day by day
they are conquering the marketing of young generation.

SUPPLIERS
The process of apparel procurement is usually done by the merchandising team from the local
and china. They also have their own production house which produce 40% of total merchandise
and other is CMT from Karachi, Lahore & Faisalabad and import from Dubai and China.

PRODUCTS
Engine categorizes their product line into Men, Women & Kids which includes top, bottoms,
shoes and accessories.

MARKET
According to Engine the product profile is for upper- and middle-class people. According to the
price the people of lower middle class can buy a product in the sale which is up to 50% off. The
fashion sense is targeted between the 15 years to 40 years of men and women and their
apparel is for teenage boys and girls which starts from 3 months till the age of 15 years. The
customer target of Engine is between 16 to 30 years’ segment.

MARKETING
Engine is more focused on BTL marketing like Digital marketing and blogging.

SALES
Engine is a B2B network in which they have franchisee who are selling engine products through
bricks and mortar using their goodwill. B2C network in which they are involved in retail network
and online platform.

DELIVERY
They are using courier service to deliver their product to their customers who ordered online
and in brick and mortar delivery is made on spot as customer paid the price.

RETURN
Engine is working on how can they decrease their returns from online channels and day by day
their number of returns are decreasing, in online platform you can return your product to their
 given address to claim for exchange but on bricks and mortar return of products is easy that
there is exchange policy and customer can claim if customer has sales receipt.

OPPORTUNITY GRID FOR ENGINE (SAMPLE)

Purchase Delivery Use Supplement Maintenance Scrapping

Productivity 9 2 11

Simplification 8

Convenience 1 3

Risk 5 12 6

Image, 10 4
Pleasure

Environmental 7
Friendliness

1) PURCHASE CONVINENCE

The purchase continence for engine can be done by first identifying the bounce rate of the
website and overcoming the present issue causing the bounce rate. The website can then
be fixed eliminating all the troubleshoot and preparing a better platform for the consumers
to purchase from in our opinion. Other than this, we thought about producing better shoot
locations and ideas in order to make the products more prominent for the consumers to
evaluate. This would enhance the product description and the convenience of the purchase
can be effectively increased and corrected. Now they are more focus on customer journey
of the website. Customer who landed on the website can find the desire product within the
seconds according to their caches and search history.

2) PRODUCTIVITY DELIVERY
 The main issue we identified that is faced by the retail sector in supply chain is
replenishment and delayed dispatching. In this regard the brand can create fulfillments
centers and can opt Omni channel ERP to claim same day delivery in the three big cities i.e.,
Karachi, Lahore, Islamabad of the country in order to create a responsive replenishment
network. This would reduce their response time and eliminate the delayed dispatching for
their online channels.

3) DELIVERY CONVINIENCE

The delivery service of engine in our observation is said to face some real issues. The
delayed delivery service of the brand is causing the consumers to switch to their
competitors instead. The opportunity for engine in this regard is to offer same day delivery
with no extra charges in order to make it possible for the consumers to receive their order
on the same day of purchase. This would also help engine to work on their inventory in case
of any product returns.

4) PLEASURE USE

Through analyzing the consumer behavior and current situation we got to know that
people are conscious about their safety in this pandemic situation and prefer leaving their
online packages out in the sun for a day or two in order to avoid catching the virus. This
opportunity can be utilized by Engine by using SANITIZED PRODUCT letter placed on the top
of the TCS package in order to create a clean imagine in the mind of the consumer that the
brand uses all the precautionary measures to ensure customer safety.

5) PURCHASE RISK

There are a number of purchase risks when we talk about the online purchases. In terms of this
brand the risk we analyzed that majority of the consumer’s face is the size difference and the
color tones being different than shown online. In this regard Engine should come up with a size
measurement chart showing the accurate and precise measurement of their sizes in order for
the customers to avoid this purchase risk and the color tones should be mentioned clearly using
better pixels to enhance picture quality. A confirmation call can be made on the same day to
the consumers to re assure their order in order to avoid any risk possibility. They are also
planning to put the OTP sessions before the checkout.
6) SUPPLEMENT RISK
The supplement risk is the risk of the competitors. To be at the top in the market this risk must
be eliminated. We analyzed a number of brands that can serve as the supplement of Engine let
it be breakout or outfitters. In order to avoid this risk Engine must make use of the opportunity
to increase its product line by introducing its footwear collection as outfitters and breakout
both offers footwear. This would help the brand to avoid this supplement risk providing the
consumers with variety in products.

7) ENVIORNMENT FRIENDLINESS MAINTAINANCE

The environment friendly maintenance can be done by engine by introducing their loyalty
program. This would help them reserve their customers. The opportunity we identified for
engine in this regard is that they do not offer any loyalty points and offers yet but can introduce
a program to facilitate its loyal customer. They can offer a certain percentage of discount to its
customers over a purchase of Rs.5000 on their next purchase. This discount would urge the
consumers to remain loyal to the brand and repurchase from the same brand in order to
redeem their discounts.

8) SIMPLIFICATION USE

The research and market analysis made us come to a conclusion that consumers require
simplified methods for their purchase. In this regard Engine can come up with Guest checkout
option for its niche market who would like to avoid a proper sign-up procedure for their
purchase and look for easier methods. This opportunity would help Engine to increase their
customer base as people would prefer engine over its competitors in terms of a simplified order
procedure.

9) PRODUCTIVITY PURCHASE

They are planning to build the bigger production unit to fulfill the demands and requirement of
the brand by local and in house production. From the coming summer the number of design in
each category will be increased to give the customer a complete range in the same brand. Also
they are going on flagship store with a better version of VM and ambiance to increase the
footfall of customers. Customer services counter are also in the process to get the maximum
level of customer satisfaction
10) IMAGE PURCHASE

We are working on loyalty program for our top 20% customer as we have studied that our 80%
is driven from our 20% customers so, we are making engine app in which we have QR code to
observe our customer buying behavior through dashboard and whenever customer scan that
code then we automatically have customer database. We have made slap that if customer did
shopping of 5000 then he can claim 10% discount on next shopping and on 10,000 he can avail
15% discount and so on.

11) PRODUCTIVITY USE

In Engine, we are more focused on CRM and CSR because customer retainer and satisfaction
could be competitive edge for engine so we are planning for push notification on phone and
laptops through customer data bank. Engine has outsourced their digital marketing to agency
who has expertise in campaign management, google ads for targeted segment according to
marketing strategy.

12) RISK DELIVERY

Every online channel is facing risk in delivery because our E-commerce is facing dispatching
issues like late deliveries, wrong dispatch, lost sale due to out of courier coverage, wrong
delivery of size or colors. So, we care calling our customer to confirm order and if there is issue
arise, we show them our concern for the sake of customer satisfaction.

CONCLUSION
All these above-mentioned recommendations are critically thought and analyzed by the entire
group and through mutual agreement and efforts this opportunity gird sample has been filled.
The other empty sample opportunity grid after this would be shown to the class in order to
gather their thoughts and recommendations for engine to boost its business. This would help us
create a whole argument for the class engagement in the activity sharing out thoughts and
comparing them to others. This at the end would help us generate a number of diversified ideas
and opinions enhancing our as well as others entrepreneurial skills, creative skills and promote
critical thinking.