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DESIGN
TECHNOLOGY GENERAL CHAMPIONSHIP 2015
TECHNOLOGY STUDENTS GYMKHANA, IIT-KGP
:: PROBLEM STATEMENT CREATED BY ::
SUROJIT SEN, JWT

PROBLEM STATEMENT BY: SUROJIT SEN

SOMETHING NEW HAPPENS

BECAUSE OF SOMETHING OLD

CONTEXT
EVERYONE IS BATTLING TO FIND WAYS AND METHODS TO CATER TO THE DEMANDS AND NEEDS OF
CUSTOMERS ACROSS SOCIAL STRATAS. DEEP PENETRATION OF MOBILE PHONES AND INTERNET
HAS ONLY FUELLED CONSUMERISM LIKE NEVER BEFORE. FROM THE PHENOMENAL EXAMPLE OF
E-TICKETING IN THE GOVERNMENT OWNED RAILWAYS TO THE PROLIFIC GROWTH OF ONLINE
SHOPPING, CONSUMERS NOW HAVE ALL THE REASONS TO TAP & BUY. WHETHER THEY NEED OR NOT.

INSIGHT
PEOPLE TEND TO BUY ITEMS WHAT THEY NEED OR SIMPLY WISH TO INDULGE IN RETAIL THERAPY.
AND WHILE THEY DO, MORE OFTEN THAN NOT, THEY PROBABLY IGNORE THAT THEY ARE ACTUALLY
REPLACING WHAT THEY ALREADY HAVE. AND ONCE THE NEW ITEM IS BOUGHT,
THE OLD ITEM IS SIMPLY DISCARDED OR DISPOSED IN THE MOST UNWANTED WAYS.

IDEA
PRESENTING A UNIQUE MOBILE APP FOR SHOPPING THAT WORKS IN A WIN-WIN SCENARIO.
FOR EVERY PURCHASE, THE BUYER NEEDS TO UPLOAD THE IMAGE OF THE ITEM HE/SHE IS REPLACING.
FOR EG., SOMEONE BUYING A NEW LAPTOP NEEDS TO UPLOAD THE PIC OF THEIR OLD LAPTOP,
SOMEONE BUYING A MOBILE PHONE NEEDS TO UPLOAD THE PIC OF THE OLD MOBILE PHONE,
SOMEONE BUYING A SET OF CURTAINS NEEDS TO UPLOAD THE PIC OF THE OLD CURTAINS, AND SO ON.
AND BASIS THE SHORT DESCRIPTION OF THE OLD ITEM, THE CUSTOMER WILL GET AN APPROPRIATE
DISCOUNT ON EVERY PURCHASE. THE DISCOUNTING BUSINESS MODEL IS VERY DIFFERENT:
EVERY BUYER WILL GET A DIFFERENT DISCOUNT DEPENDING ON THE NATURE/CONDITION OF THE OLD ITEM.
WHATS MORE, THE OLD ITEM IS TAKEN AWAY FOR FREE DURING DELIVERY OF THE NEW ITEM!

TASK
TEAMS ARE REQUIRED TO CREATE AN INTEGRATED COMMUNICATION CAMPAIGN
TO LAUNCH THIS MOBILE APP.

DELIVERABLES
A. NAME OF THE MOBILE APP

B. LOGO OF THE MOBILE APP

C. 2 NOS. DIGITAL FILMS FOR SOCIAL MEDIA

F. 3 NOS. WEB BANNERS - ON PROMINENT WEBSITES
D. 3 NOS. PRINT ADVERTISEMENTS NEWSPAPER FULL PAGE G. 2 NOS. TENT CARDS FOR PLACEMENT IN COFFEE SHOPS
E. 3 NOS. RADIO SPOTS 30 SEC EACH
H. 2 NOS. AMBIENT IDEAS TO CATCH THE ATTENTION OF PEOPLE

PROBLEM STATEMENT BY: SUROJIT SEN

CAVEATS
1. LANGUAGE OF COMMUNICATION SHOULD BE ENGLISH, HINDI OR A MIX OF BOTH.
2. PLAGIARISM IS STRICTLY FORBIDDEN. ANY RELATION TO AN EXISTING WORK WOULD LEAD TO NEGATIVE MARKING.
3. CONTENT SHOULD NOT CONTAIN ANY KIND OF VULGAR, DISTASTEFUL OR COMMUNAL BASIS. PROFANITY IS A NO.
4. JURYS DECISION WILL BE FINAL AND BINDING.

PRESENTATION
1. MUST BE COMPLETED WITHIN 15 MINUTES.
2. Q&A SESSION WILL BE OF 10 MINUTES.
3. AUDIO/VISUAL/COMPUTER MAY BE USED IN ADDITION TO SLIDES/, PREVALENT PRESENTATION FORMATS.

EVALUATION
TEAMS WOULD BE EVALUATED ON THE BASIS OF THE FOLLOWING:

1. CHOICE OF CONCEPT FOR THE NAME, LOGO.
2. COMMUNICATION STRATEGY THAT WILL DETERMINE THE LOGICAL FLOW OF THE PRESENTATION
3. CREATIVE QUOTIENT DISPLAYED IN THE FORM OF ALL ARTWORKS, DESIGNS, SCRIPTS, ETC.
4. CONVICTION IN THE OVERALL APPROACH TO THE TASK
5. COLLABORATIVE TEAMWORK TO MAKE THE POINT AND NOT JUST THE POWERPOINT

GENERAL RULES
ALL OTHER GENERAL RULES WILL BE APPLICABLE OTHER THAN MENTIONED ABOVE

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