“The innovation brand project”
The task
A the beginning of this semester in ADandPRLab, we were assigned the project of creating our own, innovative brand, taking into consideration all the marketing principles we had learnt at the lab. Our product or service idea, should also have a digital aspect and side .
With our team, we gathered all together to do a brainstorming and of course separate the tasks each one of us would do. We were asked to do a market research, define the 4Ps of our brand and the target group, do a SWOT analysis, and refer to the brand positioning, personality and slogan and of course create a TV ad scenario.
Our idea
First of all, we decided to go with a mobile application and not some other kind of product, as we believe that it is something that suits best to our era, which is fully technology oriented, and also to our lab, that always keeps us updated on new tech trends!
So we had the idea of an app, that would help people who are out and about in the city, wandering in a region they’ve never been before or they don’t know well, find the prefect place to go for a coffee, a snack, a drink or anything else they want.
Having experienced the same situation ourselves, we thought there was a need in the market for such an application, that would not only recommend to the users, stores around them that meet their expectations, but also provide them with reviews from previous customers, the ability to rate the store and also keep track of the tables available at any time and book one if they want to.
The application
After conducting both a primary (consumer questionnaire) and a secondary (competitors) market research, we found out that there are apps which suggest stores in Athens, like restaurants etc. or give you the ability to book tables, but there is no application that combines all the features we mentioned above and also has a more playful character like the one we gave to our service.
More specifically, we decided to make use of gamification techniques, in our app, so that it is more attractive and fun for the user. After creating a profile, the user will be able to choose between several categories, the ones that they are more interested in (for example, food or coffee) and whenever they are somewhere out and open the app, it will suggest them stores around them, that match the search filters they selected. Users will be able to read other customers’ reviews or write their own and rate the stores they go, take directions to go to the store, see the tables available or book one.
Each user will have their unique QR code, which they will scan a the stores they visit through the app, in order to gain points from using it or revisiting the same places and writing accurate and helpful reviews. The points can be redeemed so that the user can benefit from special offers for their favorite stores.
The use of the QR code is also helpful for store owners who will be able to keep track of how many people visit their store through our app, and this way decide if it is actually good for them.
Store owners can register their store in the app and have a three-month free trial of our services, before they start paying the monthly fee required. Furthermore, owners can use some special advertising packs we offer, in order to promote their business to more users. For example, by paying an extra amount of money, they can put their store at the top of the search results shown to users, regardless of the search filters, for a month.
The name we gave to our app is “Com-πας”, a pun that combines the english word “compass” and the greek word “πας” — which means “you go” — in order to state that this app helps the user find where to go when they are outside, like a compass that leads us to the right way! The only difference is that this “Com-πας” shows coordinates that have to do with your fun in the city, like coffee, food, drink and the ability to book a table at the stores you like!
In order to promote our idea to the public and let people know what we thought, so that we can take feedback, we created a website with two purposes: the first one is to introduce our app to consumers, convince them to use it, explain the benefits of its use, for both businesses and users, and the second is to inform followers about cool places we discover all over the city and we recommend them to visit. This way, our website becomes both informative and interactive, something more pleasant and useful to the user.
You can find our site on this link.
Or you can take a look at our project’s presentations to find out more details!
In conclusion, I would like to make a shout out to the team that worked hard, in order to bring this project to life:
Giannikou Maria, Zacharia Daphne, Kallergi Konstantina, Kogias Ioannis, Kolokassidou Meropee, Kotti Vasiliki, Papaggeli Eleni-Maria, Poludoropoulou Kalliopi-Maria and Tsavala Eleni-Maria!
