Understanding the organisation internal and external functioning and identify the gaps and opportunity by Design Audit to create a strategic roadmap for Asharfilal
Design Audit | Organisation Design | Experience design | Business model design
Project Duration
8 weeks
Team member
Bhawna | Dharna | Miti | Swati
Project mentor
Prof. Bhavin Kothari
Project aim
The larger purpose of the Design Audit appears to be the comparative measurement and establishing a position of the organisation with respect to the market, industry etc.
It involves the study of the whole organisation from multiple perspectives in terms of organisation structure, business offering, product, process, strategies.
Through Design Audit we review and examine the organisation vision aligns with the offerings, internal (stakeholder mapping, business operations and interaction) and external aspects of the organisation such as threats, market trends, competition, customer perception, Brand value and communication channels.
Role as
Auditor
To look beyond
Wear different hats
identify "who we are"
Consultant
RESEARCH PLAN
ABOUT
The establishment of Asharfilal Kulfi was laid by Shri. Asharfilal Gupta, who hails from Village-Sonai, Dist- Mainpuri, (U.P). Asharfilal Kulfi, previously known as Ashrafilal Kulfi, was started in 1945. Today, Asharfilal is a Family business run by Mr Sushiil Gupta & Mr Anil Gupta who took over his father’s local Kulfi business in 1980. Asharfilal is an established Kulfi brand today in Ahemdabad city owing to legacy, taste and variety of products.
Asharfilal
BRAND
Asharfilal
VISION
To become a sweets and savoury conglomerate in the next 5 years.
MOTO
To ensure health of the customers by providing quality products and delightful experience to customers
ASPIRATION
Idealises Havmor's management and scale of expansion, segmentation and achievement in the past few years. Aspires for similar strategies and capture the kids market and establish a niche for kulfi there.
BRAND
Archetype
The organisation aims to provide a and ensure a safe experience, packed with nutrition and freshness. All of this they plan to deliver through a variety of products and continuously innovate in the field of food products.
Caregiver
PRODUCT
Asherfilal has a very wide range of product categories. They started with Malai, B.P.K and mewa masti kulfi as their intial product range; keeps on introducing new flavours and products as per the market trends. Currently, they have around 82 products in their portfolio, distributed among 12 different product categories like Kulfi roll, Tilliwali, Sugarfree, Kulfi cone, Chocobar, Chowpati, Pot-kulfi, Icre-cream, Falooda and Rabbi. They also offer products which have natural flavours, seasonal based flavour. Recently they have introduced a product category of Rabdi, planning to expand in Indian frozen sweet segment.
Range
82
Total product
12
Category
BRAND
Visual language
MARKET
Trends
Statisitics
Market Analysis
Bahviour
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Ice cream market in India reached a value of INR 201.4 Billion
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In coming future expected growth rate is 14% from 2021-2026 i.e. 442 Billion
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Gujarat holds 3 largest market share for Ice cream in India
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There is a trend of introducing preservative-free, GMO-free , vegan and organic variant in ice-cream
Regional and conventional flavour variants are rapidly gaining popularity in the market.
The availability of a wide range of flavours including exotic Indian flavours like Anjeer, Badam, Kesar, Pista, Nolen Gur, and Rajbhog as well as several kulfi variants like Rabri, Faluda And Matka Kulfi, is driving the market further.
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Consumer considers Kulfi as traditional frozen desert than ice-cream Now consumers prefer to have kulfi/ice-cream while sitting at beautiful ambience.
Belongingness of Kulfi among Gen z & Alpha is less then the previous generation.
PRIMARY
Research
Customer perception mapping
Competitor study
Record book analysis
Stakeholder perception study
How Kulfi should be served?
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Stakeholder perception study
How Kulfi should be experienced?
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Why customer like your product?
Taste & quality
Rate your operations & workforce management
5
How new product or flavour are introduced?
family recommendations
Who are your future target customer segment?
Currently we have all customer segment
How Asharfilal sales can be increased?
New product development
Customer perception study
Semi-structured interview
The objective is to understand the customer perception about the Kulfi, Asharfilal, their favourite flavour and their behaviour towards kulfi.
57
Total response
34
structured interview
19
semi-structured interview
10
Max. customer is 30-40 yr
10
Asharfilal is about taste/quality
10
Self-explored Asharfilal
11
Most preferred flavour is Malai kulfi
14
The most preferred outlet is
Amul & Asharfilal
19
Prefer to enjoy Kulfi with family/friends
To identify the perception of customers for Kulfi and Asharfilal we have created this tool and put up in 2 different outlets of Asharfilal.Different colored pen were provided to customers to mark their word association with kulfi and brand.
Key findings
Product: Taste and quality speak out and are the strength of the company
Asharfilal scored less in the service and ambience
Loyalty is a perception at this point, it's not really a strength of the company.
Kulfi is strongly associated with the feeling of nostalgia
Brand experience is missing due to inconsistency in the behaviour of the staff and ambience
Nostalgia is for kulfi not for the Asharfilal
.Guilt and unhealthiness is not the perception of the people
People are disconnected from the legacy and the story of asharfilal
Competitor analysis
Asharfilal has many competitors as Kulfi can be made at home, it is getting sold by local cart vendors and various Ice cream vendors.
Innovation in flavours was not up to the mark
The staff was not professional
Engaging visual language
Kulfi was not up to the mark
Customisation is available for the customers
Flavours are too sweets
Appealing menu
Engaging visual language
The ambience is like a local
parlour
More take away orders
Provide Taste facilities
Well trained staff
Infused new flavour
Selling freshness with no preservatives
Story of Brand and quotes of ice creams creates a new experience
DATA
Analysis
Sales data
WEIGHTED PERFORMANCE ANALYSIS
Sales data insights
OBJECTIVE : To analyse the sales in terms how much product they sell out , which product is the highest selling product and which flavour are getting like by most of the customer and which are not.
Tilli and roll out of 10 product range and the most selling product
Out of 16 flavour of Tilli Kulfi, only 11 Tilli Kulfi flavour are the most consumed flavour.
External Environment
Key findings
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Customer Experience and service touchpoints: the service itself doesn't establish a connection with the company, their story or their brand style.
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The primary service touchpoint: the staff/agent affects the way customers perceive the brand.
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The product portfolio provides wide range of products from traditional flavours to trendy ones. This unrealistic range of options to be provided leads to unavailability of many options at the outlet.
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According to our findings, Kulfi is associated with nostalgia over family, love and other parameters. That becomes a clear area of opportunity for the brand to explore and deliver as an experience
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The company can help users make an informed decision about their product and provide a sense of agency to them. The story and information of the product can contribute to the experience.
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The company's philosophy and archetype are reflected for the customers in the product but it is not reflected in their organizational structure or communication with the customers.
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The owner's perception of customer loyalty, as it turns out, is quite limited. Our finding suggests that customer loyalty is not the strength of Asherfilal but their location and niche product are the strengths.
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The owner's claim about premium quality has been validated through research as many customers primarily choose AL for its product quality
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The organisation has the opportunity to build on their existing niche in the market (based on the industry) by working on their: packaging, menu, product offerings and delving into upcoming trends in the FMCG industry.
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Competitors are talking about freshness, and quality of the product but Asarfial is unable to communicate to the consumers.
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Company has recognised ongoing market trends, consumption trends and upcoming consumer behaviours. There is an opportunity to gauge these beforehand develop a strong niche in the market.
Organisation's identity
External Environment
Service Experience
External Environment
Market & Competitors
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Business Operations: No structured training for the employee which is creating differences in the experience at each outlet.
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Data Documentation: No record of data in a systematic way, still following the old-fashion manual recording system. this leads to a lack of information about how the company has been doing and these information gaps keep them from growing.
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Technical Advancement: They are trying to move with time but without technology which can seriously jeopardize their position especially in events like the pandemic.
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Research & development: No proper research team and procedure, the owner is developing the flavour based on their family feedback.
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The employee time and other resources are underutilised or wasted by the nature of the business.
Internal Environment
WEIGHTED PERFORMANCE ANALYSIS
Method: We created a tool to quantitively weigh out the various parameters that we had studied at Asharfilal so far. This activity helped us move further into finalizing what areas of Asharfilal need critical assistance and which areas are doing fine by themselves.
Each major parameter was divided into other sub-parameters and rated based on the scale given below. The average of all the scales was taken out to calculate the score of each sub-parameter. Similarly the Average score of all sub-parameters was the score of the main parameter in question.
Strategic
Roadmap
Value Pyramid
Theory of change
Value Pyramid
The element of value pyramid
The existing element at Asharfilal
Aspiring value element at Asharfilal
Theory of change
Impact framework
Purpose
The Theory of Change (ToC) explains organization's intended path to change by outlining causal linkages in an initiative. The model was adapted to enable iterative thinking throughout the duration of the initiative.
Brand
Strategy
Customer find difficult to Asharfilal product, differentiation within them or related to color, legacy and brand name
Service
Experience
According to the competitor analysis, service experience does not qualify with market trends
Product
Portfolio
Quality of product is Asharfilal USP, product portfolio is long and difficult to go through to make decision
Business model
Canvas
A new model - Outreach
A new model is suggested in turning traditional method of bricks and mortar business model to e-commerce model. This model is based on helping to expand their outreach in the market. This will enable the customer to have kulfi anytime and anywhere they want. It facilitates them to have delicious kulfi by it being quickly delivered to their doorstep before it melts.
A new model - Experience
A new model is suggested in enhancing the service experience of the customer.It is based on creating an Indo-western experience while having traditional desert.It help the solo rider(customer) to relax and enjoy their kulfi along with amazing environment created by the local talents.This model enables customer to have enhanced service experience and the local talents to have a space to showcase their skills/talents.
