Table of Contents

Zella.......................................................................................................................................................3
STP OF ZELLA.........................................................................................................................................4
MARKETING MIX OF ZELLA....................................................................................................................5
Design Thinking.....................................................................................................................................7
10 Tools of the Design Thinking Process................................................................................................8

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List of figures
Figure 1: Products of Zella.....................................................................................................................5
Figure 2: Generalised steps of design thinking process.........................................................................7
Figure 3: Visualizaation of workflow....................................................................................................8
Figure 4: Data display and theme generation.......................................................................................14

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Zella

Zella is a hypothetical Indian cosmetic brand which aims at providing different variety of
products. Zella is a premium cosmetics brand which can be used by the women who wants to
look good on a daily basis without harming their skin and environment. The headquarters of
Zella will be located in Mumbai, India because of the target customer base located in that
city.

Founded just three short years ago, Zella Cosmetics has already made a major impact on the
beauty industry.  Zella is an e-commerce based Indie beauty brand that sells color cosmetics
such as lipsticks, eyeshadow, and blushes.
Zella has hundreds of products available with extremely affordable prices.  The brand also
takes a unique approach to marketing and launched their brand solely through social media in
order to target a primarily millennial audience. Zella lets the products and the people who
love them do the advertising for them.  Zella knew and took advantage of the fact that the
true gate holders to the beauty industry are no longer fashion and beauty publications, but the
beauty influencers on YouTube and Instagram.   Zella has used social media to grow
extremely quickly and they’ve utilized these beauty influencers through product
collaborations and unsolicited product reviews throughout the way.
MISSION: To ensure complete satisfaction and well- being of clients by manufacturing high
performance cosmetic.

VISION: To be recognized as most influential natural skincare company in the world.

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STP OF ZELLA

SEGMENTATION: Segmentation for the brand Zella is done on the basis of geographical,
behavioural and psychographic aspects. Geographical segmentation for Zella brands suggests
that cosmetics as a daily need are used by the high class girls and women as well as college
going girls. Zella also targets college students and working women.

TARGETING: Zella targets women of age between 22- 45 years who majorly come under
the college student and working women. These customers will be targeted because they are
the one consumer base which will use Zella products on a daily basis.

POSITIONING: Zella positions itself as a sustainable and organic brand. There is a lot of
hype about sustainability in the market and that the cosmetics are made up of animal oils. So
Zella came up with a concept of transparent supply chain where you can see where the
products are manufactured and what are the ingredients used.

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MARKETING MIX OF ZELLA

PRODUCT
The product mix of Zella contains the the necessary cosmetics items which can be used on a
day- to- day basis. Being new in the market, Zella came up with few products to first
penetrate appropriately in the market. The different products sold by Zella are:

 Lipsticks
 Kajal
 Mascara
 Blush
 Eye- shadow
 Lip liner
 Eye liner Figure 1: Products of Zella

So these are the products which will be first introduced in the market by the brand Zella. Also
there will be only certain colours available in the Lipsticks, eye shadows and lip liner
category. Zella has a target market of bold and passionate women, therefore colours used will
be blood red, maroon, dark red and the shades which will complement the positioning of the
brand.

PLACE

Zella will be present only in few places at the starting of its launch. There is a fierce
competition in the market of cosmetics. So, Zella has to position itself itself first in the mind
of the customers, then only it can expand to other cities. Also this is the world of social media
and e- commerce. Therefore, Zella will have its own website for purchasing the cosmetics.
Zella will also be present on other e- commerce platforms, such as, myntra, flipkart, amazon
etc.

PRICE

Zella will position itself as a premium cosmetic brand. So it will adapt the premium pricing
strategy. The price distribution will be as follows:

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  Lipstick: Rs. 1000- Rs. 2500
 Kajal- Rs. 500- Rs.1000
 Mascara- Rs. 500-1500
 Blush- Rs. 2000- Rs. 3000
 Eye- shadow- Rs. 2000- Rs. 4000

PROMOTION

Promotion is the most useful tool for any brand which is new in the market and has a lot of
competition. Since make- up is a product in which the consumer cannot trust any brand, so
Zella has to build its image in the mind of the consumer. Zella being a sustainable and
organic brand can be used as a USP for promotions. Zella cares about the environment, so it
will also take care of you skin. Various advertisements can be made on how Zella is
recyclable and organic. Ads can be circulated on you tube and social media as a must- watch
ad. Zella can also take help of the social media influencers to promote its product.

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Design Thinking

Design thinking refers to the cognitive, strategic and practical processes by which design

concepts (proposals for new products, buildings, machines, etc.) are developed by designers
and/or design teams. 
Design thinking finds its application across a variety of professions. From sports, education
and research to business, management and design, design thinking is widely used by
professionals around the globe.
Design thinking is halfway between analytical thinking and intuitive thinking. Analytical
thinking involves purely deductive reasoning and inductive logical reasoning that utilize
quantitative methodologies to come to conclusions. However, intuitive thinking refers to
knowing something without any kind of reasoning.
These are two extreme kinds of thinking. Design thinking makes use of both the extremes in
an optimum manner. The intuitive thinking helps in invention for the future, whereas
analytical thinking to create something creative in the present, which is replicable. The
willingness to use these futuristic solutions is what is called abductive logic.
[ CITATION Des17 \l 16393 ]

Design thinking is a formal, explicit method for practical, creative resolution of challenges or
issues, with the intent of creating an improved result. Design thinking includes three overall
stages: inspiration, ideation, and implementation (Brown, 2008; Moggridge, 2007). Any
given project will jump back and forth between these stages, in particular those of inspiration
and ideation, and is characterized by iterative cycles of prototyping (Houde & Hill, 1997)

Figure 2: Generalised steps of design thinking process

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Despite a lot of fancy vocabulary like “ideation” and “co-creation,” the design process deals
with four very basic questions, which correspond to the four stages of the process: What is?
What if? What wows? And what works? The What is stage explores current reality. What
if envisions a new future. What wows makes some choices. What works takes the idea into
the marketplace.

There are ten essential tools that a design thinker uses to address the four questions, to
navigate this pattern of divergent and convergent thinking. These are the tools you need to
create new possibilities and (equally important) reduce the risk as you manage the inevitable
uncertainty of growth and innovation. The rest of this book will unpack each of these stages
and tools, and help you apply them to your own growth challenges. First, we want to look at
how the process unfolds across the four questions, and how each tool fits within it,
acknowledging that this model imposes an artificial linearity on a very fluid process.

10 Tools of the Design Thinking Process

1. Visualization

Visualization is the transformation of information into images that a person sees, either
literally with their eyes or figuratively with their mind’s eye. Sometimes it’s about
representing text or numbers or other bits of data with pictures.[CITATION 10D19 \l 1033 ]
Sometimes it’s about assembling scattered ideas into a compelling story that can generate
vivid mental images. In either case, conjuring up visual depictions of customers and their
experiences makes them human and real. Visualization makes ideas tangible and concrete,
often sweeping away ambiguity with the stroke of a pencil. [CITATION lin16 \l 1033 ]

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 Figure 3: Visualizaation of workflow

The storyline has been depicted when the customer thought about buying cosmetics.
Consumers nowadays prefer online channel rather than offline stores, but the doubt of quality
is always there. So choosing the perfect platform for purchase isn’t easy for the consumer.
Also, there are several online websites which are dealing in the similar product. Consumer is
always interested in that platform which not only provides authenticity in quality but also a
variety in terms of a delivery schedule will appear on screen where customers can choose
delivery mode as well. Safest and fastest mode of delivery options are chosen by the brand.
Customer thought of buying lipstick and for that he/she visited nearby Zella store and tested
the colours of lipstick. After finalizing the colour customer place the order for the same
colour lipstick from Zella’s website and paid for the same. After 3-4 days customer receives
the product.

2. Journey mapping 

Journey mapping (or experience mapping) is an ethnographic research method that

focuses on tracing the customer’s “journey” as he or she interacts with an organization
while in the process of receiving a service, with special attention to emotional highs
and lows. Experience mapping is used with the objective of identifying needs that
customers are often unable to articulate. [ CITATION 10D19 \l 1033 ]

It’s done by laying out a hypothetical view of what a certain customer group’s journey
looks like, even the part that doesn’t include in firm. Then conduct pilot interviews

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with a small number of customers to be sure you’re accurately capturing the steps.
Finally, identify essential moments of truth and themes from the interviews and
identify a number of dimensions that the brand believes to be useful in understanding
the differences in the data already gathered.
There are certain steps involved in Journey Mapping and these steps are:
1. Start with words
2. Create a storyboard
3. Define channels and touchpoints
4. Explore your customer’s drivers
5. Explore your customer’s pain points
6. Emotional journey
7. Use customer language
8. Add flexibility jumps
9. Develop persona journeys

Start with Words- Map out the customer journey using single words/statements first. These
might be as simple as "find & learn" or "get help." In this situation, Meaningful experience
will be the first thing customers are looking for.
Create a Storyboard- Write the journey as a story or scenario from the customer
perspective. In this step the journey of the consumer from his perspective will be defined.
The customers of the brand get variety in cosmetics with the traditional approach like Brick
and Mortar store of the brand. With Add flexibility jumps- The journey for most of your
customers is unlikely to be linear no matter how hard you try. 
Explore customer’s drivers- Defining experience drivers that really make a difference for
the customer throughout their journey Taking suggestions and feedbacks from the customers
and developing the designs and colours as per their understanding about their skin types and
what kind of products suits.
Explore customer’s pain points- The touch points where the existing customers weren’t
given a good and memorable experience. These touchpoints can be evaluated on the basis of
feedbacks for the services. These services can include delivery or payment options.
Emotional journey- After facing a terrible experience in the store, the brand tries to cope up
with the emotions of the customers. In this step, the brand associate the customer with a
gesture which turns up in an emotional connect with the brand. In such scenarios, Zella
provide exclusive delivery deadlines with certain exclusive offers to the customers.
Use customer language- The brand should make sure that the journey mapping should be
done with reference to customer’s point of view. Zella try to interact as much as they can
with their customers to get on a certain point.
Add flexibility jumps- The journey for most of your customers is unlikely to be linear no
matter how hard you try. 
 Develop persona journeys. Build a set of "persona journeys" which cover the main
customer segments Brand have. Have a mixture of easy and complex journeys.

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[ CITATION Hyp19 \l 1033 ]

3. Value chain analysis 

Value chain analysis examines how an organization interacts with value chain partners
to produce, market and distribute new offerings. Analysis of the value chain offers
ways to create better value for customers along the chain and uncovers important clues
about partners’ capabilities and intentions.

Value chain analysis is the business-side equivalent of customer journey mapping. It

begins by working backward from value creation for the ultimate end customer and
then adding the capabilities and bargaining power of other key suppliers. In business,
we're paid to take raw inputs, and to "add value" to them by turning them into something of
worth to other people. This is easy to see in manufacturing, where the manufacturer "adds
value" by taking a raw material of little use to the end user (for example, wood pulp) and
converting it into something that people are prepared to pay money for (e.g. paper). But this
idea is just as important in service industries, where people use inputs of time, knowledge,
equipment, and systems to create services of real value to the person being served – the
customer. The more value created, the more people will be prepared to pay a good price for a
product or service, and the more they will keep on buying it.

How to Use the Tool

Value Chain Analysis is a three-step process:

1. Activity Analysis: First, you identify the activities you undertake to deliver your
product or service.
2. Value Analysis: Second, for each activity, you think through what you would do to
add the greatest value for your customer.
3. Evaluation and Planning: Thirdly, you evaluate whether it is worth making changes,
and then plan for action.
4. Analyze the competitive environment in each box, identifying the key players and
their relative market share.
5. Evaluate the bargaining power and influence of each player. Who drives
performance? How easy would it be to find a substitute for each player’s contribution?
How much value does the end user perceive that each player contributes?

Draw the value chain for your business. This involves laying out each cluster of activities,
working backward from the end point of the value proposition delivered to customers. These
clusters, taken together, form the basic architecture of the chain. Each competitor will have
its own “footprint” in the chain, its own configuration of activities. Some firms may
participate in only one cluster; others will span multiple clusters.

Activity Analysis:

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Following are some of the activities that construct the value chain of Zella.

 Order taking: The products of Zella can be bought through stores or ordered online.
 Receiving raw materials – Vendor Management
 Manufacturing: The cosmetics are manufactured cautiously by following the proper
guidelines to undertake the required chemical process. Only literate employees are
absorbed for this role.
 Distribution: After the products are manufactured, they undergo order processing.
Order processing is the process or work-flow associated with the picking, packing
and delivery of the packed items to the respective locations and is a key element
of order fulfillment. Order processing operations or facilities are commonly called
"distribution centres" or "DC's". There are wide variances in the level of automation
associating to the "pick-pack-and-ship" process, ranging from completely manual and
paper-driven to highly automated and completely mechanized; computer systems
overseeing this process are generally referred to as Warehouse Management
Systems or "WMS".
 Sales- The goods are sold through the retail stores as well as the online platform.
 Service- Zella has top notch service quality throughout the chain. It tries to impart a
superior experience to the customers. The customer care is open 24*7. Any doubts
regarding the products, its manufacture or use is easily clarified.
 Taking feedbacks: Zella is a customer centric brand. The life, preferences and
expectation of the users matters most to us. Hence, Zella constantly records the
responses of the customers after using its products and try to learn their further
expectation from the brand.
 Website Management: Like every other businesses, Zella also operates from an
online platform. The huge amount of traffic on the website makes Zella’s activity of
website management, much more crucial.
 Human Resource Management: Apart from the activities associated with the supply
of raw material to the end deliverance and service of Zella, there is one more activity
that adds a great value to the efficiency of the whole line. This is the human resource
management. It includes everything from recruitment responsibilities to the
wholesome development of the whole team, either physical or psychological.

Value Analysis

a) Order taking – Employees of Zella assigned to take orders are quick answer to his or
her call; a polite manner; efficient taking of order details; fast and knowledgeable
answering of questions; and an efficient and quick resolution to any problems that
arise.
b) Receiving raw materials – Vendor Management: People employed in this section are
good negotiators. They are also smooth communicators and familiar with atleast the
basic level of the local language.

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 c) Manufacturing: All the workers are literate enough to understand the basic
manufacturing guidelines of a cosmetic product. A detailed guideline of the chemical
composition is also provided to the workers. However, there is one observer over
every 15 worker so that any doubts emerged during the process can be resolved then
and there. The workers are focussed, dedicated and fast learners.
d) Testing: Proper testing of the manufactured products in undertaken by Zella’s
employees. Just like Zella never compromises on its core value of providing quality,
similarly, the employees adhere to their core values of providing there best
performance. The employees assigned in the testing team are graduates, critical and
highly focussed.
e) Distribution: The employees employed for the distribution part are good
communicators, good at softwares ad quick decision makers.
f) Sales: The people responsible for selling the products to the consumers are polite,
good communicator, quick witted, humble but confident.
g) Service: Employees’ are specially trained on techniques to present the products. They
are always polite, knowledgeable, good listener and a good guide. Zella also takes
care of post-sale experience by providing a complete new product if the older one
proves to be faulty.
h) Website Management
i) Human Resource Management:
Findings: Some communication gaps still exists in between the processes. One department is
quite oblivious about the work done by the other. Some cases of frequent late entries also
recorded.

Competition: The cosmetic market has many big players, both national and international.
Some of them are- Lakhme, L’oreal, Maybelline, etc. Zella’s R&D is still much behind that
of these players. Compared to the leading players, the employees of Zella are not polished
enough. They lack ambition for the company.

In the field of cosmetics, the manufacturing and testing stage is a very crucial stage as a
chemical compound is formed. Any loophole in this stage would result in severe
consequences for the consumers. The employee’s contribution in this stage is the most
crucial.

4. Mind Mapping

Mind mapping is used to represent how ideas or other items are linked to a central
idea and to each other. Mind maps are used to generate, visualize, structure and
classify ideas to look for patterns and insights that provide key design criteria. It is
done by displaying the data and asking people to cluster them in ways that allow
themes and patterns to emerge. To succeed, mind mapping must be a team sport.

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After the initial stages of exploration, large number of data is collected. Patterns are
looked for which would give rise to some important insights that will provide a new window
onto reality. The goal is to establish the criteria for the What if idea generation stage, which
comes next.

Note: that the term mind mapping here does not refers to a particular kind of diagram (a
“mind map” or a “spider diagram,” for instance). Instead, the term is used to describe the
process of extracting meaning from a vast amount of information. The early tools in the
What is stage yield a sea of data. The first challenge is processing all this information so that
you can actually use it to generate better ideas than you would have otherwise. The second
equally important challenge is aligning the organization around the ideas you choose to
advance.

Process of mind mapping in Zella:

This process taps into the power of visualization to communicate the key components
of the company’s learning and display them as clearly and simply as possible. The
questionnaires, interview clippings are displayed in the manner of creative posters
that capture key themes and trends in the data. Various pictures from the stage of
visualisation is displayed. Some of them captures their life style. Some questions
reveals their thought process while using Zella’s products in specific in comparison to
other brands. The psychological awareness while journey mapping is also noted and
displayed.

Now the entire team in small groups along with some shoppers are also invited to tour
the visual data and note any learnings that they believe should inform new ideas, then
cluster those learnings into themes. They write their ideas in post-its. During the entire
time, these people are not allowed to talk with each other. After a tour of 20-30 min,
the team members are required to stick the post-its on the board. Similar theme ideas
are stuck together. Then the brand looks for connections between clusters and insights.

The question is posed, “Based on what we have learned, if anything were possible,
what attributes would our design have?”

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 Figure 4: Data display and theme generation

The post-it revealed loopholes from both the customer as well as the business side. The post-
its also displayed an indication towards their expectation. Many common factors of using
Zella products were revealed. The products are trendy and comfortable on skin. But at the
back of their mind the absence of sustainability affect their purchase decision. Employee
engagement in the brand affairs has increased, however their ambitions for the company’s
growth is still low. All these factors and ideas are further discussed in the brainstorming stage
of the design thinking process. And these insights are turned into design criteria that the
solutions must satisfy.

[ CITATION Min18 \l 16393 ]

5. Brainstorming

 Consumer Connects: Interviews at home with consumers which allowed the marketing

teams to dive into the consumers’ realities
 Strategic planning: It focus points on the target and the sourcing of benchmarks so as to
nourish the workshop and broaden perspectives
 Workshops, and insight and idea generation sessions, so as to open up new perspectives on
the current purchasing behaviour, understand the role of the various touchpoints in this
approach, and thus refine the brand’s strategy.
 Employees Motivational Programme: This Programme will benefit to the loyal employees in
any kind whether in the form of incentives.
 Budget Cosmetics: This name conveys a product that is affordable.
 Beauty Bonanza: This name gives the customer an assurance that they will be beautiful
when they use organic products of Zella. It’s also memorable since the words rhyme.
 Dream Shades: This name assures the customer that they will be getting that look they have
always wanted as Zella provides different shades of lipstick in organic form by giving tester
to the loyal customer.

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 6. Concept Development
Zella aims to answer all the diverse beauty needs of women around the world. Part of the Group’s
growth strategy is its commitment to produce more but with less impact and to engage consumers,
who are at the heart of its business, to make sustainable choices by offering them products that are
both sustainable and desirable. In order to achieve this, Zella commits to improving every part of its
value chain, from research to operations, while sharing its growth with the communities it touches
through “Sharing Beauty with All”.

Zella believe consumers are at the heart of their sustainability drive and they want to reach the next
billion consumers while making a positive impact on the world. By accelerating sustainable
innovation within its business, and harnessing the power of its brands to inform consumers, Zella
will raise awareness about sustainability and encourage consumers to make more sustainable
choices.

‘Sharing Beauty with All’ is a commitment in four areas:

1. Innovating sustainably, Zella will innovate with different shades of lipstick so that 100% of
products have an environmental or social benefit. Every time Zella invent or update a product by
giving tester to loyal customer and also it will improve its environmental or social profile against at
least one of the following criteria:

 The new formula reduces the environmental footprint.

 The new formula uses renewable raw materials that are sustainably sourced or raw
materials derived from green chemistry.
 The new packaging has an improved environmental profile.
 The new product has a positive social impact.

2. Producing sustainably, it will reduce Zella’s environmental footprint by 60 % while bringing beauty
to one billion new consumers.

 Zella will reduce CO2 emissions at their plants and distribution centres by 60 % in absolute
terms.
 Zella will reduce their water consumption by 60% per finished product unit.
 Zella will reduce waste by 60% per finished product unit.
 Zella will send zero waste to landfill.
 Zella will reduce their CO2 emissions from transportation of products by 20 % per finished
product.

3. Living sustainably, Zella will empower every it’s consumer to make sustainable consumption
choices while enhancing the beauty of the planet.

 Zella will use a product assessment tool to evaluate the environmental and social profile of
100% of new products and all brands will make this information available to allow
consumers to make sustainable lifestyle choices.
 All Zella’s brands will assess where they have the biggest environmental and social impact,
and make commitments to improve their footprint. Every brand will report on its progress
and raise awareness among consumers about sustainable lifestyle choices.
 Zella’s consumers will be able to influence our sustainability actions through its consumer
sustainability panel.

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4. Developing sustainably
a. Employees:

 Zella’s employees will have access to health care, social protection and training, wherever
they are in the world.
 Zella will provide health coverage for employees, which is aligned with the best practice of
the country they are based in.
 Zella will provide financial protection for all employees if unexpected life events such as
incapacity or permanent disability, occur.
 Every Zella employee will have access to at least one training per year wherever they are in
the world.

b. Suppliers:

 100% of Zella’s strategic suppliers will be participating in their supplier sustainability

program.
 All strategic suppliers will be evaluated and selected on social and environmental
performance.
 All strategic suppliers will have completed a self-assessment of their sustainability policy
with Zella’s support.
 All suppliers will have access to Zella training tools to improve their sustainability policies.
 20% of strategic suppliers will be associated with Zella’s solidarity sourcing program.

c. Communities:

Zella will enable more than 10,000 people from underprivileged communities to access work.
Zella will achieve its goal through programmes in the following areas:

 Solidarity sourcing
 Inclusive distribution
 Beauty professionalization
 Mentoring and community education
 Employment of disabled people and under-represented socio-ethnic groups

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https://ideas.darden.virginia.edu/10-design-thinking-tools-turn-creativity-and-data-into-
growth

Design thinking, tutorial. (2017). Retrieved from

https://www.tutorialspoint.com/design_thinking/design_thinking_applications.html

linkedin. (2019, 11 24). Retrieved November 20, 2019, from linkedin.com:

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