- Università: SDA Bocconi Asia Center
- Docenti:
Sandro Castaldo
- Studenti:
Gautam Savio Puthenkadappil, Nirja Patil, Nishtha Gupta, Rhea Sinha, Sangharsh Shinde, Thomas Joseph
A sustainable and green approach in the business domain has become the need as well as the trend of today’s market. Keeping in mind this new requirement, Green Topia has come up with a way to provide customers with environmentally friendly products that are not readily available in the present market.
Our core ideology revolves around the saying, “We do not inherit the Earth from our ancestors; we borrow it from our children.”
Market trends
From daily used household items to hygiene and skincare products there has been a considerable shift in preference to eco-friendly and green products by Millennials and Gen Z generations around the globe. About 61% of Millennials and 58% of Gen Z globally are willing to pay extra for eco-friendly and sustainable products.
The recent pandemic caused a major shift in consumer behavior and consumers are more concerned about their health and the environment. In India alone amid the Covid-19 pandemic, 84% of people (survey by Capgemini from India during their global research) stated that they would prefer to purchase locally produced sustainable products over imported goods. But the proportion of outlets in India and globally to fulfil this demand is very low, a few that do provide this sell in house products and do not provide the consumers with a wide variety to choose from.
Considering the large demand, a one-stop supermarket that can provide people with a variety of green products which we able to penetrate deeper into the market. The market is expected to grow at a tremendous rate in the coming years. So, a one-stop outlet will have great potential in the years to come.
Target and positioning
Our target customers are those who are environmentally conscious and realise the need for doing their bit for the society. They are middle-aged professionals with a busy lifestyle who want a one-stop destination to shop consciously for all their needs. They have an average to high income and live in urban areas.
Considering our current product division, our target group include women:60% and men:40%. Our customers also include solo-travellers who want to add a quick-fix kit without increasing their carbon footprint while on the go.
On the business end, our sustainability partners are NGOs, Manufacturers and Retailers who manufacture these zero-waste products and are looking for a platform to showcase and increase their sales.
Offer definition
A unique service that our store aims to provide our customers will be informing them of exactly how every purchase they make with us helps save the environment.
We aim to offer a wide assortment of products such as: - Home Items namely, crockery, Toothbrush Handles, Floor Mats, Biodegradable Trash; Hygiene Products, like, Sanitary Napkins, Toilet Paper, Tissue Paper, Soap; Accessories such as Necklaces, Earrings, Rings, Brackets, Charms.
Store location
A good location is said to be an essential element for attracting customers. Hyderabad is a growing market with a tremendous amount of potential; more than 80% of the population is literate and the population majority are youth. Increasing traces of environment-conscious people can be found here, it is a feasible market for a new business like ours to enter into.
In Hyderabad, the concentration of our efforts will be in Kukatpally since it is a business hub in the city. It is one of the fastest developing regions of Hyderabad. It has the largest density of population within Hyderabad with 33,076 people per km. It also has residential areas and IT parks in the area.
The store follows a combination of rack and free flow layout, there is no specific path to follow as customers can move around the store. The store consists of racks in 2 each on 3 of the store walls. This makes it easy for the customers to skim through the products that are available and choose the one they need.
Display tables are placed in the middle of the store to display new products or products in offer. Provision for window display is also considered. There are only one entrance and exit. There is an emergency window in the back of the outlet in case of an emergency.
