DUNZO DAILY - Product Strategy
Competitor Analysis | Problem Identification | Strategy and Campaign | Projected Success Metrics
Duration: 10 Days
Type: Participation in UDGAM'23, Product Management Expedition, IIT Guwahati
Team Members : Shridhula Balaji, Swetha Konduru
Design Brief:
Devise some product strategies, features or campaigns that will help Dunzo and its users reduce carbon footprint and move towards a sustainable future.
Understanding Dunzo Market
Competitor Analysis
Review of the competitor apps was conducted to understand and analyse the companies based on 6 criteria. Each company was graded on a likert scale.
Problem Identification
User Persona
User Pain Points
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Very few brands options available for my preferred products.
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The delivery of fruits comes in plastic packaging.
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The preferred quantity of products isn't available.
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Very minimal meat options available (only two) - Redirects to Licious.
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Location/address auto-detection issue.The address changes after the user manually enters it .
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Mentions minimum delivery time as 34 mins, although they deliver earlier, which can lead to users shifting to another faster platform like Swiggy Instamart.
Problem Introduction
The problem introduction emphasizes the importance of managing carbon footprint at all levels of a system, and highlights how some human activities can increase it without being noticed by stakeholders immediately.
Breaking down the problem
Understanding the entire system used by Dunzo Daily to source its food, handle it in its warehouses, and distribute it to clients is the first step in tackling the issue. As a result, we were able to pinpoint a specific systemic issue that poses a risk of increasing carbon emissions.
Brainstorming Solutions
Campaigning sustainability through points
To practice carbon neutrality, Dunzo daily can launch a campaign that promotes gardening practices to their users.
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Idea: As dunzo users order items from the app frequently, there is a rise in carbon emissions due to transportation, packaging and waste. To neutralise this carbon footprint Dunzo can give out a free and sustainable gardening kit.
The free gift is unlocked only when the user collects certain number of points.
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For Dunzo: These free items helps in capturing the attention of the users and promote the new “Gardening” feature on the dunzo app.
A point system rewards customers for every order and triggers a campaign once enough points are collected.
Users can choose their desired seeds as the first step of the campaign, and after collecting 200 points, receive a free gift from Dunzo.
The redeemed gift is automatically added to the next order to simplify warehouse packing. The campaign offers a Dunzo manure pouch and plantable seed paper as a gift.
Introducing New Category
Dunzo daily can introduce a new Gardening section under shop by category.
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Idea: This feature highlights Dunzo's original product and gardening supplies, making them easily accessible to users. It encourages users to adopt gardening habits, which can help neutralize carbon emissions and have a positive impact on their physical and mental health.
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For Dunzo: Dunzo can collaborate with businesses promoting sustainable gardening solutions, offering them a platform through Dunzo Daily to showcase their products and encourage purchases. This collaboration results in increased revenue generation.
Dunzo Daily can promote a carbon neutral lifestyle by encouraging users to experiment with gardening.
A new gardening section has been added to the shop by category list, featuring Dunzo's original products and collaborations with like-minded sustainable gardening businesses such as vertical farming companies.
New Product
Dunzo warehouses generate biowastes that comprises of spoilt fruits, Vegetable and other biodegradable waste. This can be used to make a new product that completes the carbon cycle.
Idea: To reduce greenhouse gas emissions, Dunzo can compost perishable produce instead of relying on the municipality for waste collection. This process creates manure that is packed with completely biodegradable Mulch film, making the final product sustainable.
For Dunzo: Dunzo can generate revenue from the waste produce by creating a product that is used to promote a new feature on the app. As part of the Dunzo Daily campaign, users receive this product as a free gift.
Dunzo daily can provide a “how to use” feature in the gardening section. This section provides step wise instructions that helps users start their gardening journey with ease.
Low Fidelity Wireframes
Projected Success Metrics
The projected success metrics below describe the metrics that define the success of the major goals to be achieved as a result of the new product strategy and campaign.
Go-To-Market Strategy
Future Scope
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More variety and increased quality of gardening product availability.
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Opening of new urban Horticulture stores.
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Switching to Electronic vehicles for last mile delivery.
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Autonomous delivery, which reduces carbon emissions.
