SWATI PRIYA_1981_FC_GRADUATION PROJECT DOCUMENT

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CUSTOMER RELATIONSHIP
MANAGEMENT

Customer Relationship Management (CRM) is a strategy that companies use to manage
interactions with customers and potential customers.
CRM includes:
1. Push notifications
2. In- app notifications
3. Email Marketing
4. SMS
5. Web Popups
6. Web push notifications

With a CRM system, most companies see a significant increase in leads, sales revenue, and
customer retention. Push Notifications are messages that pops up on a mobile device when
the app is installed. Newsletters also called e-mailers are sent to customers to know latest
offers. Latest offers, discounts are communicated through SMS. Pop up is a small window,
that suddenly appears in the foreground of the visual interface.

Push Notification

A push notification is a message that pops up on a mobile device. App publishers can send
them at any time. Push notifications look like SMS text messages and mobile alerts, but they
only reach users who have installed your app.
A recent study showed that mobile users receive an average of 63.5 notifications per day, with
most notifications coming from messaging and email applications.
Push notification technology is rapidly evolving from a simple message delivery system to a
rich and interactive medium.
Push notifications help these services deliver timely and relevant information to users, and in
doing so, staying top of mind.

Box8 Push Notifications generally appears in between 11:30 am-12 noon and 7:30 pm -8:00
pm. The timings are close to the of lunch and dinner because this is the peak time when
the consumers like to order food respectively and these notifications would automatically
in- crease the urge in them to order something desi with box8. Thesenotifications help the
services deliver timely and relevant information to users, and in doing so they stay at the top
of mind. A recent study showed that mobile users receive an average of 63.5 notifications per
day, with most notifications coming from messaging and email applications. These pushes
were made for the new brand Mealful Wraps which was launched in the month of January.
These pushes majorly focuses on the offers and sanitisation taken during the preparation of
these wraps for aquisition.

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Basic Guidelines for Box8 Basic Guidelines for Box8
Push Push

• Push for Box8 is to be displayed • Push for Mojo is to be displayed
on app as well as web. on app as well as web.

• The sizes needs to be in 943 x • The sizes needs to be in 943 x
574 dpi and less than 75 kb for 574 dpi and less than 75 kb for
app. app.

• The sizes needs to be in 1200x • The sizes needs to be in 1200x
800 dpi for web. 800 dpi for web.

• The food picture should be dis- • The food picture should be dis-
played bigger played bigger.

• No used of animated vectors • Flat vectors with unshaped
should be done. figures are to be used.

• The text should be placed • The text should be placed
hierchy wise. hierchy wise.

• Red should be the dominating • Proper use of the brand colors
color. should be done.

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BOX8 PUSH NOTIFICATION

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BOX8 PUSH NOTIFICATION

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MOJO PIZZA PUSH NOTIFICATION

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MOJO PIZZA PUSH NOTIFICATIONC

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EMAILER

Newsletters are also knows as Emailers. These are the electronic report containing
offers / deals concerning of the activities of the brand and is sent to its customers
and subscribers. Newsletters generally contain one main topic of interest to its
recipients. These newsletters are simply used to keep in touch. They are used to
motivate your customers to take action, like making a purchase or checking out the
latest offers and deals.
This an animated emailer which was created for promoting the relationship with the
customers. In this emailer there is a spinning wheel which is continuously rotating and
the customers are asked to take a screenshot to see ehich food is instored for them
today.They need to take a screenshot and post it in order to avail discount on that
particular meal.

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1. 2.
3. 4.

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This emailer is to make customers aware that there are more than one option so there is no need
of confusing of what should be consumed. The test on the emailer says that confused about
what to eat today? We have a fun solution for you today. Also this is to engage the customers
that if one is confused with what to eat than there is a fun game. One can take a screenshot of
the above frame and see what it captures. Then share it with the friends.

FRAME 1 FRAME 2
Dal makhni Rice Box Chicken Masala Meal

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FRAME 3 FRAME 4
Dilli Wale Rajma Chawal Chole Tikki Meal

Box 65

This emailer shows the quality of the meals and why sit shouls be preferred at the
first place.

FRAME 1 FRAME 2
Aromatic Authentic

FRAME 3 FRAME 4
66 Delicious Desi

This emailer reads why settle for the same old boaring food everyday?
We have added a liitle zing toyour daily meals and made them intersting. This is a
discount emailer of 20% for the customers who tends to buy meal above Rs 248.

FRAME 1 FRAME 2

FRAME 3 FRAME 4 67

DIGITAL
ADVERTISEMENTS

We’re long past the days when purchasing an ad on TV or the radio was enough to
improve your sales significantly.

Digital advertising has become the most important channel for marketers and busi-
nesses around the world for a good reason—more and more people are going online
to make purchasing decisions.

Digital advertising is the practice of delivering promotional content to users through
various online and digital channels. It leverages mediums such as social media,
email, search engines, mobile apps, affiliate programs and websites to show adver-
tisements and messages to audiences. Digital advertising is the practice of delivering
promotional content to users through various online and digital channels.

Digital advertising leverages mediums such as social media, email, search engines,
mobile apps, affiliate programs and websites to show advertisements and messages
to audiences. Your audience spends a lot of time on social media, and this presents
a huge opportunity to advertise your brand. You can use social media platforms such
as Facebook, Twitter, YouTube, Instagram, LinkedIn, Reddit, etc. to promote your
brand and products. Social media ads can help you right from building a community,
generating leads and increasing event attendees, to boosting website conversions,
app installations and growing footfalls to your retail store.

How ir works?

• Every month the digital team sends requirements for carousels, UACs and stories.
• These are sent on the basis of active customers, repeat customers, lapsed cus-

tomers and new customers.
• Offers should be highlighted clearly and the creative should be approved by ‘Face-

book Text Overlay Tool’.
• Facebook Text Overlay Tool helps in determining the amount of text that is nec-

essary in the creative. On that basis it shows whether the ads would have higher
clicking rates or lower clicking rates.
• The text should not be more than 90 characters.
• Brand colors, fonts should be followed.
• Food and offers should be highlighted.

In Box8 the digital promotions are mostly done through carousal ads, instagram
posts, stories, UAC s etc.

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CAROUSEL ADS

Carousel ads are a kind of advertising format that combines multiple videos or images into a single
ad. Carousel ads are most popular on Instagram and Facebook, where you can showcase a number
of images to improve your chances of a conversion or sale. Because carousel ads are visually
appealing and interactive, they’re a very engaging way to promote a business.

There are many different ways in which businesses use carousel ads to drive brand awareness and
engagement. For instance:
• Showcasing multiple products at once
• Displaying the different features of a service
• Highlighting multiple offers
• Demonstrating various benefits of a product or service
• Drawing attention to reviews or testimonials

The benefits of carousel ads
On the surface, carousel ads seem like just another form of social media marketing. However, they
perform a lot better than their counterparts in the right circumstances. Used correctly, carousel ads:

• Promote engagement: Visual, moving carousel ads are more likely to capture the attention of
your target audience and encourage them to act. They’re more appealing than a standard photo.

• Are interactive: Even if your customers just click through your carousel to see more of your
photos, they’re still interacting with your brand and improving their knowledge of your products
and services.

• Are cost-effective: Carousel ads, like any other social media advertisements, are targeted to
reach your specific audience. This means that you waste less of your money targeting people
who aren’t going to respond to your content.

There are many different ways in which businesses use carousel ads to drive brand awareness and
engagement. For instance:

• Showcasing multiple products at once
• Displaying the different features of a service
• Highlighting multiple offers
• Demonstrating various benefits of a product or service
• Drawing attention to reviews or testimonials

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CAROUSEL ADS

The requirements are given by the data and tech team which is then taken care by the design team.
portion is for the discounts. 60:40 is the ratio that is maintained for the offers and product image ind
also tried to keep as interactive as possible so that the consumer can look on every slide. The brand
image slider where in the first always is about the offer that they are promoting and the last one is th
There is a digital team in BOX8 which operates from Bangalore. This team sends digital ad requirem
These are sent on the basis of active customers, repeat customers, lapsed customers and new cust
the marketing team invests in such ads on potential customers. Approximately 30 lacs are invested
image shown here is an excel sheet in which a plan is made according to which the work is assigned
al. A set of ads(carousels,UACs, Stories) once done are uploaded in this sheet. Size- 1200*1200 pixe
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The major pro-
dividually. They are
d mainly does an 8
he brand logo slide.
ments every month.
tomers. And then
in each ad. The
d to every individu-
els

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This Carousel Ad was made
in such a way where each and
every slide showed a part of
the next price of
the product which has been cut
off which targets in the mihds
of the consumer to slide on
another to
check the discounted prices.

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CAROUSEL ADS

This Carousel Ad was made for Holi
Campaign which promoted the USP
of the brand ( 8 Pass) . The ideas
was to show the benefits of 8 pass
to the consumer wherein the 10
slider for carousel was put to the ut-
mose usage and showed 8 benefits
of 8 pass leading from the first slide
with title - Why 8 Pass? Swipe right
to know led the consumer to read
all the benefits. The carausel shows
that with 8 Pass these are the
benifits one would get to cherish.

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UAC

Universal App Campaigns (UAC) are an automated ad type in Google Ads that help advertisers
generate more app installs and/or drive in-app conversions. They do this by using machine
learning to identify your best performing ads and show them to the most relevant users. It helps
to streamline the process and makes it easy to promote apps across Google’s largest properties
including Search, Google Play, YouTube, and the Google Display Network. Just add a few lines of
text, a bid, some assets, and the rest is optimized to help the users find the app to install.
The idea behind UAC was to make life easier for developers to promote iOS or Android apps
across Google’s various platforms. Previously, each platform required a separate campaign,
meaning it was a time-consuming process.
With UAC, there’s no requirement to set up individual campaigns for both Search and Google Play.
Developers can now use a UAC with some text, pictures, and their monetary bid then the service
takes care of the rest.
UAC is a simple but very slick service with the campaigns automatically optimized to yield the
best possible outcome. In fact, UAC is so streamlined – mainly because of the advancements in
machine learning – that Google has moved all app install campaigns to UAC.

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INSTAGRAM STORIES

Out of all of the different facets of digital marketing, social media tends to change with the most
immediate and drastic results.There is always a new platform emerging for marketers to look into
and master to stay ahead of the trends. However, through all the change, there is one thing that
remains consistent:
Users want to engage with brands in a personal way. For this purpose, Instagram stands apart
from all other platforms. It’s one of the best places for you to promote brand engagement with
your users. It’s grown by 1,400% in just the last five years. With growth like that, it’s a no-brainer
for marketers to implement Instagram into their social strategies. In particular, Instagram Stories
makes easy for marketers to engage with users, humanize their brands, create leads, and
generate customers on the platform. They’re a great tool for showing potential customers (and
existing ones) why your brand is relatable or interesting.
Size: 1200x628px
Brief Given- To design instagram ads through stories with interesting copies and music. The
layout of the carousel could be used. The first slide of the story should show the existing offers
and the 8 pass membership and the next slides could be about the benefits of the membership.
The story should be 11 to 12 seconds long and within the first 6 seconds, the key message should
be communicated. Objective-The main objective was to increase online engagement and let the
customers know about the offers.

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STORY 2

2
1

This Instagram story is for regular 8 pass users. This 5
instagram story shows the deducted price of the meals
after applying the 8 pass on code on it.

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SOCIAL MEDIA POSTS

Social Media are trending and powerful promotional tools that can be used for upgrading the
business and make it reach a whole new level in the digital world. Organic and paid use of
different Social Media Channels to reach to the most relevant audiences and converting them
into customers is one of the prime features of Social Media Promotions.
There are many different sites such as Twitter, Facebook, YouTube, and many more options
that help people share their brand news and content on the internet for the sake of promotion.
With the help of these promotional sites, one is able to reach many people at a time in a fast
and efficient way.
The brief was to make social media post showing that food is one thing that is for each and
every individual irrepective of anything. These were some of the drafts for the social post
amongst which 100, Differences, One shared Love, Food! was selected and posted. Box 8 has
a decided grid ration wherein the logo is placed in the bottom right corner on every graphic.

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DESIPEDIA TRENDING

Box8 Has 3 categories #DesiPedia is Box 8 is very active on social media and
one of them where different things are tries to pick the most fanous hashtags and
showed with the help of a search engine create content related to it in a desi style
and is mostly about food, lifestyle. to keep updated.

JUST DESI THINGS JUST DESI THINGS

Box8 Has 3 categories #DesiPedia is Box8 Has 3 categories #DesiPedia is
one of them where different things are one of them where different things are
showed with the help of a search engine showed with the help of a search engine
and is mostly about food, lifestyle. and is mostly about food, lifestyle.

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DESSERT PACKAGING

Design objective:
Revamping the dessert packaging of two brands.
Design guidelines:
Taking inspirations from the modern trend using organic patches so that it can go with both
the brands. Previous dessert packaging could be referred. Mood board is important before
proceeding with any kind of design. Pastel colors should be used.
Fonts suggested:
Hand Script Fonts and Sans Serif Fonts
Why is the dessert packaging same for both the brands?
The execution of both the brands take place from the same area and the workers have a lot
of instructions regarding the packaging and the items that will be going, so to reduce the
workload , the dessert packaging have been kept the same. Moreover it reduces the burden of
inventory management and the cost of printing too.
Problems Identified
The whole packaging has a very rough and grunge texture.
The typeface is not going with the theme and the dish which is being served.
The design should be trendy.

OLD PACKAGING

The design in this
packaging is
quite random and the
font also
does not match the
theme.

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RESERCH ON TRENDS

Minimalism
Focus on the core elements of color and typeface. Focusing on less is more to avoid design clut-
ter.

Gradients
Gradients provide depth, looks fresh and unique

Sustainability
“84% of consumers are willing to pay an additional amount of up to INR 3 for sustainable
packaging” – Packaging and Consumer Behaviour 2020
Over the last few years, food packaging has become greener. The push for eco-friendly solutions
has driven big brands to ditch single-use plastics and provide biodegradable, recyclable or
reusable packaging.

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Fluid & Geometrical Shapes:
Asymmetrical shapes , organic patches are very useful to create something that offers
innovativity, contrast, and randomness in a design and also affect feelings and mood.
Curves integrated in a design gives family- friendly apperance.

Typography
In order to keep customer’s attention your typography should be clear, legible and bold.

Emotional engagement
Consumers want more than just a product. They want to be part of a story. Studies have revealed
that people are impacted by emotions, rather than information when making brand decisions.

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MARKET ANALYSIS

Readability Shelf Appearance
Impression Design

Impression Features Selling Refined
mark

Two categories of packaging elements have been established in marketing
literature that affects consumer buying decision
• Visual elements – form, color, texture, size, typography.
• Verbal elements – brand, producer, country of origin, features.

Pictorial elements should be placed on
the left and verbal elements on the right.

This is because “the brain laterality
results in an asymmetry in the
perception of elements in package
designs.

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MARKET ANALYSIS

• According to a research done, packaging design triggers our sub-conscious mind.
• Organic elements are intended to create a sense of warmth and comfort .
• Attractive packaging triggers more intense activity in areas of the brain associated with

impulsivity than neutral packaging.
• Unattractive packaging leads to less activity in the areas of brain responsible for reflec-

tive thought than neutral packaging.
• Introducing textures to the design brings life to a design and thus the consumer may

associate and remember it.
• Hand Script font: casual, playful, youthful.
• Sans Serif fonts: modernity, directness, simplicity.

PACKAGING DIELINE

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REFERENCES

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COLOR SCHEME

From pastel-hued coffee bags to color-blocked wine labels, there is a clear shift towards
color-focused packaging. Not only does a clever color scheme catch the eye of the consumer,
but it can also help brands convey an important message about their product.

One of the most interesting uses of color in packaging is the prevalence of pastel hues. No
longer reserved for ultra-feminine products, these soft shades are now being used to make
intimidating products seem more approachable. As a result, pastel color schemes have been
used in the dessert packaging also.

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DESSERT PACKAGING EXPLORATIONS

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PORTIONING CHART
EXPLORATIONS

Restaurant owners need to standardize and monitor the portion sizes leaving their
kitchens to ensure customers receive the portions they’ve come to expect. Thus,
portions should not be too small or too large. Every item on your menu should have a
controlled portion size to maintain food costs while keeping customers satisfied.
It’s also important to keep portion sizes in check so you can maintain correct food
cost and your overall restaurant profits. Not only will this help to manage your budget
but also balance your inventory to avoid a possible food shortage or surplus, which
can negatively affect profits.
Brief given - A portioning chart was to be made for mealful wraps with the proper
composition of ingredients and spices. It was mainly to be made for the workers in
the kitchen so that is is really easy for them tp work and prepare te meal accordingly.
The portioning chart was needed to be very minimal ans, simple, well color coordinat-
ed and technical.

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ITMINAAN BIRYANI

We believe an experience of a lifetime cannot be created in haste!
So we took our time and travelled through time studying heirloom reciepes and on top of this
multihued,Indian wondrous cooking techniques, we found the age old Awadhi Dum Pukht
reciepe, slow-cooked to the last breath.
Born in the era when indulgent culinary pleasures were at its peak. This technique is about
flavours and subtle fragrances, accurate proportions, high quality of ingredients and fresh
meat leisurely cooking in its own juices . Right from the rice to the saffron or the rose water
used, It’s all about following the traditional authentic method of cooking.
“We have mastered the art of creating the perfect biryani. The secret is in the process. Each
ingredient, each spice, has its unique taste that evolves and complements one another glo-
riously when slow-cooked, to its last breath, in the traditional Awadhi Dum-Pukht style. Every
pot of biryani served to you, is a labour of love and method. This biryani is truly a timeless
experience.”
Brand language: The look of the brand is rustic yet traditional which emphasises on the hand-
crafted nature. Since the process
of making biryani is old and authentic, the brand is made in coherence with the process so
that it gives earthy, hand picked and
hand crafted feel.
Key words: Hand-crafted, earthy, leisure, relaxed, calm, mastered, traditional.

The style of content is focused on highlighting the premium quality of the product and the
method of cooking. Focus remains on technique, authenticity and creating a hand-crafted
feel of the brand.

Vocabulary
Relaxed, Calm, Leisure, Method , Over-night, Loving, Tender, Attentive, Hand Crafted,
Special, Hand Picked, Procured, Process, Mastered , Authentic , Earthy, Crafted.

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LOGO FONT VARIATIONS

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LOGO VARIATIONS

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