MIND MAPPING

Challenge

I am a member of marketing team of my organisation and we are primarily one of the major

dealers of smart phone and mobile accessories. Our challenge is to improve sales as earlier it

was good. We have to identify the probable reasons regarding the sales decline. The project

scope includes competitors, various brands, pricing strategy, etc. We have a good team of

eight (08) salesmen responsible for sales and distribution of different brands of smart phone

and mobile accessories at district, state, and national level.

Selection

Our team has already gone through 10 different tools of Design Thinking, so we are ready to

adopt Mind Mapping tool for addressing the challenge mentioned above. Broadly speaking,

the Mind mapping is an experiential tool which will bring creative ideas from all the team

members to solve the challenge.

Application:

Initially, we have arranged a group activity i.e. brainstorming. We invited all the salesmen

and other team members of marketing department. The aim of this session was to identify

different factors regarding the sales decline.

In the second stage, we filtered all the factors/reasons identified through brainstorming with

the help of strategic marketing team. The team concluded best fitted reasons for the

challenge mentioned above.

Later, each member of the strategic marketing team gave a deep thought and decided to

conduct a customer survey to validate the identified factors. The survey was including

various questions related to brand preference, price affordability, features, VAS, etc. and

conducted within 15 days time duration.

Insight

By applying the Mind Mapping, it was found that the customer’s view were 80% common

with the factors identified during brainstorming activity. It also resulted in change of

preferences as major factor for the sales decline. It is found from the survey data analysis

that most of the customers have started preferring the new smartphones and related

accessories, interested to switch more frequently and found price affordability as a main

factor.

Approach

Given that our team has already gone through 10 tools of Design Thinking and at this stage,

feels Mind Mapping as best appropriate tools for the challenge. The team needs to review

the insights and should come with more compelling solution for rollout.

