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Product and Service Design in India: Polaris’ ‘Coparis’

CASE FLYER, MARKETING MANAGEMENT
ET Cases, 5 pages
AUTHOR(S) : Dr. Radhika Jonnalagedda and Dr. Nagendra V. Chowdary

Case Preview

Product and Service Design in India: Polaris’ ‘Coparis’

 

Expected Learning Outcomes

• Understand how Polaris’ aimed at creating highest customer value experience by embedding technology in its service design
• Understand Polaris’ efforts to initiate design thinking in its culture

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Product and Service Design: Creating Customer Value

1. Which has been the best product design you have come across as on date that you have bought?

  • a) How has been your experience in using your favorite product? Has it matched your expectations or has it been less than your expectations? Or has it surpassed your expectations?
  • b) What are the most important elements of product design that have attracted your imagination and influenced your buying decision?

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4. What do you understand by a service design? What are the differences between a product design and a service design?

Product and Service Design in India: The New Learning Curve

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3. Can all the seven dimensions of Polaris’ COPARIS be applied to all the product and service categories? If yes, how? If no, why not?

4. What do you mean by design thinking and what is its relevance to product and service innovations?

5. What design innovation lessons can be learnt from FT 8012 Design Centre of Polaris?

6. ......................

Exhibits

Exhibit I: Style-Substance Matrix

Teaching Note Preview

Product and Service Design in India: Polaris’ ‘Coparis’

 

Synopsis

This case flyer enables a discussion on how technology can become one of the unique differentiators in the financial services. COPARIS ‘Service design’ is a new wave in the paradigm of offering financial services. With a first mover’s advantage, Polaris’ – world’s first design centre was a result of relentless efforts to make a difference to its customers.

Service sector in India contributes to more than 50% of the country’s GDP and is growing by 10% annually. In technology where innovation is the key to continuous change, Polaris’ product design received accolades for initiating a new learning curve in offering its service. The accompanying article1 reflects insights into the journey of Polaris in designing its FT 8012 Design Centre, christened after the geographic coordinates of Chennai, India. Will Polaris raise the bars of catering to financial services at the global level? The case flyer is suitable for teaching the concept of 7P’s in the Services Marketing Course.

Expected Learning Outcomes

  • • Understand how Polaris’ aimed at creating highest customer value experience by embedding technology in its service design
  • • Understand Polaris’ efforts to initiate design thinking in its culture

 

Positioning and Setting

This case flyer can be ideally positioned for:

  • a) Services Marketing – Concept of 7Ps

 

Suggested Orchestration

Before the case flyer discussion in the classroom the faculty should suggest the following to the students:

a) Mumbai’s Dabbawalas service delivery model adapted to improvise financial services, specifically Insurance services

b) The Lunch Box4 – Movie

c) P&G’s Design Thinking Initiative

During the Case Flyer Discussion in the Classroom

The discussion on the case flyer was conducted under two broad related topics:

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The classroom discussion followed the below given process:

I. Product and Service Design: Creating Customer Value

To initiate the case flyer discussion questions about The Lunch Box were posed.

• What specific areas in service delivery were addressed in The Lunch Box movie?
• What their observations were about the distribution of lunch boxes in a metro city?
• How can it be related to service design model discussed in the class?

Students shared their observations about the distribution of lunch boxes in metro cities. Some of them stated about their punctuality, others highlighted the consistency. Students also correlated the movie and the Dabbawalas service model, which was further discussed in the classroom. It was discussed that there is a certain system or a service design followed by semi-literate people like the Dabbawalas in The Lunch Box.

The discussion also focussed on the differences between product and service design concept and addressed the following:

• What is a product design?
• Have you come across any product designs?
• What has been your experience with any specific product design?

The students were then asked about the interrelatedness between Dabbawalas and distribution model for life insurance companies as given in the article (mandatory reading). From the responses received, the class was given an explanation how systems are built around people and not just the technology. It was further explained about how Mumbai-based Dabbawalas distribution can be inspiring to build financial service design in insurance. In similar lines Polaris’ Service Design was aimed to give an innovative, first of its kind service with this technology product to its customers, the banks............

Exhibits

Exhibit (TN)-I: Style-Substance Matrix

Exhibit (TN)-II: Industry-wise Innovations

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Abstract


This case flyer enables a discussion on how financial services embed technology to create a very high and unique customer value to the banks, who are their customers. Service design is a concept that some of the prominent technology companies have adopted over the globe. In India, Polaris' offers products and services for operational productivity with the first mover's advantage with their world's first design centre in India. Services sector in India contributes to more than 50% of the country's GDP, and is growing by 10% annually. In technology where innovation is the key to continuous change, Polaris' product design received accolades for initiating a new learning curve in offering its service. The case flyer is suitable for teaching the concept of 7P's in the Services Marketing Course.



Pedagogical Objectives

  • To understand how Polaris' aimed at creating highest customer value experience by embedding technology in its service design
  • To understand Polaris' efforts to initiate design thinking in its culture



This Case Pack Includes:
 - Abstract
- Case Flyer
- Analysis


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