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Asian Paints Canvas
Karan Chhabra Vinamrata GandhiAnurodh Tak
TEAM Victorious Secret | XLRI Jamshedpur
Analysis Leveraging Strengths Expanding Portfolio Rebranding
Consumer Analysis
Surveys PI FGDs
Identify customers’ needs &...
Strategic Advantage-
Customer orientation
Create base and develop credentials
Leverage PODs and Strengths
Test for synergy...
Analysis Leveraging Strengths Expanding Portfolio Rebranding
Plastics Decorative
Identify Home Décor items which cover max...
Analysis Leveraging Strengths Expanding Portfolio Rebranding
Rebranding
Asian Paints has a
strong brand recall but
the bra...
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Branding Challenge - Asian Paints

1. Rebranding
2. Communication Strategy
3. Strategy and partnerships
4. Activities

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Branding Challenge - Asian Paints

  1. 1. Asian Paints Canvas Karan Chhabra Vinamrata GandhiAnurodh Tak TEAM Victorious Secret | XLRI Jamshedpur
  2. 2. Analysis Leveraging Strengths Expanding Portfolio Rebranding Consumer Analysis Surveys PI FGDs Identify customers’ needs & relative importance of various parameters To understand the customer behaviour 96 responses 15 PIs 2 FGDs 8 members Customers are asked to reply to expectation & perception statements, for tangibles, Responsiveness and Assurance & for dimensions of empathy and reliability. Research Methodology Key Points 26% of men make their decision 48% of women make their decisions Home Décor Decisions > Others Buying Preference of Home Décor Elements Beds & Mattresses Sofa & Chairs Decoration Priorities Kitchen Bedroom Dining Room Kid’s Room Conservatory Major driver for Home décor is to give their home customized feel Market Analysis Trends The Digital Age • Growing acceptance amongst consumers for digital buying • Emerging as one of the profitable categories in e- commerce market. • Average ticket size is larger, with a margin of 30-40% thus consumer acquisition cost is justified. • Huge scope of smaller furniture items and pure home decor items in online  because of their smaller sizes, not much need of touch and feel and easy logistics comparatively Important Categories • Out of this $20 billion market 40-50% is furniture and rest are pure home decor items such as cutlery, kitchen items, fancy lamps etc. • In furniture, out of 40%, 25 % is the larger furniture items such as Sofa, Beds etc. and rest small furniture items such as linen, bar table, chair , stools etc. • Market is flooded with online players getting into this segment- Urbanclap, Pepperfry. • Current focus is on furniture and remaining market is covered by fragmented players. • Although, the online retail is grabbing the attention, there are players in the offline segment too like Godrej interio, D’Decor, Zuari, Durian, @home, etc. which are there from years and are still among the best choices for the consumers. Competitive Analysis Important Parameters 1.Customizability 2.Texture & Quality 3.Economical worth 4.Durability Source: Euromonitor
  3. 3. Strategic Advantage- Customer orientation Create base and develop credentials Leverage PODs and Strengths Test for synergy and company fit Identifying attractive segments Provide an additional Wall Makeup solution Not a Wall Paint  Easy painting options for people who wants to decorate regularly  Short Term painting solutions for design conscious people  Replaceable paints & Paint Decals Analysis Leveraging Strengths Expanding Portfolio Rebranding Brand Analysis Strengths- Strong Distribution • Asian Paints has high Recall and has high TOMA. • Perceived as high quality Points of Difference (PODs)- Innovative Products • Asian Paints provide customised products which gives it a huge edge over competition. • 86% of customers felt they feel Asian Paints can provide infinite colour combinations • Asian Paints has become relevant in the minds of consumers due to strong relationship with its dealers • Huge distribution coverage Leveraging Strengths We need to keep the Company strategy in mind; use existing PODs and create new ones; leverage existing strengths Increasing Importance of Paints in Home Décor Special paint collection for various: • Lifestyles Behaviour based • Roles Occupation based • Personalities Vibrant, Sober, Subtle Currently paints are not in the consideration set of people when it comes to Home Décor Increasing importance of paints in home décor will automatically increase credibility of Asian paint for home décor segment
  4. 4. Analysis Leveraging Strengths Expanding Portfolio Rebranding Plastics Decorative Identify Home Décor items which cover maximum visibility in the room Products which are high in the consideration set Identify Products which are low involvement purchase and can be frequently changed Product with maximum purchase frequency Selection Strategy Home Textiles Decorative Textile Market is over Rs. 250 bn Home Textiles are the easiest way of changing look of the room Bed linens, curtains, Kitchen Linens, Appliances cover ,etc. Designer Lightings We should focus on providing diverse designs to match the paint and design of the wall Lights enhance colours, spark drama and create mood. It illuminates treasured objects. It speaks for home fashion. With growing awareness towards environment, safety, hygiene and functionality, the demand for better quality home textiles with features like stain-resistance, flame retardant, fragrance, etc. is increasing. Quality of Wall paints are enhanced by lights and thus creates perfect synergy for Asian Paints At AP, customers can choose either ways – first light and then paint or the opposite. AP will become one stop solution for most of the home care & renovation products. Plastic decorative are one of the easiest and cheapest way for Home Décor. There is a growing acceptance of consumer of high quality plastic decorative with metallic finish. Perfect for those who wish to alter their home décor designs frequently Channel Strategy Leveraging Asian Paints Distribution Tie Ups with Cafes We should leverage the huge distribution strength of Asian paints for promoting new portfolios This will make Asian Paints Retailers a one stop solution for home décor for enhancing room Provide various setups in Asian paints signature stores so that customers can experience the look and feel Strategic Tie-Ups with cafes like CCD to promote Asian Paints décor solutions Points of Difference Asian Paints should use its core strength, Colours, for Points of Difference The above offerings should be provided in custom colours which can easily chosen by the colour lab software by Asian paints Source: Euromonitor Source: Euromonitor
  5. 5. Analysis Leveraging Strengths Expanding Portfolio Rebranding Rebranding Asian Paints has a strong brand recall but the brand is strongly associated with Paints Rebrand the firm to AP and include the existing and new portfolio under a single umbrella brand www.asianpaints.com www.apdecor.com Integrate the existing Home Décor & Colour Services in the AP brand Rebranding will be a gradual process- New Portfolios directly branded as AP where as existing portfolio slowly (Entire paint range will be slowly merged). The Right Communication AP Décor App for Smartphones  Social Media users will be encouraged to post a picture of their favourite spot in their Home stating reason why they love that place.  Most popular entries will receive bumper gift by revamping the place.  The campaign will create positive WOM and increase awareness of AP as a Home Décor Brand  Buyers of AP Home Décor products will be encouraged to post pictures of their purchase in installed position  Most popular entry wins the contest and get pay back for purchase  Will help generate trust by social validation Making Homes Beautiful #Harr Ghar K Liye campaign #Shop & Show-off campaign An app to communicate and interact & engage with users • To create awareness regarding the brand we need engage the audience through digital platforms • Promote AP as sustainable brand  Current consumers are becoming conscious regarding the environmental effects of products Key Features  Users can click photos from camera and virtually design the room (by selecting wall colour and other décor items)  AP décor consultancy services can be extended to the app with live chat option.  Current colour scheme app will be merged for seamless experience

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  • RVSSOUMYA

    May. 2, 2018

1. Rebranding 2. Communication Strategy 3. Strategy and partnerships 4. Activities

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