Team Profile - Luxurious

Kartik Singh
An IT Engineer from Mumbai University (2010) and a National Merit
Scholarship (2005) referee
Interned at TAS (Tata Administrative Services) Developed a tool to assist
Business Development by tracking lead status along with conceptualisation of
franchisee model of business

Sneha Tulsyan
Graduated from NIT Bhopal, with a GGPA of 9.25/10.
Interned at Coca Cola India- Building a relevant occasion for Thums Up to
meet objective of Frequency Increase.

Tanzeel Ahmed
Graduated as the Department Rank 1 (CGPA 9.37/10) in Civil Engineering
from IIT Bhubaneswar receiving the Institute Medal from President of India
Interned at GMR - Developed business model for the growth of exports via
Delhi International Airport
 Exclusive v/s Democratization Fashion Sense Development Building Brand Imagery Digital Activities
Drawing Insights from Primary Research (In-Depth interviews with Distributors, retailers and customers) & Secondary data
available we decided to go ahead with exclusive offering of Royal Play and devise strategies to improve our engagement with
the consumer promoting the featured wall as a Fashion Statement
Consumer Insights Maintain the offering of the
product as an Exclusive
Our target segment is young educated Consumer Requirements Approx. 18,000 retail stores in India product focussing on SEC A
individual who are willing to experiment Paints & interiors that differentiate them Largest distribution network and SEC B consumer and use
These are the consumers who are brand from their neighbor Approx. 5% margin is provided to the dealer the trickle down effect to
conscious and want to be updated with Offer value added features such as non- Internal competition has led to the dealer create aspirational value in
the latest trends toxicity, textures, weather protection and passing on their advantages to the the SEC C consumer. Target
They are more educated about the new eco-friendly consumer reducing their own margins to 2- 25-40 years of age of
offerings in the market Newly married couples are easy adopters 3% consumer who are willing to
Customers perceive Asian Paints as a as they are moving into new homes and The dealer offer more of discounts and the experiment, are brand
premium paint but slightly costly willing to experiment companies are not able to firm up the prices conscious and want to be in
*Based on In-depth interview of 10 consumers *Based on the consumer survey *Based on In-depth interview with 5 dealers synch with the latest fashion
21,000 crore market growing at the rate of trends
SWOT Analysis
15% for the past 3 years
Strength: Market Leader; Strong inventory Aim: How to manage Niche marketing
Decorative segment accounts for 70% of the
control; Widest range in terms of product, associated with Exclusivity
demand
range, shades and pack sizes Main focus: Maintain positioning of the product
Increasing urbanization has lead to shift
Weakness: Seasonal Demands; Innovation in as an exclusive offering and align the channel
Background

from temporary to permanent houses

developing new product is weak partners to promote the product
where interior decoration is seen as a
Opportunities: Acquire smaller players to Why: Focusing on an exclusive offering will lead
fashion statement and thus paint is an
improve market share and penetration into to sales in SEC A and SEC B people and have a
important attribute in the process
untapped markets; Bring international textures trickle down effect to SEC C who would want to
Availability of financing options has led to
for the affluent segment so as to create relate to it owing to the aspirational value
more people to buy houses, thus leading to
aspirational value to be up-to-date with the Where: Start with Metros and Tier 1 cities and
the growth of the sector
recent market trends gradually expand to Tier 2 cities
Wide potential for growth as per capita
Threats: Entry of foreign competitors bringing What: Make the concept of Featured Wall a
consumption is only 1kg as compared to 20
in new international colours and textures; style statement to create a high involvement
kg in the developed countries and global
Competition is catching up with hi-tech product improving our repurchase and position
average of 15kg
facilities and value propositions as a Fashion Statement in Painting
 Exclusive v/s Democratization
Drawing Insights from Primary Research (In-Depth interviews with Distributors, retailers and customers) & Secondary data
available we decided to go ahead with exclusive offering of Royal Play and devise strategies to improve our engagement with
the consumer promoting the featured wall as a Fashion Statement
AP - strong distribution network;
achieving incremental gains from
further expansion would be difficult
Control over intermediaries is very
Business Plan
important as they have influencing
power over the customer
Use intermediaries (Painters,
contractors, Interior designers) to
initiate demand
Have more control over the
intermediary space by occupying a
part of the intermediary space
Reduce the say of the intermediary
by developing a strong pull effect
IT initiatives to improve business
IT related initiatives will help in
better servicing the consumers,
manage our inventory better and
Benefits
help in movement of dead and slow
moving stock
This also help in bringing down our
operations cost as well as customer
acquisition cost thus improving
margins/consumer
Will establish a premium image
Fashion Sense Development
Use the Intermediaries for initiating
demand among the consumers
Owing to the strong distribution
network, the intermediaries such as
distributors, retailers, painters,
Contractors, Designers should be used
as the marketing arm of Asian Paints
by stirring demand into the market
and pushing the product
Tie-ups with Hotels, Interior
decorative agencies etc. to promote
the product and develop the
Fashionable Product image in the
minds of the consumers
Free Trials through intermediaries
As Asian Paints has the strongest
distribution network, hence it is
very important to use the
distribution network for initiating
the demand into the market
The distribution network can be
used to initiate trial among the
consumers by pushing the product
and then by marketing initiatives
convert them into repurchases
Building Brand Imagery
Enter the Intermediary Space
Open Royal Experience Stores which
will be used as experience stores for
the affluent consumer with services
such as Color Dispensers, Application
Agents, 24*7 Customer Service,
Home delivery services and have
featured walls in stores improving the
experience and allowing consumers
to have live experience
Provide Value Added services such as
home modelling with different colors,
textured wall effects on your walls
Tagline: We deliver with a smile
Royal Play is a premium product
hence experience is a very
important attribute during the
purchase process which the Royal
experience stores would be able to
provide.
This will decrease the dependence
on the intermediaries
This will help in uniform experience
to consumers across the country
Digital Activities
Reduce Dependence on Intermediary
Establish Asian Paints Royal Play as
an exclusive product to create the
pull effect among the consumers
Position
the product as a
Fashionable Quotient of Home to
improve repurchase and create pull of
consumers towards the brand
Content Marketing across Online
channels such as blogs, fashion
forums and offline channels such as
magazines to educate the consumer
Viral Marketing with Short Royal
Movies on social media forums to
improve customer interaction
Content marketing will help in
educating the consumers and thus
improve the pie and hence our
shares in it
Viral marketing through movies
with the emotional connect will
help in capturing the target
consumer early
This will reduce our operations cost
and hence improve gross margins
 Exclusive v/s Democratization Fashion Sense Development Building Brand Imagery Digital Activities
Understanding Fashion and Perception of Royal Play as a Fashionable Product on the basis of Primary Research (In-depth
Interviews) & Secondary Research & devising strategies to narrow down the Gap between
Current & Aspired Fashionable Image
Fashion: Popular or latest style of clothing, hair, decoration, or behavior.
Current Perception R 1. Introduction of Seasonal 2. Online SELFIE COMPETITION
No new trends happening E Searching for Touch Points
Collections Leveraging the Selfie Revolution
Paint in general not seen as Fashion C which Fashion-Conscious uses Families asked to take Selfie in front of their
Winter Falls, Spring Delight
Too much hassle to update frequently O to be updated on Fashion Asian Paint Featured Wall and Upload it on our
etc
M Customers may want to be Facebook Page.
seasonally updated. Maximum Likes win Exciting Prizes.
Aspiration M
Associating ourselves with Ensures 2-3 reuses per year Selfie is the Latest FAD.
Fashionable Image for Royale Play E Association gives Royal Play a trendy

those Touch Points (for trend conscious

Repeated Purchase N consumer) connotation.
More Visibility at fashion forums. D
A 3. Fashion Icons as Brand
4. Association with Fashion Forums 5. Association with DAILY SOAPS
Benefits T Ambassadors Recommendation in HOME Dcor
I ALIA Bhatt is recommended for One of the most sought after (by
More Revenue Magazines.
Women) means to be updated on
Growth in Market Share O her trendy image Advertisement in Home Dcor
High chance of replication by Fashion
Increase in Customer Loyalty. N Websites
Higher Brand Recall Value.
the Fashionable customer. Road Blocks to Websites on Fashion
2) SELFIE
1) SEASONAL 3) 4) 5)
 Exclusive v/s Democratization
In order to strengthen the already strong brand image across the premium segment, apart from targeting just the consumers,
efforts need to be put in to target the partners in the distribution network as well. These include the dealers, contractors and
1 Dealers
Prices of different brands in
INSIGHTS/FACTS
same segment is similar
Only speciality products are
the ones that are slightly
priced higher
Companies bargaining power
with dealers is less and
market is highly price
competitive
Consumer needs to be used
as a tool to push dealers to
sell Asian Paints Royale Play
Consumers with a higher
INFERENCES
brand recall and brand
aspirational value have
higher brand loyalty
These brand loyal consumers
force dealers too to sell
products the consumer
wants
Engagement directly with the
consumer will have a pull
Fashion Sense Development
painters.
2 Contractors and Painters 3
They often prefer the
products that are cheaply
available and easy to paint
Have an influential role to
play in case of customers
unaware of different
products, variety of designs,
ease of application and other
advantages
As a part of strengthening
brand equity process, need to
start campaigns in different
cities to train the local
painters
Offer cash discounts, volume
discounts, seasonal discounts
and allowances to the local
contractors
Training them will create a
premium brand image
amongst the contractors and
push sales to premium
Building Brand Imagery Digital Activities
Consumers Greater awareness
Young, affluent people are the will be created
ones that like to experiment,
ignite their creativity and Through
Through
expand their vision to a new Customer
Service
vista of possibility Engagement
Differentia
These families have a good tion Through
financial support and love to Digital
stay up to date with latest Activities
fashionable trends
Will induce trials
The vast portfolio of designs
and textures will keep this class
of customers (viz. Sec-A, Sec- B) Will force The Brand
glued to Royale Play and thus contractors then speaks
too to
create a strong bonding for itself
This will create an aspirational switch to
value among Sec- C consumers Royale Play
as well
High aspirational value among Will create a stronger
consumers creates a stronger aspirational brand image
brand, creating spill over effect
for purchases on lower
segments
 Exclusive v/s Democratization Fashion Sense Development Building Brand Imagery Digital Activities
Based on Consumer Preferences and the Target Segment identified, Digital Campaigns to be used to Position the product as an
Exclusive Product, build the product as a Fashion Statement and at the same time maintain the premium image and offering
of the product
Digital Activities Across Various Channels

9-12 Months
3-6 Months
0-3 Months

6-9 Months
Mobile Apps: To display existing textures & Colors. Just like a Texture & Shade Card

1-2 Year
Channels Content marketing: To attract & retain customers by creating valuable content

Search Engine Optimization: To get traffic from natural search results. Ensures
TV & Entertainment higher probability in being read about.
Facebook
Email: To get the customer updated with the latest introductions in textures &
Twitter colors. Also leads to Suggestive Selling.
Youtube
You tube: Short videos based around home stories and how Royale is integrated to
Website the concept of Fashion.
Wordpress blog
Mobile SMS: To update about the latest offers and create a buzz about the brand.
Mobile Apps
Mobile SMS Facebook: To launch Online Competitions & facilitating Content Marketing as well.
Search engine optimization
Website: To act as a One Stop Solution. All online activities to be updated on the
Mobile coupons Website. A 3-D modelling tool available on website to model your own home on
website and simulate colors and featured walls as chosen by consumer
Email
Pay per click
- Campaign NOT running
Content marketing (blog, articles)