The Holy Trinity, IIM Calcutta - Abhiyan Adhikari (0012/49) - Sangita Das (0297/49) - Abdul H Ansari (0003/49)

Exploring Different Platforms for Asian Paints Ezycolour Home Solutions

41 24 42 33 34 26 2006 2012

Key Trends
Most influential age group is 25-34.Gap between average age of home buyer & paint buyer is 5 years. it's still likely to be in the mid 30s going forward

13.29

32.94

18.32

13-20 21-30 31-40 40+

35.45
25-36 35-44 45-55

Digital Insights
Social media efforts mainly geared towards buyers who pull out their wallet to pay the bill. People in age groups 31-40 and 40+ form the largest section of the total fans

Contribution to paint sales in terms of average age of the paint buyer in India
*Source: Indian readership survey 2006,2012(sample 2.4laks).Age 25+

Age wise target audience in social space-Paint industry

*Source: Simplify360- A social media analytics tool

Facebook
Asian Paints fb page has more than 281,477 fans, APH has meagre 500+ fans Average likes per post 61,average comments per post 7 Engagement of 4,138 people-lot to be desired *Source: www.alexa.com

Twitter
Asian Paints twitter page has more than 2930 followers Missing Bio and lack of proper use of hash tags *Source: www.alexa.com

Pinterest
2nd largest visitors from India (8.8%) 29th most popular site in India Presently, Asian paints has 294 followers in Pinterest

Winning platform entails converting consumer insights into rich web usage experience in a seamless manner

*Source: www.alexa.com

Best Platform: Integrated Customer Experiences to Provide Better Brand Experience Customer Touch points- 3 most important platforms 51 million 65 million 71 million 78 million Aug 12 Nov12 Feb 13 Nov 13

16 million
33 million

Aug 12
Nov12

1.3 laks 16 laks 1.2 million 5.6 million

Aug 12 Nov12 Feb 13 Nov 13

33 million
33 million

Feb 13
Nov 13

Platforms to focus on: Growth Story 75% of Facebooks users in India were mobile users Indian smart phone OS is dominated by Android Facebook in India grew by 50% Y-O-Y in Q1 13 Twitter has shown a growth of 19% Y-O-Y 7.2% of the Pinterest users come from India

% Indian Smart Phone Market Share by Operating 62 System

21 8 Android Symbian Windows 11 1 iOS BlackBerry

*Source: Forrester Research

Using Business Intelligence Tools for Integrating Customer Experiences

1
Cloud computing technologies can help APH grow by creating new apps & investing scarce resources

2
It will help Asian paints to personalize its contents and campaigns to attract more consumers

3
Social Technologies like CRM will help APH get better consumer insights

Sharing /Celebrating Experiences

Diwali Customer Insight Christmas Child Birth

Marriage

Recommendation

People tend to paint their homes during festive occasions like Diwali, Pongal, wedding, etc.

- Appeal to the consumers as A Part of your family: Give us all your tensions and Concentrate on your occasion!! - Consumers can share their Celebrating Experience pictures on Facebook

Natures Beauty @ Your Home

Pinterest

Natures Divine Touch at your home: Capture your favourite scene and upload it on our fb page; Tell us your favourite shade in the picture and we will bring the shade live in your home

Could have basic boards like shades of gray and earthly hues and unique boards like eclectic elegance It is important to pin your original content, its also a best practice to repin others

Asian Paints Ezycolour Home Solutions- Emphasis on the separate presence for Services Current Website Asian Paints Strengths Dynamic content Highlighting the good quality of colors All sorts of help available. Eg: Budget Calculator, Contacting consultants, etc. Key Issues Offerings present in a cluttered way. Risk to confuse the consumer No clear demarcation of products & services in consumers mind No clear mention of end to end solutions provided by Asian paints Space unutilized on either sides

? ?

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COMPARISON OF VISITOR ENGAGEMENT PARAMETERS

asianpaints.com asianpaintshomesolutions.com
69% 41.90%

asianpaints.com asianpaintshomesolutions.com
4.31

asianpaints.com asianpaintshomesolutions.com
5:02 1.4 1:24 DAILY TIME ON SITE

BOUNCE RATE

DAILY PAGEVIEWS PER VISITOR

A higher % of visitors exit the Asian paints home solutions page rather than continuing further.

A high ratio in the Asian paints page clearly indicates a higher user interest.

A higher time spent in the Asian paints site clearly suggests a higher amount of user engagement

Alexa traffic rank Sites Linking In

Issues with
Visibility

1716 506

74865 19
Page:

Less Users

KEY RECOMMENDATIONS Make the Home Solutions Service clearly visible on the Asian Paints home page Utilize the unused space in Asian Paints home page to redirect users to the Home Solutions page

User interest generated

*Data Source: www.alexa.com

Social Media Strategy VALUE OFFERED THROUGH SOCIAL MEDIA

EDUCATE

FACILITATE

CONVERT

Educate customers about ways to select paint for different occasion Make customer aware about the technology an solutions offered by Asian Paints through Video tutorial and Ads Share photographs of innovatively painted homes. Offer designs based on type of room such as kitchen, kids room etc

Facilitate potential customers to contact Asian paint consultant through phone, email and Form The form should be available on a Tab in Social Media Page Offer paint and design catalogue Help customer plan for the budget.

After the job is completed an Instant Feedback, Instant Redressal form should be filled by the customer The Form should cover experience of customer on Quality, Time, Courtesy, Cost

ASIAN PAINTS CANVAS -2013

Social Media Strategy ATTRACTING & RETAINING CUSTOMERS GAME MECHANICS

Online Game: Paint ville

Facebook Contest: Decorate & Share

Decorate your Home using colors, Hangings, etc. Upload a Photograph and share your happiness All contestant to get free Tip from Asian Paints expert to enhance the look One Monthly winner

Home Decorating Tips

Your House & Loved ones
Select House

Select Family
Learn To Earn Earn

Family members to be selected by player to increase emotional involvement Cash Earned through Sharing Contents, inviting friends, comments etc. Promote and make customer aware about Asian Paints consultant

Winner to get exiting gift for entire family Winning Photograph to be set a Asian Paint FB cover Page

Your Initial Cash 500 Make your Dream Home Start Decorating

Let Me Help You

Enter Contest

Expected Results:
*Compared with Similar game

1.4 Mn*

Monthly Indian Users

Expected Results: High engagement, 100 likes per post

Asian Paints Ezycolour Home Solutions- Spreading Positive Recommendations

ROLE OF CONSULTANT
Invigilate each step in the painting process & ask for consumer rating Surprise Gift at the end of the Painting process: Gift a photo frame with photograph of the family in the newly painted home Obj: Increase no of likes Action: Request Facebook users in the family to like the Asian paints FB page Obj.: Increase user engagement Action: At EOD, consultant uploads the pic of the consumers and tags them

100% Experience to Likes conversion on Facebook !!

INSTANT FEEBACK INSTANT REDRESSAL SYSTEM

QUICK RESPONSE TO CUSTOMER ONLINE COMPLAINTS

After the job is completed an Instant Feedback, Instant Redressal form should be filled by the customer The Form should cover experience of customer on Quality, Time, Courtesy, Cost

Customer Complaints should be given response online and a deadline be provided for resolution Consultant should be sent to the customer end within 48 hours After Resolution of issues, it must me mentioned on social media site that issues have been resolved so that other customers value and develop trust in Asian Paints

EXPECTATION FROM SOCIAL MEDIA

4 3.5 3 2.5 3.474738176

Yearly Revenue Generated Through FB(Rs. Billion)o

2.12319744

2 1.5 1 0.5 0 2014 2015 2016 2017 1.2553632

0.7202

Revenue Generated Through Facebook

Asian Paints Market Share India Inflation Rate Year Predicted Overall Industry Sales(Rs. Billion) Pedicted Sales of Asian Paints (Rs. Billion) Averge Price Per House Charged By Asian Paints( Rs.) Total Number Of Customers (Asian Paints) Average # of person per Family (In TG) Persons Having FB account(Assumed) Yearly # of Fans Generated Through Consultant Monthly # of Fans Generated Average # of Friends a Fan Has Reach Generated Predicted Click Through Rate Monthly Revenue Generated Through FB(Rs. Billion) Yearly Revenue Generated Through FB(Rs. Billion)
Source: Euromonitor, Socialsamosa.com

15% 8% 2014 138.5 20.775 100000 1385000 3.5 2 2770000 230833.33 520 120033333 0.0005% 0.0600167 0.7202

Number of Friends/ Indian FB 520 User(2 Grow th rate in Number of Friend/ 40% Ind 2015 143.7 21.555 108000 1330555.6 3.5 2 2661111.1 221759.26 728 161440741 0.0006% 0.1046136 1.2553632 2016 148.8 22.32 116640 1275720.2 3.5 2 2551440.3 212620.03 1019.2 216702332 0.0007% 0.1769331 2.1231974 2017 152.2 22.83 125971.2 1208212.7 3.5 2 2416425.3 201368.78 1426.88 287329083 0.0008% 0.2895615 3.4747382

Measurement and Control To what extent Fans are interested in Asian Paints?
Engagement
Comment Like Share

Zooming Photo

Watching Video % = Reached Users 100

Active Engagement

Passive Engagement

Engagement measures interest of audience in the content of the page

Word of Mouth Happens through: Virality
Comment Like Share

To what extent Fan is promoting Asian Paints?

= People talking about this 100

Also know as People Talking about or story Tellers

Customer Contact Asian Paints through a links provided on Facebook

Click Through Rate

Measure Click Through rate of how many customers clicked the links for contacting Asian paints
It Involves following action taken by a Fan on the content 1. Hiding a specific post 2. Hiding all future posts from the Page, 3. Un-liking the content or page 4. Reporting spam.

To what extent Asian Paints has been able to convert a Fan to a potential customer using FB
= # of Fans 100

To the extent Asian paint is losing its Fan base

% = # negative Feedback 100

Negative Feedback