Asian Paints CANVAS Case Analysis

Team : Insert_Team_Name_Here
Members: Leslie Vincent Pinto
Mansi
Soham Saha
College : MDI Gurgaon

Positioning
Retail stores providing a range
of state-of-the-art home
improvement products
Cities present in Kochi, Raipur,
Coimbatore and Delhi
Positioning
Professional home décor
management service provided
by interior home designers
right from designing and
visualizing the concept to final
delivery of the aspirational
home
• Include a detailed online catalogue with pictures of the items basic description (dimensions, color, material etc.) to better pull audience to the retail store
• Do not deliver from online site
• Give store availability
• Give special limited time offers to those who ‘book’ or add any item to the Wishlist
Role of AP Homes and Décor Homes
AP Homes
Target Group Key Insight
1. Upper-middle class families with moderate to high disposable income The online page of AP Homes lacks catalogue
2. Youngsters who just started jobs and have moderate to high disposable income of the items present in the store. As such it just
3. Who might or might not own homes and are willing to spend a premium talks about the product category assortment.
(relative to the unorganized market) for the quality and aesthetics of product People lack motivation to visit the only store in
4. to make their dream of an aspirational home a reality and look for expert Delhi which might be a little far as they do not
consultation for their home interiors design know whether they will like the products.
Benchmarking done against IKEA
Décor Homes
Target Group Key Insight
1. Upper-middle class and Upper-class families with high disposable incomes Premium segment as compared to the services
2. Youngsters who have high disposable incomes provided by Asian paints
• Who have bought a new home or want a complete makeover of the existing Perception in people: only for Homes
house they own and just want to sit back and enjoy the end-to-end process Strategy: Expand the purview to office space
• Willing to spend premium for services to own the ‘aspirational home’ that is and other settings in addition to homes where
lavish and has an aesthetically appealing interior people such as running their own businesses
Cities Present in: Mumbai and Bangalore are more willing to spend
Recommendation: to increase footfall
 On-ground strategy for cities w/o presence
Issues Factors influencing growth Strategy – Work Flow
• Interior decoration is still gaining ground and • Urbanization of tier 1 and tier 2 cities
not yet established Pan India • Growth in income and purchasing power
City Population Mean Income Mean Expenditure
• Interior Designers struggle to get leads for • Influence of cosmopolitan culture Jaipur 3605439 597844.09 377104.01
• Growth in Customisation and Theme-Based

TOP TIER CITIES

work Chennai 10211548 840609.47 530465.13
• Unavailability of any platform or aggregator Interior Hyderabad 9120853 862802.91 617272.8
service Ahmadabad 7502145 903746.5 623314.49
Key Performance Indicators Kolkata 15858737 1171127.82 743807.07
Total Market • No of leads generated for the designers Pune 6017560 1185206.04 804369.94
Interior Designing Industry of India is expected • Average expenditure per household
to grow at a CAGR of around 8% from US$ 837 • No of successful conversion per website hits Bhopal 2098786 879110.6 590148.74
Ludhiana 1862643 890609.17 585998.52

MID TIER CITIES

Million in 2017 to US$ 1,138 Million in 2021. Nagpur 2775827 927109.71 629206.36
India is expected to rank third in terms of Benefits Nashik 1779114 930428.32 631458.63
volumes of constructions by 2030 with a target Asian Paints will benefit as the work done will Haridwar 270542 945288.81 695349.22
of 11 Million buildings to be constructed, be under the brand and some percent of the Indore 2322692 1038206.25 696949.97
therefore highlighting bright future prospects profit will be gained by Asian Paints Patna 1944969 1519026.82 1039135.54
Chandigarh 1113176 1673654.52 1085530
for the industry. Collaborate with
local designers and
act as aggregators

Select the Cities

with the most Based on the response from
potential (as the cities and the criterion
highlighted) selected the decision to open
AP homes and Décor
Solutions will be decided

Increase social media

presence and showcase
the designs and the
completed work on
beautifulhomes
 BeautifulHomes.com – An Analysis
Target segment • Selective products could
Marketwise visitor split
me made available for Non-
For BeautifulHomes(BH) Shop For Content & Traffic purchase Metro
• Well-travelled young Indian couple (TG 1) • Designers 40%
• Interest could be gauged
• Price conscious middle aged family homeowner(TG2) • Influencers to base store launch
Metro
• Bachelor renting an apartment(TG3) • Architects decision of AP Homes and
60%
Décor Solutions
Current Situation Analysis (Digital)
Future Strategy
Traffic Source
4% 1%
4%
Facebook • Include AP branding in BH website in top left
Display 0%
c corner to stress brand association
Youtube
12% • Ensure procurement of pieces of furniture or decorative items can lead to
Twitter
Mail 0% operational synergy in the overall business of Asian Paints
Whatsapp • Ready price information and purchase link for all products needs to be
79% Instagram showcased for each ‘look’|| Would benefit if purchase could be made from the
Social 17%
website itself
Source: Similarweb

• Integrate Décor Solutions to implement the look , customers should have the
Search 62% link to consult Décor Solutions from BH website itself
Need to
increase
Referrals 9% Paid, organic &
Organic,
48.72%
51.28%
direct traffic To be done
Direct 13%
Define TG1,TG2 and TG3 in terms of
• Average disposable income range
Average Visit Duration Pages per visit Bounce rate
• Built-up area of residence
00:01:29 • Primary survey to gauge customer preference- aesthetics or practicality
Gap 1.74 ~70%
• Visitor retention is poor
• High bounce rate might imply –
• Poor targeting : people visiting landing page not the target group (Hypothesis to be verified in later relevant research)
• People are navigating to linked content- in which case that is what the content creator envisaged
 The ‘Phygital’ Experience
Secondary research Thought behind the Idea IDEA 1: Virtual Reality IDEA 2: Crowdsourcing competition
• The rise of Limeroad through • Visitor Retention is poor • Create a Beautiful Homes App • Create a feature/page on beautiful
Content Marketing • Lack of visualization of how a where an aspirant can click home site where a an
• the success of Local Motors product will look in the buyer’s the photo of the space he has aspirant/amateur interior home
through inviting ideas home in mind and can choose a designer can delineate a space
through crowdsourcing • Buyers’ perception of Beautiful home fitting product to fit using the existing collection of AP
• Virtual Reality Homes catalogue of more of an into that space Homes and Beautiful Homes
• IKEA effect aspiration rather than a reality • Pride in self-created designs • Create a community of designers

IDEA 1: Virtual Reality

Features:
• Flow of the proposed platform Benefits:
1. Template for kitchen, wardrobe, living room, etc. and
dimensions Pride factor
Choose a associated with self-
2. Upload photo of the space and approximate dimensions
template or designed space
3. Paints/texture/wallpaper collections present on both AP
click a pic of Choose Home Upload the photo increases the
Login to our site to Homes and Beautiful Homes to integrate online and
space you décor items from and Book the willingness to pay
start designing offline offering to have an omnichannel strategy
want to design our AP collection item that you like more in customers
4. Save the design for future reference
and design the to get discount or 5. A booking code for each item booked/added to Wishlist (IKEA Effect)
space some special offer and a special offer
IDEA 2: Interior Home Design Crowdsourcing Competition to create word-of-mouth
• Flow of the crowdsourcing platform Features: Benefits:
1. These design competitions will be controlled by 1. Create a community
I. Place (Kitchen/wardrobe/cozy corner/ of designers
living area etc.) 2. Word-of-mouth
II. Budget generation
III. Color Palates 3. Brand Recall
IV. Patterns of the season
Launch an Interior Login and design Designs are judges by Winning design 2. The story of the wine will be posted on Beautiful
home design ‘Apna Sapne wale Interior Home Professional gets a prize and Homes Page and the winner gets a room makeover
competition for ghar’ and upload it Designers and on the basis of free home 3. Top 15 Designs showcased on sites and can be
amateur interior home on the Beautiful likes on social media pages makeover bought by customers
designers/enthusiasts Homes page with 70-30 weightage resp.
 Promotion Strategy

Online • Search Engine Optimization : Offline

Organic SEO can be achieved by
Content Strategy • Print Publications
• Create phase( engagement, conversion,
advocacy) specific content to establish
• Speaking Engagements
brand eg “Selfie in house” or “Selfie with • Associate and trade shows
AP”
Writing blogs Social Media Content Marketing
• Workshops
• Send Personalised ads using system • Promotional Materials
cookies
• Publically post user reviews
• Email and Video Marketing • Car and Van Decals
Going the traditional route through email and
creating interactive videos through which an
Channel Strategy
elaborate experience can be created
• Develop a plan for digital media channels
including website , blog and email eg make
• Affiliate Marketing
social profiles as the main channel for
Collaborate with other products and services
initial periods to push targeted ads
through online channel which would increase
• Create blogs and websites to act as
the brand awareness
supporting channels
• Use timed promotion different channels
• Social Media
like : send emails on birthdays, post
Collaborate with Youtube channels, Instagram
content on websites during sale and
influencers , celebrity bloggers and regularly
discounts
showcase and promote your brand through
their medium
Thank You