Team Name: Na Beta NaApratim Saha Amber Dubey Siddharth Gautam

Situation Analysis Brand Imagery One Wall Fashion Brand Communication Strategy The Royale Play Execution

Consumer Profile : Affluent Segment (SEC…)???High quality, variety and brand consciousness differentiate this segment from others. The need to ‘stand out’ and be serviced differently are important factors that this segment continues to value. Purchase Drivers: Conformity to the significant others ??? Product Attributes: Contemporary shades and finishes, Convenient hassle free service Purchase Behavior: Planned Purchase Decision Decision Maker: Lady of the house in couples or “full nest families” Information Search: Primary sources – interpersonal contacts viz. family or friends

Secondary sources – Online Décor sites, TV ads, home décor magazines Channel Choice: Authorized Dealer (Trust factor) Repainting Cycle: Decreasing trend ( Down to 5 yrs from 7 over the past decade) Barriers: Unavailability of trained applicators, skepticism about quality of finish

Target Segment for Asian Paints Royale Play Consumer Need Scope Analysis

AFFILIATION INDEPENDENCE

STATUS

RELE

ASE

CONTENTMENT DISCERNMENTThinking, Intelligent, Refined

Adventurous, Risk Taker

Powerful,Dominant, Sophisticated

Genuine, Honest, Natural

Lively, Playful, Outgoing

Sociable, Friendly

Need Scope Analysis: Emotive Need based segmentationTarget Group: Royale Play appeals to consumers in ‘AFFILIATION’ SegmentExtrovert and Collectivist Indulgent and Pleasure Seekers

Prim

ary

Rese

arch

Seco

ndar

y Re

sear

ch

Consumer Verbatim Retailer Verbatim Indian consumers are spending at higher-than-GDP-growth rate levels in home categories including Paints, Furniture and floor coverings Luxury consumption in India is concentrated in Delhi, Mumbai and Bengaluru, with the preference for luxury goods growing across the country’s top 10 citiesHigh-income households in tier 2 cities is estimated to grow at around 20 per cent annually, as against 13.7 per cent in metros(Sources) Technopak Report (India Home Product Market)

KPMG-ASSOCHAM Summit 2014

I got the Royale Play wall done in my living room after seeing it at a friend’s home in a kitty party

The dealer suggested me to get the texture wall done. I do not know well about the brandRoyale Play

It would be out of my budget and I do not know whether it will fit with my furniture & home

(Sources) Interview on 10 households and 2 retailers

People come with their entire family to the store & decide on the texture and shades

The applicator is smart enough to learn quickly.We have an Idea store where you can explore the product

PHYSIQUE PERSONALITY

CULTURE

SELF IMAGE (I am)

RELATION

REFLECTION

The Brand Identity Prism reveals the following: AP Royale Play creates a Luxurious and Premium image in customer

mind-set The change in customer Self Image is aligned to Royale Play Brand

Identity.COMMUNICATION: ASPIRATIONAL (for masses)

Insights: Rise in income levels is creating new trends in the market. The

society is becoming more ‘self centered’ in their aspirations. Aspirational brand strategy is based on the premise that emotions

play an important role in our purchase decision making. Customer is attracted by creating stories about the product.

Situation Analysis Brand Imagery One Wall Fashion Brand Communication Strategy The Royale Play Execution

70 years old: set up in 1942 Innovative Spirit: New concepts in India like Color Worlds, Home Solutions, Color Next Ethical Values: Asian Paints

guarantees safe and healthy products

Smart: Innovation driven

Vibrant Endorser: Deepika Padukone

Believable, Bright, Energetic Premium Luxury

Playful, Different

Trustworthy and Supportive Ask Aparna, Color Consultancy Experience Retail, Color Idea

Stores Exciting: Do it Yourself

Brand Name royale Play

Package: Colorful with the texture pattern on it

Quality Wall finish and available designs

Lively, Playful and Outgoing

Self-thinker: Imaginative Be with the trend

Looking for better options Innovative and Modern: Not Boring and Dull

Luxury & Premium taste

Fashionable

PHYSIQUE PERSONALITY

RELA

TIO

N

REFLECTIONSELF IM

AGE (I am)

CULTU

RE

SENDER

RECIEVER

EXTE

RNAL

INTERN

AL

Brand Identity Prism

TVC Analysis

Recommendation: The visual of the advertisement is reflecting an ultra premium house , which can be changed to a premium apartment.

Deepika Padukone: The perfect role model for young and vibrant individuals. Also shows a shift in AP’s strategy to target the main decision maker- woman

• The TVC extends its appeal to the hidden artist in an individual through ‘Born to Decorate’ tagline• Attracts the younger customers who would like trendy and creative home décor ideas. (Customization)

• The setting shown in the current and earlier TVCs and has been uber premium• Elements like size and setting of the house, Vegas trip etc all point towards extravagance• This can be a hindrance in mass adoption• “Aise designs ke lie Aisa Ghar bhi hona chahiye” responded one consumer when asked about Royale Play Texture walls

Premium Flooring

Decorative Furniture

Artefacts or Showpieces

Royale Play Feature Wall

Cost

ConvenienceIn 1st time adoption

Ease of Changing

Design Options

Frequency of changing

Comparison: Across Home Décor Options

Establishing Dynamic One Wall Fashion

Se

as

on

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TO

In

tro

du

ce

Dy

na

mis

m: A

ds

on

Occ

asio

ns

&

Sea

son

s T

hem

es

Fall Collection

Summer Collection

Festive Collection

Consumers’ perception of available Home Décor Options

24/30 consumers agreed Asian Paints Royale Ranks high on both the parameters -convenience of first time adoption and number of design options

available

26/30 consumers however did not perceive feature wall as something which can be very frequently changed because of the general hassles attached with

painting

Low High

Feature Wall Royale Play

Research showed Feature wall is already a trend in the minds of (28/30) customumers

To capture the trend towards one wall: Introduce Dynamism

Oc

ca

sio

ns

Similar to a trend followed in apparel industry, different collections can be introduced for Fall,

Summer and Festive Seasons

Link to Occasions (Life Events)

Different wall for every marriage anniversary

Repainting Kids wall with age

Parameters

Décor Options

Situation Analysis Brand Imagery One Wall Fashion Brand Communication Strategy The Royale Play Execution

Colours For Every Occasion

Communication Across Channels: On the Themes Below

Posts on social media, AP fb pageVideos on tips on home decoration

Point of Sale & OOHBanners on the following themes

SEO: Associate with the keyword ‘Home DécorWebsite Banners

Situation Analysis Brand Imagery One Wall Fashion Brand Communication Solution The Royale Play Execution

Frequency to be decided by the customer

Inform the customers

ATL Communication

Where is the EXCLUSIVITY?

RECOMMENDATION

The Royale Club

The Royale Club

Digital: Mobile App, Social Media

The Royale Club

Subscription (Paid) option to the customers for premium services to be offered to themBenefits: Periodic repainting of the feature wall; Free Color Consultancy

Change of feature wall: Seasonal or Annual; to be decided by the customerPriority allocation of color consultants and applicators

Members of The Royale Club to be the first to be notified about the new offeringsAllocation of the best rated “Royale Play Crew”

Mobile App: Push Notifications about the latest trendsMobile App: Play Colors Augmented Reality Play Colors- Unlimited Features and Lifetime app to play withFB Posts: Miss/Mrs now a Royale Club Member

Play Colors

Appealing the MASSES

The Brand Communication Dichotomy is addressed by creating an exclusive group ‘The Royale Club’ for the elite customers

The masses are upgraded to Royale Play with the use of relevant print ads at the POS

These efforts will induce a new form of premiumization where one moves up the premium category ladder by getting his/her wall painted more frequently

The Royale Club is a ‘Subscription Based Business Model’ Details: Periodic (Seasonal or Annual or Custom) Repainting of the feature wall

Premium treatment and customer service to be delivered Premiumization to be a reflection of the frequency of repainting

Play Colors Mobile App: This downloadable app via the link or code sent to the customersFeatures: Based on Augmented Reality, check how different textures and shades will look in the present setting of your house.Members of The Royale Club: Unlimited accessNon-Members: Limited access; with an option to upgrade

Channel PartnersDistribution

Applicators Sales Team

Product

Control

High-involvementPremium ProductPlanned Purchase Selling EffortLow FrequencyProduct ImageProduct Display

Buying Behavior

Distribution Breadth: Selective

Eligibility: Applicators rated above the average rating in trainingEvaluation Criteria: [A] No. of finishes [B] Customer feedback [C] Sales Agent feedbackEquipment: [A] Kit [B] Professional Uniform [C] Digital Certificate [D] ID Proof

8 39

26 14

33 9

5094 38

No. of Cities Income Share

Tier I

Tier II

Tier III

Tier IV

Distribution of Royale Play limited to Tier I and select Tier II cities

Source: NCAER; McKinsey Global Institute

Digital Control Mechanism: Basic Mobile App for applicators Applicators enrolled through code provided to dealersView of individual and peer rating to induce competitionServes as digital proof of Royale Play Crew certificationFeedback collection from consumer through interface

Customer Guarantee: Digital Certificate through appIncentive for applicator: [A] Higher labor rates [B] Dealer referrals

Applicators

Educate about Royale Play Crew conceptSelect applicator for training on basis of dealer referralInspection of workmanship and rating feedback

Influencers

Group includes Architects, Interior DesignersInform about additions to finishes and shadesProduct usage in model flats of luxury propertiesProvision of color collateral for professional use

Channel Partners

Maintain display standards of Royale PlayProvide selling assistance in Color Ideas storesProvision of color collateral for customer assistance

Color World

Experience Stores

Purchase Experience: Digital Catalogue of patterns on AP TabAP Color Consultant appointment to customers

Selection of contractor for ‘Royale Crew’ SelectionProvide ratings to applicators on the basis of customer loyalty‘Data utilization in identifying potential customers for upgrade to ‘Nilaya’ Wallpaper

Situation Analysis Brand Imagery One Wall Fashion Brand Communication Strategy The Royale Play Execution

Team Name: Na Beta NaApratim Saha Amber Dubey Siddharth Gautam