asianpaints Marketing through Digital Assets Colour with Asian PaintsAbout Asian Paints: Throughout the journey of more than 75 years, Asian Paints has endeavored to put your world on their colour palette. The company operates in 16 countries and has 27 paint manufacturing facilities in the world, providing services to consumers in over 65 countries. Standing as one of the world’s top 10 paint companies, the vision has been to be the fore runner of inspiring décor and to actively empower customers to create their dream homes. Right now, Asian Paints is twice the size of all other paint companies in India and they continue to create a colorful tapestry of customer-centric products, services and platforms, especially digital, helping them to consolidate their market position across the globe and strengthen their brand equity. The Challenge India has been famed to be the land of vibrant colours. Colours are everywhere in our landscape, our clothing, our festivities and even our food. But when you look at the walls of our home- they are the standard spectrum of white to off-white or ivory, cream and beige. Asian Paints realized that this was prevalent because the customers were not colour confident when it came to painting their home as the risk associated with a mistake was high. Every waking hour spent staring at your mistake is not a comfortable risk to take. At the same time though, web analytics data showed that more than 30% of Asian Paints’ website visits were to the colour catalogue. It was as if the people were devotedly staring at all the shades only to make a beeline to buy white! On-ground research also has showed that painting is an extremely low involvement category until a consumer enters the painting cycle and the first touch point is invariably becoming digital. Further, discoverability of specialty finishes, textures and wallpapers were limited as users were unaware of what Is possible and what is trending. Above all, the biggest consumer need that had to be fulfilled was the pivotal question that comes up while selecting a wall finish — ‘How will this colour/texture/wallpaper look in my space"? This led to further research which subsequently paved the way for the launch of Colour with Asian Paints- a mobile app through which a consumer can click pictures of a wall, apply and reapply colours/ pattern finishes and wallpapers, without the pain of a real trial, to decide the right finish. A platform with the vision to Give the consumers the confidence of choosing the right look for their home, leaving them highly engaged and inspired in the process. In the first year of its launch, 5 lakh+ users have downloaded the app, 25 Lakh spaces have been visualized and 1 crore colour combinations have been tried out. As far as apps go, the Colour with AP mobile app is still at its nascent stage of the product lifecycle. However, given this app’s unique purpose, what should the marketing team aim for in this year?Phase | In the coming year, what KPIs should the marketing team gun for and what are the digital platforms which will suit these KPIs? Most consumers who use the app tend to be pleasantly surprised that the app can help them simplify the complex decision of choosing the latest trend in wall décor and they also tend to enjoy the liveliness associated with trying various finishes. Many of the users have also lamented that they did not know about the app, as they had painted their home only recently. With this in mind, the marketing team of Asian Paints understands the importance of a 360-degrees campaign to increase awareness as well as downloads. However, running a year-long 360-degree campaigns will have its own cost-specific constraints How should the digital medium be used to maximize reach and awareness of the app and drive downloads? In your digital marketing plan, ensure you cover creative brief, promotion plan and channel strategy along with specifying the target audience, spend, timeframe, and ‘expected downloads. its to Ponder : What is the decision-making journey of consumers in the Home Décor category? What are paid assets, earned assets and owned assets in the digital space? How do they come together in aiding digital decisions? « How does digital marketing attribution work in consumer journeys where discovery is online, whereas the actual sale is through an offline channel? What are the industry benchmarks for user acquisition across digital platforms (Cost per download)? Annexure A: Usage pattern for Financial year 2018-19 ‘Audience Downloads | Monthly Daily Average Time | Average Active Users | Active Users | Spent Retention ‘Consumer 432854 | 74,456 10,353 445 minutes | 37 days Dealers 747 1753 534 minutes | 100 days+ Painters/Contractors | 15,030 5,456 1663 ‘6 rmintues | 100 days+ Architect/interior | 5.14 2.386 1636 Smintues | 40 days DesignerAnnexure B: Wireframes of the app Annexure C: Content from FY 2018-19’s promotion all Ca https:/iwww,youtube.com/watch’v=YyPk40kcpG8 Annexure D: Heat map of usage of the app