Team Brutus

XLRI, Jamshedpur

Name Roll Number Interned At

Ashwin Kumar K S B17073 Reliance
Love Kumar Gautam B17147 Coca Cola
Rajas Yeotikar B17160 HUL
 Customer Understanding

Getekeepers vagera
Consumer journey
Fitting it

Since out target demographic is very widely spread. We decide

to put it in three different buckets.

Working Professionals (Age 22-35)

 Consumer Analysis
Solutions What we mean? When is it needed? Who is it for? Cities to Target

1. Bought newly Tasteful top and middle Criteria Indicates

Complete

Totally new
Home

constructed home class couples

interior decoration 10000+ people
2. Completely (Take leisure family trips at Ability to pay
for home least annually) with Disposable
renovating a home for Premium
Income:
Offerings
₹ 10 lacs+
Makeover

1. Room needs
Design makeover of a Middle class couples
Room

rework
specific portion who inherit or buy old Presence of Willingness to
2. Change in use for
of home homes Audi pay for Premium
room
Showrooms Offerings
Changes
Corner

Minor or temporary 1. Improve the look All well-read home- Presence of Acceptance of
design changes 2. Existing appearance owners Uber and technological
within a room fell apart Working bachelors BigBasket mediums

Source: Primary research | Method: In-depth Interviews | Sample Size: 7 | M: 3, F: 4 | Home-Owners: 5 | Bachelors: 2
 Promotional Strategy
The Underlying Thinking
TRIGGER PHASE REVIEW PHASE
The promotional strategy is supposed to act as trigger to push the consumers to the Beautiful homes webpage. The aim is to especially target the people
who are already thinking of renovating/making changes to their homes in addition to people who aspire beautiful houses.

Online Promotional Strategy Offline Promotional Strategy

• CONTEXUAL TARGETING • TIE UP WITH FURNITURE SHOWROOMS
• Use the Lead – Compete – Participate framework to • Use standees with QR code to intrigue people to browse
contextually target the webpages for banner ads to redirect to the webpage
the Beautiful Homes Webpage
• Use Google AdWords & YouTube Targeting for the same
• INCREASE VISIBILITY AT ART/PAINTING EXHIBITIONS
• People interested in buying art and paintings are more likely
to be interested in buying
• LEVERAGE THE INSTAGRAM REACH
• Use the beautiful homes watermark at the bottom of images
so that any redistribution of the image gets us traction
• Push the traffic into the homepage with call to action
captions-
“Want to know how to get a living room? Click here to know more”
 Beautiful Homes
Review Phase
Once the consumers are triggered to the review phase onto the BH homepage, their city/location must be tracked so as to understand which channel to
use to proceed to the engagement phase. This is especially essential since the physical stores are available in limited cities.

Image Hover Tool CALL TO ACTION Tile Based Categorization

Key Insight
Often people are intrigued by a certain
part of the lifestyle imagery ex-
wallpaper, table, curtains etc. However
they are confused what it is and how to
buy it.
We propose a hover tool which shows
the details of the product, its price
and lets the people add it to the cart
from there itself.
Key Insight
Based on our survey, most people interested in the
articles from BH have very little idea how to replicate
the rooms shown in the pictures.
A clear call to action is needed at the end of the article
which redirects the interested consumers to the next
phase (engagement phase).
Key Insight
The content on BHs needs to be such
that people see articles according to their
liking in the least number of clicks.
Having a tile based browsing mechanism
makes it easier to redirect people towards
the bedroom they may like.
This would also increase the click through
rate to the engagement phase and
increase the purchase probability.
 The Integration
Geo-Location Filter
Use the LOCATION DATA to help us understand how to move the consumer on to the next phase of the consumer journey to the engagement
phase.

BEAUTIFUL HOMES
Call to Action

AP
Homes
Availa
ble?

Personalized Direct to AP
VR Tour Homes
 Converting to a Purchase
Trigger Review Engagement Purchase
The purchase phase is initiated following either a visit to Asian Paints homes/Décor Solutions OR a personalized VR tour for the cities lacking it.
The aim is to integrate the online process of purchase through the offline route of engagement.

The e-Commerce integration KEY INSIGHT Pay Later Facility

 We propose that the final order after the  People who aren’t willing to buy at the APH or
engagement phase be completed by an online People are hesitant to right after the Virtual Tour would be forwarded
portal via the sales executive. buy big ticket items such a pre payment link that initiates the delivery
 How this helps? as paints/furniture process, when paid.
 AP takes the accountability WRT the without the presence of  How this helps?
last mile delivery an expert. Additionally,  Helps convert the customers who have
 Reduces the inventory to be kept at AP they are unwilling to add been given thorough VR tours
homes items that they aren’t  Provides the customers the same
 Ensures that the product is being bought sure of (paints, wall flexibility that an offline store provides
after the engagement phase coatings) to the cart
 Provides concrete data about the online, by themselves.
conversion rate of BH and AP homes

Appendix
Please refer the appendix at the end of the presentation for the details about the changes suggested . Additionally, we have added the data
from Euromonitor International to shortlist the cities to target based on our set criterions.
Details about the changes suggested for the review phase (Beautiful Homes) have also been added.
.
• Ola uber
• VR and AR
• Carousel ads for unmarried