Presented By –

Megha Agrawal
Neha Gupta
Asmita Mishra
Nishant Kumar
Akshat Prakash
 Consumer profile

• Geographic - Urban areas.

• Demographic –
o Age- Age group between 25-45.
o Income Group- People with high income would prefer this product.
o Educational qualification- Educated people will understand this technology
and would show trust in it.
• Psychographic –
o Lifestyle- Experimental.
o Social Class- Upper class to enhance their standard of living.
o Activities interest and opinion- Activities, interest and opinion about this
product will remain positive as it will give a solution to depleting renewable
resource. In large view it will be one-time investment for many years and
electric bill saving. In research we found positive opinion from our prospective
customer i.e. they are interested and would like to purchase it
• Behavioral –
o Benefits sought- Benefits derived from our new product is huge as it aims in
saving renewable energy and get the benefit from potential source.
o Brand Loyalty status- Brand loyal customers are honest to the company and
believe and have faith intact to its product, would not hesitate in spending
money for it.
 product

• Brand Name – Urja, The Solar Paint

• Product Features – Contains quantum dots, can

convert any surface into a solar panel, alternative
way of generating electricity, dust proof

• Packing Description – Comes in a 20liters eco-

friendly tub

• Brand Positioning – Premium product for luxury

• Brand Personification – Eco-friendly, innovative,

first in its class
 Price & place

• Price of the product- Rs. 15000 per 20 Ltr. Tub

• Distribution-
o B2B channel of distribution
o Selective Distribution
o Level of channel-
Manufacturer Wholesaler Retailer
Consumer
 Promotion

• Text- Red and yellow for Asian Paint logo.

Orange and Green for product name “Urja”.
Promoted with tagline “It’s SUN-Believable”

• Images- Sun

• Appeal- Eco-Friendly, Technology, Premium

Quality, Investment

• Media- Social media promotion, social

campaign, video and print media advertisements
 Consumer motivation
• Acquired Needs – Long lasting exterior paint, Dust proof exterior wall,
Economical and eco-friendly way of electrical energy generation
• Motive Arousal Techniques – Cognitive arousal through exploring,
learning and discovering. Driven through curiosity and social interest.
Low Neutral
S.NO Attribute (%) (%) High (%) Mean S.D
What do you dislike the most
1 about the solar paint? 13.33 30 56.67 3.567 1.104328
2 Future increase in electric prices 10 20 70 3.800 0.996546
3 Good saving on power bill today 3.33 10 86.67 4.233 0.897634
4 Good for the environment 3.33 16.67 80 4.033 0.889918
5 Promotes Sustainability 3.33 23.33 73.33 3.867 0.860366
FACTORS THAT ENCOURAGES RESPONDENT TO INVEST
ON SOLAR PAINTS
Strongly disagree Disagree Neutral Agree Strongly Agree
6 7 6
9
RESPONSES

13
11
14 16
15
13
9
6
5 7
2 2 3
2 1 1 1 1
WHAT DO YOU DISLIKE FUTURE INCREASE IN GOOD SAVING ON POWER GOOD FOR THE PROMOTES
THE MOST ABOUT THE ELECTRIC PRICES BILL TODAY ENVIRONMENT SUSTAINABILITY
SOLAR PAINT?
FACTORS
 Consumer personality

• Conscientiousness -- the product is goal driven, independent

and focused to generate solar energy using the sunlight and the
chemicals present

• Brand Personality – Competence (known since 1942)

• Color connotations – Red for passion, Yellow for intellect and

optimism, Orange for social communication, Blue for trust and
integrity.
 Consumer perception

Positioning Strategy – Premium product, Value for

Money, Country of Origin

Perceived Risks -
• Function Risk - Solar paint may not work properly
• Physical Risk - Risk of property damage or liability
stemming from errors during the Installing of solar
paint
• Financial risk
• Risk of insufficient access to investment and Low ROI
• Risk of a cost increases for key input factors such as
labor or modules, or rate decreases for electricity
generated
• Psychological Risk
• Technology risk: Risk of components generating less
electricity over time than expected

Handling Techniques
Don’t scratch, Don’t damage solar paint, Don’t throw
any waste in solar paint
 Consumer learning

Cues –
• Benefits – money saved over electric bills, dust
proof exterior wall, elegant shades available.
• Features – Power generation through solar
energy, Dust proof paint, latest technology
equipped, eco-friendly

Learning Techniques –

Consumer Involvement – Central route of

persuasion, High involvement needed in order to
know how it works and clear different doubts in
mind with respect to the technology.
 Consumer attitude

Attitude Formation Strategy

• Develop Belief – By generating belief that nothing

is impossible and solar energy can be generated by
using paints and the product is totally eco-friendly
and will be highly beneficial to the society.
• Influence Belief – For those who already believe
in this technology, we influence them that it is a
one-time investment

Attitude Change Strategy

• Knowledge strategy of attitude change – By

creating awareness about the product, giving all
the details and advantages of using that product.
 Role of opinion

Role of Leaders, Family and Social Class

• Weak group influence for our product.
• Colleagues , associates and to an extent friends could
influence the buying decision.
• Main target segment include big corporate houses,
companies ,builders and government section.
• Target segments include dominance of decision makers
of higher authority

Social Status
• Catering to the upper-class or the premium societies.
 Culture and sub-culture influence

• Cultural beliefs – Sanskrit word “Urja”,

meaning Power. Uses the stimuli of
Made in India product with high
technology.

• Indian Core values – Savings and

investment (can produce your own
solar electricity to cater some part of
your daily use cheaper than a solar
panel) , Mythology (in Indian
mythology, Sun is considered to be one
of the source of supreme Power)

• Changing trends – use of high tech (as

the world is changing with increasing
requirement of electrical energy, its
high time to think about future and use
the technology)
 Product disposal

Get Rid of it –
• we can trade and sell the used box of paints.
• Those boxes can again be recycled, and we
can again reuse it as a pot or any other
home décor
Thank you 