PERILS OF A POORLY

CONSTRUCTED HOME
AD Campaign by

GROUP 4
ATUR SOMANI
ADITYA KAUL
AVI GOYAL
AYUSH MITTAL
PRANSHUL JAIN
SARTHAK KUMAR
 PERILS OF A POORLY CONSTRUCTED HOME

“Interiors is just buying furniture, painting the walls and designing a modular kitchen”

Materials Price
From procurement of materials Overshooting of budget and
from vast array of choices to variability in prices
questionable quality

Timeline Personal time

Overshooting of promised deadline Non-allocation of adequate time
owing to a number of factors might lead to compromise on
quality and desires

Contractors Finish
From disappearance to Dissonance between the ideated
unreasonable demands contractors home and finished home
are a pain point
 LivSpace
Redefining the Modern Home Lifestyle

LivSpace
• India’s Largest Startup in a $23bn Home Décor & Renovation
• Founded in 2015, Bangalore by Ramakant Sharma & Anuj Srivastav

Operations
• 7 metro areas with plans to extend to 6 more
• Designed over 5000 homes and works with close 2000 design partners

Business Model
• Has a proprietary technology platform Canvas, a three-sided marketplace
between homeowners, certified designers & vendors

• Canvas allows designers to manage the entire design project on the cloud-
create designs in 2D/3D, access a digital catalogue of millions of SKUs, plan
the budget, chat with clients, etc.
 BENEFITS OF LIVSPACE
Basis the ads shown we think Livspace provides the following benefits
Functional
• Saves time – No delays
• Maximum utilization of
space
• Reduces efforts & search
cost
• Simplifies the whole process
• Assurance of quality
Emotional
• Reduces anxiety – Having an
expert to guide you
• Design aesthetics
• Therapeutic value
• Attractiveness – To guests
Life changing
• Self actualization – sees a
part of self in the design
• Affiliation/Belongingness
CUSTOMER SEGMENT
THE EIGHT FUNDAMENTAL PURCHASE AND USAGE
MOTIVES

Negatively Positively
Oriented Oriented The ads attempt to depict the behind-the-
Motives scenes reality of creating beautiful
Motives homes - from crumbling materials to
unexpected finishes, disappearing
Problem Removal
Sensory contractors to spiraling costs, through
Problem Avoidance slice-of-life moments in the daily life of a
Incomplete
Gratification
Satisfaction young couple.

Mixed Intellectual
Stimulation The ads extensively highlight the
Approach
problems faced by the young couple.
Avoidance
The objective is to create a need for such
Social types of product offering in the minds of
Normal Approval the consumers.
Depletion
THANK YOU