IIM KOZHIKODE

The 3 Musketeers
Kanan Pardeshi

Satyajit Roy

Sayantan Hazra
PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

PROBLEM STATEMENT

Segregation of Problem
Frequency of Interior Painting
• Maximizing reach and awareness of Colour with AP app
• Increasing Number of Downloads • Living Room/Dining Room: Every 5-7 Years
Ideal
• Enhancing App usage and user engagement • Kitchen & Bathroom: Every 3-4 Years
Case
• Leveraging digital mediums and channels for 360-degree omni- • Bedrooms: 5-6 Years (2-3 Years for Kids’ room)
channel marketing • Hallways: 2-3 Years

But in India actual frequency varies significantly

• For homeowners most of the time it’s less frequent and
Major Consumer Segments the average frequency might touch every 7-8 Years
• For landlords/rental property the average frequency is 2-
3 Years
• Dealers • For Exterior painting – the actual average frequency is 8-
• Contractors/ Painters 10 Years
• Architects & Interior Designers
• Home-owners (Rental & Self-occupied spaces)
• Property Owners (Hotels, Resorts, Institutes, Offices, Commercial
Spaces, Malls)

Slide 2 of 10 | Kanan | Satyajit | Sayantan

PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

INDUSTRY ANALYSIS
Paints Industry Scope of Case

Decoratives Industrial

Exterior Wall Interior Wall Wooden & Ancillary Automotive Powder Protective
Paint Paint Enamel products coating coating Coating

Supply Chain of Asian Paints

Painters & friends/ relatives are the most influential in choice of colour for customer as
they act as 1st touchpoint for the customer

Slide 2 of 10 | Kanan | Satyajit | Sayantan

 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

PRIMARY RESEARCH
Number of Home/ Flat CATEGORISATION AGE PROFILES Home-owner for self-occupied homes
“Last year, I asked Mr. Gupta, my neighbour
Owners Interviewed for the contact of the vendor who painted

52 Aware of
AP app 14 his house. He recommended Asian Paints
and primer to me. The vendor got the
Retaile 25-35,
65-75, paints and made an informal contract to
Painter
r, 8% paint my house for a total sum of Rs.
Number of Retail Stores Rental
, 8%
8%4%
visited & interviewed propert
y, 7%
55-65,
24%
52.89 35-45,
32%
1,40,000/-”
- Nishant Yadav (Owner of 3,500 sq. feet
3 Colour Idea Home Average home at Mumbai)

5 Stores in
Kozhikode
Owner,
77%
Age
45-55,
32%
Home owner of flats/homes for letting out
2 AP Home Store in “I usually get my flat painted after every 11
Delhi months, when the Rental Agreement gets
over. It is also done every time a tenant
moves out, costing me about Rs. 50,000/-”
Number of Telephonic - Ritesh Mehta (Owner of 1274 sq. feet Flat
Influencer’s effect on Consumer’s Buying Decision
Interviews Consumer’s Mind-Space at Chennai)

12 16%
Painter
Contractor
13%
4%
Asian Paints
Retailer
• Reluctant to use App as
Berger Paints no benefits
37% Friends/Relatives • Tried to show own
12% 43% Nerolac Paints
Number of Painters/ Hardware Shops expertise to customers
Dulux Paints
Contractors Advertisement 24% Shalimar Paints • Don’t inform/ educate
Interviewed 24% 11% customers about App

5 Aware of
AP app 3 16%

Source: Primary Research conducted in New Delhi, Kozhikode and Slide 3 of 10 | Kanan | Satyajit | Sayantan
over Telephonic interviews from 12-08-19 to 18-08-19
 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

PRIMARY RESEARCH
Number of Home/ Flat CATEGORISATION AGE PROFILES Home-owner for self-occupied homes
“Last year, I asked Mr. Gupta, my neighbour
Owners Interviewed for the contact of the vendor who painted

52 Aware of
AP app 14 his house. He recommended Asian Paints
and primer to me. The vendor got the
Retaile 25-35,
65-75, paints and made an informal contract to
Painter
r, 8% paint my house for a total sum of Rs.
Number of Retail Stores Rental
, 8%
8%4%
visited & interviewed propert
y, 7%
55-65,
24%
52.89 35-45,
32%
1,40,000/-”
- Nishant Yadav (Owner of 3,500 sq. feet
3 Colour Idea Home Average home at Mumbai)

5 Stores in
Kozhikode
Owner,
77%
Age
45-55,
32%
Home owner of flats/homes for letting out
2 AP Home Store in “I usually get my flat painted after every 11
Delhi months, when the Rental Agreement gets
over. It is also done every time a tenant
moves out, costing me about Rs. 50,000/-”
Number of Telephonic - Ritesh Mehta (Owner of 1274 sq. feet Flat
Influencer’s effect on Consumer’s Buying Decision
Interviews Consumer’s Mind-Space at Chennai)

12 16%
Painter
Contractor
13%
4%
Asian Paints
Retailer
• Reluctant to use App as
Berger Paints no benefits
37% Friends/Relatives • Tried to show own
12% 43% Nerolac Paints
Number of Painters/ Hardware Shops expertise to customers
Dulux Paints
Contractors Advertisement 24% Shalimar Paints • Don’t inform/ educate
Interviewed 24% 11% customers about App

5 Aware of
AP app 3 16%

Source: Primary Research conducted in New Delhi, Kozhikode and Slide 3 of 10 | Kanan | Satyajit | Sayantan
over Telephonic interviews from 12-08-19 to 18-08-19
 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

SECONDARY RESEARCH SEGMENTATION & TARGETING

% App Users who enable Push Demographic Segmentation Psychographic Segmentation
% App users who wilfully pay for a
Notifications • Based on Income • Lifestyle
simplified enhanced experience
• Based on Age • Beliefs regarding paints
• Based on purchasing power
50%
74% Behavioural Segmentation
36% Geographic Segmentation • Usage Rate
•Rural India • Benefits sought from
% Users who bought the product 68% % of search to be accomplished using 64% • Tier III & Tier II cities products
after watching explainer video Voice Search by 2020 •Metropolitan cities • Satisfaction and Loyalty

Target Groups
Affluents Millenials
Key Insights •Inherited lots of wealth •New Home/Flat owners
• Out of 14 aware of the Asian Paints App, 5 customers • Has large homes, bungalows, • 1st touchpoint: Architect/
agreed they didn’t find the App much useful vilas Interior Designer
• • Internet & Mobile usage for • Tech-savvy; high indulgence
According to Business Insider, Mobile is the fastest
growing advertisement channel. Mobile search ad spend commercial purposes in Social Media
is expected to rise by ~25% while desktop search ad will •Both Rural & Urban areas •Metropolitan cities
decline Status Seekers Professionals
• Colour choices comes into picture for retail channel • • Office employees, less time
Seeks better social recognition &
• Dealers influence the contractors on the basis of stock in hand
showcases wealth
Geographical Variances availability with them of different brands and the • 1st touchpoint: Architect/ • Prefer discussion with
• Tamil Nadu, Maharashtra, Karnataka margin earned on those brands Interior Designers colleagues over tea breaks
and Andhra Pradesh experienced • Customer’s budget is the priority in the purchase • •Rely on specific apps
High concern for Homes
highest number of App users process. Also, repainting of homes exteriors is done once • Tier II & Tier III cities • Tier I & Tier II cities
• Tier 3 & 4 cities also using app other in 4-5 years and interiors once in 2-3 years, so customers
than Tier 1 and 2 cities generally prefer top quality product

Source: https://www.emarketer.com/Chart/Digital-Ad-Spending-India- Slide 4 of 10 | Kanan | Satyajit | Sayantan

2016-2021-billions-change-of-total-media-ad-spending/205180
 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

SECONDARY RESEARCH SEGMENTATION & TARGETING

% App Users who enable Push Demographic Segmentation Psychographic Segmentation
% App users who wilfully pay for a
Notifications • Based on Income • Lifestyle
simplified enhanced experience
• Based on Age • Beliefs regarding paints
• Based on purchasing power
50%
74% Behavioural Segmentation
36% Geographic Segmentation • Usage Rate
•Rural India • Benefits sought from
% Users who bought the product 68% % of search to be accomplished using 64% • Tier III & Tier II cities products
after watching explainer video Voice Search by 2020 •Metropolitan cities • Satisfaction and Loyalty

Target Groups
Affluents Millenials
Key Insights •Inherited lots of wealth •New Home/Flat owners
• Out of 14 aware of the Asian Paints App, 5 customers • Has large homes, bungalows, • 1st touchpoint: Architect/
agreed they didn’t find the App much useful vilas Interior Designer
• • Internet & Mobile usage for • Tech-savvy; high indulgence
According to Business Insider, Mobile is the fastest
growing advertisement channel. Mobile search ad spend commercial purposes in Social Media
is expected to rise by ~25% while desktop search ad will •Both Rural & Urban areas •Metropolitan cities
decline Status Seekers Professionals
• Colour choices comes into picture for retail channel • • Office employees, less time
Seeks better social recognition &
• Dealers influence the contractors on the basis of stock in hand
showcases wealth
Geographical Variances availability with them of different brands and the • 1st touchpoint: Architect/ • Prefer discussion with
• Tamil Nadu, Maharashtra, Karnataka margin earned on those brands Interior Designers colleagues over tea breaks
and Andhra Pradesh experienced • Customer’s budget is the priority in the purchase • •Rely on specific apps
High concern for Homes
highest number of App users process. Also, repainting of homes exteriors is done once • Tier II & Tier III cities • Tier I & Tier II cities
• Tier 3 & 4 cities also using app other in 4-5 years and interiors once in 2-3 years, so customers
than Tier 1 and 2 cities generally prefer top quality product

Source: https://www.emarketer.com/Chart/Digital-Ad-Spending-India- Slide 4 of 10 | Kanan | Satyajit | Sayantan

2016-2021-billions-change-of-total-media-ad-spending/205180
PROBLEM STATEMENT
1 experts in the field
Downloads Colour with Takes photos of room
AP app for checking and exteriors to be
out different paints
Ask neighbours/ friends/
family/ relatives for contacts
of Painters/ Contractors
PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s
CUSTOMER JOURNEY CUSTOMER PAIN-POINTS
Customers Aware of the APP - Colour with AP • Complex user interface of the App – cannot
understand exact utility
• Comparison of different colors not possible in App
Buys Offline from Paint Shops/
in the same frame
procured by Painter or Contractor
Tries out different • Easier to ask shop owner/ painter/ contractor for
shades & finalizes colour suggestions on colors as they are experienced and
Asks another person; younger • Using app won’t reduce cost as the paint has to be
person/ person who referred procured offline
• Perception of Middle class is such that use of App
painted Re-tries several times is only for High end customers and Luxury Homes,
and Fails and not for “aam janta”
Uninstalls App with possibility
• Unavailability of Colour, Shade & Texture of choice
of negative review
Customers unaware of the APP-Colour with AP DEMAND DRIVERS
• Seasonality: Festive season, Occasions like
Diwali
Painter/ Contractor takes
• Demand is high just before and during festive
contract to buy paints
Painter/ Contractor seasons, i.e. October to December
suggests colour • Demand is geography & climate driven: High
Sales of premium brands of paint in Kerala just
Painter/ Contractor before monsoons
Post need identification: • Demand is also dependent on purchasing
Search for Painters/ suggests shops to buy
paints power
Contractors/ Hardware Shops • Disposable income of Rising Middle class and
Painter/ Contractor tells rising number of nuclear families
about AP app & makes 1
customer download
Slide 5 of 10 | Kanan | Satyajit | Sayantan
PROBLEM STATEMENT
1 experts in the field
Downloads Colour with Takes photos of room
AP app for checking and exteriors to be
out different paints
Ask neighbours/ friends/
family/ relatives for contacts
of Painters/ Contractors
PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s
CUSTOMER JOURNEY CUSTOMER PAIN-POINTS
Customers Aware of the APP - Colour with AP • Complex user interface of the App – cannot
understand exact utility
• Comparison of different colors not possible in App
Buys Offline from Paint Shops/
in the same frame
procured by Painter or Contractor
Tries out different • Easier to ask shop owner/ painter/ contractor for
shades & finalizes colour suggestions on colors as they are experienced and
Asks another person; younger • Using app won’t reduce cost as the paint has to be
person/ person who referred procured offline
• Perception of Middle class is such that use of App
painted Re-tries several times is only for High end customers and Luxury Homes,
and Fails and not for “aam janta”
Uninstalls App with possibility
• Unavailability of Colour, Shade & Texture of choice
of negative review
Customers unaware of the APP-Colour with AP DEMAND DRIVERS
• Seasonality: Festive season, Occasions like
Diwali
Painter/ Contractor takes
• Demand is high just before and during festive
contract to buy paints
Painter/ Contractor seasons, i.e. October to December
suggests colour • Demand is geography & climate driven: High
Sales of premium brands of paint in Kerala just
Painter/ Contractor before monsoons
Post need identification: • Demand is also dependent on purchasing
Search for Painters/ suggests shops to buy
paints power
Contractors/ Hardware Shops • Disposable income of Rising Middle class and
Painter/ Contractor tells rising number of nuclear families
about AP app & makes 1
customer download
Slide 5 of 10 | Kanan | Satyajit | Sayantan
 PROBLEM STATEMENT PRIMARY RESEARCH
3 – FOLD STRATEGY
1. Conventional Promotional Channels
2. Leveraging primary touchpoints which are first points of
contact for customers
3. Using Primary and Secondary influencers
For Customers
• Reaching Customers through different digital mediums (Paid,
Owned & Earned Media), as outlined in next Slide
• Campaigns to make App outreach Viral via Secondary
influencer sources: namely Students of school and college
• Launch of Home Décor magazines by AP team
For Contractors/ Local Painters
• Being first touchpoint, best resource to generate leads – make
Asian Paints their brand of first choice for recommendation
• Incentive-based promotions to painters/ dealers/ paint
vendors by Sales Staff
• Convert local painters as lead generators – conduct workshops
or events for them at Asian Paints organized camps
Referral Program
• For Community of local Painters, Dealers & Contractors:
Aggregate them on a platform & incentivise for educating &
raising awareness among customers about Colour with AP app
• For users enrolled using Referral Code, the painter can be
provided some freebies or home makeover or holiday bookings
based on number of downloads & leads he/she generates
CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s
CAMPAIGNS
“Share your Dream Home” campaign
• Launch: Nov 2019 (during Festive season)
• Competition for Home owners who painted using AP
• “Share your Dream Home Story” on Fb, Insta, YouTube, blogs
with hashtags #sapnokaghar #hargharkikhushiyan #gharkiawaz
#hargharkikahaani #rangokamela #ranglayekhusiyan
• Users would upload their posts/ articles/ photos/ stories with a
fixed template having a link to download AP app (Digitalizing
word of mouth) & would have QR code embedded on the pics
Share your • The post (article/ write-up/ photos) with maximum likes and
Dream Home shares can be rewarded for a free makeover from AP Home
Story Décor & set of AP’s experts
“Colour Your Canvas” Youth Campaign
• Launch: Apr 2020 for Schools, Jan 2020 for Colleges
Upload your • Competition for School Students (budding influencers) and
Paintings & students of architecture (prospective lead generators)
Designs • Painting competition in Schools & free wall-painting for some
schools based on participation – Students to take the
paintings home and upload them from the App
• Designing competition for Architecture students in colleges;
designs to be uploaded from the App & would be visible to all
App users – Voting for Best Design for Rewards of free
makeover from AP Home Décor & AP’s experts
Slide 6 of 10 | Kanan | Satyajit | Sayantan
 PROBLEM STATEMENT PRIMARY RESEARCH
3 – FOLD STRATEGY
1. Conventional Promotional Channels
2. Leveraging primary touchpoints which are first points of
contact for customers
3. Using Primary and Secondary influencers
For Customers
• Reaching Customers through different digital mediums (Paid,
Owned & Earned Media), as outlined in next Slide
• Campaigns to make App outreach Viral via Secondary
influencer sources: namely Students of school and college
• Launch of Home Décor magazines by AP team
For Contractors/ Local Painters
• Being first touchpoint, best resource to generate leads – make
Asian Paints their brand of first choice for recommendation
• Incentive-based promotions to painters/ dealers/ paint
vendors by Sales Staff
• Convert local painters as lead generators – conduct workshops
or events for them at Asian Paints organized camps
Referral Program
• For Community of local Painters, Dealers & Contractors:
Aggregate them on a platform & incentivise for educating &
raising awareness among customers about Colour with AP app
• For users enrolled using Referral Code, the painter can be
provided some freebies or home makeover or holiday bookings
based on number of downloads & leads he/she generates
CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s
CAMPAIGNS
“Share your Dream Home” campaign
• Launch: Nov 2019 (during Festive season)
• Competition for Home owners who painted using AP
• “Share your Dream Home Story” on Fb, Insta, YouTube, blogs
with hashtags #sapnokaghar #hargharkikhushiyan #gharkiawaz
#hargharkikahaani #rangokamela #ranglayekhusiyan
• Users would upload their posts/ articles/ photos/ stories with a
fixed template having a link to download AP app (Digitalizing
word of mouth) & would have QR code embedded on the pics
Share your • The post (article/ write-up/ photos) with maximum likes and
Dream Home shares can be rewarded for a free makeover from AP Home
Story Décor & set of AP’s experts
“Colour Your Canvas” Youth Campaign
• Launch: Apr 2020 for Schools, Jan 2020 for Colleges
Upload your • Competition for School Students (budding influencers) and
Paintings & students of architecture (prospective lead generators)
Designs • Painting competition in Schools & free wall-painting for some
schools based on participation – Students to take the
paintings home and upload them from the App
• Designing competition for Architecture students in colleges;
designs to be uploaded from the App & would be visible to all
App users – Voting for Best Design for Rewards of free
makeover from AP Home Décor & AP’s experts
Slide 6 of 10 | Kanan | Satyajit | Sayantan
 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

Medium Sub Medium Channels How? Estimated Downloads

Placing paid ad image of the App whenever
Search Ads Google AdWords 153000
people searching for House paint

bloomberg.in, urbanclap, justdial, App banners placed in websites/blogs where

Paid media Display Ads 20000
magicbricks paint info is available, House rent websites
Digital Mediums

Fb & YouTube banners & videos, Targeted Marketing based on customers’

Social Media Ads 328000
Twitter, Instagram, Snapchat, Pinterest search history & behaviour

Improving AP website & app so that search

Ads on YouTube, Twitter stories,
SEO engines trust website as an authoritative 10000
Facebook tagging and story sharing
domain and land in website or App

Podcasts, Apps, Email campaigns, Designing more frequent, attractive relevant

Owned Media Content Marketing 15000
Community publishing content to increase traffic

Asian Paints Fb Page, Insta page,

Organic Social Ensure daily posts/ photos/ infographics
Twitter page/ Pinterest page/ YouTube 15000
Media through AP account
Channel

Influencers, Bloggers, Online PR site AP

Facebook pages, Regular Blogs,
Digital PR posts/content while writing about related 5000
Lifestyle & home décor blogs
topic
Earned Media
Home décor magazines(eg Better
Sending out a review sample of a new
Traditional PR interiors, Homify) Interior decorator 5000
product to influential painters or bloggers
magazines, Architecture magazines

Source: https://www.themediaant.com/ Slide 7 of 10 | Kanan | Satyajit | Sayantan

 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

Medium Sub Medium Channels How? Estimated Downloads

Placing paid ad image of the App whenever
Search Ads Google AdWords 153000
people searching for House paint

bloomberg.in, urbanclap, justdial, App banners placed in websites/blogs where

Paid media Display Ads 20000
magicbricks paint info is available, House rent websites
Digital Mediums

Fb & YouTube banners & videos, Targeted Marketing based on customers’

Social Media Ads 328000
Twitter, Instagram, Snapchat, Pinterest search history & behaviour

Improving AP website & app so that search

Ads on YouTube, Twitter stories,
SEO engines trust website as an authoritative 10000
Facebook tagging and story sharing
domain and land in website or App

Podcasts, Apps, Email campaigns, Designing more frequent, attractive relevant

Owned Media Content Marketing 15000
Community publishing content to increase traffic

Asian Paints Fb Page, Insta page,

Organic Social Ensure daily posts/ photos/ infographics
Twitter page/ Pinterest page/ YouTube 15000
Media through AP account
Channel

Influencers, Bloggers, Online PR site AP

Facebook pages, Regular Blogs,
Digital PR posts/content while writing about related 5000
Lifestyle & home décor blogs
topic
Earned Media
Home décor magazines(eg Better
Sending out a review sample of a new
Traditional PR interiors, Homify) Interior decorator 5000
product to influential painters or bloggers
magazines, Architecture magazines

Source: https://www.themediaant.com/ Slide 7 of 10 | Kanan | Satyajit | Sayantan

 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

Medium Sub Medium Channels How? Estimated Downloads

Placing paid ad image of the App whenever
Search Ads Google AdWords 153000
people searching for House paint

bloomberg.in, urbanclap, justdial, App banners placed in websites/blogs where

Paid media Display Ads 20000
magicbricks paint info is available, House rent websites
Digital Mediums

Fb & YouTube banners & videos, Targeted Marketing based on customers’

Social Media Ads 328000
Twitter, Instagram, Snapchat, Pinterest search history & behaviour

Improving AP website & app so that search

Ads on YouTube, Twitter stories,
SEO engines trust website as an authoritative 10000
Facebook tagging and story sharing
domain and land in website or App

Podcasts, Apps, Email campaigns, Designing more frequent, attractive relevant

Owned Media Content Marketing 15000
Community publishing content to increase traffic

Asian Paints Fb Page, Insta page,

Organic Social Ensure daily posts/ photos/ infographics
Twitter page/ Pinterest page/ YouTube 15000
Media through AP account
Channel

Influencers, Bloggers, Online PR site AP

Facebook pages, Regular Blogs,
Digital PR posts/content while writing about related 5000
Lifestyle & home décor blogs
topic
Earned Media
Home décor magazines(eg Better
Sending out a review sample of a new
Traditional PR interiors, Homify) Interior decorator 5000
product to influential painters or bloggers
magazines, Architecture magazines

Source: https://www.themediaant.com/ Slide 7 of 10 | Kanan | Satyajit | Sayantan

PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

Jul 2020: Launch Home Décor

TIMEFRAME Implementation Strategy
magazines and tie-up with Architecture • During High Seasonal Demand, launch the Referral Code
Forums & Interior Decorators’ Forums program for maximum downloads and outreach
• After Homes are painted, launch “Share Dream Home” campaign
6 • During off-season, launch campaigns in Schools and colleges
QR Codes
QR Code will directly take users to
the landing page of Colour with AP, Apr 2020: Launch of “Design
5 your Dream Home” Youth
containing Download Link for App
•Use QR codes on Product Catalogues & Paint campaign in Schools Jan 2020: Launch of “Design
cans your Dream Home” Youth
•Provide sheets with QR code stickers for campaign in Architecture
Referral Code program colleges
nationwide Youth campaign & Fb campaign
Partner with Architecture & Interior Campaign 1 for Home owners
Decorator’s Forum
4
Campaign 2 for Youth
• Partner with different Architecture Forums and Dec 2019: Continue “Share your
interior decorator forums for influencer marketing Home Décor magazine Dream Home Story” campaign
3
Partner with Home Décor magazines Nov 2019: Launch of “Share your
• Use Home Décor magazines for promotions Dream Home Story” campaign
•Launch own Home Décor magazine
2
Oct 2019: Launch of Referral
code program for local A N D:
1
D EM
Painters/ Dealers/
N AL b e r
Contractors O
A S De c e m
H SE -
HIG ctober
O
Slide 8 of 10 | Kanan | Satyajit | Sayantan
PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

Jul 2020: Launch Home Décor

TIMEFRAME Implementation Strategy
magazines and tie-up with Architecture • During High Seasonal Demand, launch the Referral Code
Forums & Interior Decorators’ Forums program for maximum downloads and outreach
• After Homes are painted, launch “Share Dream Home” campaign
6 • During off-season, launch campaigns in Schools and colleges
QR Codes
QR Code will directly take users to
the landing page of Colour with AP, Apr 2020: Launch of “Design
5 your Dream Home” Youth
containing Download Link for App
•Use QR codes on Product Catalogues & Paint campaign in Schools Jan 2020: Launch of “Design
cans your Dream Home” Youth
•Provide sheets with QR code stickers for campaign in Architecture
Referral Code program colleges
nationwide Youth campaign & Fb campaign
Partner with Architecture & Interior Campaign 1 for Home owners
Decorator’s Forum
4
Campaign 2 for Youth
• Partner with different Architecture Forums and Dec 2019: Continue “Share your
interior decorator forums for influencer marketing Home Décor magazine Dream Home Story” campaign
3
Partner with Home Décor magazines Nov 2019: Launch of “Share your
• Use Home Décor magazines for promotions Dream Home Story” campaign
•Launch own Home Décor magazine
2
Oct 2019: Launch of Referral
code program for local A N D:
1
D EM
Painters/ Dealers/
N AL b e r
Contractors O
A S De c e m
H SE -
HIG ctober
O
Slide 8 of 10 | Kanan | Satyajit | Sayantan
 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

KEY PERFORMANCE INDICATORS

KPI BRIEF POTENTIAL KPIs PARAMETERS
What is the digital reach to the • Proportion of customers accessing digital channels • No. of views
Reach end customers? • Percentage of customers in portal, e-mail databases • Click Through Rate
• Opt-out percentage, trending
• Proportion of customers requesting reach through the digital • No. of Downloads
How extensively are digital
channel • No. of landing page visits
Penetration
channels being used? • Proportion of sample orders through digital channels • Open Rate
• Percentage of customers using virtual events such as website
visits
• Analytics on 360-degree of the customer • Retention Rate
How are digital channels • Repeat activities through the digital channel • Marketing Qualified Leads
Effectiveness faring, compared with other • Correlation of trends in increase/decrease of physical vs • Sales Qualified Leads
channels? digital
• Referrals Effectiveness
How engaged are the • Visit Frequency • Daily & Monthly Active users
Engagement consumers on the digital • Breadth of Activities • No. of sessions per user
channels? • Average Time Spent per user

Experience
How is the customer • Percent of new customers joining through digital channel • No. of poor ratings per month
experience on the digital • Trend on average time spent on activities • Churn Rate
channel? • Churn Rate

Source: https://www.themediaant.com/ Slide 9 of 10 | Kanan | Satyajit | Sayantan

 PROBLEM STATEMENT PRIMARY RESEARCH CUSTOMER JOURNEY BIG IDEA PROMOTIONS STRATEGY FINANCIALS & KPI’s

FINANCIALS
Channel Cost per view/click Total views/clicks targeted Cost GST (18%) Total cost Conversion Rate Expected Downloads
YouTube non-skippable ad 0.5 16,20,000.00 ₹ 8,10,000.00 ₹ 1,45,800.00 ₹ 9,55,800 8.90% 1,44,180
YouTube banner 12 4,86,000.00 ₹ 58,32,000.00 ₹ 10,49,760.00 ₹ 68,81,760 19.55% 95,013
Facebook Click 3.5 10,80,000.00 ₹ 37,80,000.00 ₹ 6,80,400.00 ₹ 44,60,400 7.80% 84,240
Facebook Carousel 3 8,10,000.00 ₹ 24,30,000.00 ₹ 4,37,400.00 ₹ 28,67,400 4.20% 34,020
Instagram Premium Media 3 6,48,000.00 ₹ 19,44,000.00 ₹ 3,49,920.00 ₹ 22,93,920 6.32% 40,954
Google Adwords - Premium Media 20 4,25,000.00 ₹ 85,00,000.00 ₹ 15,30,000.00 ₹ 1,00,30,000 36% 1,53,000
Total 50,69,000.00 ₹ 2,74,89,280

Total Cost: ₹ 3.85 Crores

Expected Downloads: 8.91 Lacs

Microsoft Excel
Worksheet

Source: https://www.themediaant.com/ Slide 9 of 10 | Kanan | Satyajit | Sayantan

 Appendix

The different sources

of information are
listed below:

Slide 10 of 10 | Kanan | Satyajit | Sayantan