Psychology

ASIAN PAINTS PITCH.docx

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    Paint is an integral part of my house because it reflects my whole family’s personality, said Mrs. Sharma. Whether it is choosing the colour or texture paint might be seen as an external factor many times but in reality, it is a core part of every house. Introduce the team. We have divided the case solution into 6 phases starting with primary research in which we interacted with different stakeholders which gave us insights of the user to identify the target groups. Then we mapped the customer journey through the first point to the last mile followed by an in-depth analysis of the problem so as to come up with recommendations and finally implementing the strategic plans. Our core focus is on increasing the downloads of the app and at the same time to increase customer engagement. We have limited the scope to the interior and exterior wall paint because these are the categories in which customer can give their personal touch. To gain more insight about the user we interacted with various stakeholders and the major insights that came were Painters & relatives are the most influential in the choice of color because they are the first touchpoints. Retailers have no motivation to show the usefulness of the app to the customer because they don’t have any incentive for the same, primarily because they believe that instead of showing the app to one customer they are losing another customer who is present at the shop to purchase. While 1/3 of the user don’t find the app useful because…………………………  In this age mobile advertisement has been an emerging source for advertisement when compared to other media sources. The most important point that we came across was that customers paint their houses once in 3 or 4 years and hence they want a quality product, quality is the biggest influencer in the purchasing process. After understanding the user information, we did segmentation majorly focussing on psychographic, demographic, geographic and behavioral aspects to further segment into 4 targets. Starting with the affluent  who are wealthy and invest in paint the house more frequently. Then comes the millennials who are the most aware and are more affected by the choice made by architects. Status Seekers are moving upwards in the social ladder. They are more conscious about their status in society. AP could focus on this emerging segment so as to tap on the first-mover advantage. And finally, the Professionals who are office employees and have less time in hand.   
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