Asian Paints aims to expand into the home décor market by leveraging its existing strengths in paints. It will rebrand slightly to "AP" and offer complementary home décor products like textiles, plastics, and lighting that synergize with its paint colors. AP will utilize its strong distribution network and launch new marketing campaigns on social media and a smartphone app to promote its integrated home décor solutions and establish itself as a one-stop shop for home renovation and decor needs. Market research shows growing demand for customized, frequent home decor changes which AP's color expertise and new product portfolio can address.

1. Asian Paints Canvas
Karan Chhabra Vinamrata GandhiAnurodh Tak
TEAM Victorious Secret | XLRI Jamshedpur

2. Analysis Leveraging Strengths Expanding Portfolio Rebranding
Consumer Analysis
Surveys PI FGDs
Identify customers’ needs & relative
importance of various parameters
To understand the customer
behaviour
96
responses
15
PIs
2 FGDs
8 members
Customers are asked to reply to expectation & perception
statements, for tangibles, Responsiveness and Assurance
& for dimensions of empathy and reliability.
Research Methodology
Key Points
26% of men
make their
decision
48% of women
make their
decisions
Home Décor Decisions
>
Others
Buying Preference of Home
Décor Elements
Beds &
Mattresses
Sofa &
Chairs
Decoration Priorities
Kitchen Bedroom Dining
Room
Kid’s
Room
Conservatory
Major driver for Home décor is to give their home customized feel
Market Analysis Trends
The Digital Age
• Growing acceptance amongst consumers for digital buying
• Emerging as one of the profitable categories in e-
commerce market.
• Average ticket size is larger, with a margin of 30-40% thus
consumer acquisition cost is justified.
• Huge scope of smaller furniture items and pure home
decor items in online  because of their smaller sizes,
not much need of touch and feel and easy logistics
comparatively
Important Categories
• Out of this $20 billion market
40-50% is furniture and rest
are pure home decor items
such as cutlery, kitchen
items, fancy lamps etc.
• In furniture, out of 40%, 25 %
is the larger furniture items
such as Sofa, Beds etc. and
rest small furniture items such
as linen, bar table, chair ,
stools etc.
• Market is flooded with online players getting
into this segment- Urbanclap, Pepperfry.
• Current focus is on furniture and remaining
market is covered by fragmented players.
• Although, the online retail is grabbing the
attention, there are players in the offline
segment too like Godrej interio, D’Decor,
Zuari, Durian, @home, etc. which are there
from years and are still among the best
choices for the consumers.
Competitive Analysis
Important Parameters
1.Customizability
2.Texture & Quality
3.Economical worth
4.Durability
Source: Euromonitor

3. Strategic Advantage-
Customer orientation
Create base and develop credentials
Leverage PODs and Strengths
Test for synergy and company fit
Identifying attractive segments
Provide an additional Wall Makeup
solution Not a Wall Paint
 Easy painting options for people who
wants to decorate regularly
 Short Term painting solutions for
design conscious people
 Replaceable paints & Paint Decals
Analysis Leveraging Strengths Expanding Portfolio Rebranding
Brand Analysis
Strengths- Strong Distribution
• Asian Paints has
high Recall and
has high
TOMA.
• Perceived as
high quality
Points of Difference (PODs)- Innovative Products
• Asian Paints provide customised products
which gives it a huge edge over competition.
• 86% of customers felt they feel Asian Paints can
provide infinite colour combinations
• Asian Paints has become relevant
in the minds of consumers due to
strong relationship with its dealers
• Huge distribution coverage
Leveraging Strengths
We need to keep the Company strategy in mind; use existing PODs and create
new ones; leverage existing strengths
Increasing Importance of Paints in Home Décor
Special paint collection for various:
• Lifestyles Behaviour based
• Roles Occupation based
• Personalities Vibrant, Sober, Subtle
Currently paints are not in the consideration set of
people when it comes to Home Décor
Increasing importance of paints in home décor will automatically increase
credibility of Asian paint for home décor segment

4. Analysis Leveraging Strengths Expanding Portfolio Rebranding
Plastics Decorative
Identify Home Décor items which cover maximum visibility in the
room Products which are high in the consideration set
Identify Products which are low involvement purchase and can be
frequently changed Product with maximum purchase frequency
Selection Strategy
Home Textiles
Decorative Textile Market is over Rs. 250 bn
Home Textiles are the easiest way of changing
look of the room Bed linens, curtains,
Kitchen Linens, Appliances cover ,etc.
Designer Lightings
We should focus on providing diverse designs
to match the paint and design of the wall
Lights enhance colours, spark drama and
create mood. It illuminates treasured
objects. It speaks for home fashion.
With growing awareness towards environment,
safety, hygiene and functionality, the demand
for better quality home textiles with features like
stain-resistance, flame retardant, fragrance, etc.
is increasing.
Quality of Wall paints are enhanced by
lights and thus creates perfect synergy for
Asian Paints
At AP, customers can choose either ways
– first light and then paint or the opposite.
AP will become one stop solution for most
of the home care & renovation products.
Plastic decorative
are one of the
easiest and
cheapest way for
Home Décor.
There is a growing acceptance of
consumer of high quality plastic
decorative with metallic finish.
Perfect for those
who wish to alter
their home décor
designs frequently
Channel Strategy
Leveraging Asian Paints Distribution Tie Ups with Cafes
We should leverage
the huge distribution
strength of Asian
paints for promoting
new portfolios
This will make Asian
Paints Retailers a
one stop solution
for home décor for
enhancing room
Provide various setups in
Asian paints signature
stores so that customers
can experience the look
and feel
Strategic Tie-Ups with
cafes like CCD to
promote Asian Paints
décor solutions
Points of Difference
Asian Paints should use its core strength,
Colours, for Points of Difference
The above offerings should be provided in
custom colours which can easily chosen
by the colour lab software by Asian paints
Source: Euromonitor Source: Euromonitor

5. Analysis Leveraging Strengths Expanding Portfolio Rebranding
Rebranding
Asian Paints has a
strong brand recall but
the brand is strongly
associated with Paints
Rebrand the firm to AP
and include the existing
and new portfolio under a
single umbrella brand
www.asianpaints.com www.apdecor.com
Integrate the existing
Home Décor & Colour
Services in the AP brand
Rebranding will be a gradual process- New Portfolios directly branded as AP
where as existing portfolio slowly (Entire paint range will be slowly merged).
The Right Communication AP Décor App for Smartphones
 Social Media users will be encouraged to post a picture of their favourite spot
in their Home stating reason why they love that place.
 Most popular entries will receive bumper gift by revamping the place.
 The campaign will create positive WOM and increase awareness of AP as
a Home Décor Brand
 Buyers of AP Home Décor products will be encouraged to post pictures of
their purchase in installed position
 Most popular entry wins the contest and get pay back for purchase
 Will help generate trust by social validation
Making Homes Beautiful
#Harr Ghar K Liye campaign
#Shop & Show-off campaign
An app to communicate and interact & engage with users
• To create awareness regarding the brand we need engage the audience
through digital platforms
• Promote AP as sustainable brand  Current consumers are becoming
conscious regarding the environmental effects of products
Key Features
 Users can click photos from
camera and virtually design
the room (by selecting wall
colour and other décor items)
 AP décor consultancy
services can be extended to
the app with live chat option.
 Current colour scheme app
will be merged for seamless
experience