Team Name: Na Beta

Apratim Saha
Amber Dubey
Gautam

Na
Siddharth

Situation
Situation Analysis
Analysis

Brand Imagery

One Wall Fashion

Brand
Communication
Strategy

Target Segment for Asian Paints

Royale Play
Consumer Profile : Affluent Segment (SEC)???
High quality, variety and brand consciousness differentiate this
segment from others. The need to stand out and be serviced
differently are important factors that this segment continues to value.
Purchase Drivers: Conformity to the significant others ???
Product Attributes: Contemporary shades and finishes, Convenient
hassle free service
Purchase Behavior: Planned Purchase Decision
Decision Maker: Lady of the house in couples or full nest families
Information Search: Primary sources interpersonal contacts viz.
family or friends Secondary sources Online Dcor sites, TV ads,
home dcor magazines
Channel Choice: Authorized Dealer (Trust factor)
Repainting Cycle: Decreasing trend ( Down to 5 yrs from 7 over the
past decade)
Barriers: Unavailability of trained applicators, skepticism about
quality ofConsumer
finish
Verbatim
Retailer Verbatim

The Royale Play

Execution

Consumer Need Scope

Analysis
ON
I
IN
AT
I
L
E DEP
I
F
EN
AF
DE
Lively,
N
Adventurous, C
Playful,
RELEASE

Secondary
Research

Primary
Research

and 2 retailers

KPMG-ASSOCHAM Summit 2014

STATUS

Need
Scope
Analysis:
Emotive
Need
Outgoing Risk Taker
based
segmentati
Powerful,
on
Sociable,
Dominant,
Target
Friendly
Sophisticated
Group:
Royale Play
Genuine, Thinking,
appeals to
T
N
Honest,
Intelligent,
consumers
E
CO
M
Refined
NT Natural
in
N
R
EN
AFFILIATI
CE
TM
S
I
EN
ON
D
T
Segment
Indian consumers are spending at higher-thanExtrovert
GDP-growth rate levels in home categories
It would be
I got the
The dealer
People come The applicator and
including Paints, Furniture and floor coverings
Royale Play suggested me out of my
with their
is smart
Collectivist
Luxury consumption in India is concentrated in
budget and I entire family enough to
wall done in to get the
Indulgent
Delhi, Mumbai and Bengaluru, with the preference
my living
texture wall do not know to the store learn quickly.
and
for luxury goods growing across the countrys top
room after
done. I do not whether it
& decide on We have an
Pleasure
10 cities
will fit with
seeing it at a know well
the texture
Idea store
Seekers
High-income households in tier 2 cities is
my furniture and shades
friends
about the
where you can
estimated
at around
20(India
per cent
annually,
(Sources) to grow
Technopak
Report
Home
Product
& home
home in a
brand
explore the
as
against 13.7 per cent in metros
(Sources)
Interview on 10 households
Market)
kitty party
Royale Play
product

Situation Analysis

Brand
Brand Imagery
Imagery

PHYSIQU
Brand
E Name royale

PERSONALITY

EXTERN
AL

ON
AL
ITY

CULTUR
E

RELATION

SEND
PE
RS
IQER

INTERN
AL

Supportive
Ask Aparna, Color
Consultancy
Experience Retail, Color
Idea Stores
Exciting: Do it Yourself

YS
H
P
UE

Brand
Communication
Strategy

The Royale Play

Execution

The Brand Identity Prism reveals the following:

AP Royale Play creates a Luxurious and Premium
image in customer mind-set
The change in customer Self Image is aligned to
Royale Play Brand Identity.

Playful, Different
Vibrant
Endorser: Deepika Padukone
Believable, Bright, Energetic
Premium Luxury

Quality
Wall finish
Play
and available
designs
Package: Colorful
with the texture
pattern on it

RELATIO
Trustworthy
and
N

One Wall Fashion

COMMUNICATION: ASPIRATIONAL (for masses)

Insights:
Rise in income levels is creating new trends in the
market. The society is becoming more self
centered in their aspirations.
Aspirational brand strategy is based on the premise
that emotions play an important role in our purchase
decision making.
CULTU
Smart: RE
Innovation
TVC
Analysisis attracted by creating stories about the

Customer
Deepika Padukone:
70 years old: set up in 1942 The TVC extends its
driven
product.
The perfect role model
Innovative Spirit: New
appeal to the hidden artist in

for young and vibrant

an individual through Born
concepts
individuals. Also shows a
to Decorate tagline
in India like Color Worlds,
shift in APs strategy to
Attracts the younger
Home
target the main decision
customers who would like
maker- woman
Solutions, Color Next
trendy and creative home
I Ethical Values: Asian Paints dcor ideas. (Customization)
RE
E ( guarantees safe and healthy
F
G
LE
N
The setting shown in the current and earlier TVCs and has been uber premium
MA
CT
I
products
IO ELF
Elements like size and setting of the house, Vegas trip etc all point towards extravagance
S )
Brand Identity Prism This can be a hindrance in mass adoption
am
Aise designs ke lie Aisa Ghar bhi hona chahiye responded one consumer when asked
RECIEV

REFLECTI

ER

Luxury & Premium

ON
taste
Innovative and
Modern: Not Boring
Fashionable
and Dull

SELF IMAGE
Lively,
Playful and
(I am)

Looking for better

Outgoing
options
Self-thinker:
Imaginative
Be with the trend

about Royale Play Texture walls

Recommendation: The visual of the advertisement is

reflecting an ultra premium house , which can be
changed
to a premium apartment.

Brand
The Royale Play
One Wall Fashion
Communication
Execution
To
capture the
Strategy
Research showed
trend
towards
Consumers
perception ofAcross
availableHome
Home Dcor Options
Comparison:
Feature wall is already a
one wall:
trend in the minds of
Dcor Options
Introduce
Premium
Decorati
Artefacts
Royale
(28/30) customumers
Feature
Dcor Flooring
Dynamism
ve
or
Play
Wall One Wall Fashion
Options
Establishing Dynamic
Brand
Brand Imagery
Imagery

Feature
Wall

Ease of
Changing
Design
Options
Frequency
of
changing

Low

24/30
both the

High

consumers agreed Asian Paints Royale Ranks high on

parameters -convenience of first time adoption
and number of design options available

26/30 consumers however did not perceive feature wall

as something which can be very frequently changed because of
the general hassles attached with painting

Posts on social Point of

SEO:
Sale & OOH
media, AP fb
Associate with
page
Banners on
the keyword
Videos on tips
the following
Home Dcor
on home
Summe
Fall
Festive
themes
Similar todecoration
a trend
r Website Banners
Collectio
Collecti
Collecti
followed in
n
on
on
apparel industry,
different
collections can be
introduced for
Differen
Fall, Summer and
t wall
Festive Seasons
for
every
marriag
e
anniver
Repaint
sary
ing
Seasons

Convenienc
e
In 1st time
adoption

Royale Play

Communication Across Channels: On the Themes Below

Occasions

Paramet
ers
Cost

Showpiec
es

Seasons Themes

Furnitur
e

TO Introduce Dynamism: Ads on Occasions &

Situation Analysis

Kids
wall
with
Link to Occasions
age
(Life Events)

Colours For
Every Occasion

Situation Analysis

Brand Imagery

One Wall Fashion

Brand
Brand
Communication
Communication
Solution
Solution

The Royale Play

Execution

The Royale
Club
Appealing the
MASSES
ATL
Communicatio
n

Where is the
EXCLUSIVITY?

RECOMMENDATI
ON

The Royale
Club

The Royale Club is a Subscription Based Business Model

Details: Periodic (Seasonal or Annual or Custom) Repainting of the feature wall
Premium treatment and customer service to be delivered
Premiumization to be a
reflection of the frequency of repainting
The
Royale
Club
Frequenc
y to be
decided
by the
customer
Inform
the
customer
s
Digital:
Mobile
App,
Social
Media

Subscription (Paid) option to the

customers for premium services to
be offered to them
Benefits: Periodic repainting of the
feature wall; Free Color
Consultancy
Change
of feature wall: Seasonal
or Annual; to be decided by the
customer
Priority allocation of color
consultants and applicators
Members of The Royale Club to be
the first to be notified about the
new offerings
Allocation of the best rated
Royale Play Crew
Mobile App: Push Notifications
about the latest trends
Mobile
App:
Play
Colors
Augmented Reality Play ColorsUnlimited
Features
and
Lifetime app to play with
FB Posts: Miss/Mrs now a
Royale Club Member

Play Colors

Play Colors Mobile App: This downloadable app via the

link or code sent to the customers
Features: Based on Augmented Reality, check how
different textures and shades will look in the present
setting of your house.
Members of The Royale Club: Unlimited access
Non-Members: Limited access; with an option to
These efforts will induce a new form of
upgrade
premiumization where one moves up the premium
category ladder by getting his/her wall painted more
frequently
The Brand Communication Dichotomy is
addressed by creating an exclusive group The
Royale Club for the elite customers
The masses are upgraded to Royale Play with the
use of

Situation Analysis

Brand
Brand Imagery
Imagery

One Wall Fashion

Experie
Distribution Breadth:
nce
Selective
Stores
High8
Product
Tier
involvement
39
I
Premium
Planned Product
Buying
26
14 Tier
Purchase
II
Behavior
Selling Effort
33
9 Tier
Low Frequency
Product
III
Control
Image
5094
Tier
Color
Product
38
IV
World
Distribution of Royale Play limited to Tier I andDisplay
select
Tier II cities
Distribut Channel
No. of
Cities

Income
Share

Source: NCAER; McKinsey Global Institute

ion Partners
Applicat Sales
Eligibility: Applicators rated above the average
ors Team
rating in training
Applicat
Evaluation Criteria: [A] No. of finishes [B]
ors
Customer feedback
[C] Sales Agent feedback
Equipment: [A] Kit [B] Professional Uniform [C]
Digital Control Mechanism: Basic Mobile App for
Digital Certificate [D] ID Proof
applicators
Influenc
Applicators enrolled through code provided to
ers
dealers
View of individual and peer rating to induce
competition
Customer
Guarantee:
Certificate
through
Channel

Serves as digital
proofDigital
of Royale
Play Crew
app
Partners
certification
Incentive
applicator:

Feedback for
collection
from consumer through interface
[A] Higher labor rates [B] Dealer referrals

Brand
Communication
Strategy

The Royale Play

Execution

Purchase Experience: Digital Catalogue of patterns on AP

Tab
AP Color Consultant appointment to customers

Selection of contractor for Royale Crew Selection

Provide ratings to applicators on the basis of customer
loyalty
Data utilization in identifying potential customers for
upgrade to

Educate
about Royale Play Crew
Nilaya
Wallpaper
concept
Select applicator for training on basis of
dealer referral

includes
Architects, Interior
Group
Inspection
of workmanship
and rating
Designers
feedback
Inform about additions to finishes and
shades
Product usage in model flats of luxury
properties

Maintain
Provision display
of colorstandards
collateral of
forRoyale
Play
professional use
Provide selling assistance in Color Ideas
stores
Provision of color collateral for customer
assistance

Team Name: Na Beta Na

Apratim Saha
Amber Dubey
Siddharth Gautam