BOND WITH PIDILITE

By Team The Right Writers

Current market consumption and potential provided Ways to increase the consumption in TN and AP :
by Pidilite :

Develop Influence
the consume
market r mindset

Influence Tools to
contracto contracte
r mindset r
 Develop the Consumer
market mindset
Steps for developing the market
• Collaborate with architecture firms, interior designers &
builders: Since most of the consumers started to consult
with architects and interior designers to build their dream
houses, we can conduct architect, builder and designer meets
to highlight the uses of our product
• Furniture exhibitions: Display our product and sponsor
events like Furniture Expo to increase the brand visibility
• Ad campaigns: Create ad campaigns by highlighting
importance of aesthetics in a house
• Collaborate with retail hardware stores and incentivise them
• Furniture and design magazines with new developments in
housing sector
• Display artistic furniture in TV shows to generate a demand
in the market
• YT shows with celebrities giving a house tour to influence
consumer minds
Contractor Tools to
mindset consumer
Influence the consumer mindset towards
furniture making
• Promote need-based furniture with increased adhesive
usage : Given that the people in TN and AP prefer more
functional furniture, produce and promote furniture that have
greater adhesive consumption. These furniture can either meet
their current needs like modular kitchen or perform a need
recognition and fulfil that need like multi-purpose furniture
like sofa-cum-bed
• Advertisement : Ads and videos on social media platforms
have an increasing viewership and this can be leveraged to
influence the consumer mindset. By serving media content like
home tours of famous people and influencers and quirky
content on multi-purposing of furniture can greatly influence
the consumers’ mindset.
• Resale value : One of the main reason why poem living in TN
and AP do not invest much on furniture is because they keep
moving often and often do not gain much on selling their
furniture when they move. So, they prefer cheap furniture that
fulfils their basic needs rather than fancy or elaborate
furniture. By instilling in the consumers’ mind that furniture
do have resale value, they consumption can be created
augmented
 Develop the Consumer
market mindset
Influence the local contractor mindset
• Incentives : Provide incentives for promoting more furniture
and also promote furniture as a symbol of social status rather
than a mere object of utility among consumers.
• Explain the advantages : In TN and AP, people are generally
more willing to move into houses that are semi-furnished or
fully-furnished. The contractor can get made to realise that
he/she will be able to increase their income as both the
consumer and provider will be willing to quicky accept and
pay more.
Contractor Tools to
mindset consumer
Tools provided to contractors to drive more
adhesive consumption
• Contractor training –  The extensive demand for furniture
in Rajasthan and Gujarat has paved way for development of
new furniture designs in those regions. If we can act as a
bridge to facilitate the knowledge flow between the
contractors of Tamil Nadu and Andhra Pradesh with the
contractors of Gujarat, the menu for the customers in
southern states increase and hence customers can be easily
persuaded to buy furniture than now.
• Cross Selling – We can train contractors to effectively cross
sell products to customers , the furniture consumption
goes up and hence the adhesive consumption