TEAM CHAOS

XLRI Jamshedpur
Somya Dua Neil Fernandes Neha Saxena
Summer
Interns at: Philips India ICICI P&G
 DECISION MAKING JOURNEY OF A CONSUMER IN HOME DECOR
Cursory research Consider, Evaluate & Compare Decision Post Purchase
Digital Marketing Campaigns
useful at these stages

Offline Influencer
Consumer looks for APEHS Sales associate visits Warranty
reference sites in his Paint finalised
local areas and WOM Shows color
Online Dealer
pallets/sample sites
Popularity
Consumer looks on Will show images
trusted sites/ online Contractor In this stage, customers
Will show reference
consumer reviews spend most of their time
sites Distinct look
AID trying to get the best deal
Will bring to store

Insights: Consumers search
online variants of designs which
are already tried and tested
Barrier: Highly risk averse
nature prevents consumer to
look for new options.
Insights: Consumers highly depend on the
influencer suggestions. They have difficulty
visualising unseen décor options.
Barrier: Contractors and dealers hesitate in
showing unconventional examples on fear of
disappointing the consumer
Insights: More than half users Insights: Consumers seeks
agreed that purchase was influenced for appreciation about his
by retail promotions & discounts newly done home decor
Barrier: Once paint done, almost Barrier: Consumer fears
impossible to change the decision sharing unconventional
designs for fear of society

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline
 CONSUMER SEGMENTATION
Based on primary and secondary research, we divide
our consumers in four target segments
Mavericks Conventional thinkers
This set like to This set hesitates change.
personalise their décor They prefer to repaint the
based on their needs house with the same colour
and wants combinations as before
This set has hardest time in
They like to try out imagining new décor
different things and suggestions and always look
don’t care much about for reference sites/other
society views customer testimonials
Pretentious pals Swiftness seekers
This set likes to decorate
This set likes to get home
homes with expensive décor done quickly
items/products to prove
their uplifted social
They mostly rely on
status contractors/interior
They believe the most designer’s suggestions as
expensive as the best
they think the whole
and want to try décor process of imagining and
ideas done by the rich of decision making takes a
the society lot of time
Consumer
Consumer Journey App improvement
Segmentation
Young Professional 1
Pooja is a 25-year old working
General Description
professional staying in a
rented accommodation near
her workplace. “I spend most
of my time in the office but
love coming back to my own
space which I personally
recreated using décor items
so that I can relax and enjoy”
Décor items such as cushions,
Purchase
options
bedsheets, lights, wall-
hangings, wall-stickers, stools
etc.
Cost conscious, cannot invest
Cost
too much in furniture due to
student loans etc.
Web-savvy and consumes a
Influence
Need &
lot of digital content, willing
to explore physical markets to
get the best deals
Though our long term aim would be the app to be used by everyone, in the short term we want our app
to be used by Conventional thinkers and swiftness seekers as this segment either finds hardest to imagine
or has less time to involve in decision making process
Digital marketing Promotional
Strategy Campaigns
Customer Personas
Households
Mr. Iyer, 46 yrs. Gov. officer
“I am repainting my house
after 7 yrs. I am repainting the
same colour combination as
suggested by the architect and
also it does not look oddly
different from other houses in
the neighbourhood”
Décor items such as cushions,
bedsheets, lights, wall-
hangings, wall-stickers, stools
etc.
Cost conscious, have multiple
liabilities due to children and
their education
Primary source of information,
friends & families, neighbors.
Cost Conscious
Facebook Investment &
campaign
Young Married Couple
Mr. & Mrs. Arora, married
couple, 40 & 38 yrs., working
professionals
“Our busy schedules leave us
with little time in going to the
shop or search for different
options for our home décor.
We have left it on our
contractor and will finalise
among the options given by
him”
Complete home décor for all
the kinds of room i.e. living
room, study room etc. along
with paint job for all
Both earning, limited
liabilities. Their first home,
thus splurge factor
Web-savvy and convenience is
an important factor, highly
influenced by social circle and
family
Timeline
 APP IMROVEMENTS & PROMOTION
ANALYSING APP COMMENTS
APP IMPROVEMENTS TO CONSIDER

Custom Patterns/Designs Cost Estimates End-Detection Improvement App Tutorial

 Users found unique/
quirky designs and
patterns online, but not
in Asian Paints portfolio
 A feature allowing users
to upload these patterns
and request Asian Paints
to provide them would
help in improving
customer satisfaction
 The app could provide
price of the products on
the app, along with cost
of painting/renovating
their homes based on
certain parameters like
area, type of home,
budget, etc.
 This improves ease of
purchase for users
 From app reviews on play  The App might not be
store, it is evident that very easy to use for all
large chunk of users are customers
not satisfied with the end-  There is need to have a
detection quality in the tutorial section in the
AR. App which provides info
 With the level of about all features of the
technology available, app, so that people don’t
people expect a better use it just as a catalogue
quality AR visualization for shades

WHY PROMOTE THE APP?

AWARENESS CONSIDERATION CONVERSION

 Brand Awareness  Traffic  Conversions

 Local Awareness  Engagement  Product Catalog Sales
 Reach  App Installs  Store Visits

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline
 DIGITAL MARKETING STRATEGY
ADVERTISING
INCENTIVE
Programmatic
Affiliate
Sponsored
Ambassadors
Trends and Channels: Retailers
Native
DIGITAL ASSETS CONTENT
• Social Media campaigns Website
Banners
Insights
revolving around the users, Display
Mobile Paid Search Educate
customer-centric campaigns Apps Paid Social Entertain
rather than product-centric Blog Curate
• Channels with social Database Creative
interaction over unidirectional Subscribers Paid Media Reviews
Email Data
channels
Categories Reach
Search, Social, Messaging 95%
Entertainment 80% SOCIAL CHANNELS Owned Earned
Shopping 77% Website Assets Media AFFINITY
Digital consumption habits Mobile Programmatic
point towards the dominance of Apps Sponsored
Blog Native
4.5 mobile and internet over Database Banners
traditional media channels. Subscribers Social Media Display
Hrs. spent daily

Hence, digital marketing Email INFLUENCER Paid Search

strategies must move over OUTPOSTS Engagement Paid Social
3.3 Forums Response
traditional ads to social media Endorsement
Groups
marketing and content Advocacy
Message boards
marketing Bloggers Community
0.2 Outreach Loyalty

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline
 DIGITAL MARKETING STRATEGY (Targeting)
Paid Media Social media campaigns can be measured for
actions elicited by viewers, views, likes, reach,
followership, engagements etc. These show
organic reach ,paid promotions, clearly
segregating the effect of payment vis-à-vis
organic reach through popularity of content
Facebook (and other social media tools tailored for multiple platforms)
allow targeting a very specific audience through the Boost Post feature,
allowing users to reach audience with specific geographies, interests,
belong to a specific community (institutes, alumni groups, interest groups
etc.). The campaign boost also provides estimated reach based on the
budget, allowing for analyzable data to measure impact and ROI

Earned Media

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline
 PROMOTIONAL CAMPAIGNS
“The most important part of a digital marketing campaign is the focus on
promotional campaigns. Creating awareness through these campaigns is the first
step towards influencing the consumer decision making process”

Banners/Posters in Retail Outlets Incentive program

 The customers, contractors who visit
the store frequently might not be
aware of the app and its functions.
 Placing promotional posters (refer
image on the right) at retail outlets
 For people booking/ordering through the
app, there must exist some incentive. This
will ensure that the consumer uses this
channel to browse, decide & buy
 It could be in the form of a direct discount

Poster for Campaigns

will help in creating top-of-mind recall on price, or free add-on features like
for the app samples, visualization sheets, etc.
Trending Facebook Campaign
 Viral hashtags, videos and challenges are the most effective ways to capture user
attention and improve brand equity in this day and age of social media.
 Promoting a campaign such as “Posting a selfie with quirky pattern on your wall
through the AP app” , with the help of an iconic brand ambassador (e.g.. Deepika
Padukone) will help gain eyeballs from potential customers

Dedicated Promotional Social media content

 Currently the website & media pages of Asian Paints speak of the App very
remotely. We need to post highly visible content about the app, showcasing its
features and uses on our media pages. (Website, Facebook page, Instagram etc.)
 For tech-savvy customers, focus on Social media Ads on Facebook, Twitter &
Instagram. This will help create awareness about the app.

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline
 FACEBOOK CAMPAIGN
Facebook Campaign na ghar Prizes/Promotion
ni duniya
 Offer custom home décor items
#LifeMeinColour “Life is like a box of Crayons” (collaboration with Pepperfry or
- John Mayer UrbanClap) to 3 lucky winners from
Task: the entries received
 The interested users should click a  Discount Vouchers/Coupons for
picture in a colour-coordinated home décor products on
setup of their homes & upload it UrbanClap or Pepperfry, to the
through the App next 10 lucky entries
 The picture should have the user in  An iconic brand ambassador, like
it to avoid copied or 3rd party Deepika Padukone, will start the
images campaign on her social media
Capture Upload Win
 The colour schemes could be on handles
walls, furniture, clothes of the user,  TV Commercial of Asian paints with
and anything you could use to a mention of the campaign & the
showcase your colour scheme! hashtag.

How will this help?

An incentivized campaign such as this would be very easy to participate in, thus increasing the number of entries and downloads of the App. The
participants might not all be potential customers, but this campaign will give a word-of-mouth publicity to the app and increase its awareness level.

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline
 MARKETING: INVESTMENT & TIMELINE
MARKETING INVESTMENT COMPETITOR DOWNLOADS
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 1M+ Asian Paints
No. of Monthly Prizes 3+10 3+10 3+10 3+10 3+10 3+10
Cost of Prizes 15000 15000 15000 15000 15000 15000 50K+ Berger
Cost of Vouchers 5000 5000 5000 5000 5000 5000
Social Media Ad Campaign (Facebook, 50K+ Nerolac
Twitter, Instagram) 150000 150000 150000 150000 150000 150000
Ad Spot on TV Series per month 500000 500000 500000 500000 500000 500000 50k+ Dulux
YouTube Advertisements 80000 80000 80000 80000 80000 80000
Total 7,50,000 7,50,000 7,50,000 7,50,000 7,50,000 7,50,000

Posters/Banners (For 15,000 outlets) INR 50,00,000 Source: Solomofy

Phase 1 Phase 2 Phase 3

MEDIA COMMUNICATION
Day 0 Day 180 Day 365 Day 730
Rs1.4cr Total Marketing Spend (1 Year

5M+ Target downloads after 1 year First 6 months will be
needed to spread awareness
Rs2.7 Marketing Cost per download about the campaign, and the
initiative will see an slow
rise. (Early growth stage)
This will be the peak period
of participation in the
campaign, with downloads
expected to reach 5M+, by
the end of this phase.
This phase will see rewards
from the campaign in the 1st
year, the downloads will reach
a stagnant rate, and App will
have gained awareness.

Consumer Digital marketing Promotional Facebook Investment &

Consumer Journey App improvement
Segmentation Strategy Campaigns campaign Timeline