TEAM- ART-ATTACK | IIM KOZHIKODE

SANKET MULEWAR SHIVANI WARATKAR CHIRANJEEV GAGGAR

 Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections
PRIMARY RESEARCH DECISION MAKING DRIVERS

Millennials Home Owners

(>30yrs)
Are not tech savvy but are
High Curiosity about new eager to learn new things.
techniques, are tech savvy Stick to the conventional
Interviews FGD Survey Insights
thus inclined towards apps methods of home decor
Survey Insights Individual
Interview Insights With higher level of May be unware of their
Personal Interview 43% education, they demand surroundings due to
10%
“I like the App and 105 for more transparency and inclination towards
Respondents 5% are aware of their conventional methods of
definitely ill recommend it
surroundings shopping
to my parents” 30% 70% Education
- I wasn’t aware of the app 42% Expert advice to customers
Prateek Kardam Usually are risk averse,
- I have helped my parents while purchase will lead to a
23 yrs Key Insights: they desire a good
with WhatsApp ,FB apps long term relationship –
Student • 94.4% respondents below 30 years said that their parents take lifestyle but lack
leading to trust, brand
Telephonic Interview coloring suggestion from them while painting their homes awareness to alternatives
building.
Lifestyle
“I didn’t know about app so • 51% respondents have introduced their parents to any mobile
Express what they are Not well versed with social
I consulted Architect” app and parents liked the experience
thinking. Stay connected media and today’s
- I painted my home Channel Preferences with their family & friends. generation social platforms,
through contractor • 65% respondents said they usually visit paint stores and select Socially sensitive & support limiting connections
Umakant Waratkar
- Visited shops to choose color from the catalog diversity.
59 yrs Social connections
Home Owner
colors • 21% said they consult architect or contractor for color
With variety of jobs in
suggestions offer, look out for those Well settled careers and
FGD Insights
• 14% prefer to use app to visualize and select colors at home which challenge status quo relationships, thus are
• App is not visible on Asian Paints App and provides a platform to open to big purchases like
Google when searched • 34% respondents were aware of the Asian Paints grow their network in home décor category
• 10 on 12 people weren’t app Work & career
Conducted
among 12 aware of the app • 57% respondents said they want to visualize color in Millennials want good std. They mostly have offline
students • Mostly all had their parents their space with the app of living. They are always purchase journey due to
between downloading and using • 14% said that social media Ads can influence them short on time & believes in lack of digital touchpoints
apps like FB, Ola, Amazon to download the app multi-tasking. Hence like
24-26 yrs. time saving products Purchase journey
 Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections

AWARENESS CONSIDERATION PURCHASE SERVICE LOYALTY

Digital Customer Journey

3rd party sites Community Offers

Social Media Ads Stores Loyalty programs
Social Media Social Media
TOUCHPOINTS OTT/ SVOD Platform Website Email
Landing Pages Web self Service
Online Display Ads Ecommerce Survey
Search Ads
Social Media
Paid Content

• Not aware of Asian Paints App • Doubt the value add by the app • Skeptical about the color choices • Didn’t like the app experience • No incentives
PAIN POINTS • Not tech savvy to use app • Doesn’t want to spend a lot of • Prefers white or light colors • Confused between the choices • Cannot switch from
• Happy with the conventional time on research • Doubt that color may be different of colors in the app traditional painting
painting process • Doesn’t know to differentiate from what was shown in the app process
between alternatives • Colors not available in store

• I don’t know • I want to find • I want to evaluate • I want good service • I want to engage
CUSTOMER
• How do I choose • I want to know • I want to purchase • I recommend it
MOMENTS

BEFORE ENTER BROWSE PAYMENT AFTER

Offline Customer Journey

Thoughts and Pain Points Thoughts and Pain Points Thoughts and Pain Points Thoughts and Pain Points Thoughts and Pain Points
Where are the stores which will cater to What colors should I choose? Will I get all the colors in the catalog? Will I get better pricing in other store? What if I change my mind after purchasing
my need? Does the store have colors of my choice? How shall I choose between Will I get discounts on the product? the products?
Should I ask an architect about what Will I be satisfied with the store colors/textures/wallpapers? Should I check prices online for comparing I didn’t like the color in my space
colors will look good in my space? experience ? I cannot visualize the colors in my space the prices? Will I get my money refunded?

Digital Opportunities Digital Opportunities Digital Opportunities Digital Opportunities Digital Opportunities
No need to consult an architect, With the visualization tool, customers can Not only colors but textures and wallpapers With app pricing becomes consistent for As customers can visualize their space in
customers can choose colors in the App visualize and choose colors accordingly are available in the online app catalog everyone hence no chance of any forging the app hence decision will be sound
Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections

SECONDARY RESEARCH CONSUMER PROFILING

The Wannabees The Mainstreamers

Online Advertising Ad Share Gain Drivers Behavior: Look for digital solutions, tech
Behavior: Novice in mobile usage, eager

Trust
to learn anything valuable savvy
• In the last ten years Ad Insights:
Insights: • This category involves customers who can
spend on mobile has • This category involves Home become loyal digital patrons if they see
increased by 60 times Owners who are not very tech value add in the solution
• Time spend on mobiles has savvy • These are the millennials
rose by 4 times • They are influenced who can switch to the
• Within a 2017-18, use of by their kids who are competitor’s brand quickly
Amazon/ Twitter/Snapchat digitally proficient
increased by 2.6 times and l Digital Capability
FB by 1.9 times
Behavior: Cautious users, Behavior: Change digital
protective of their data, have behavior quickly, protective
basic digital capabilities of their data
https://www.bondcap.com/pdf/Internet_Trends_2019.pdf Insights: Insights:
• Should be transparent and clear while • They are knowledgeable and
App Download Journey engaging with such customers knows what to share
Price • Difficult to persuade for data sharing • Need strong value
50% never • Should respect their privacy in order proposition and clear policies
to woo them to deal with this segment
paid for app Experience
Discovery The Skeptics The Switchers
download and 61% love the app
51% said that those who did as it is easy to use
if family/ was for the Target Group Positioning statement
Installation Usage and navigate. 34%
friends are desired
85% More the half say there are new
using the app content Youths Primary TG For the youths who play crucial role in
respondents of the things to explore
influence the Youths (mainstreamers) in the age coloring decisions and home owners
vouched for downloaders wannabees of 18-30yrs for app downloads who want to paint their dream homes
price and of the app (parents) to use with the best colors, Asian Paints App
privacy being generally use apps and make Secondary TG lets you visualize your space in colors
important it regularly them aware of Home Owners above the age of 30 you choose, giving a lovely painting
the features yrs. as they are the decision makers experience
Source: how-users-discover-use-apps-google-research.pdf
Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections

RACE Framework for Digital Marketing Strategy Earned, Owned and Paid assets to increase REACH

Earned Asset
Awareness Campaigns Comments, Likes, Impressions,
Views on YouTube Video,
#CreativePieceInYou
REACH #ShareTheChange
Engagement and no. of app
downloads and Play Store Ranking
#PasteYourDreams Optimization

Push notifications, Emails & Social Media

ACT Campaign

Highly Engaged
Customers,
Digital KPIs of engagement and APP
CONVERSION download
superior REACH
and increased no.
of APP
downloads
Increased likes
App download based rewards like ecommerce gift
Loyalty coupons etc.
on FB and higher
footfall on
APP
Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections
Strategy to move home décor By using different digital media Getting people engaged with the Popularity of campaign leading to more
from Low involvement to High HOW ? channels to create awareness THEN ? app by launching Instagram and Result ? app downloads
involvement Category about Asian paint ad. Facebook competitions People making vice decisions by trying and
then choosing colour for their home walls

Phase-wise Strategy to increase reach and awareness through Social Media (Owned Media)- REACH Phase
Phase 1 : #CreativePieceInYou Old APP Interface New APP Interface
• Asian paint will ask people to SHOW a Creative
• Celebrity influencer will put pictures of
Kickstart Piece in You by making a custom texture on
of
his/her home’s wall with different shades of
Asian Paint App
Campaign colours and textures clicked by Asian paint
• Customisation option would be added on the
App on Asian Paint exclusive FB community,
app itself. Share it on FB
asking his fans which wall looks better
• Winners would get a chance to become brand
• With #CreativePieceInYou Creative In You
• This will kickstart the competition
ambassador of Asian paint and the texture New Tell Your Friend
would be added in Asian paints colour portfolio
Stick Your Dreams
Phase 2: #ShareTheChange Insight: 50% APP download takes place due to word of mouth i.e.
from Friends and Family Changes
Referral
would • User of the App would be asked to refer the APP to • “TELL YOUR FRIEND” will be Creative In You and Stick
increase their Friends and Relatives stating the amazing integrated in the APP after the
Reach Your Passion option would
feature of the app campaign closure also
further be available during
• Users would also have to share their experience with • Those who shares the APP would get
at least 5 persons that HOW this APP helped him/her assured gifts like discount coupons
campaign phase only
to choose a perfect colour for his/her home’s wall for ecommerce site or cabs Facebook Community
Phase 3:#PasteYourDreams
• Use Asian paint app
• Choose a beautiful texture for your wall FB community/
With increased • Stick your Dreams on that wall in most creative Asian paint fan
consumer base by manner. Option would be available on the app itself page where all the
referral, in this last competitions
• Share it on Facebook Asian paint community with
phase Engagement/
Reach circle will #DreamsOnYourWall Weekly winners would be regarding
enlarge announced campaign will take
• Asian paint would give INR 50k to the winners to place
live up their Dream
Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections
Promotion Strategy Percentage availability of our TG on different Digital Channel
Facebook Pinterest YouTube Twitter Instagram Linkedln
Ads on Facebook/Google/ 89.23% 4.05% 3.03% 1.96% 1.49% 0.08%
Lions and Rotary club Asian Paint – WhatsApp for Pinterest and Ecommerce sites
Business We Have Mainly focused awareness through FB and then YouTube,
Pinterest and OTT Platforms due to higher footfall of our primary TG
As Home Owners are the main Ads on Facebook and
Leverage WhatsApp for Business
person who makes the final and send user stories/ reviews
Instagram using canvas, Engagement Timeline
buying decision for home colour and Offers to consumers based carousal and 360-degree
Activity Quarter 1 Quarter 2 Quarter 3 Quarter 4
and these group of persons on Location and the interest image Which are dynamic,

Campaign
would be largely member of visually-appealing ways to #CreativePieceInYou
shown in our awareness
these clubs. So, sponsoring keep the audience engaged #ShareTheChange
campaign to drive App download
events of these club #PasteYourPassion
The Folk Talk
Endorsing Web series
Push Marketing Overall Integration Reviews and SEO Asian Paint WhatsApp
Emails consisting the user All the content and delivery Getting good genuine reviews about WonderOfColors
reviews of the APP and sources be leveraged in a the app and good rating of the app Lions/Rotary Club Ambassador
photos of same wall before cross platform way that will influences consumer perception Online Video Campaign on OTT
and after attached to be sent
help in expanding trusted about the App
Push Marketing & FB Ads
to FB community followers
audience base organically as Using SEO and third-party service to
and to their friends. Online Video Campaign on OTT Platforms and YouTube
against inorganic ways improve APP’s hit ranking
Messages with link of the APP
Har Khush Ghar Ki Aawaj

WonderOfColors Quiz Endorsing Web series The Folk Talk Video showing confused
parents about which colour to
Endorsing web series like KOTA use on wall out of many
An active Blog Post, to ensure
FACTORY in which newlywed that consumers get the available options then their kid
Post Questions to increase customer
couples struggle to adjust in the information about the popular shows them Asian Paint APP
visits to the FB platform and choose
new setup things, where our app search query regarding their through which whole family
a daily winner by lucky draw who
will be rewarded with gift cards will help them in simplifying one doubts on wall colour selection tries out various shades of
of the problem of decorating and doubts in general different colours and
house experience the new form of
home décor consumer journey
Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections

Convert Phase Engage Phase

Getting users to take the next vital step of downloading app Getting users to take the next vital step of downloading app

Drive app downloads

• App will be placed on different locations on
page to measure #Take Rates Page Useful Content for users
• This will provide us with the data for best
position on page to place the app link to get
Optimization • Useful content like Ebook on home decoration,
maximum conversions webinars on new trends in painting, etc. will be
created
Content • This will increase the inbound traffic on website

React to Customers feedback

• Feedback feature will be added to the app so Feedback
that customers could suggest new changes
• This will help to gather insights and make the
offering more user friendly
Social CRM Using Social CRM
• Use of social CRM will make it easier for
customers to interact with us
Track KPIs • This will drive engagement and in turn increase
loyalty
Tracking KPIs to measure performance
• KPIs will be tracked on basis of 4 major
parameters: Website Effectiveness, User
Engagement, Social media reach and Customer
conversion
Primary Research Customer Journey Consumer Profiling BIG IDEA- Awareness KPIs Projections

The Website Effectiveness Metrics Social Media Reach

Take Rates Repeat Visitor Share Committed Visitor Share #Mentions Reach
TR= # Visits performing App Download/ # Visits
TR= # Visits performing App Download/ # Unique RVS (Percentage) = Number of reposts and The potential audience
CVS (Percentage) =
Visits #Repeat unique visitors/ mentions of Asian Paints: for our message on
#Visits Lasting more than 20
Measurement: Will help to compare different rates
#Unique Visitors Shares, Retweets, etc social media, blogs, etc.
obtained when the link to app (Colors by AP) will be min/ #Visits
placed on different parts of the webpage
Measurement: Measurement:
•This indicator will tell about •Assumption: Longer the visit,
Heavy User Share the quality of content on our higher the probability to
HUS= #Visits with over 5 pages viewed/ #Visits website complete desired action
•Higher the ratio, higher the •This parameter generally
Measurement: correlates with Take Rates and
content will be presumed to
•The indicator enables us to see share of user who also provides an idea about the
have a greater value for the
makes profound use of our sites
customer/ target audience content quality on the website #Mentions Targeted
•Also measures engagement level
#Facebook: 1000K #Potential Reach Channel wise
The Visitor Engagement Parameters #Instagram: 50K
#Facebook:8000K #Pinterest: 400K
#Pinterest: 100K
Visitor Engagement Index Scanning Visitor Share Reject Rates #Instagram:160K #YouTube: 100K
RR (Percentage) = #1 Page Views/ # Visits
#YouTube: 30K
VEI (Index) = SVS (Percentage) =
#Visits/ #Unique Visits #Visit lasting 1 mins/ #Visits Measurement:
•This metric will give a bounce rate on different
pages of our website
Customer Conversion
Measurement: Measurement:
•Scanability of site can be •It will also help to find that what kind of content
•This KPI indicates the tendency
does user want #Visits Per Channel #Customer Conversion Rate
of user to have multiple sessions measured by this indicator
on our site •This can mean that our users
•Higher the engagement in terms are quickly able to find what Reject Rate: Top Entry
of multiple visits, higher the they are looking for on our
RR Top= #1 Page View- Top Entry/ # Visits
index will be above 1 website
starting by Top Entry
•The index must be higher for •But this index must not be
pages that contain content like high for pages that contain Measurement:
•This metric will give is the bounce rate of our top This will help to identify the most CCR (Percentage) =
blogs that give user additional content like blogs. Else, that profitable/ effective marketing #App Downloads/ #Unique
entry pages
information about the topic could mean that the content •Generally top 4-5 entry pages account 80% of the channels for our Digital Marketing Landing page Visitors
he/she is interested in is not engaging website traffic
Campaign
 Primary Research Customer Journey Consumer Profiling Customer Experience BIG IDEA- Awareness Projections
Industrywise Values CTR
Projected App Downloads(Lakhs): 4.31 Projected Cost: 2.16 Cr 5.00% 4.68%
4.50%
Activity Quarter 1 Quarter 2 Quarter 3 Quarter 4
4.00% 3.78% 3.71%
#CreativePieceInYou 2100 2189 2300 2438
3.50% 3.27%
#ShareTheChange 0 2100 2207 2340 2.91%
#PasteYourPassion 0 2100 10500 11130 3.00% 2.69% 2.61%
2.42% 2.44%
The Folk Talk 8000 8000 8000 8000 2.50% 2.09%
Endorsing Web series 25000 25000 25000 25000 2.00%
Asian Paint WhatsApp 10000 10000 10000 10000 1.50% 1.08%
WonderOfColors 0 8600 8600 8600 1.00%
0.51% 0.53% 0.59% 0.52% 0.59% 0.49% 0.50% 0.39% 0.47%
Lions/Rotary Club Ambassador 0 0 5000 5000 0.50%
Online Video Campaign on OTT 750 750 750 750 0.00%
Push Marketing & FB Ads 42000 43772 46009 48770
Total App Downloads (Lakhs) 0.88 1.03 1.18 1.22

Channel Impressions Cost Percent Breakup

1.50 App Downloads(Lakhs) Average CTR (Search) Average CTR (GDN)
1.18 1.22 Youtube 100000 50000 0.23%
1.03
0.88 Instagram 160000 400000 1.85%
1.00 Target KPIs
Click on the icon to
Pinterest 400000 1000000 4.61% 7.0% 6.0%
0.50 access the Excel file
Facebook 8000000 20200000 93.18% 6.0%
5.0% containing detailed
0.00 Hotstar(OTT 5.0%
Quarter 1 Quarter 2 Quarter 3 Quarter 4 Platforms) 200000 29500 0.14% 4.0%
App Downloads and
3.0% 2.5% Financial Projections
2.16 Cr 100.00%
2.0%
2.0%
Assumptions 1.0%
1. Assuming that we will achieve target KPI in 4 quarters 0.0%
Current Qtr1 Qtr2 Qtr3 Qtr 4 (Target
2. KPIs are interpolated for all the quarters to achieve the target in 4th quarter Standard KPI Reached)
3. CTR and Conversion rate are similar for Search Engines, Facebook and Instagram
CTR Search Engine CRT GDN
4. Conversion rate for YouTube is similar to that of GDN
Conversion Search Engine Conversion GDN
5. SEO implementation will allow us to achieve desired CTR and conversion rate by end of quarter 4
 Appendix
• References
1. https://gs.statcounter.com/social-media-stats/all/india

2. https://mindstreammedia.com/2019/02/04/how-to-increase-brand-awareness-with-organic-content

3. https://www.amazon.in/Art-Digital-Marketing-Definitive-Measurable/dp/8126564407

4. https://www.bondcap.com/pdf/Internet_Trends_2019.pdf

5. https://blog.useproof.com/cost-per-lead/

6. https://www.themediaant.com/digital/google-sem-google-advertising

7. https://surveyanyplace.com/average-cost-per-lead-by-industry/