canvas 2014 case study

8/10/2019 Canvas 2014 Case Study

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Copyright Asian Paints CANVAS 2014

CANVASCANVASCANVASCANVAS2014201420142014

And thereby hangs a tale

Jaideep was relaxing at home on a Sunday afternoon in Septemer when his phone rang suddenly! "e re#ogni$ed the

numer as his #ollege friends% residen#e who li&ed in the same uilding' aleit 4 floors away! Perhaps he was #allingto ma(e plans for dinner' and pi#(ed up the phone!

)Can you please #ome home if you are around* +e need your help,- shrie(ed Ahi.eet o&er the phone! Jaideep #ould

sense the angst in his &oi#e as he as(ed him what happened! )+e are planning to paint our house in time for /iwali

and we #an%t seem to agree on what to do for the main feature wall, +e need an expert%s suggestion here!-

Jaideep (ept the phone down understanding the exa#t issue that his friend was fa#ing! As the eneral anager'

ar(eting at Asian Paints' he (new the things that would run through a #onsumer%s mind who was in the painting

pro#ess! Ne&ertheless' he made his way down 4 flights of stairs to his friend%s house! n the way he reminis#ed aout

the .ourney of the )feature wall-!

A Quiver Full of Arrows

Theconceptofafeaturewallhasgainedinprominenceasanintegralpartofhomedcorsincethelast15oddyears.

Initially, just a different colour was enough but today the spacehas become very vibrant withmultiple offerings

competingforcreatingauniquefeaturewallinthehome.

bout1!yearsago,theuseofdar",bright,vibrantcolourshadallstartedproliferatingacrossmovies,T#serials,coffee

shopsli"e$arista,etc.andwasfindingitswayintohomes.Te%turesas itthenstood,wasanaturale%tensionofthis

trend.sian&aintsintroducedthe'oyale&laybrandin(!!)withate%turedspecialeffectsproductasauniqueoffering

asafeaturewall.

The*&lay+partwasintendedtohaveastrongruboffonthe'oyalebrandandadddimensionsof-beingyounger,

fashionable,funtrendy.Theproductitselfisthemostconsumerfriendlyofferinginthesian&aintsstableandallows

forliterallyanydesigntobecreatedusingit.Thisisappliedononewallinaroom/calledthefeaturewall0andthisusually

transforms the loo" of the home completely. ven the initial communication for 'oyale &lay used to tal" about

transformationofthehomeusing'oyale&lay.

crucialelementtotheproliferationofthecategoryhasbeenthetrainingofpainterstoma"ethedesiredfinishonthe

wall.2veraperiodoftime,theaveragepainterhasdevelopedacomfortlevelwithafewfinishesandhasonlythosein

hisrepertoire.Insomecasesheisafraidoftryinganewfinishasitmightnotcomeoutnicelyandthenhewillbeinafi%.

Inmanycasesthetrainingcouldhavebeenreceivedafewmonthsagoandsomepartofithasbeenforgottenleading

tolowerconfidence.llthisleadstoanaturalselectionofaveryminimalrangeoftheeffectsthatthepainterputsforth

asoptionsformostconsumers.3omeofthemorepopulareffectshereare3patula,'agging,4appleandrin"lethatend

upbeingpopularlysold.

nother offering in the 'oyale&lay rangewas the rangeofwall stencilsnamed'oyale&lay6allfashionthatwas

introducedinearly(!!!s.Theseincludedarangeofmotifsanddesignsthatcouldbereplicatedonthewalls.The"ey

advantageofthisrangeofstencilswasthefactthatthesecouldbeusedeveninsmallerareasli"ecornersandsmall

wallsandisrelativelysimpletoapply.

7u%taposedtothelaunchoftheseproduct,theretailenvironmentforpainthasbeenslowlyevolvinginthelastdecade.

3torelayoutsandformatsofpaint,hardwareandelectricalstoreshavetraditionallybeenintimidatingandinmanycases

steppingintothemwasalsonotanoption/fromashoplayoutperspective0.8ajorityofthedealershavehada*trader+

mentalityandwouldrathernotspendtoomuchtimewithcustomersandinsteadjustprovidewhatthecustomerhas


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as"edfor.sian&aintshasbeensteadilytryingtochangethedealermindsetaswellasthestoreambienceinorderto

introduceaserviceorientationtotheshops.

9ivenacombinationofthese,difficultyingettingtheright"indofapplicatorstrainedandbringingittotheright"indof

customer/eitherthroughtheapplicatororretailenvironment0,ithasbeenachallengeto"eepintroducingneweffects

andpatternsthatcanta"eoffeffectively.

Thus,theentirerangewasgettings"ewedwithsomeoftheeffectscolourcombinationsbeingseenallovertheplace

butseldomwouldacustomerseetheentirerange:offering.Thus,additionofnewfinishestotherangewasalwaysanissueascustomerswouldtypicallynotbeawareofthelatestintroductionsintherange,eventhoughthat;swhatshe

wouldbeloo"ingfor.

onsumerse%posedto'oyale&layotherte%turestendedto findwallpapersmoreupmar"etaswellasadifferent

optiontowhatthecurrentnormalis.6hilewallpapersarealotmorehasslefreeintermsofapplication,themaindriver

for itsadoptionisthevarietyofdesigns/similarto upholstery0and thereforethee%clusivenessor uniquenessthat a

customercanchoosefrom.Thetradeendsupma"ingveryhighmarginsonwallpaperwithoutholdinganystoc"hence

thereisapushthatcomesfromthereaswell.decadeago,thewallpapercategorywasseentobeveryfragileand

incapableofhandlingissuesofwaterseepage,physicaldamageetc.Today,withalotofinnovationinthisdomain,the

opinionisquitetheopposite.

sian&aintshas alsojumpedonto thewallpaperbandwagonhasassociatedwith someoftheleadingwallpapermanufacturerstoofferarangeunderthe'oyale&layumbrella.Thetopendoftheofferingincludessomecreationsfrom

renownedinternationaldesignersaswell.

A matter of honour

Jaideep rang the ell of Ahi.eet%s house and entered the home to find the entire family sitting in the hall with many

ro#hures from 3oyale Play lying on the tale!

)han( od you are here, 5ou need to help us on this de#ision! +e are #ompletely #onfused,- said Shruti' Ahi.eet%s

wife as he entered the house!

)+e saw the 3oyale Play ad&ertisement with /eepi(a Padu(one on tele&ision and made up our mind that we want

the lue /enim pattern that was shown in the #ommer#ial! "owe&er the painter .ust told us that the 6i$$ design is one

of the latest finishes laun#hed y 3oyale Play!-' said Ahi.eet!

)+ell' while the 7lue /enim is relati&ely new' the 6i$$ is definitely newer and was laun#hed this year! "owe&er' whi#h

one do you li(e more*- as(ed Jaideep!

Shruti ex#laimed' )+e li(e oth of them! 7ut we definitely need to ha&e the latest finish! +e #an%t afford to stay ehind

others! 8t needs to e something that no one else has got in our friends #ir#le!-

First Among equals

7aideepsmiledsilentlytohimself.Thefeaturewallwasoftenusedtogarnersocialrecognitionbyconsumers.


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A twist in the tale

Shruti #ontinued' )Ahi.eet has not een in&ol&ed in this pro#ess at all! 8t is only me who has een ta(ing up all the

pain to go through the ro#hures and #oming up with options' intera#ting with painters et#!

8 ha&e een spending hours and hours on the internet going through &arious home d9#or wesites and how:to &ideos

to understand the est possile ways to do up the house! And now 8 am e&en more #onfused than what 8 was earlier!

And Ahi.eet' he has left e&erything to me,-

)"ey' 8 did #all Jaideep' didn%t 8*- Ahi.eet said sheepishly!

Thiswastheothertrendevidentacrossconsumersegments,thought7aideep.Itwasthewomenofthehousewhowere

ta"ingallthedecisionswithrespecttohomedcor.

Ifheweretodescribethe*'oyale&laywoman+,shewouldbeawomanwithtasteandclass-someonewhotastefully

decoratesherhome,herworld.Thiswomanismodern,trendyandhomeproud.

lwayswiththetrend,shewearsmultipleidentities.3hehasdesignsforlife, foreverymoment.lwaysreadyforthe

showshelovestoreflectherricherself.onstantlycuratinghertasteaestheticsfromthelatestboo",moviemusicand

T#seriesfromtheworldover.=erlifeispulsatingwithpossibilitiesfortomorrow.3heisconstantlyreimaginingherlife

andherideaofabeautifulworld.3hehasdesignsonhermind.3hehasplans.3hehasdesiresanddreams.ndthose

beautifulthoughtsreflectinthewayshedecoratesherhomeanddreamsherwall.=erhomeisaconstantwor"in

progress,evolvingeverydayasshedoes.

ItwaswiththistargetconsumerinmindthatthelatestT#wasmade.arlier3aifli@hanusedtoendorsethe'oyale

&laybrandanditwasfeltthatawomancelebritywouldbebettertodrivetheintendedpersonalityofthebrand.Thus

4eepi"a&adu"onewasta"enasthenewbrandambassadorfor'oyale&lay.venthepropositionofthebrandwasnow

changedto*$ornto4ecorate+signifyingthatthereisa tastefulcuratorwithineachofuswholi"estodecoratetheir

homewiththeirownuniquestyle.

lso,thedigitalspacewasshapingupveryinterestingly.'esearchshowedthatmoreandmorewomenweregoingto

thewebtogetideasondcor.Infact,morethanhalfthewomenwereinfluencedbydigitalsourceswhilepurchasing

anything.=owever,thetop5searchesonthewebrelatedtodcordidnotfeaturesian&aintsor'oyale&lay.9iven

thatthereweremorethan1!!millionwomenonthenetandthenumbere%pectedtogrowe%ponentially,capturing

mindshareonthedigitalspaceandensuringthat'oyale&layfiguresaspartofthedcorconversationswasgoingtobe

a"eychallenge.

To cut a long story shortTo cut a long story shortTo cut a long story shortTo cut a long story short

)hen it is settled' we will go for the fi$$ effe#t on the main feature wall! +hat produ#t do we use on the remaining

walls* +e want a produ#t that will wor( for at least ; years so that we are not in&ol&ed in the hassle of painting again

for some time-' said Ahi.eet! Jaideep suggested the est produ#ts to them


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lso,thereferencepointsfor thecategoryareratherdynamic.onsumerstendtocomparethecategorywithfashion,

withwallpapersorevenwithotherhomedcorproductsli"efurnishings.Theconsumerthushasmultiplereference

pointsforothercategoriesthatseemtohaveaverysimilarproposition.=ence,aplayinthedcorspacefromapaint

v:snonpaintperspectivehasverydifferentta"es.an'oyale&layma"eabrea"awayfromthepaintspace?=owcan

weensurethat'oyale&layispartofalldcorconversationsthathappen?

Only time will tell

>a#h team needs to answer these (ey ?uestions@

1= /emo#rati$ation &s >x#lusi&ity

a= 6or a #ompany whose #ore strength has een mass mar(eting produ#ts through its immense networ( and

distriution strength' how does it manage ni#he mar(eting asso#iated with ex#lusi&ity of the offering* "ow do we

align our #hannel partners' appli#ators and e&en our sales teams to dri&e su#h ni#he produ#ts*

= /emo#rati$ation would est e a#hie&ed y dri&ing the #on#ept of one wall feature #on#ept a#ross homes through

AB #ommuni#ation! he tone and manner of su#h #ommuni#ation will need to appeal to masses who need to e urged

to upgrade to more fashionale loo(! +hereas' su#h a #ommuni#ation will not #ut i#e with ex#lusi&ity see(ing elite

#ustomers! 8t will also not suit the high:end rand imagery that we are trying to #reate! Are we alienating one set of#onsumers on#e we target the other set* "ow do we resol&e this rand #ommuni#ation di#hotomy*

2= 6ashion in painting : he e&iden#e so far indi#ates that feature wall painting is usually along with entire home

painting! he earlier initiati&es ta(en to promote one wall ma(e o&er in one day met with limited response e#ause'

inherently' #onsumer is not used to imagine painting as fashion #ategory! "ow do we #hange it* "ow do we get her

to per#ei&e the one:wall ma(eo&er as a ?ui#( solution in terms of home d9#or that #an e done far more fre?uently*

= 7rand 8magery : 7rand 3oyale needs to e pit#hed at some le&el of premium imagery in terms of d9#or

sophisti#ation! 3oyale Play needs to add d9#or D style ?uotient to this imagery! As a result' the #hoi#e of #elerity andthe tone of AB #ommuni#ation is definitely luxury life! 8s this going to wor( against the potential in#reased adaption

of feature wall #on#ept y masses*


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Annexure 1

Timeline for launch of products in the oyale !lay Category

200;@ 3oyale Play laun#hed with E different effe#ts@ Spatula' Coming' 3agging' Colourwash' Sponging F 7rushing!

200E@ 14 motif ased sten#ils laun#hed as 3oyale Play +allfashion

200G@ 3oyale Play Stu##o laun#hed with ; effe#ts! his offering is pegged at a premium o&er the normal finishes and is

part of the &ery top:end offering from 3oyale Play!

200H@ 4 additional effe#ts are laun#hed in 3oyale Play to infuse some newness ?uotient in the #ategory! hus Crin(le'

/apple' +ea&ing and Can&as were introdu#ed in the mar(et!

200I@ Asian Paints ties with 8talian spe#ial effe#ts paint manufa#turer No&a#olor to laun#h two international estseller

produ#ts in 8ndia! hus 3oyale Play /une F 3oyale Play Safari are laun#hed in the mar(et! hese produ#ts are also part

of the high end offering y 3oyale Play!

2012@ a(ing inspiration from the fashion and #lothing industry' a range of finishes similar to &arious fari#s was

laun#hed as 3oyale Play extile! E different effe#ts were introdu#ed in this named Crushed Sil(' Beather' Jute' 5arn'/enim F ora rass with ea#h effe#t inspired from that parti#ular fari#!

201@ 12 new sten#ils laun#hed as part of the 3oyale Play +allfashion range! H of these sten#ils were inspired from

Colournext 2014' the annual trend fore#asting exer#ise y Asian Paints!

2014@ 4 new effe#ts were laun#hed as 3oyale Play Neu' namely orrent' 6i$$' /elta and Seashell! hese were amongst

the easiest to apply and thus appli#ators were ?ui#( to pi#( up!

2014@ 10 additional sten#ils were laun#hed in 3oyale Play +allfashion!

2014@ Another produ#t from No&a#olor' 8taly K 3oyale Play Anti#o laun#hed at part of the top end produ#ts that

pro&ides an anti?ue finish to walls!


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Annexure 2

"allpaper category

About Nilaya

Asian Paints introdu#ed Nilaya: >x?uisite Surfa#es y 3oyale Play in 6eruary 2014 in the 8ndia /esign Show in /elhi!he range is #urrently a&ailale only at sele#t Asian Paints Colour 8deas stores in mar(ets of North' +est and >ast! +ith

laun#hes planned in No&emer and /e#emer' 2014' Nilaya shall e a&ailale a#ross all Colour 8deas in the #ountry y

the end of /e#emer!

he offering in#ludes a range of signature surfa#es : wallpapers' wall #o&erings' de#als' orders and paintale

wallpapers : #urated from the finest manufa#turers around the world!

The Range:

Wall Coverings: his in#ludes an entire range of patterns' textures' finishes and a#ryli# print effe#ts and are a&ailale

in &arious (inds: Non wo&en ' Paper ' Vinyl ' 6ari# ' rgani# materials et#!

Kis:ne of the fastest growing segments worldwide ut under:le&eraged in 8ndia! AP has a range of patterns #o&ering

designs for #hildren%s spa#es a#ross &arious age groups K starting from ay rooms to teenage hang outs in#luding the

range of offi#ial li#ensed produ#ts from /isney F ar&el

!aintables: A range of white patterns' orders and textures that after installation on the wall #an e painted o&er

with any #olour! And the est part is that these wall #o&erings are repaintale K whi#h means that to get a new loo('

all one needs to do is to .ust #hange the #olour! he possiilities of #ustomi$ing these wall #o&erings with metalli#

paints' spe#ial rollers F rushes' textures et# are almost infinite!

"e#als:3eusale sti#(ers a&ailale in #ountless designs' si$es F shapes! hey #an e pasted on any (ind of surfa#e and#an e remo&ed and repasted easily: an engaging /o:8t:5ourself produ#t! +hether it is a ?ui#( ma(eo&er for a party

or a #omplete theme for a room' de#als K used stand alone or paired with other wall #o&erings K are the solution!

"esigner $eries:hese are ex?uisite surfa#es K ele&ating the wall to almost a pie#e of art' #hosen from a wide range

of natural materials K .ute D fari# D grass#loth D glass eads D metalli# tiles D mother of pearl et#!

Where are they from%

Nilaya +all Co&erings are sour#ed from manufa#turers with o&er a hundred years of experien#e in manufa#turing wall

#o&erings lo#ated in the Lnited States' >ngland' and ermany! he manufa#turers in#lude@

3as#hD3as#h extil' ermany

5or( +all Co&erings' LSA aya 3omanoff' LSA

arurg' ermany

raham and 7rown' L

Not &ust wall #overings:

3oyale Play has made thousands of 8ndian homes uni?ue through its wide range of offerings in faux finishes' #olours'

textures and sten#ils' allowing Asian Paints an in:depth insight aout an 8ndian #onsumer home!


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And it is these insights that ha&e led Asian Paints to design the first range of indigenously de&eloped water ased wall

#o&ering adhesi&es! 3eady to use with anti:mi#roial properties' the range of Nilaya wall #o&ering adhesi&es are the

perfe#t partners to the patterns that a #ustomer #hooses! A #omplete set of wall #o&ering installation tools K from the

Bei#a laser distan#e measurement tool to a range of rollers F #utters K #ompletes the Nilaya as(et of offerings!

A well trained installer #an sometimes ma(e or rea( the finish of a surfa#e! Asian Paints is in&esting hea&ily in training

of installers a#ross all ma.or #ities!


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Annexure #

!ricing and a$ailability

0

1000

2000

C000

4000

;000

E000

G000

3oyale Play+allfashion

3oyale Play' extile'Neu

3oyale Play /une'Safari F Stu##o

Nilaya y 3oyale Play

A&ailaility a#ross stores

0

;0

100

1;0

200

2;0

C00

3oyale Play

+allfashion

3oyale Play' extile'

Neu

3oyale Play /une'

Safari F Stu##o

Nilaya y 3oyale Play

Starting Pri#e point


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%$aluation !arameters

Lnderstanding DAnalysis of Prolem

/epth of resear#h' data #olle#tion F analysis

Creati&ity and uni?ueness of the solution

Presentation

canvas 2014 case study

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