1. Team: Vision Quest
Shailesh J. Mehta School of Management, IIT Bombay
Members
Rohit Kumar (Rohit.kumar@sjmsom.in)
Sumeet Kumar Seth
Raushan Kumar Parthsarthy
Asian Paint Canvas 2015

2. Picking New industries
to enter and deciding
on the best mode of
entry
Leverage cross
business value chain
relationship and
strategic fit into
competitive advantage
Establishing investment
priorities and steering
corporate resources to
most attractive
business unit
Initiating action to
boost combined
performance of the
cooperation’s
collection of Business
Market Research
Internal
Communication
Acquisition/
Collaboration
External
Communicati
on
Pilot
Testing
Upscal
ing
Business Transition Strategy Framework
Industry Selection
Attractiveness
Test
Cost of Entry
Test Better off Test
Décor Accessories,
Furnishing& Colour
Combination of
Wall industries are
favourable
Décor Accessories,
Furnishing&
Furniture industries
are suitable in this
case
Décor Accessories,
Colour Combination
& Furniture are
suitable for this
case
* Refer to the excel for evaluation of the above mentioned test
We will be selecting Décor accessories, furniture and colour
combination Industry on the basis of aggregate ranking
Mode of Entry
Acquisition
Internal New
Ventures Joint Ventures
Pros
Market Share,
Visibility, distribution
network, Synergies,
Human Resources,
Business Processes &
Technologies
Relatively Inexpensive,
Economies of Scale,
Better Control &
Coordination,
Maintains Corporate
Culture
One Stop Solution for
Home Décor, Access to
Knowledge & Resource,
new opportunities,
Share exposure to risks
Cons
Cultural Differences,
Potential debt rise,
High Fixed Cost, Slow
Decision Making,
Overtrading
Unequal Contribution,
Unclear
Communication,
Difficulty in Integrating
Operations
• As the pros outweigh cons in Acquisition and Joint Venture so We will be
selecting these as our mode of entering the market
Business Transition and Strategy Framework

3. Supply Chain Brand Equity
Large Market
Share
Technological
Competency
Unique
Advertisements
Strong
Financials
• Modular Supply
Chain
• More customer
touchpoints
• Enabler for Market
Share Gains
• Brand Extension
• Line Extension
• Brand
stretching/Vertical
Extension
• Cross selling
• Upselling
• Promotions
• Streamline
operations
• Go to modern Retail
• Rank interior
designers to create
competition &
synergies
• Virtual Reality Based
Promotions
• Collaboration with
Real Estate Websites
(Housing.com)
• New Mascot
• Promotion &
Marketing
• Easy Access to
Working Capital
• Investment in R&D
Target affluent working
Couples in Tier 1 Cities
Position as a one stop
provider of entire range
of home decor
Observe, Discover &
Create unmet consumer
needs
e.g. single use washable
paints for specific
occasions like birthdays
Create phase (engagement,
Conversion & Advocacy)
specific content to establish
brand
e.g. organize ‘Selfie with Wall’
competition
Send personalized ads using
system cookies
Publically Post user reviews
Brand Positioning
Product & Service
Strategy
Content Strategy
Channel Strategy
• Develop a plan for all digital
media channels including,
website, blog & email.
• e.g. make social profile as
the main channel for initial
periods to push targeted ads
• Create blogs & websites to
act as supporting channels
• Use timed promotion over
different channels like:
• Send emails on birthdays,
post contents on websites
during sale & discounts
Leveraging Existing Strengths
Digital Content Strategy
Engagementfunnel
Leveraging Existing Strength & Building Digital Content Strategy

4. New Age
media
Youtube
Experien
tial
Marketin
g
Google
Ads
Print ad
on
fashion
magazine
TV ads
Partnering
with E-real
estate
website
Social
Media
Make video content that hit
emotional chord & try to make it
viral on social media.
Make prospects feel like
in virtual home & allow
them to design their
home
High end magazines like
vogue, verve, versace
TV ads targeting
relatively older
generation
Feature our product
Housing.com with
strategic partnership
Promote ranking in
google searches &
show customized
ads
Strong presence on
social media to tap
younger population
Availability at Multiple touch points gives better brand recall
Brand Differentiation
E-Commerce:
 Own market based e-commerce portal & enlist on other portals.
 Bundling Paints with E-Real estate websites selling portals
Positioning
 Offer personalised and experiential services
 We will differentiate in positioning of our products. We will
position it as an integral part of any occasion. Something which
shall be changed at every occasion without hassles
Dealers & extensive market reach:
 Dealers have very good relationships with painters
 Painters are the customers who make the decision for the
consumer in most parts of India
 More focussed on providing texture & feel experience for paint
x
Y
A A
A
IN OUT
Experience store Layout
Brand Communication in New Age Media

5.  Habituated shopaholics.
 Spread the word to others
 Represent an ideal target for retailers
 Adventurous Explorers and Shopping lovers form our online target segment
 They are a small audience which has a share of approximately 54% of total online spend.
Adventurous Explorers Shopping lovers
 They believe online shopping is fun.
 Opinion leaders for all things online
Communication & Content Strategy
 Retailers should nurture & cultivate
them to be online community builders
and shopping advocates.
 They may be invited to write blog
about our product
 Exclusive media right to reporters
 Customize their home virtually from
past records & send them the samples
Communication & Content Strategy
 Retailers should nurture & cultivate
them to be online community builders
and shopping advocates.
 Send personalized message via SMS/
Whatsapp & invite them for exclusive
first look on fresh stock
 Send them Ask them to write about us
on social media & regularly update n
new decorative tricks
Positioning strategy to increase per capita consumption of paint
Tagline: “Aap sapne
sajao, Hum aapke
sapno ko sajayenge”
We will co-brand
our new business
& rope in new
mascot. We will
retain our current
brand name
Launch low price
paint coat, that will
be positioned as
clothes for walls at
different occasions
We will guaranty
6-8 hour complete
make over of
room for someone
special. Say on
anniversary or
Birthdays
Position as a
thrill & status
symbol for
party bees
who like
organizing
party at
homes
Low Price paint for
every occasion
30%
24%
19%
15%
5%
3%
3%
2% Online Shopper Segment
Adcenturous Explorer
Shopping Lover
Business User
Suspicious Learner
Fearful Browser
Shopping Avoider
Technology Muddlers
Fun Seekers
New Positioning Strategy & Managing Online Customer Segment

6. Thank you !! 