Goal Diggers

Arpan Dhar | Alokananda Ghosh | Akshay Bohra

NMIMS Mumbai
DIY Home Improvement Market Landscape

DIY Home Improvement Market

Dynamics
 According to estimates, there was 2% increase (USD44 billion) in U.S. healthcare construction spending
in 2019
 Rise in investment in the global construction sector, specifically in the residential and commercial sector,
along with growing population and urbanization
 According to the Our World in Data, more than 4 billion people live in urban areas across the globe
 Increase in social distancing due to recent Covid-19 pandemic, will be fueling the demand for DIY
services further
 Customer preference of online shopping and doorstep delivery of DIY home improvement products will
further boost market growth
Market Segmentation  Innovative technology in construction industry and innovations in raw material are expected to boost
the opportunity for the growth of DIY home improvement market

By Product Type By Distribution Channel

Future of DIY Market
 Lumber and  DIY Shops
 Online
Through research, we’ve delved deeper into the six key DIFM is the next big thing
landscape themes we believe are shaping the future of this sector: The shift towards DIFM is being fueled by the
management 1. Knowledge Economy demographic trend because the younger generation has
 Décor and By End Users
2. In-context Inspiration less DIY experience and tends to outsource home
indoor garden 3. Create a Community improvement projects to the professionals
 Kitchen  Residential
4. Customization Culture
 Painting and  Commercial Why the DIY to DIFM shift and how to benefit from DIFM?
5. DIY On-demand
wallpaper * Increasing execution capacity
6. Seamless Convergence
 Tools and By Region * Freeing up resources for more strategic efforts
hardware * Supplementing existing skillsets with additional expertise
 Building  North America * Utilizing marketing automation tools to their fullest
materials  Europe capabilities
 Lighting  Asia Pacific
From our research, while we predict that the shift will be to
 Plumbing and  Southeast Asia
DIFM, we also think that DIY should be a segment in the
equipment  South America
company so that customers always have an option to
 Flooring  The Middle East and
choose from, along with contractors of the company not
 Electrical work Africa
being adversely affected.
 Customer Profiling | Opportunity Mapping Insights
Insights

Who
Who are
are our
our customers?
customers?  People are willing to try out first from their favorite space and people are willing to
splurge on Zoom perfect homes- extremely niche market.
 Millenials opting for multi-residential housing rental units rather than owning property
31-50 50+ -less stake., building owners to improve temporary residences, outsources to contracters
Age 19-30
 The urge to paint a room is triggered max by pregnancy & birth, marriage & festivals
 People find the idea of applying primer, putty and sandpapering the wall , scraping the paint very cumbersome
Interest in and unwilling to do it again due to lack of techniques , tools and mentality. Concerned on quality of painting the
High Low
Home Decor finishes and the decoration. Also people unwilling to paint ceiling or high areas.
 Would only love painting as part of experiment , fun, creativity, achievement and for repair and maintenance

High Low
Knowledge
Needs
Needs • DIYers are primarily concerned with the
final aesthetics of their paint and the
Affordability High Low • More environmentally friendly and sustainable raw materials luxury of a quick dry time
• Recyclable and reduces waste • efficient dry time allows for an expedient
• Move towards zero emission products “return-to-service” for a room that may
• No adverse affect in indoor air quality-formaldehyde reducing paints later serve as the backdrop to entertaining
Aware of Keen youth, Key decision Unaffected by • Offers some environmental or functional improvement friends and family that night
trends (A) believers (B) makers (C) trends (D) • Paints to promote easy clean and stain resistance
• Paints that try to reduce insect-borne diseases by killing mosquitoes.
Consumer Profile High
High Priority
Priority Targets
Targets DIY
DIY as
as fun
fun
 Propensity is making innovative graffities or decoration with stencils/murals. Wood , glass, metal paintings few of
MF 19-30 the areas they wanna try. Willing to invest in wall murals, peels & stick wall decals. DIYers tend to favor roller and
Type Decision Influenci Priority brush-applied paints
- Travelled outstation for making ng power
education, work majorly power  Not permanent designs, people want their decorations or color depending on mood
stays in rented apartment  Would like it to be easily removable and redrawn if they don’t like the design
- Exposed to current trends A High  Need assistance with all the accessories, don’t want to invest on high quality – would like subscription model-to
- Avid social media users be charged on the amount of paints they use, not the full paint
- Key influencers B Mid
DIY in Repair & Maintenance
MF 31-50
C High  Would need guidance from AP consultants in waterproofing, sealings, freeing the rust, polishing, varnishing . Can
- Avid social media users extend to bathroom fittings and solutions, kitchen fittings
 Low R&M- low involvement of external 3 rd parties, customer willing to DIY-paints, retouch,polish etc
- Settled in their own house D Low
 Heavy R&M-investment in quality accessories and knowledge, customer prefer through labours-
- Key influencers
priming/exterior paints / waterproofing etc.
 Applications
Big Idea 1 – Celebration Pro A Temporary Dry Paint Spray
Paint your imagination Special Moments:
• Birthdays
• A Dry paint spray to imprint temporary designs on walls, wooden surfaces, floor, etc.
• Anniversaries
during festivals and other celebrations.
• First Baby
• The spray paint will work in combination with the stencils, that are available on
Asian Paints Website. Also, the product can be extended with a additional facility for • Indian wedding wall paintings
customers to generate personalized stencils by uploading line drawing images on
Asian Paints website. Festivals:
• Diwali Floor Paintings
Problem Areas Addressed: Product Benefits:
• Festive wall paintings
• Customers are apprehensive of • Easy to Use
painting themselves due to its • Ganesh Festival backdrop designs
irreversibility • No Expertise required
Home Decor:
• Lack of required expertise • Dry paint spray - hassle free to use
• Name plates
• Unavailability of temporary paint • Temporary coating, can be easily wiped
options off • Wooden door designs

• Color peel off due to the use of • New design that suits the occasion • Cupboard designs
stickers during festivals
• Personalized stencils to paint your • Mandala, Quotes, Characters, etc.
imaginations

Process Flow Chart:

1. Upload Image 2. Preview Stencil 3. Place Order 4. Get your stencil 5. Paint Your Imagination
Big Idea 2 – Asian Paint Cups Small cans for minor improvements Applications
For the love of Perfection
• Wall colour peel offs &
maintenance
• Easy to use small colour can with brushes embedded into the lids for minor improvements.
• Paint touch ups
• For minor maintenance and a perfect finish for walls, wooden articles, decorative articles,
• Fitting & Repair improvements
embellishments, grills, etc.
• Embellishments

Problem Areas Addressed: Product Benefits: • Shelf, Racks, Drawers, etc.

• Minor colour damage • Easy to Use • Doors, Handles, Knobs, etc.

• Cracks or Colour peel offs • No Expertise required • Desert Coolers

• Sketching on walls by kids • No mess with the lid to be used a brush • Two-wheelers

• Difficulty painting grills and intricate structures • Perfect finish with no mixing of colours • Bicycles
with spray cans • Machinery
• Less wastage due to colour drying
• Colour spill due to repetitive dipping of brush • Frames
• High reusability
• Difficulty cleaning and reusing the paint brush • Lamps, Earthenware, etc.
 Online and Offline Promotional Strategies Content Marketing
Offline Strategies Awareness
Kiosks
Experiential Marketing
Set-up kiosks near
offices , IT parks,,
residential projects
to target influencers
and decision makers Trend Watch
BLOGS Keyword rich content will Social Media Posts
Virtual Workshops Driving more traffic of help in SEO and customer
Employ VR showing More engagement with More social media
influencers and customers awareness
transformation of the influencers engagement of customers
homes by AP DIY
Consideration & Purchase

Behind the scenes

Instore Branding videos
 Marketing Objective: Product Information
Branding of AP DIY and use Customers will be in a better FAQs
Customer engagement in DIY Videos
cases inside AP color stores Exposing customers to position to analyze the Better understanding Testimonials
the end to end process multipurpose use of AP
 money they pay for the hence better evaluation Driving more traffic of
 Awareness The BTS videos will be products
 Targeting influencers and value they will receive of product by customer Influencers and customers
uploaded on social media
decision makers channels and AP DIY Various Influencers at various stages of decoring a house
website
 This will help build Santras Plumbers & ID Carpenter& ID Painters
Workshops relationship and trust with
the customer as it will
show the efforts and Paint
 Workshops for creative minds, Tiles Bathroom Kitchen
customers willing to try DIY.
humanize those efforts
 Online video tutorials on every  It will show the fun amidst
aspect of DIY and repair & all the effort gone to bring The process of decoring a Influencers Electricians Carpenter
maintenance the customer’s dream to home unfolds in the
 Any simple homemade alternatives reality. following steps
of tools or methods if exixts , it Soft Decor Lightings Furniture
should be conveyed to customer
 Influencer Marketing & Stakeholder Management
Influencer Management
Influencers Solution

There are different modules like registration, Painter meeting targets, plan and tracker, painter’s
feedback, address, verification process, Budget and Expenses, meeting targets, picture gallery,
feedback, etc which needs to be filled by the field Sales Team as they meet the painters. The solution is
the combination of Web, mobile and ERP which are integrated to each other.
Monitoring has become very effective and out association with Painters and Contractor has improved
In the second phase after we have the access to the painter’s data base, we are planning to launch
various schemes exclusively for Painters and Contractors. And will be settling a regional call centers for
the painters.

Big Idea 2 – Asian Paint

Big Idea 1 - Celebration Pro
Cups

Influencer Follower Engagement Rate

@pragyanagra 82.6K 4.70% Exclusively available only on To be made available
@salonimaathur 70.6K 2.40% AP Website to facilitate through physical stores, E-
personalized stencil Customer commerce platforms as well
@artist_rescue 62.2K 0.40% designing as the AP website
@akankshaj_ 60.5K 4.40%
@macroandflora 58K 3.70%
Appendix
Appendix