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Group 10

The document provides a synopsis for a group project on developing an integrated marketing communications strategy for an upmarket interior wall paint brand. The objectives are to suggest a strategy covering multiple brand communication aspects to launch the brand. Asian Paints has been selected as the reference brand to study. The scope involves in-depth analysis of Asian Paints' digital and physical touchpoints and reference brand positioning. The research methodology will include secondary research on reports and primary research through surveys and interviews of 50-80 respondents equally from Tier I and Tier II cities and age groups to understand industry drivers, consumer perception, and identify opportunities.

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V SURENDAR NAIK
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67 views3 pages

Group 10

The document provides a synopsis for a group project on developing an integrated marketing communications strategy for an upmarket interior wall paint brand. The objectives are to suggest a strategy covering multiple brand communication aspects to launch the brand. Asian Paints has been selected as the reference brand to study. The scope involves in-depth analysis of Asian Paints' digital and physical touchpoints and reference brand positioning. The research methodology will include secondary research on reports and primary research through surveys and interviews of 50-80 respondents equally from Tier I and Tier II cities and age groups to understand industry drivers, consumer perception, and identify opportunities.

Uploaded by

V SURENDAR NAIK
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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INTEGRATED MARKETING COMMUNICATIONS

Group Project
Synopsis

Submitted by
Group 10

Onkar Moharir 0057/58

Arnav Katiyar 0176/58

Jaya Kaithwas 0258/58

V Surendar Naik 0274/58

Badimela Sindhuja 0291/58

Mukesh Pradhan 0295/58

Sangeeth Kuniyil 0297/58

Yashwardhan Panwar 0304/58

Vedant Mathur 0339/58

Under the guidance of


Prof. DP Ghosh
Indian Institute of Management, Calcutta
Project Analysis and Methodology
Brand Chosen: Asian Paints

Objectives

To suggest an Integrated Marketing Strategy covering multiple aspects of brand


communication for a brand of upmarket interior wall paint known for its range of
waterproofing solutions and other key functional factors and launch the brand in the market
segment. For the purpose of our study, we have selected Asian Paints as our reference brand,
well established in the market segment over the past couple of years. We will be suggesting
the target segment profile, the brand’s positioning coupled with the brand personality as well
as recommendations for the launch.

Scope

 To develop the required strategy for a new brand and product launch, Asian paints
and their communication strategy will be studied in depth, with a thorough analysis of
various digital and physical touchpoints. 

 Reference Brand Positioning: Historically, paints as a category was considered to


have relatively low involvement. There was no brand loyalty due to the low switching
costs and little to no product differentiation. Yet, Asian paints successfully
differentiated themselves based on customization and immersive brand experience.
They introduced different ranges for each of their customer profiles, including
UTSAV for the lower-income, rural segment to ROYALE for the premium segment,
and eventually built up to be a brand that has something to cater to the needs of each
different customer.

Research Methodology

 The first undertaking would be to understand the industry better through secondary
research involving various reports, journals, reliable blogs, and websites.
 This industry understanding would be further strengthened by conducting primary
research through surveys and in-depth interviews.
 Overall, the insights from both primary and secondary research will indicate drivers
and current trends in the industry, perception of consumers of various brands and their
offerings, eventually helping us to identify various gaps or opportunities, thereby
helping us target and position in this area.

Respondent profile

Research sample size


A sample size of 50 to 80 people will be used for the survey, albeit there may be differences
in the respondent profiles.
 ● Different techniques include online forms, in-person, teleph,onic and zoom
interviews to evaluate the needed data
To provide a complete picture of the market, the sample set for the interviews will include
equal representation from Tier I and Tier II cities as well as a range of age groups.

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