Motivating Chinese consumers to change a habit of a lifetime and bring colour into their lives.
The challenge
Chinese consumers have had to develop their consumer tastes and preferences in 20 years compared to western consumers who have had many generations. In many sectors Chinese consumers are eager early adopters of all that is new. In the world of decorative coatings. Dulux asked The Innovation People to help it move paint consumers to safe paint and open their eyes to a world of colour.
The opportunity
With the incredibly enthusiastic Dulux team, the Innovation people immersed themselves in Chinese culture and consumer tradition within home decoration. To understand the culture and resonance of white, of frequency, of family tradition and the meaning of home the team worked with consumers, households and professional painters to truly understand the market structure and identify opportunity areas.
Results
Over the three month program areas of opportunity were turned into business development strategies and product development concepts for the tier 1 and tier 2 cities and across the key user and route to market groups. Results from the project have led to significant increase in consumer and professional take up of colour and in the way the paint was sold vs their competitors. The implementation of loyalty strategies for professional painters has significantly increased both volume and frequency of use.
