BOND WITH PIDILITE

By Team The Right Writers

Current market consumption and potential provided Ways to increase the consumption in TN and AP :
by Pidilite :

Develop Influence
the consume
market r mindset

Influence Tools to
contracto contracte
r mindset r
 Develop the Consumer
market mindset
Steps for developing the market
• Collaborate with architects, interior designers &
builders: Since most of the consumers have started to
consult with architects and interior designers to build their
dream houses, we can conduct architect, builder and designer
meets to highlight the uses of our product and collaborate
with them to develop the market.
• Furniture exhibitions: Display our product and sponsor
events like Furniture Expo to increase the brand visibility.
• Ad campaigns: Create ad campaigns by highlighting
importance of aesthetics in a house. The people in these
regions prefer products that are of more utility and are not
concerned about the aesthetics. But since now most people
have started to move urban regions, with proper ad
campaigns we can make the users to understand the
importance of aesthetics.
• TV shows and YouTube: Display artistic furniture in TV
shows namely reality shows and soap operas to generate a
demand in the market. A series of YouTube shows with
celebrities giving a house tour to influence people, since they
tend to follow people whom they like.
Contractor Tools to
mindset consumer
Influence the consumer mindset towards
furniture making
• Promote need-based furniture with increased adhesive
usage : Given that the people in TN and AP prefer more
functional furniture, produce and promote furniture that have
greater adhesive consumption. These furniture can either meet
their current needs like modular kitchen or perform a need
recognition and fulfil that need like multi-purpose furniture
like sofa-cum-bed
• Advertisement : Ads and videos on social media platforms
have an increasing viewership and this can be leveraged to
influence the consumer mindset. By serving media content like
home tours of famous people and influencers and quirky
content on multi-purposing of furniture can greatly influence
the consumers’ mindset.
• Resale value : One of the main reason why poem living in TN
and AP do not invest much on furniture is because they keep
moving often and often do not gain much on selling their
furniture when they move. So, they prefer cheap furniture that
fulfils their basic needs rather than fancy or elaborate
furniture. By instilling in the consumers’ mind that furniture
do have resale value, they consumption can be created
augmented
 Develop the Consumer
market mindset
Influence the local contractor mindset
• Incentives : Building contractors can be instrumental in
increasing the furniture consumption in the market by
associating with or collaborating with builders who work on
large-scale household projects like Case Grande or Appasamy
builders. The contractors’ mindset can be influenced to be
engaged in such partnerships by stressing on the outcomes like
greater visibility which will lead to greater work in the future.
Also, monetary and non-monetary incentives can be provided
for promoting more furniture and also for promoting furniture
as a symbol of social status rather than a mere object of utility
among consumers.
• Explain the advantages : In TN and AP, people are generally
more willing to move into houses that are semi-furnished or
fully-furnished. The contractor can communicate this to the
house-owners or landlords who will in turn invest more on
furniture. This becomes a win-win situation, where the tenant
need not transport a lot of good and the landlord will also find
tenants faster. The contractor can get made to realise that
he/she will be able to increase their income as both the
consumer and provider will be willing to quickly accept and
pay more.
Contractor Tools to
mindset consumer
Tools provided to contractors to drive more
adhesive consumption
• Networking event among contractors –  The extensive
demand for furniture in Rajasthan and Gujarat has paved
way for development of new furniture designs in those
regions. If we can act as a bridge to facilitate the knowledge
flow between the contractors of Tamil Nadu and Andhra
Pradesh with the contractors of Gujarat, the menu for the
customers in southern states increase and hence customers
can be easily persuaded to buy furniture than now.
• Cross Selling – We can train contractors to effectively cross
sell products to customers , the furniture consumption
goes up and hence the adhesive consumption.
• Skill Development Training – The local contractors need
to be aware of the new trends in the industry. This will help
them to increase their consumer base and provide valuable
output their customers.
• Brochures and Magazines – The contractors in these
regions will be regularly updated with the product
brochures and few furniture magazines can be sent out to
them either through emails or post. This will also help us to
retain these contractors and stay loyal to our product.