Redesign contractor relations to create product pull and increase market share
Client background & brief:
The client is a pioneer in the Indian paints industry. They have traditionally disrupted the paints market by introducing new products and business models of selling paints. One of their models was the contractor empowerment program.
Due to intensified competition, the differentiation does not exist anymore and we need to think of a new differentiated value proposition for the contractors.
How did we support:
- We suggested a Design Thinking sprint approach to get the outcome with agility and worked with the category teams on the following:
- Step 1 – Design Sprint setup & Planning (Goal, Teams)
- Step 2 – Design Sprint planning
- Step 3 – Running the 1 day Design Thinking Sprint
Journey outcome:
- 5 solution ideas prototyped and tested
- 1 solution shortlisted for implementation
- The contractor platform to enable them in the end to end journey of sourcing, consulting, scoping, delivering etc.
- Value proposition and differentiation
Benefits:
- Qualitative:
Still under assessment
- Quantitative:
Increased team collaboration and confidence to create something new
Greater understanding of the new age contractor
