AkzoNobel

Read what IRP Delft accomplished!

E-COMMERCE ROADMAP

Currently we see little e-commerce activities for the paints industry in India. However, the paints market has been steadily growing over the past years and e-commerce is expected to be tripled in 2022 compared to 2017. This new market brings opportunities to distinguish yourself from competition.

Approach

The first two weeks took place at the head office of Akzo Nobel in Gurgaon, a business district close to New Delhi. To fully understand the current market, most time was spent on intensive desk research and internal interviews. After moving to Bangalore, the focus shifted to e-commerce by interviewing competitors, e-commerce pioneers and companies active within adjacent product catogeries. The internal and external input led to four possible e-commerce strategies and back in Gurgaon, the most profitable and future proof strategy was selected. Currently we see little e-commerce activities for the paints industry in India. However, the paints market has been steadily growing over the past years and e-commerce is expected to be tripled in 2022 compared to 2017. This new market brings opportunities to distinguish yourself from competition.

Results

The final product is an e-commerce roadmap for the coming three years. The roadmap shows all steps needed to be taken by Akzo Nobel India on operational level, technology development and project management. The roadmap was presented in the last week of the project to the managing director, head of marketing and head of e-commerce. It is supported by a report containing a detailed analysis of the current and new market, expected developments within e-commerce and a business case on the cost structure of different sales models.
To align with the global strategy of Akzo Nobel, an additional presentation is planned at the headquarters in Amsterdam.

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