http://www.capgeminisupertechiesshow.com Capgemini Super Techies Show Season 2: The AkzoNobel Challenge Presentation

1. The AkzoNobel Challenge
Suggest a mobility solution to deliver color tools for consumers
and serve them better through their painting journey

2. The Facts
• AkzoNobel, the largest global paints and coatings company and the makers of
Dulux Paints in India
• The paints industry in India has a direct-to-retail model and is striving to move
closer to consumers through its service offerings; hence, it is looking for
innovative ways to deliver tools for consumer choice
• The company is seeking to leverage the rapidly expanding mobile technology to
provide innovative tools and services to serve consumers during their painting
journey
• Currently, AkzoNobel interacts with its consumers through various
channels, including their digital marketing sites—dulux.co.in and
letscolour.com, providing them with innovative content, tools and information

3. Background on Challenge – Let’s color
• AkzoNobel engages with consumers through various channels, providing
consumers with information on various products for different surfaces and
services throughout the painting cycle
• AkzoNobel believes that its color leadership is key to its success with
consumers and that its brand communicates its position to them

4. Background on Challenge Role of color in the painting process
• Color is one of the key drivers of consumer inspiration for painting and also the
start of the consumer painting cycle
• Color selection has an important role to play in a consumer’s painting vision,
and expression, color harmony in homes and, most importantly, actualization
of that vision in their homes
• Throughout this process —from envisioning to delivery of color in consumer
homes —consumers will need tools that help them realize their vision
• Currently, there are disparate tools that help consumers make color choices
through engagement with retailers, painters or directly through the company’s
digital sites (E.g. Shade cards, color visualization tools on dulux.co.in, in-store
tools like colour Visualizer)

5. The Problem
• Color delivery hasn’t been appropriately integrated into the painting
lifecycle of a consumer, resulting in significant post-purchase
dissonance
• AkzoNobel wants to change this scenario and do a better job of color
delivery integration

6. The Challenge Statement
• Suggest a technology solution that helps AkzoNobel empower
consumers through innovative mobility enabled tools
• The solution should help consumers through the painting
lifecycle to explore, inspire, visualize, harmonize, select and
express unique color visions in their homes

7. The Challenge Statement - Details
• Research consumer painting lifecycle by speaking to a
select set of consumers in different demographic segments (income and
age groups)
• Understand how color plays an important role in their painting process
• Understand their color inspirations and the factors they take into
consideration while choosing colors
• Gauge what constraints hamper their color choices
• Segment consumers, their approach to color selection, consultation
process, if any, etc.
• Analyze the effectiveness, awareness and usage of existing tools and
learn more about the consistency of the color experience

8. The Challenge Statement - Details
• Identify negative consumer experiences associated with the current
painting lifecycle and innovation opportunities to convert them into
positive experiences through mobility technology
• Explore native mobility capabilities like location tracker, augmented
reality, user experience through display resolution (amoled, retinal
display, etc.) to identify applications
• Research future mobility technologies that may have help resolve the
problem better to consider a world of possibilities