What kind of products/services young people will be looking for in the future in the segment of wall paints?

Desired outcome

Brand JUPOL is a generic brand for interior paints in the markets of former Yugoslavia, in Slovenia and also other markets. We see there is a low brand awareness and loyalty for brand at the generation bellow 34 years. Our question is how to address them from the whole marketing mix perspective to engage them more and get higher loyalty or/and ambassadorships?

Initial Problem Description

JUB with brand JUPOL is a lider in Slovenia, Bosnia and Herzegovina and Croatia with the markets shares 70, 40 and 50% respectively. By monitoring brand awareness, we can see it is lower with younger generations...Since their values are different and are changing, we need to find a new, innovative approach to address them.

Context

- lower brand awareness at the generation < 34 years (app. 10 precentage points lower than older generation)
- they search for the whole packages: product + services = new product (tengible and integible products)
- the level of loyalty is very low
- they are looking for a good experience in the whole customer journey (no matter in which product category)
- social and family life is gaining bigger importance
- sustainability is something that is driving them as well

Connection to cross-cutting areas

We see that young consumers are very dedicated to sustainability. For them it is very important the impact they have on society and environment. Their way of life is much connected with digital world so it is crucial all 'digital' interactions with us as a company are very clear with very high conversion.

Input

We have some surveys we can share with students. Mostly we can see that we have challenges with brand awareness. Also we see that young people want to be engaged and be part of community. The brand is quite traditional with the archetype 'caregiver'. The question is how to make the brand more appealing and 'sexy'.

Expectations

We would like the solution to contain suggestions for products mostly in the segment of wall paints and also wood & metal products if possible), services - which kind are crucial for younger generation, communication on the whole consumer journey broken down by target groups that they will identify and/or generations.

Desired Team Profile

Knowledge of Design and Design management is crucial since here it is very important to detect unspoken needs of young generation. This can then make a difference in competitive advantage in the markets.
Also it would be desirable to include one psychologist to really dive into the mind of young consumers.

Additional Information

We can give the team the overview of the markets like competitors, situations on the point of sales, benchmarking.
Also, the list of personas with detailed descriptions we have identified so far can be given.
We have available also different consumer/customer journeys that can help in this project.

Related Keywords

• Industrial manufacturing, Material and Transport Technologies
• Construction Technology
• Materials, components and systems for construction
• Digitalization
• Communications