Dulux is a brand of decorative paints and performance coatings. With little differentiation in the paint market, most paint brands compete on price, leading to a race to the bottom. Design Sojourn and &Larry were thus engaged by Dulux Singapore to identify new ways to innovate within its business and differentiate itself as a brand.
To better understand the challenges faced, Design Sojourn analysed existing market research and conducted extensive research with 8 different stakeholders, ranging from external stakeholders such as DIY homeowners to retailers to architects, as well as internal stakeholders to understand their needs and challenges faced.
Findings revealed how the paint industry in Singapore has remained stagnant despite major shifts in retail from the rise in e-commerce, leading to a lack of innovation in the purchasing experience of paint.
Through co-creation workshop with Dulux’s sales & marketing team, the research findings were synthesised into a new business and brand strategy to change how paint is perceived and experienced, as well as selected and bought.
Implementation of the new business and brand strategy carried out by &Larry and Dulux include: