Product diversification strategy and brand architecture for a leading home improvement firm

• Client Description: A leading internet-based home-improvement company
• Opportunity: The client wanted to diversify its product offerings by adding relevant products to it portfolio

• Key product categories for diversification considering brand relevance, service component and opportunity size
• Brand archetype identification for the shortlisted product categories
• Brand architecture for all the identified products to leverage existing brand image and value

• Identification and classification of long-list of opportunities in the home improvement space
• Categorization of categories as service led and product led to include HI services like painting, plumbing, maintenance etc.
• Shortlisting and prioritization of categories basis parameters including opportunity size and growth, room for disruption and brand creation opportunity, ease of capacity building, product brand archetype, etc.
• Based on brand resonance with the core brand, customer attributes and preference, etc. to brand architecture for the shortlisted categories was created
• In-depth interviews with 155+ customers across leading Indian metro cities to understand customer preferences
• In-depth discussions with 60+ industry stakeholders including manufacturers, retailers, designers, etc. to understand industry nuances and value chain margins
• Financial filings analysis to understand the performance of leading players in the category
• Case study on international parallels and best practices benchmarking

Key Insights / Outcomes

• Action plan for product diversification of the 8 product categories and 6 service categories shortlisted with phased wise category launch and brand architecture recommendation
• Category deep-dives for each of the 8 product categories to broaden understanding of customer KPCs, value chain margins and competitor market positioning and performance