Creative Wall Paint: Innovating the interior DIY market

Abstract

This thesis explores the strategic market entry of Creative Wall Paint, a new product by Royal Talens, under the Amsterdam All Acrylics brand. With the company's expansion into wall paint production, the research aims to determine the most feasible, viable, and desirable approach for launching and positioning the product within a competitive market.

Through an extensive market, consumer, and competitor analysis, the study identifies Creative Home Improvers as the primary target group, individuals who seek personalised and artistic interior design solutions beyond traditional wall painting. The research reveals that differentiation is essential, as the wall paint market is highly competitive and dominated by established brands.

The findings suggest that Creative Wall Paint should not be positioned as a conventional product but rather as a creative tool that enables artistic self-expression. A multi-channel marketing strategy is proposed, leveraging digital engagement, influencer collaborations, and retail partnerships to reach and inspire consumers. Additionally, the study emphasises the importance of educational support, curated colour palettes, and creative guidance, ensuring accessibility and confidence for users.

By implementing this strategy, Royal Talens can successfully diversify into the Interior DIY market, expanding its consumer base while maintaining the artistic credibility of the Amsterdam All Acrylics brand. The research provides a structured Product-Service System (PSS) for launching Creative Wall Paint, ensuring a differentiated market position and long-term growth potential.