Background: Consumers in metros increasingly rely on AIDsto design and execute their residential/commercial projects. AIDs specify
products in the BOQ and/or get work executed through their Contractors. Till
now, Asian Paints has had a free run with this audience who currently recommend
and use competition brands. Their contractors are also big ticket buyers of
competition brands.
Berger’s AID
Activity
Markets: The
markets of Kolkata, Delhi, Bangalore, Pune and Noida have been
selected in the POC phase for driving the Architect and Interior Designer
(AID) Activity through a standalone program that will be monitored closely
at depot and corporate levels. In all other cities, the Depot Manager has to
initiate the activity supported by local sales and XP teams.
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