1. Creating value on PAINT to reach WOMEN
Global Summit of Women 2017
Reaching Women Effectively as a Market
Creating value on PAINT to reach WOMEN
- Stretching out market to interior -
Toshiko Nakazawa
NIPPON PAINT HOLDINGS CO., LTD.
May 13th, Tokyo, Japan

2. Wall paper Wall deco Market in Japan 90% Paint 7%
office, hotel
apartment
(for rent)
apartment
(for sale)
public space
Textile, Stucco 3%
1.6mil m2
Wall paper
(vinyl chloride)
90%
675mil m2
Paint 7%
5.4mil m2
commercial
residential
shop
house
(for sale)
plant,
warehouse
restaurant
Potential market for paint

3. About NIPPON PAINT Business for MEN ! Founded : March 14 ,1881
Business : Paint for automotive, industrial products, ships, etc.
Business for MEN !
Dirty, Hard, Danger,…

4. But can it to be Lovely, Soft and Safe
Intrapreneur
Our company is very trustworthy in Japan because of long history and
strong technology foundation.
If we can add another point of view, possibility of our business should
be expanded.
Dirty, Hard and Danger…
But can it to be Lovely, Soft and Safe

5. Perspectives Existing point of view New point of view
Specification is the most important.
High function is the best and most valued.
Manufacture used.
New point of view
Paint is COLOR.
Sophisticated concept and design is the most valued.
Residential used. (for interior)
Paint must be HAPPY, FUN and JOY !

6. Re-framing EXISTING NEW Target Colors Place Promotion Selling points
Won the GOLD PRIZE at
Japan Package Design Award 2015
Target
Colors
Place
Promotion
Selling points
Daddies 16
Hardware store
None
Product
High functions
Women in 30 to 40’s
189 well-selected colors
E-commerce and life-style shop
Curation media, SNS and workshop
Home deco
Spend good time with your family or friends

7. Message from ROOMBLOOM
Change your home HAPPY, FUN and JOY with paint.

8. Approach method Web Media Social Online Shopping place Influencer
Customer
Offline