Page 5: New product development
Akzo Nobel identified a new trend - consumers wanting to give older properties an original authentic period feel, or give newer properties a feeling of age. When put into the context of a growing interest in antiques and popular period dramas on television, this added up to a clear marketing opportunity as, although it was possible to buy such paints, they were very expensive and difficult to obtain.
Akzo Nobel developed and launched Crown Period Colours in a compact colour range to make choice easier and made it available to the mass market at an affordable price. The range is distributed through the DIY superstores and was specially formulated to give the authentic flat matt finish. The colour shades were given historically evocative names, even the can was specially designed to give it an antique look.
Crucial to the success of the product launch was the photography used for the brochures and point-of-sale material in store, which have created much consumer interest.