• In this thesis we have analysed the opportunity for Jotun to sell paint online. Also, if they
should open up their own distribution channel, have cooperation with another brand, or sell
their products on a neutral channel. We wanted to find out if the consumers in Spain were
ready to buy paint online, and what kind of challenges the company had to review in
distributing their products online.
• We have followed a systematic marketing plan with external and internal research. First we
have analysed the industry and the different companies in Spain. Furthermore we have
analysed the Spanish populations internet-use, their interest in e-commerce and social media.
For our primary data we have interviewed in total eight consumers, two competitors, two
retailers, one professional and two experts, one expert on internet-use and one in the paint
industry. We have also included two focus groups and three observations. From their answers
we have continued with laying strategic decisions, segmentations and a strategically SWOT. Results:
• In our research we found that some were hesitant with buying paint online, based on sceptic
about the colour on the screen versus the real colour. Either way, when we showed our focus
group, which was first reluctant, a visualizer who showed different colours on walls they got
more eager and said that they would purchase paint from such a website. We found that the
Spanish people we interviewed was ready to buy paint online, as long as the website was
inspirational and practical for the consumer to use.
• We recommend Jotun to open up their own distribution channel where they can include their
blog and already existing website. They should have their own visualizer, which can be
troublesome to implement in a neutral website. They should continue focusing on what they are
good at: inspiration and colours. With the distribution channel, they should have home delivery
and possibility to collect their purchase in their local paint store. Also, Jotun needs to work on
their brand awareness, especially if they want their online distribution channel to succeed.||nb_NO