Abstract

The caselet deals with the direct marketing initiatives of Goodlass Nerolac Paints Ltd., a leading player in the industrial paints segment in India. It discusses the ‘Core Dealer Club’ program introduced by the company to motivate and build stronger ties with dealers across the country. The caselet also describes the use of technology by the company, through the ‘Magic Eye’, to provide value-added services to customers. Finally, the caselet brings out the region-specific advertisement campaigns followed by Goodlass Nerolac.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of maintaining strong relationships with dealers
• Use of technology in direct marketing
• and Role of celebrity endorsement in communicating a brand image.

Keywords

Goodlass Nerolac Paints Ltd., Kansai Paints, Region-specific Advertising Campaigns, Spectrophotometer, Magic Eye, Amitabh Bachan, Industrial, paints, Core dealer club and Direct marketing