Abstract

During late 1990’s, Asian Paints India Ltd faced growth constraints due to a slowdown in the economy and stagnation in the paint market. This prompted the company to explore various avenues to expand and increase its sales volumes. The caselet examines in detail about the Asian Paints service offering: Asian Paints Home Solutions. The caselet also describes the challenges that the company faced in marketing the service and how it overcame those challenges to make the service successful.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• New service development
• Diversification of product companies into services sector
• Segmentation and target marketing in service industry
• and Design of the service offering.

Keywords

Asian Paints Home Solutions, Paint Service, Decorative Paint Market, Brand Building, Color World Concept, Asian Paints Toll Free Help Line, Target Customers, Sales Associate, Authorized Applicators, Relationship Associate, Pricing