Abstract

The case examines the marketing strategy adopted by Asian Paints after restructuring its businesses. The case provides a detailed account of how the company initiated customer relation-building initiatives with services such as Colorworld, Helpline and Home Solutions. The case also highlights the problems faced by the company in building up brand image in an industry where consumer involvement was very low. The reasons for dropping ‘Gattu’ from the AP logo and the company’s brand restructuring initiatives are also explained.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Change in communication with customers through advertisements.

Keywords

Marketing strategy, Asian Paints, restructuring, businesses, customer, relation-building, services, Colorworld, Helpline, Home Solutions, brand image, industry, Gattu, AP logo, brand restructuring