Asian Paints - Adding Colours
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(Case Code: MKTG053) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG053 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemesBrand Management |
| Case Length |
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13 Pages |
| Period |
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1997-2002 |
| Pub Date |
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2003 |
| Teaching Note |
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Not Available |
| Organization |
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Asian Paints Limited |
| Industry |
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Decorative Paints |
| Countries |
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India |
Abstract:
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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.
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Issues:
• Understand the points to be kept in mind when going in for a change in communication with customers through advertisements.
Contents:
Keywords:
Marketing strategy, Asian Paints, restructuring, businesses, customer, relation-building, services, Colorworld, Helpline, Home Solutions, brand image, industry, Gattu, AP logo, brand restructuring
Asian Paints - Adding Colours
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