Asian Paints - Adding Colours |
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"Is the common man important? Frankly, I think we don't need a mascot anymore." - Rajiv Kumar Garodia, Advertising Manager, Asian Paints in July 2002. "We want the logo and the packaging to reflect the new mood we are trying to move the brand towards." - K.B.S. Anand, Head, Vice-President, Sales & Marketing, Asian Paints in September 2002. Changing Colours-Literally
The success of AP has been attributed to its customer-centric approach and aggressive marketing initiatives, which had changed the way industry, functioned (Refer Exhibit I for a note on paints industry in India.) AP wanted to be one of the top five companies in the global paints industry by 2007. Asian Paints - Adding Colours - Next Page>> |
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