Asian Paints - Adding Colours

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Case Details:

Case Code : MKTG053
Case Length : 13 Pages
Period : 1997-2002
Pub Date : 2003
Teaching Note :Not Available
Organization : Asian Paints Limited
Industry : Decorative Paints
Countries : India

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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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Excerpts Contd...

Changing Image

Along with the customer relationship building initiatives, AP also focused on its communication and brand strategy.

It realized that communication would help the company to reach out to the customer and create an attractive public image. Indian consumers were not brand conscious with regard to paints; usually the painter purchased paints for consumers according to the allocated budget. In order to change its image, in 2000, AP appointed the Bangalore-based "Momentum" as consultants for a new advertising strategy for the company...

Goodbye to Gattu

Along with the new logo, AP also changed its packaging in order to communicate its new brand identity. In the earlier packing, there was no clear indication of the company name - Asian Paints. Commenting on the packaging in the paint industry, K.B.S Anand, Vice President, Sales & Marketing, AP, said, "Fortunately or unfortunately, no paint company in the country has used packaging to communicate...

Colourful Future?

With its rebranding initiative, AP is likely to be very successful in increasing customer involvement in the decorative segment. However, many analysts are skeptical about the company maintaining high brand recall, as 'Gattu' was a important factor accounting for the popularity of the company. However, AP was optimistic that the changes would yield many benefits...

Exhibits

Exhibit I: A Note on The Paints Industry in India
Exhibit II: Asian Paints Results for The Period of 1998-2002
Exhibit III: The Asian Paints 'Ghar' TVC


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