Asian Paints - Adding Colours

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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.

Case Details:


Case Code : MKTG053 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


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


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.


• Understand the points to be kept in mind when going in for a change in communication with customers through advertisements.


  Page No.
Changing Colours-Literally 1
Background Note 2
Changing Focus 5
New Product Launches 5
Customer Service Solutions 6
Changing Image 7
Goodbye to Gattu 8
Colourful Future? 9
Exhibits 10


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

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