Asian Paints - Adding Colours
ICMR HOME | Case Studies Collection
» Marketing Case Studies
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.
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...
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...
Exhibit I: A Note on The Paints Industry in India
Case Studies Links:-
Short Case Studies,
Simplified Case Studies.
Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.
Business Reports Link:- Business Reports.
Books:- Text Books, Work Books, Case Study Volumes.
|Business Environment||Business Ethics||Business Reports||Business Strategy|
|Corporate Governance||Economics||Enterprise Risk Management||Finance|
|HRM||Innovation||Insurance||IT and Systems|
|Leadership and Entrepreneurship||Marketing||Miscellaneous||Operations|
|Project Management||Short Case Studies||Cases in other Languages||Free Case Studies|