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Case
-
Reference no. 517-0126-1
Subject category: Marketing
Authors:
Deepa Ittimani Tholath (Loyola Institute of Business Administration (LIBA))
Published in:
2017
Version:
21-Jul-2017
Revision date:
02-Aug-2017
Length:
6 pages
Data source:
Published sources

Abstract

Asian paints with their lovable mascot Gattu was a prominent player in the Indian paint market. They had a maintained a consistent market share through the years and had reached a juncture where they were in a comfort zone. But the proactive management wanted to shake things up in the paint industry to mitigate the threat of new competitors and to capitalize on the changes brought about by technological breakthroughs. The case throws light on their options and the further dilemma of choosing one to be executed and integrated into the long term marketing strategy.

Topics

Experiential marketing; Marketing strategy; Levels of experience; Business to business (B-to-B); Business to business consumer
Location:
Industry:
Other setting(s):
2009

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