Formulation of appropriate dealer strategies for Apcolite super acrylic emulsion paint; Asian Paints Ltd.

Abstract

The 151 shades were launched in 1968 and within a few years this concept was able to cash in on the customer with telling advertisements like the Merawala Cream and legends Merawala Pink " . This launch allowed Asian Paints to take over as market leaders in the plastic paint sub-market, and consolidate their corporate image as an innovative company . But the launch has not proved as successful as its visionary fathers had seen it to be. In this light the existing dealer strategy was examined and seen to be lacking in so much as the Colour Corners , the specially designated dealers for the 151 shades , were not responding to the 151 shades . The volume of new shade sales ( 48 of the 151 shades were previously available ) has been very dismal . The sales thrown up by the launch of the 151 shades have been primarily the old 48 shades as opposed to the new 103 shades (wherein lies the true competitive advantage of the 151 shade range ).