2: How should APIL, as a market leader in decorative paint cate gory,upgrade its customers to value-added/ superiorq u a l i t y / h i g h - m a r g i n products?

Ans: As Asian Paints is already a leader in decorative paints market, it canp e r s u a d e i t s c u s t o m e r s t o v a l u e - a d d e d / s u p e r i o r - q u a l i t y / h i g h m a r g i n products by formulating and implementing the following strategies: Changing Focus: AP should emphasize more on technology and marketing that would e n a b l e t h e m to come up with more revolu tionary products that cancater the demand of customers. It hence can implement EnterpriseR e s o u r c e P l a n n i n g ( E R P ) a n d S u p p l y C h a i n M a n a g e m e n t ( S C M ) solutions for streamlining its processes and supply chain. New Product Launches: Asian Paints can launch new products into the market to satisfy the v a l u e a d d e d / s u p e r i o r - q u a l i t y / h i g h - m a r g i n d e m a n d i n g c u s t o m e r s . Launching various new products into the market will also increase itsm a r k e t p r e s e n c e a n d p e n e t r a t i o n i n t o t h e s e g m e n t s w h e r e i t s presence was small. Customer Service Solutions: Asian Paints should realize that distribution and service are the keys tos u c c e s s i n t h e p a i n t s i n d u s t r y . R i g h t f r o m t h e s t a r t , a p a r t f r o m t h e urban markets, Asian Paints should focus on small towns, and on ruralmarkets. Changing Image: Along with the customer relationship building initiatives, Asian Paintss h o u l d a l s o f o c u s o n i t s c o m m u n i c a t i o n a n d b r a n d s t r a t e g y . Communication would help the company to reach out to the customerand create an attractive public image. Indian consumers are not brandconscious with regard to paints; usually the painter purchased paints for consumers according to the allocated budget. In order to change itsimage Asian Paints need to extensively work to change its image