Pintura Corporation: The Lena Launch Decision

Problem Identification

Pintura Corporation is looking forward to introduce a new product Lena which a high-
performance powder-based coating for hardwoods in the market. It has substantial
advantages over solvent-based and water-based coatings. There were concerns were about
product feasibility and concerns for the cannibalization of the existing products of the
company. There were also concerns for the Product Launch team to convince the review team
that the new product Lena could meet the IFG sales objective of 5% annual growth.

Case Analysis

Alternative 2: Launch kar Lena