Pintura Corporation: The Lena Launch DecisionProblem:The current

industry trends and fi nancial analysis indicated increased demand

towardsenvironmentally friendly products from consumer side. In that
context Pintura Corporationdecide to launch a new product Lena, a
high-performance based environmentally friendly product. There were
concerns about product feasibility and concern for the cannibalization of
theexisting products of the company. There was also concern for the
Product Launch Team toconvince the review team that the new product
Lena could meet the IFG sales objective of 5%annual growth and to decide
on ideas for marketing mix.Along with this th ere existed prob lem in
t o det erm ine which cu sto mers to pursue i.e . segmentation of
customers. In addition to the issue of product cannibalization there was
alsoabout the extent to which Lena should emphasize Pintura’s brand name.
Pricing and deciding thechannels of distribution was another aspect the
company had problem in deciding

June 6 2016 Maria Lopez VP of new product development of Pintura's

Industrial finished goods
Beverly Cameron IFG's senior VP of marketing
Yong Cheng IFG's senior VP of sales
introduction of a new product called Lena, a high-performance,
environmentally friendly,powder-based coating for hardwoods.
In January 2016, Pintura’s executive team declared Pintura’s commitment to
the development of environmentally friendly products.
Pintura used the Stage-Gate® model for newproduct development, which
included a series of activities (stages) by the new product development
team and decision points (gates) by an external management team led by
Cameron and Cheng.

https://www.casehero.com/pintura-corporation-the-lena-launch-decision/
https://www.thecasesolutions.com/pintura-corporation-the-lena-launch-
decision-149712
https://www.thecasesolutions.com/pintura-corporation-the-lena-launch-
decision-3-166034
https://caseism.com/pintura-corporation-lena-launch-decision-2-125950
http://fernfortuniversity.com/hbr/marketing/strategy/12775-pintura-
corporation--the-lena-laun.php