Surely, while the whole sector is on an upswing, KNP seems to be trudging ahead as wel
l. And despite its self expressed disinterest in strategising market share capture plans, they would (and if not, definitely should) be eyeing the huge Asian Paints pie... After all, the lack of colour in KNP’s ‘decorative’ strategy could prove to be their Achilles’ heel in the long-run. Surely they would not want this unfavourable situation to persist. It has tied up with Walt Disney to introduce Disney characters on the walls and also roped in Big B as its brand ambassador for the desired visibility – all representing a concentrated effort to build the brand and expand its market in the decorative segment too. Saini confirms, “We were the first to introduce Disney characters on walls by tying up with Walt Disney. Perhaps the only company which has so far worked on this concept world over. Such concepts do support in building up the brand!”
For Complete IIPM Article, Click on IIPM Article
l. And despite its self expressed disinterest in strategising market share capture plans, they would (and if not, definitely should) be eyeing the huge Asian Paints pie... After all, the lack of colour in KNP’s ‘decorative’ strategy could prove to be their Achilles’ heel in the long-run. Surely they would not want this unfavourable situation to persist. It has tied up with Walt Disney to introduce Disney characters on the walls and also roped in Big B as its brand ambassador for the desired visibility – all representing a concentrated effort to build the brand and expand its market in the decorative segment too. Saini confirms, “We were the first to introduce Disney characters on walls by tying up with Walt Disney. Perhaps the only company which has so far worked on this concept world over. Such concepts do support in building up the brand!”For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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