Monday, April 14, 2008
I was observing the latest offer from Asian Paints, Samplers. They are small 200 ml paint packs which can be bought at Asian Paints Colour World outlet, which can be used to sample how the colour would look on the wall and then the final decision can be taken. It offers a low-risk small trial pack so that customers are more comfortable in taking their final decision.
This is innovation is the latest one in a series of innovations that the company has been doing for decades now. Infact they have been leading the paint industry through their innovations.It was one of the first company to come up with 50 ml and 100 ml paints packs for rural markets where consumers needed very small quantities. Then they also were the first to come up with the tinting machine option , "Meera Walla Yellow" campaign would remind readers of the initiative. The consumers could pick and choose a shade in at the dealer, who would mix the appropriate colours and deliver the paint. It had a two fold impact, reduction in inventory at the dealer point, because now he could manage with the base and few other additives, and for the consumers , he need not move from one outlet to the other in search of shades.
Then came the Asian Paints Home Solutions, wherein a consumer could give a call on a toll-free number and avail services of trained painters who would provide all services needed. Any one who has gone through the hassle of getting his house painted would realize the benefits that such a service offers for consumers.
The success of these initiatives can be assessed by the fact that all other players in the industry have followed Asian Paints in offering similar services to consumer.
All these initiatives have kept the consumer interest at the forefront, be it in providing samplers, or the total bouquet of services of painting houses to the increased choice through the tinting machine option