個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Dulux TileShield: Relaunching a Brand
內容大綱
In 2012, the marketing department at AkzoNobel India Ltd., a major paints company, faced a key decision concerning the possible relaunch of TileShield, a premium roof tile paint in the company's exterior paints division. Since its inception, TileShield had led the market, especially in the southern part of India, but despite growth in the demand for roof tile paints, TileShield sales had stagnated in 2011-12. Faced with falling sales and intense competition, the company had to decide whether to maintain the status quo or draft a relaunch for the brand. The marketing department would have to make some quick decisions on value proposition and pricing.