Introduction
Pintura Corporation is a manufacturer of high quality paintings, coatings, and industrial, commercial, and individual related goods. The company has 20 brands in the market and 600 different products. It has an annual revenue of $4 billion. It has been operating in three different divisions:Industrial Finishes Group (IFG), theConsumer Product Group (CPG), and Pintura International (PI).
The company has been operating very effectively in the IFG division since it is considered as the market leader in coatings industry. A survey also describes Pintura as the leader in the water-based wood coatings. The efficiency of the company’s products, and the strong customer demand for powder-based coating which ismuch more qualitative, reliable, cost-effective, and durable has increased in the market.
The important matter is that what implications of introducing a new product are there in the market. Since, the company’s senior vice president of marketing division has already expressed his concerns over the production of powder based coating, and he concluded that penetration of this product would lead to the product cannibalization of other different products produced by the company.
Therefore, it is a concern for the company that how it should formulate the complete business case that would not only address the issues at the bottom, but also would provide solution to issues raised at the upper level. So, it is a concern that how the new product Lena should be considered, and which marketing strategy is better, and would Lena be able to meet with the customer expectations, and would it be profitable to the company, and how could it be launched better than before?
Pintura Corporation The Lena Launch Decision Harvard Case Solution & Analysis
Problem statement
How should Lopez create business case in given these complications, and concerns of team leaders? Meanwhile, how company should formulate its production to marketing strategy to better capture the market share? By what, cost leadership or the differentiation?
Background
The Lena product proposed by Maria Lopez, the vice president of the new product development for the IFG. The product is categorized as a new product in this division.Lena is a high performance product, being environmental friendly, and powder based it is much better in performance, durability, and quality as compared to other products of the company.
The demand for the products that are environmental friendly has increased because, the customers has concerns over the volatile organic compounds (VOCs), and other pollutants. On the other hand, the regulations havebeen increased by the government to protect the environment. Thus, clean air act, and clean water act has been emphasized. Therefore, Lena was proposed as a differentiated product in the market in all aspects.
Lena is a powder-based coating that is specifically for the hardwood products, and it could also be used for other materials, and products. It is 100% solid, and morereliable than water-based, and solvent-based coatings. Lena increases the life of texture by 100% to 200%, and it also increases the texture’s durability against the scratches. Since, Lena has also been formulated to enhance the look of the finish after coating, and enhance the quality as well............
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