Dulux TileShield: Relaunching a Brand

Sharma, Kirti; Sapra, Puneet . "Dulux TileShield: Relaunching a Brand", 2017
Issues: consumer behavior, pricing, brand relaunch, positioning, paint
Disciplines:  International,  Marketing
Industries: Other Services
Setting: India, Large, 2012
Length: 16 pages (8 pages of text)
Intended Audience: MBA/Postgraduate
Publication Date: February 28, 2017

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.

Learning Objective:
The case can be used in the core marketing management course of an MBA program to illustrate the concepts of pricing, consumer behaviour, and product positioning. More specifically, it can be used to accomplish the following tasks:
  • Investigate product pricing and consumer behaviour in the exterior paints market.
  • Analyze the options of changing the value proposition of a brand, relaunching a brand, and using the existing brand equity of other brands in the product line to enhance sales.
  • Identify the positioning point in the existing category.