Case Solution & Analysis for Pintura Corporation: The Lena Launch Decision by John A. Quelch, Katherine B. Hartman.
Complete Case details are given below :
Case Name : Pintura Corporation: The Lena Launch Decision
Authors : John A. Quelch, Katherine B. Hartman
Source : HBS Brief Cases
Case ID : 9-917-523
Discipline : Marketing
Case Length : 10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
A maker of paints and product coatings is considering introducing a new high-performance, environmentally-friendly hardwood coating called Lena. To proceed with the next phase of development, Pintura’s VP of new product development must present a convincing analysis of the product’s feasibility-along with a proposed marketing program. The VP must consider the relationship of the proposed product to the rest of the Industrial Finishes Group’s product line, as well as how it would contribute to corporate and divisional objectives. The Pintura case can be used in a variety of classes, including an introductory marketing course, a capstone course, or a business-to-business (B2B) marketing course. The primary focus is on product-policy decisions. The most likely use for the case is in a module on product-line planning. It also can be used as a case on marketing planning.
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