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)

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.