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Pintura Corporation

Pintura Corporation is considering launching a new powder-based wood coating called Lena that has advantages over other products but may cannibalize existing sales. The company must convince the review team that Lena can meet the annual sales growth objective of 5% and address concerns about feasibility and impact on other products.

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PahulpreetSingh
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531 views1 page

Pintura Corporation

Pintura Corporation is considering launching a new powder-based wood coating called Lena that has advantages over other products but may cannibalize existing sales. The company must convince the review team that Lena can meet the annual sales growth objective of 5% and address concerns about feasibility and impact on other products.

Uploaded by

PahulpreetSingh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Pintura Corporation: The Lena Launch Decision

Problem Identification

Pintura Corporation is looking forward to introduce a new product Lena which a high-
performance powder-based coating for hardwoods in the market. It has substantial
advantages over solvent-based and water-based coatings. There were concerns were about
product feasibility and concerns for the cannibalization of the existing products of the
company. There were also concerns for the Product Launch team to convince the review team
that the new product Lena could meet the IFG sales objective of 5% annual growth.

Case Analysis

Alternative 2: Launch kar Lena

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