Pricing a Longer-Life Primer
pricing
India-specific
Set in India; the figures and context are India’s.What this case is about
Your client is Primecoat Paints, a leading paint manufacturer serving India. It has developed a new primer that lasts three times as long as its current primer and wants to set a launch price. What price should it charge?
Objective
Establish a defensible value-based launch price by comparing customer primer and application costs over an equivalent period, while identifying what the calculation does not prove about willingness to pay.
Skills this case tests
Structuring the problem
Working the numbers
Judgement and recommendation
Communicating clearly
This is an interview practice scenario. Figures in the brief are case inputs, not current market research.