MASS CUSTOMIZATION: ASIAN PAINT’S STEP TO SUCCESS

While criticizing traditional marketing, because of its preoccupation with mass marketing, where customers are aggregated into large homogenous groups, targeted with same products and services through the same message. The critics argue that this is a supply centric approach and individual customer needs are being ignored. Today?s customers are seeking product offerings that match their individual requirements. They want to look and feel different from other customers, want to design their own dreams. This especially is true when people want to design their homes. They just want to put their dreams and aspirations in designing their homes.