The business strategy of AP has been on the basis of acquiring a series of short-term competitive advantages by adopting measures that raised the Cost of doing business for those its competitors by raising the hygiene element in the business. So far, Asian Paints has been using its distribution power and logistical efficiency to realize this advantage. The benefit obtained by leveraging on circulation durability is short-lived and ultimately imitable. In addition, AP has generated such a considerable network that getting incremental gain out of enhancing the circulation network could be very hard. The next rational step for AP to consider to gain competitive edge would be through either route control or through occupying headspace. AP should make an effort to increase the window of competitive advantage by using Marketing as a tool to acquiring a competitive edge.