1 One product for which customers value a very wide range of product types is that of domestic paint. Most people like to express their creativity in their choice of paints and other home decorating products that they use in their homes. Clearly, offering a wide range of paint must have serious cost implications for the companies that manufacture, distribute and sell the product. Visit a store that sells paint and get an idea of the range of products available on the market. How do you think paint manufacturers and retailers could innovate to increase variety but minimise costs?