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Dulux World's Favorite Paint.
ICI DULUX.
Presented by:
Anum Iqbal.
Sadaf hameed.
Gull zunaira.
Dulux World's Favorite Paint.
Mission statement.
• Our ICI Paints team intends to remain market leaders in the Paints Business. We wish to be recognized for offering the best products and excellent customer service. We will run a high quality, profitable and growth oriented business in an exciting and safe environment.
Dulux World's Favorite Paint.
Hisory of ICI• FORMATION, 1926• British chemical subsidary• 29000 employees and 4.8 billion
turnover in 2006• produce sanitation products,
frangance and paints• five entites: national
starch,chemical produces, starch products and polymers notably
• business development in pakistan,india and argentia
Dulux World's Favorite Paint.
• 60,000 employes in 80 ountries
• establish in 1952 in pakistan• sales of 50 billion• provides services to
textile,glass,pharamceutical and agriculture etc
• five business in palistan• share capital of 1.39 billon• 1,244 permanent employees
in 80 countries.
Dulux World's Favorite Paint.
ICI IN Pakistan.
• located in karachi• company owned subsidary
75.81%• 1294 permanent employees in
pakistan
Dulux World's Favorite Paint.
Word from CEO:
• People all over the world are increasingly interested in what goes on in major companies. Is the business being
conducted properly? Are local laws being adhered to? Does a company comply with international regulations? At AkzoNobel
we have set down exactly how we operate our values and our principles.
Dulux World's Favorite Paint.
Our standard:• long term for our customer• sustainable profit• trained employees worldwideour code of conduct:• business principles and ethical
standards• initially set down in the ICI
Pakistan Code of Conductour people• Approx 310000 employees
world wide• 1300permanent staff in
Pakistan• aim to develop strong leader
Dulux World's Favorite Paint.
Portfolio:Portfolio:
The ideally diversified business portfolio of ICI comprises of five segments namely;
• 1) Polyester Staple Fiber • 2) Soda Ash • 3) Paints • 4) Chemicals and
• 5) Life Sciences
Dulux World's Favorite Paint.
Our Brands:Our Brands:
Dulux World's Favorite Paint.
ICI Products:ICI Products:
Dulux World's Favorite Paint.
Dulux World's Favorite Paint.
Branding.
The company’s trade name is combined with individual name of the products e.g.
• Dulux Once• Dulux Synthetic Enamel• Dulux Pearl Glo• Dulux Primer On
Dulux World's Favorite Paint.
Packing.Packing.
The paint is available in plastic containers:
• Dulux Pentalite Special Plastic Emulsion
• Weather shield • As well as Tin
containers of different sizes.
Product design.
• Dulux is available having perfume and fragrance.
Dulux World's Favorite Paint.
Dulux World's Favorite Paint.
Colors.Colors.
• ICI Dulux offers a wild range of colors as that is the soul of the paint.
• Dulux Master Plate plastic Emulsion has 6134 shades.
Dulux World's Favorite Paint.
Quality:Quality:
• About 995% of its raw material is imported and a strict check on quality is maintained.
• it has captured 70% of the market share in Pakistan.
Dulux World's Favorite Paint.
PRICING.PRICING.
The obvious pricing objectives of ICI Dulux are:
• Maximization of Profits.• To achieve the target return and
targeted sales• Maintain the Market share.
Dulux World's Favorite Paint.
PLACE/DISTRIBUTION.PLACE/DISTRIBUTION.
• The distribution system of ICI Dulux is Dealer oriented.
• Dealers: Dealers: ICI Dulux has certain ICI Dulux has certain requirements after these requirements after these requirements are fulfilled a dealer is requirements are fulfilled a dealer is registered and is legally allowed to registered and is legally allowed to start the distributionstart the distribution.
Dulux World's Favorite Paint.
• Corporate OfficesCorporate Offices: Lahore Islamabad, Peshawar, Hyderabad, Faisalabad, and Multan
• Regional OfficesRegional Offices : Rahim Yar Khan, Quetta, Sahiwal and Karachi
Dulux World's Favorite Paint.
PROMOTION.PROMOTION.
Advertisement:Advertisement:• 1960’s: The Dulux icon, 1960’s: The Dulux icon,
its its Old English Old English sheepdogsheepdog, has been a , has been a constant and highly constant and highly effective feature of effective feature of advertising .advertising .
• 1970’s the tagline ‘Worth Doing, Worth Worth Doing, Worth Dulux’Dulux’ was first introduced.
Dulux World's Favorite Paint.
• The recent ‘Sorry’ campaign for Dulux Wash and Wear 101 has also been extremely successful.
• Highly effective marketing tool for the Dulux brand has been the jelly bean promotion.
• The annual Dulux Color Awards have also proved to be an extremely successful promotional vehicle.
Dulux World's Favorite Paint.
Television Television Advertisement:Advertisement:
• They just use it to create awareness They just use it to create awareness among their target market about a among their target market about a certain product and try to highlight certain product and try to highlight its main selling features.its main selling features.
Dulux World's Favorite Paint.
Radio Advertisement:Radio Advertisement:• Therefore Dulux finds it effective to Therefore Dulux finds it effective to
communicate with its customers communicate with its customers through radio channel FM 100.through radio channel FM 100.
Print Advertisement:Print Advertisement:• A substantial part of Dulux’s total A substantial part of Dulux’s total
promotional expenditure goes promotional expenditure goes under this head. Approximately all under this head. Approximately all the good and standard magazines the good and standard magazines carry the advertisement of ICI carry the advertisement of ICI Dulux.Dulux.
Dulux World's Favorite Paint.
Analysis of Print Analysis of Print Advertisement:Advertisement:
• punch line “stains don’t stand a chance”
• color scheme Dulux claims that stains will be even unable to spoil the beauty of light colors.
Dulux World's Favorite Paint.
Five Factors Of Brand Five Factors Of Brand Positioning.Positioning.
1.Brand Attributes:1.Brand Attributes:
What the brand What the brand delivers through delivers through features and features and benefits to benefits to consumers. ICI consumers. ICI Dulux is producing Dulux is producing both “both “WATER WATER BASED”BASED” paints as paints as well as well as “OIL “OIL BASED”BASED” paints paints..
Dulux World's Favorite Paint.
2. Consumer 2. Consumer Expectations:Expectations:
• Customer is expecting from the Dulux is Customer is expecting from the Dulux is cheap and good quality paint.cheap and good quality paint.
““Trade paint is often an inferior quality – it’s for Trade paint is often an inferior quality – it’s for those who want to do the job quickly and those who want to do the job quickly and cheaply. For your own home, I highly cheaply. For your own home, I highly recommend deluxe.” Ricky September 11, recommend deluxe.” Ricky September 11, 2009.2009.
Dulux World's Favorite Paint.
3.Competitor attributes:3.Competitor attributes:
• ““Dulux did the job in single Dulux did the job in single coat. Bilbo October10, 2009coat. Bilbo October10, 2009”
Dulux World's Favorite Paint.
4.Price:4.Price:
ICI Dulux is having ICI Dulux is having a wide range of a wide range of products that products that fulfils the needs fulfils the needs of all type of of all type of customerscustomers.
• Category A• Category B• Category C
Dulux World's Favorite Paint.
5. Consumer 5. Consumer PerceptionsPerceptions:
“Color can fill you with joy. I’m going to fan them so I can get a dose of color-happiness, too!” Linda Landing March 22, 2010.
Dulux World's Favorite Paint.
Competitor Analysis.
paint industry
Organized sectorOrganized sector MUSHROOM SECTORMUSHROOM SECTOR
Dulux World's Favorite Paint.
ICI DULUXICI DULUX
THE MARKET LEADERSTHE MARKET LEADERS
Dulux World's Favorite Paint.
Dulux World's Favorite Paint.
Dulux World's Favorite Paint.
Dulux World's Favorite Paint.
Dulux World's Favorite Paint.
ICI’s Marketing Strategies.
Existing Existing StrategiesStrategies
Corporate Corporate Level Level
StrategiesStrategies
BusinessBusiness LevelLevel
StrategiesStrategies
OperationsOperationsLevel Level
StrategyStrategy
Societal Societal LevelLevel
StrategiesStrategies
Dulux World's Favorite Paint.
Corporate Level Corporate Level StrategiesStrategies
HORIZONTAL DIVERSIFICATIONHORIZONTAL DIVERSIFICATION
Dulux World's Favorite Paint.
Business Level Business Level StrategiesStrategies
DifferentiationDifferentiation
Dulux World's Favorite Paint.
Operations Level Operations Level StrategyStrategy
Total quality management (TQM)Total quality management (TQM)
Dulux World's Favorite Paint.
Societal Level StrategiesSocietal Level Strategies
Dulux World's Favorite Paint.
Future Strategies.
Future StrategiesFuture Strategies
Forward Forward integrationintegration
Backward Backward integrationintegration AcquisitionAcquisition . Combination:. Combination:
Dulux World's Favorite Paint.
Implementation Plan.Implementation Plan.
• Employees• Market expansion• More production
Dulux World's Favorite Paint.