dulux

Dulux World's Favorite Paint.

ICI DULUX.

Presented by:

Anum Iqbal.

Sadaf hameed.

Gull zunaira.


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.


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


• 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.


ICI IN Pakistan.

• located in karachi• company owned subsidary

75.81%• 1294 permanent employees in

pakistan


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.


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


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


Our Brands:Our Brands:


ICI Products:ICI Products:



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


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.



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.


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.


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.


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.


• Corporate OfficesCorporate Offices: Lahore Islamabad, Peshawar, Hyderabad, Faisalabad, and Multan

• Regional OfficesRegional Offices : Rahim Yar Khan, Quetta, Sahiwal and Karachi


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.


• 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.


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.


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.


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.


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..


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.


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”


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


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.


Competitor Analysis.

paint industry

Organized sectorOrganized sector MUSHROOM SECTORMUSHROOM SECTOR


ICI DULUXICI DULUX

THE MARKET LEADERSTHE MARKET LEADERS






ICI’s Marketing Strategies.

Existing Existing StrategiesStrategies

Corporate Corporate Level Level

StrategiesStrategies

BusinessBusiness LevelLevel


OperationsOperationsLevel Level

StrategyStrategy

Societal Societal LevelLevel



Corporate Level Corporate Level StrategiesStrategies

HORIZONTAL DIVERSIFICATIONHORIZONTAL DIVERSIFICATION


Business Level Business Level StrategiesStrategies

DifferentiationDifferentiation


Operations Level Operations Level StrategyStrategy

Total quality management (TQM)Total quality management (TQM)


Societal Level StrategiesSocietal Level Strategies


Future Strategies.

Future StrategiesFuture Strategies

Forward Forward integrationintegration

Backward Backward integrationintegration AcquisitionAcquisition . Combination:. Combination:


Implementation Plan.Implementation Plan.

• Employees• Market expansion• More production


Documents

dulux