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 worldwide
our code of conduct:
• business principles and ethical
standards
• initially set down in the ICI
Pakistan Code of Conduct
our people
• Approx 310000 employees world
wide
• 1300permanent staff in Pakistan
• aim to develop strong leader
Dulux World's Favorite Paint.
 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:

Dulux World's Favorite Paint.

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.
The paint is
available in plastic
containers:
• Dulux Pentalite
Special Plastic
Emulsion
• Weather shield
• As well as Tin
containers of
different sizes.

Dulux World's Favorite Paint.

 Product design.

• Dulux is available having perfume

and fragrance.

Dulux World's Favorite Paint.

 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:

• 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.

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.
• The distribution system of ICI Dulux is
Dealer oriented.
• Dealers: ICI Dulux has certain
requirements after these requirements
are fulfilled a dealer is registered and is
legally allowed to start the distribution.
distribution

Dulux World's Favorite Paint.

• Corporate Offices:
Offices Lahore
Islamabad,   Peshawar,
Hyderabad, Faisalabad, and
Multan
• Regional Offices : Rahim Yar
Khan, Quetta, Sahiwal and
Karachi

Dulux World's Favorite Paint.

PROMOTION.
Advertisement:
• 1960’s: The Dulux icon,
its Old English sheepdog,
has been a constant and
highly effective feature
of advertising .
• 1970’s the tagline ‘Worth
Doing, Worth 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 Advertisement:

• They just use it to create awareness

among their target market about a
certain product and try to highlight
its main selling features.
Dulux World's Favorite Paint.
Radio Advertisement:
• Therefore Dulux finds it effective to
communicate with its customers
through radio channel FM 100.
Print Advertisement:
• A substantial part of Dulux’s total
promotional expenditure goes under
this head. Approximately all the good
and standard magazines carry the
advertisement of ICI Dulux.

Dulux World's Favorite Paint.

Analysis of Print
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
Positioning.
1.Brand Attributes:
What the brand
delivers through
features and benefits
to consumers. ICI
Dulux is producing
both “WATER
BASED” paints as
well as “OIL BASED”
paints.

Dulux World's Favorite Paint.

2. Consumer Expectations:

• Customer is expecting from the Dulux is cheap

and good quality paint.
“Trade paint is often an inferior quality – it’s for
those who want to do the job quickly and
cheaply. For your own home, I highly
recommend deluxe.” Ricky September 11, 2009.

Dulux World's Favorite Paint.

 3.Competitor attributes:

• “Dulux did the job in single coat.

Bilbo October10, 2009”
2009
Dulux World's Favorite Paint.
4.Price:
ICI Dulux is having a
wide range of
products that
fulfils the needs
of all type of
customers.
customers
• Category A
• Category B
• Category C

Dulux World's Favorite Paint.

5. Consumer Perceptions:
Perceptions

“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 sector MUSHROOM SECTOR

Dulux World's Favorite Paint.

 ICI DULUX

THE 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 Strategies

Corporate Business Operations Societal

Level Level Level Level
Strategies Strategies Strategy Strategies

Dulux World's Favorite Paint.

 Corporate Level
Strategies

HORIZONTAL DIVERSIFICATION

Dulux World's Favorite Paint.

Business Level
Strategies

Differentiation

Dulux World's Favorite Paint.

 Operations Level
Strategy

Total quality management (TQM)

Dulux World's Favorite Paint.

Societal Level Strategies

Dulux World's Favorite Paint.

 Future Strategies.

Future Strategies

Forward Backward
Acquisition . Combination:
integration integration

Dulux World's Favorite Paint.

 Implementation Plan.

• Employees
• Market expansion
• More production

Dulux World's Favorite Paint.

Dulux World's Favorite Paint.