Dulux World's Favorite Paint.

REPOSITIONING OF ICI DULUX.

UZMA BHATTI

Dulux World's Favorite Paint.

Factors Of Brand Factors Of Brand Repositioning.Repositioning.

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.

Ici dulux popular Ici dulux popular products:products:

Dulux World's Favorite Paint.

Popular brands.

• Weathershield Sun Reflect:

Dulux SunReflect was launched in March 2011. ICI Dulux Weathershield Sun Reflect is a revolutionary exterior paint that reduces the temperature of walls by up to five degrees.

Dulux World's Favorite Paint.

Dulux World's Favorite Paint.

Popular brands.

• ICI Dulux Woodcare Shades• Dulux Super Gloss finish Enamel• Dulux Metallic Finish Enamel• Dulux Matt Finish Enamel• Dulux Synthetic Enamel Fan Finish White• Dulux Pentalite Special Plastic Emulsion

(Acrylic Based

Dulux World's Favorite Paint.

Dulux Pentalite Special Plastic Emulsion (Acrylic Based

Dulux Super Gloss finish Enamel

Product design.

• Dulux is available having no smell or has fragrance.

Dulux World's Favorite Paint.

Dulux World's Favorite Paint.

Dulux World's Favorite Paint.

Popular brands cont.

• Dulux Pentalite Natural White Special Plastic Emulsion with Added Fragrance (Acrylic Based)

• Dulux Contractor‟s Plastic Emulsion• Dulux Weather Shield (Acrylic Based)• Dulux Prime-on• Dulux Water Repellent• Dulux Once:• Dulux pearl G10 Matt finished Enamel

Dulux World's Favorite Paint.

Popular brands cont.

• Dulux Synthetic Clear Varnish• Dulux Red Oxide Anti Corrosion Metal

Primer• Dulux Aluminum Paint Dual Pack• Dulux Weathersheild Fresh

Dulux World's Favorite Paint.

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.

Dulux World's Favorite Paint.

Colors.Colors.

• ICI Dulux offers a wild range of colors as that is the soul of the paint.

• Dulux pentalite special plastic Emulsion has 6134 shades.

Dulux World's Favorite Paint.

ICI Dulux paints are positioned as premium high quality and large variety of paints. They have the slogan.

(“Everything you could imagine.”)

Dulux World's Favorite Paint.

Repositioning By Repositioning By Price:Price:

ICI Dulux is having a ICI Dulux is having a ““PRICE PREMIUM PRICE PREMIUM STRATEGY”STRATEGY”

because price is an because price is an indicator of quality.indicator of quality.

Dulux World's Favorite Paint.

Positioning By Popular Positioning By Popular CompaignsCompaigns

The Mission Was To Spread Colour All Over The PAKISTAN.

Dulux World's Favorite Paint.

Events included in Events included in let’s color projectlet’s color project

• IAPEX 2011 “Building MaterialsExhibition”

• IAPEX Karachi 2012• Lets Colour Mayo Hospital

Dulux World's Favorite Paint.

Events included in Events included in let’s color projectlet’s color project

• IAPEX 2011 “Building MaterialsExhibition”

• IAPEX Karachi 2012• Lets Colour Mayo Hospital

Dulux World's Favorite Paint.

Events included in Events included in let’s color projectlet’s color project

• PIID Road Show Lahore 2011• PIID Road Show Karachi 2011• Own a Color• Lets Colour Layton Rehmatulla Benevolent

Trust• Transition Event held at ICI Paints Business• Let’s Color Week

Events included in Events included in let’s color projectlet’s color project

• A Theme for Every Dream 2011• ICI Dulux - Colour Theme Park.ICI Dulux - Colour Theme Park.

Dulux World's Favorite Paint.

Dulux World's Favorite Paint.

TV advertisementTV 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.

Dulux World's Favorite Paint.

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:

• color scheme Dulux claims that stains will be even unable to spoil the beauty of light colors.

Dulux World's Favorite Paint.

Point of purchase Point of purchase advertisment:advertisment:

• Many colour cards, brochures and otherinformative material is available at dealers shop along with the product itself In attractive cans.

• Point of Sale Tinting (POST); ICI Dulux Point of Sale Tinting (POST) offers over 2000 shades available all over Pakistan at designated dealer outlets.

Dulux World's Favorite Paint.

Point of purchase Point of purchase advertisment:advertisment:

• ICI Dulux Model Shops:ICI Dulux Model Shops will act as a one stop solution for our customers where they can have access to all the products & services including Point of Sale Tinting (POST) ,paint calculator and paint selector through computer.

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 DULUX UNIQUE MACHINES

ICI Dulux POST MixerICI Dulux POST dispenser

ICI Dulux Colour Studio

One Stop Solution To All Customer Needs Including:

• Free Colour consultancy• Interior and exterior decoration

advice through “colour selector touch screen technology”

• Technical assistance• Product information• Product Complaint• Paint estimation• Paint Previews• Dealer Guide

OUTDOOR ADVERTISEMENT

Bill boards: Our projected billboards would be as follow:

• Lahore Laxmi chowk.• Muslim town .• Karachi Main Tariq road .• Clifton chowk-chandigarh.

Dulux World's Favorite Paint.

Customer awareness Customer awareness through internet.through internet.

• Development of a very communicative and easy to use website.

• This site tells about the basic problems that arise during paint.

• It offers causes and solutions

Dulux World's Favorite Paint.

Painting problems.Painting problems.

• Low opacity• Brush mark and poor finish• Cracking/Flaking• Uneven or Patchy Appearance• Skin formation• yellowing

Dulux World's Favorite Paint.

Sales promotions.Sales promotions.

• The promotion system of ICI Dulux is related to dealers to make them loyal.

• Offering them short term and long term incentives depending upon their sales performance.

• Discounts are given to dealers if they meet the required target.

Dulux World's Favorite Paint.

Dulux paint pod:

Dulux World's Favorite Paint.

Personnel selling

• ICI DULUX IS Contracting with business and government market

• Contracts with architectures,builders,interior designers and government hospitals

Dulux World's Favorite Paint.

Free colour advisory Free colour advisory serviceservice

Important Important promotional tool are:promotional tool are:

• Trained task forceTrained task force• Lady colour advisory Lady colour advisory

serviceservice

Future prospectsFuture prospects

2013 campaigns;2013 campaigns;

• ““Paint my life”Paint my life”• ““Lets colour beautiful Lets colour beautiful

homes”homes”

Recommendations

Dulux World's Favorite Paint.

• Raising public awareness through advertisement about the fake paint sold in the market.

• Taking suitable measures whereby ICI Paints official Dealers are easily recognizable –perhaps by displaying a sign board

Recommendations

Dulux World's Favorite Paint.

• ICI instead of depending on dealers use their own distribution networks to supply products to retailers then they can increase the sales of their products.

• They should reduce outsourcing and involve local suppliers for co producing.

• Price cutting.• Offering of paint sprays in

pakistan.

Cont.

Dulux World's Favorite Paint.

• They should also extend their market efforts to other cities of pakistan other than larger ones.

Dulux World's Favorite Paint.