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Swot,Segmentation,Branding of ICI Dulux

Swot,Segmentation,Branding of ICI Dulux

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Published by: gaurav0211987 on Dec 13, 2009
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- Dulux Trade is the leading brand in the UK trade market. Offeringan exceptional combination of product quality and performance together withunmatched levels of service and technical support, the Dulux trade range can beused and specified with complete confidence. Dulux paint is leading supplier indecorative paints, special effect paints, and a primary supplier of specialtychemicals. ICI Paints (Imperial Chemical Industries) is largest trade supplier in theUK and has around 130 outlets.
“The means by which a company can identify its own strengths and weakness asthey relate to external opportunities and threats, It is thus a way of helpingmanagement to select a position in that environment based on known factors.”As suggested
by McDonald in 1995.
Marketing audit considers both external and internal influence on marketingplanning,
her are the strengths, weakness, threats andopportunity of ICI Dulux by which company can monitor its external and internalmarketing environment. SWOT is the tools of Marketing Audit.
Wide distribution network has around 130 outlets in United Kingdom.
Focus on the health and safety measures and environment as a socialresponsibility.
It is Britain’s leading and experienced has a Goodwill of Quality Products.
Extensive 52 range of colours.
Technological skills, products are free from odour, dry up fast and not proneto yellowing.
Three new ranges of broken colours duette, acrylic scumle glaze and sonata.
Low level of awareness in customers for special effect products.
No innovation in product as its competitor crown is re-launching the product.
Degree of uncertainty, how to distinguish the market between special effectpaints and overall products of the company.
Week distribution channel of products.
Dulux target only Trade customers by which they can lose other customers.
Increasing demand of broken colour effects.
With over 130 retail stores consumer awareness is expected to grow.
Finding solution of the customers can also be another opportunity for thecompany.
Increase growth of Sales by targeting segments of the market.
Re-launch their product by making better marketing strategy as compared toits competitors.
Increase in competition from other companies.
No changes in the product by ICI Dulux, as competitors are investing inspecial effect range.
Reduction in sales of the products.
Re-launching of special effect product range in both the trade and retail by itscompetitor Crown.
Bargaining of the customer may be another threat for the company, which canreduce company profits.
The way of managing the entirelife cycle of a product from its introduction to the withdrawal of the stage.Productsand services are created, launched and withdrawn in a process known as ProductLife Cycle. It has four stages as compared to ICI Dulux paints.
Introduction : -
It is the stage which ICI Dulux paint (special effect colour)product has passed because of company’s good reputation and goodwill inthe market.
Growth :-
This is the stage which company like the most for the product,because in this stage sales revenue is high and company earns the profits,Special effects paints of ICI Dulux are at the growth stage.
Maturity :-
During this stage sales revenue stabilizes, ICI Dulux Special effectpaints product may face this stage, because of low level of awareness for special effect product of Dulux among the customers and the degree of uncertainty how to trade.
Decline :-
When sales revenue starts to fall and eventually vanishes or maybecome too little to be workable for ICI Dulux, due tocompetition ,inappropriate Strategy, Low distribution and awareness.
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 So because of low distribution channel, Market Competition, poor distributionchannel and low awareness of the product, Marketing manager has to classifycustomer and Re-launch the Product with new strategy and finding customersneeds, Manager has to maintain the company image in the mind of the customer sothat company can maintain its competitive position in the market for special effectpaints of the ICI Dulux paints.
ICI Dulux aims the trade customers so they can aim the business venture, publicsector organisation, hospitals, schools and Institutions. The marketing manager of the ICI Dulux, recognise the company desires and segments of the market on thecriteria of business to business segmentation, the market segments are on thefollowing bases:
Organizational Characteristic :
Industry type.
Size of the firm.
Geographic location.
Product Characteristics:
End use benefits.
Frequency and scale of purchases.
Buying Characteristics:
Distribution channels.
Figure shows four stages of Product lifecycle and ICI Dulux special effect paint isat its growth stage.

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