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ICI Paints Final Project

ICI Paints Final Project

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Published by: usman_jamil84 on Apr 03, 2010
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07/26/2013

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ICI PAINTS
MBA-2091154
1
``
ICI Paints Pakistan LimitedA DissertationBy Ahsan RashidMBA-2091154
 
ICI PAINTS
MBA-2091154
2
``
Table of Contents
PAINT INDUSTRY IN PAKISTAN .................................................................................... 4Growth in Paint Industry .......................................................................................... 4COMPANY PROFILE ...................................................................................................... 6ICI Pakistan Limited ................................................................................................. 6History .................................................................................................................. 6ICI Paints ................................................................................................................. 8PEST ANALYSIS ......................................................................................................... 10PORTERS’S FIVE FORCES MODEL OF COMPETITION .................................................. 12MARKET ANALYSIS: ICI WEATHERSHIELD .................................................................. 15PROBLEM DEFINITION ............................................................................................... 16FACTORS INFLUENCING DEMAND ............................................................................. 17COMPETITOR ANALYSIS ............................................................................................ 19Sale Of Fake Paint ................................................................................................. 20MARKET POSITIONING:............................................................................................. 21BCG Matrix ............................................................................................................ 21SWOT ANALYSIS ....................................................................................................... 23MARKETING-MIX STRATEGY ...................................................................................... 26ICI WEATHERSHIELD’S MARKETING-MIX STRATEGY ............................................... 27Product ............................................................................................................... 27Price ................................................................................................................... 30Placement / Distribution ..................................................................................... 31Promotion ........................................................................................................... 34DECISION PROBLEM .................................................................................................. 39RESEARCH PROBLEM/QUESTIONS ............................................................................. 39
 
ICI PAINTS
MBA-2091154
3
``RESEARCH OBJECTIVES ............................................................................................ 39HYPOTHESIS ............................................................................................................. 39REVIEW OF LITERATURE ........................................................................................... 41LIST OF QUESTIONS .................................................................................................. 42RESEARCH PROPOSAL .............................................................................................. 44SAMPLING PLAN ........................................................................................................ 49DESCRIPTION OF ACTIONS ........................................................................................ 51QUESTIONNAIRE FOR CONSUMERS (A) ..................................................................... 52QUESTIONNAIRE FOR DEALERS/PAINTERS (B) .......................................................... 57SURVEY ANALYSIS .................................................................................................... 63Quality & Reliability ............................................................................................... 63Factors responsible for selection ........................................................................... 73 Token Incentives ................................................................................................... 77Price Discounts & Motivational Incentives ............................................................. 80Fake Paint .............................................................................................................. 83SUMMARY OF FINDINGS ............................................................................................ 93CONCLUSION & RECOMMENDATIONS ....................................................................... 95

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