Group MBA 24B

Muhammad Kamran Haider

International Islamic University

Islamabad
Submitted To: Sir Naveed Altaf
2
Contact#03137192323

Contents

Sr No: Description Page

No
1. ICI COMPANY PROFILE 4
2. HISTORY 4
ICI PAINTS 5
3 .
4. PRODUCT OF ICI PAINTS 6
5. ICI PRODUCT LINE 7
6. PLACEMENT OF ICI PRODUCTS 9
7. PROMOTION OF ICI PRODUCTS 10
8. PRICING OF ICI PRODUCT 11
9. COMPETITORS 12
10. COMPETITOR ANALYSIS 12

3
 11. CONDITIONS 13

ICI Pakistan Limited

COMPANY PROFILE
ICI Pakistan Limited (Imperial Chemical Industries) is located in Karachi, Pakistan. The
Company was subsidiary of ICI Plc United Kingdom but with worldwide takeover of ICI PLC
by AKZO NOBEL now AKZO NOBEL is 75.81% stake holder of ICI PAKISTAN. It was set up
as a public limited company in Pakistan in 1952. The ICI Group is a renowned international
business. It employs approximately60, 000 people in more than countries.

The vision of ICI is to be the leader in formulation science. It has, and continues to
develop, a portfolio of businesses that are major players within their respective industries,
bringing together outstanding knowledge of customer needs with leading edge technology
platforms to provide superior products to its customers. Through these attributes, it aims to create
superior value for ICI customers and shareholders, without compromising its commitment to
safety, health, environment and the communities in which it operates.
ICI Pakistan Limited is involved in various businesses including:

• Polyester fibers

• Soda ash

• Paints

• Chemicals

4
 • pharmaceuticals

History
1944
• The khewra soda ash Company, a predecessor of ICI Pakistan Limited, set up a soda ash
manufacturing facility in Khewra with a capacity of 18,000 tones per annum. This facility
was sited next to the salt range as rock salt and limestone, two key raw materials needed
for manufacturing soda ash, were available here in abundance.

1953

• The Khewra Soda Ash Company was incorporated as a public limited company.

1966
• The Khewra Soda Ash Company changed its name to ICI Pakistan Manufacturers
Limited.
Over the next few decades, major changes took place in the company as our Specialty chemicals
and Polyester plants were commissioned, and Imperial Chemical Industries (Pakistan) Private
Limited and Paintex Limited both merged into ICI Pakistan Manufacturers Limited

1987
• The company has changed their name to ICI Pakistan Limited
The company launch the business as well as the Dulux range of coatings.
The company has established ICI Pakistan Power Gen and set up the ICI Pakistan
Foundation as a charitable trust
1995
• The company has set up a USD 490 million PTA manufacturing facility at Port Qasim,
near Karachi.

1998
• PTA manufacturing facility commissioned
2000
• The business was de-merged to form Pakistan PTA Limited, which was at the time a
subsidiary of ICI Plc UK.

2007
• We completed 50 years of continuous listing on the Karachi Stock Exchange

2008
• The company formally became part of the Akzo Nobel Group, bringing us under the
banner of one of the
Largest coatings and chemicals companies in the world

5
 ICI Paints
"The ICI Paints team intends to remain market leaders in the Paints Business. The company has
aim to be recognized for offering the best products and excellent customer
service. The company is running a high quality, profitable and growth oriented business in an
exciting and safe environment."
[Mission Statement]

The ICI Paint business can be divided into three categories

• Industrial
• Automotive
• Decorative

All the three business have embarked on programs which focus on the consumer and customer
needs. The focus is to understand the needs of the major stakeholders. Pursuing research, market
understanding and delivering high quality product and services forms the nucleus of creating a
competitive advantage in the market place for the paints business.
The Industry & Automotives coatings business of ICI paints besides gaining strength in the local
market also aspires to become a regional player. Self leveling epoxy floor coatings have been the
new addition in the product portfolio and have been well received by major customers. After the
initial success of the Turn-Key project management concept with one of the leading customers
where a one shop solution in terms of design, fabrication and commissioning of automotive
paints is done by ICI, the business is now offering it to other customers also.

Products of ICI paints

ICI paint is dealing in the following paint products.

• Decorative.
• Refinish and Industrial.

• Automotive.

6
 ICI Product line

• Dulux super gloss enamel

• Dulux metallic finish enamel

• Dulux matt finish enamel

• Dulux synthetic enamel fan finish white

• Dulux pentalite special plastic emulsion (Acrlast ylic Based)

• Dulux pentalite natural white special emulsion with added fragrance (Acrylic Based)

7
 • Dulux contractors plastic emulsion

• Dulux weather shield (Acrylic Based)

• Dulux prime-on

• Dulux water repellent

• Dulux synthetic clear varnish

• Paintex plus emulsion

• Maxilite

• Dulux red oxide anti corrosion metal primer

• Dulux aluminum paint dual pack

.

Dulux Super Gloss Enamel

Dulux Super Gloss Enamel is a high quality solvent-based super gloss finish, suitable for use
on all types of interior and exterior wood and metal surfaces. Dulux Super Gloss Enamel gives
a smooth mirror like finish and has excellent durability. Generally resistant to heat up to 90 C,
but some discoloration of light colors may occur at temperatures above 80 C. Resistant to the
levels of atmospheric humidity present in normal interior and exterior environments and will
withstand repeated washing. Not suitable for use on immersed surfaces. It can be applied
through Brush, Roller or Conventional Spray and it is highly flammable.

8
 Dulux Metallic Finish Enamel
Dulux Metallic Finish is a high quality solvent based super gloss finish, suitable for use on all
types of interior and exterior wood and metal surfaces. Dulux metallic Finish gives a smooth
finish and excellent durability. Generally resistant to heat up to 90 C, but some discoloration of
light colors may occur at temperatures above 80C Resistant to the levels of atmospheric humidity
present in normal interior and exterior environments and will withstand repeated washing. Not
suitable for use on immersed surfaces. Spray is the only way to apply and it is highly flammable.

Dulux Matt Finish Enamel

Dulux Matt Finish Enamel is a high quality solvent-based matt finish, suitable for use on all
types of interior wood, metal and masonry surfaces. Dulux Matt Finish Enamel has excellent
resistance to steam and moisture, which makes it ideal for use in Kitchens and Bathrooms.
Generally resistant to heat up to 90 C, but some discoloration of light colors may occur at
temperatures above80 C .Resistant to the levels of atmospheric humidity present in normal
interior and exterior environments and will withstand repeated washing. Not suitable for use on
immersed surfaces. It can be applied through Brush, Roller or Conventional Spray and it is
highly flammable.

Placement of ICI Paints

“Place includes company activities that make the product available to target consumers.”
Placement is the process in which the final good or service is made available to the end
Customer .The channels used for this purpose are known as “Marketing Channels”.
Marketing channels are defined as “set of independent organization involved in the process of
making a product or service available for the use or consumption by the consumer or business
user”.
The overall ICI Paints products are manufactured in ICI Paints Lahore. For all Pakistan stocks
Dispatch is carried out from factory warehouse.

9
There are further 5 warehouses in the country.
• LAHORE
• ISLAMBAD
• MULTAN
• KARACHI
• QUETTA

The distribution channel includes Distributors and Dealers/ retailers. The Pakistan is divided into
3 regions.
• Upper PUNJAB
• MIDDLE PUNJAB
• LOWER PUNJAB

Every region is headed with Regional Sales Manager and in every Region there are further Area/
Territories. The supply activities are carried out with keeping the region and areas. One region
cannot carry out supply in others region same in the case with areas/ territories.
The product is only delivered to the company approved dealer or distributor. Distributor can sale
to the customer which is not approved dealers of the company. Main consumption of paint is on
dealer/retailers counter. The delivery is made through 2 modes
• Distribution Vehicles
• Freight On Road ( goods transportation service)
By these 2 means ICI manage the distribution and placement of their products to be
available for
Their customers and consumers

Promotion of ICI Paints

ICI Paints is using following promotional tools:

Customer satisfaction is itself a promotion tool for ICI Paints and it help to develop C2C
relationship.

10
ICI Paints arranges painter parties at different places and at this event gift are given to those
painters which have used a reasonable quantity of ICI paint for the period.

ICI Paints has given a target to every dealer according to its capacity and market analysis. If that
dealer meets that target, ICI Paint will take that dealer to some other country for recreational
purpose e.g. last time ICI Paints chartered special plane for its dealers and took them Dubai. For
present year ICI Paints has promised to take its dealers to Malaysia.

Just like other paints ICI has offered a token in every Bucket or Gallon of Maxilite and Paintex
which are worth Rs. 220 per Bucket and Rs. 60 per Gallon.
The company is promoting its product through the following modes

• Advertisement

• Public Relations

• Sales Promotion

• External Communication

• Events And Exhibitions

• T.V Advertisement on different channels

• Radio Advertisement , F.M 100

• Bill boards almost in every big city

• Posters / Banners

• Small gifts for dealers/distributors to push new product sale

11
 • Small gifts for painters / contractors who are labor force who apply paint

• Painters party to introduce them new product

• T – Shirts printed with product logo on them

• Caps

• Key chains

The company many warehouses in different places like

• LAHORE

• ISLAMABAD

• KARACHI

• QU ETTA.

PRICING OF ICI PAINTS

As far as the pricing is concerned it is the most difficult decision because keeping all the things
on one side price matters. ICI Paints is promoting different brands on different prices according
to the market segmentation. Dulux is the most expensive brand in the market. The reason is that
the best raw material and components are used in the manufacturing of the Dulux. Second reason
is that Dulux target market is upper tier. And to some extend upper tier of middle tier. But paying
more for Dulux, customer feels value.

12
If we compare the price of Dulux with other local brands, it’s the fact that price difference is not
more than 20-100 rupees. As far as quality is concerned, by paying more customers is not
worried about the quality.
For the market which is middle tier, ICI’s brands Paintex Emulsion and Glidden are the brands
with low price and optimum quality within the tier. If we go into the comparison of Paintex and
Glidden their price is lower than the other paint brands selling in the market. Glidden is purely
priced to cover the buying power of middle tier.
The price of the products in which ICI is having technological edge over competitors is
comparatively high. The reason is that ICI is enjoying state of monopoly for that product. There
is no product in the market to encounter them.

• The price of Dulux Weather shield Fresh is Rs. 1050/-, others companies brands offered
in the market are 300-400 Rs less than Weathersheild Fresh.
• Same is the case with Dulux Gloss Finish and Dulux Matt Enamel Odorless Range. The
price is Rs. 300-400 more as compared to other brands.
• So pricing factor vary from brands to brands and target market.

COMPETITORS OF ICI PAINTS

ICI paint is the largest paint industry in Pakistan. The company is holding a position of market
leader in the market. The company has highest share in oil and paint market in Pakistan. ICI
paints have got the latest technology with them as compared to their competitors. Their
production process is highly automated. They can offer any color as demanded by the customer.
Customers can ask for any of 6134 colors. For every shade of color there is a specific formula
that states about composition of constituents and their proposition. High level of automation is
one of the critical success factors of ICI that differentiates then from their competitors and serves
as a source of competitive advantage.

Competitor analysis
ICI is the largest paint manufacturing company in Pakistan. The company has hundreds of
competitors in open market, but they have little share in total market. Mainly there are two main
competitors of ICI paints i.e. Burger paints and Master Paints. Other competitors include the
following:

13
• Nippon paints

• Diamond paints

• Silky paints

• Bright paints

COMPANY MARKET SHARE

ICI PAINTS 25%
BERGERS PAINTS 12%
MASTER PAINTS 3%
SILKY PAINTS 1%

All other companies have fewer shares as compared to the main competitors.

COMPANY MARKET SHARE

ICI PAINTS DULUX
BERGERS PAINTS BURGER ROBBIALAC
MASTER PAINTS MASTER
SILKY PAINTS SILKY

14
 CONDITIONS
1: YOUR LARGEST COMPETITORS HAS REDUCED ALL ITS PRICES BY 15%
ICI has two main competitors i.e. burger paints & master paints. Suppose that those two main
rivals have reduced their prices by 15% on their paint products. There is need to analyze & judge
this step taken by the ICI competitors. There may be an intention to create new customers or to
target new segments in rural & urban areas in order to increase their sales, profit and to boost up
their market share to capture the paint industry in Pakistan.
This is a major threat to the market leader ICI paints. There is need to take corrective decisions
in order to keep the company position in the market. The company can take the following steps:

• The company may also decrease their prices to make tuff competition with its rivals

• The company may offer some products like paint brushes and other products necessarily
required to paint the houses, shops e.t.c
• The can increase the promotion of their products by giving some incentives to its
distributors, wholesalers and retailers.

• The company can launch new product which is not currently launched by its competitors.

15
• The company can introduced new technology, it helps the company to reduce their
production cost and the company is able to sell it at lower prices for better quality.

• The company can increase its advertisement of newly coming products, this will help
them to set a great image in consumer mind in order to retain their customers.

• The company can introduced their products in the segments or areas, in which the
company products are not launched before.

• The company can improve their customer services or environment and customers relation
relations for the delivery of quality product.
2: THERE IS A GENERAL ELECTION IMMINENT. POLITICAL PUNDITS ARE
FORESEEING A NEW GOVERNMENT IN POWER WHICH HAS PROMISED
PROTECTION FOR LOCAL BUSINESS IN ITS ELECTION MANIFESO.
3: INTERNATIONAL OIL PRICES ARE EXPECTED TO RISE AGAIN THIS YEAR IN
THE WAKE OF RENEWED POLITICAL CRISES IN A MAJOR OPEC COUNTRY.
The ICI paint company is paint manufacturing company. The company production is directly
linked with oil. The change in the prices of oil will affect the paint industry as a whole. There
are different chemicals used in the manufacturing of paints. The high prices of raw material
in inflationary conditions will affect the production of paint industry and increase the prices
of paints.

4: HEAVY RAINS AND FLOODING HAS INUNDATED A LARGE MASS OF THE

COUNTRY’S AGRICULTURAL HEARTLAND.
ICI Paint Company is paint manufacturing company. The company has no direct relation
with agricultural land. That’s why heavy rains and floods can not affect the working of
company. But it can create problems in transportation of raw materials, and final products to
the manufacturing units and sales stores.
But this situation can create an opportunity for the paint manufacturing companies to target
new segments and to maximize profits. This will also help them to promote their paint
products through welfare of people in flood affecting areas. This will create a positive image
for the company in people mind.
Their will create another situation due to flood and heavy rains. Suppose heavy rains and
floods have destroyed thousands of houses, hotels and shops. This ultimately affects the
economy of the country which is also facing inflationary conditions due to high prices and
political instability. The flood victims need food, shelter for a short period until their new
homes and reconstruction process is not start. The company can help and take part in the
welfare and rehabilitation of people.
The next stage is rebuilding of homes, hotels and shops. This will increase the demand for
paint products. The company can use the first mover strategy to introduce their products in

16
the new segments or areas. The company can distribute free samples of paints to market their
products. This will help them to increase their customers and market share in future. The
company can also decrease the prices of paint products in flood victim areas.

****************************

17