Competition

Competitive Advantage
Competitive price analysis
There are two types of competitor in the industry

 Local manufacturers
 Multinational manufacturers

ICI competes with both local and multinationals with different strategies

ICI VS MULTINATIONAL
 Jotun paints placed their products with high pricing then any other in the market
 ICI competes with Jotun with low cost pricing strategy
 ICI provides paints with finest imported raw material at low cost

ICI PAINTS JOTUN PAINTS

VT 4,105 Gallon Rich Matt 4620 Gallon
Premium
Premium Pentalite 3,160 Gallon Hygiene Emulsion 5,100 Gallon
Interior
Interior Easy Care 3,800 Gallon Smooth Silk 4,025 Gallon
Mass
Paintax Ultratex1160 Gallon Matt Emulsion 3,570 Gallon
Mass
Promise 2350 Gallon Premium Colour xtreme Matt5,303 Gallon
Exterior
Powerflex 4,400 Gallon Mass Color Last 4,400 Gallon
Premium
Exterior Weathershield3,375 Gallon
Mass Promise 2,500 Gallon
ICI VS Local:-
 Nelson claims a highest market share in the market:
 Due to low pricing local paints have higher market share then multinationals
 ICI competes with local paints with high cost pricing strategy.
 They compete with local brands with quality but they charge more , which makes their
market is very niche
ici nelson
VT 4,105 Gallon Matt Special 3,500 Gallon
Premium Pentalite 3,160 Gallon Premium Gloss Enamel Extra
2,900 Gallon
Interior Easy Care 3,800 Gallon Interior Emulsion Extra2,300 Gallon
Paintax Ultratex
1,160 Gallon Gloss Enamel Trends
1,900 Gallon
Mass Mass
Promise 2,350 Gallon Emulsion trend1,300 Gallon
Powerflex 4,400 Gallon Premium Weather Shead 3,200
ExtraGallon
Premium Exterior
Exterior Weathershield3,375 Gallon Mass Weather Shead 2,400
Bold Gallon
Mass Promise 2,500 Gallon Premium Wall Putty Extra
1,200 Gallon
Bases
Bases Premium Dulux Putty 3,585 Drum Mass Wall Putty Bold 800 Gallon

Other variables

Brand image:

Managing Competitive information (Information collection,

Evaluation)
Information collection
 Most of the information competitive pricing is collected through sales channel
 There are regulatory bodies in the industry but they don’t control prices
Example of competitive information collected via sales channel:-

Price increase or decrease decision

 ICI imports raw material from foreign markets,
 The increase and decrease in pricing is based about other factors such as dollar
fluctuation.
 Local manufacturers have a competitive advantage in cost because they produced by
using local raw material
  Thus multinationals increase decrease prices more frequently than other but they keep
check and balance of their competitors.
 Any increase or decrease in price communicated with letter head and sales channels to
the market

• Strategy to counter competition

•

• Price competition / Price war scenario (if any)

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