Product Strategy

for DURA paints

Group No. 5

presented to:
Dr. Moshira
Gamil
The Arab Academy for Management, Banking and Financial
Sciences

Preface

This assignment represents the product strategy of DURA Paints brand which
produced by SUGEST Company “one of Al-Arifi group companies”, The assignment will
cover the following titles:

1- Identifying the 5 product levels.

a- Product core benefit.
b- Basic product.
c- Expected product.
d- Augmented product.
e- Potential product.
2- Identifying the product classification according to:
a- Customer: if product customer is B2B and/or B2C.
b- Product Attributes: Durability and Tangibility.
3- Identifying the key product differentiators:
a- Performance.
b- Durability.
c- Reliability.
d- Quality conformance.
e- Repairability.
4- Identifying service differentiators:
a- Ordering.
b- Delivering.
c- Installation.
d- Training.
e- Consulting.
5- Specifying product systems.
6- Specifying product mix “Width, Length, Depth, and Consistency”.
7- Specifying packing opportunity.

We suppose that strategies are chosen after analysis of both primary and secondary data in
the market research in Saudi Arabia paints market.

This assignment was prepared by:

 Name Academic Number Participation

The Arab Academy for Management, Banking and Financial

Product classification, and service
Ali Elbyaa 22221035168
Sciences differentiators
Introduction, product differentiators,
Asaad Mostafa 22221037044
and packing opportunity.
Product levels, product systems and
Hazem Amin 22221035152
mix, and packing opportunity

in order to be presented to: Dr. Moshira Gamil.

Table of Contents
Introduction:................................................................................................................................................
1- Identification of 5 product Levels:...................................................................................................
2- Identification of product classification regarding tangibility& durability:.......................................
3- Identification of the key product differentiators...............................................................................
4- Identification of the service differentiators......................................................................................
5- Specifying products Systems:..........................................................................................................
6- Specifying product mix....................................................................................................................
7- Specifying packaging opportunity.......................................................................................................
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The Arab Academy for Management, Banking and Financial
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Introduction:

German Metal Surface Treatment Company “SUGEST” was established in 2003 in Riyadh,
Kingdom of Saudi Arabia as the specialty chemicals’ manufacturing & marketing arm of Al
Arifi Group of Companies. In collaboration with German Technology, the first venture was
the Metal Surface Treatment Chemicals’ production and later on established various
production lines for other chemicals categories.

Here in the marketing plan, we are dealing with the DURA brand which is a painting product
produced by SUGEST Company -the manufacturer and supplier- which has been doing
business for around twenty years. Currently operating with more than 500 employees the area
of business covers Saudi Arabia entirely. The case product is supplied to some of Saudi’s
largest paint wholesalers and also in a narrow range exported to foreign markets outside
Saudi. The company also has its own sales outlets to cover the main regions in the Kingdom.
Some of the product portfolio for DURA brand:

1- DURA NC System.
2- DURA Epoxy System.
3- DURA PU System.
4- DURA Alkyd System.
5- DURA Quick Dry System.
6- DURA Thinners.
7- DURA Wood Stain System.

Here we will illustrate the product strategy of DURA brand of SUGEST company “German
Metal Surface Treatment Chemicals Company”.
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1- Identification of 5 product Levels:

a- Core benefit “Aim of product”: Surface decoration.
b- Basic product “Shape of product in market”: Liquid form of mixed chemicals in suitable
packing material.
c- Expected product “What customer expect from product “points of customer evaluation”: fast
easy application with desired stable color, gloss, hiding power, regular surface levelling, and
weathering resistance.
d- Augmented product “Delighters from customer view”: Anti-cracking, technical support,
training, and seminar for large contractors.
e- Potential product “Thinking about product future design as new innovation product can reach
before other competitors”:
- Dilution of PU, NC, Quick Dry, and Alkyd Systems by using water instead of organic
chemicals to be leading in green with global environment.

2- Identification of product classification regarding tangibility& durability:

3- Identification of the key product differentiators

income segment.

4- Identification of the service differentiators

This is a type of

5- Specifying products Systems:

Product system is about how many items can be used in the same system to be
bought together by customer, and can be used in an integrated manner with
compatibility.

Product systems can be classified in 6 main groups “Systems”:

1. DURA NC System.
2. DURA Epoxy System.
3. DURA PU System.
4. DURA Alkyd System.
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5. DURA Quick Dry System.

6. DURA Wood Stain System.

6- Specifying product mix

It is the visualizing the power of our brand according to 4 main topics:

1. Width, which can be defined as: how many different product lines the company
carries.
2. Length, which can be defined as: the total number of items in the mix.
 3. Depth, which can be defined as: how many variants are offered of each product in the
line.
4. Consistency, which can be defined as: how closely related the various product lines are in
end use, production requirements, distribution channels, or some other way.

So, according to previous four definitions, we can specify products mix as following table for
both Width, Depth, and Length:

Systems (Products No of
Products Depth
Width) Variants

DURA Epoxy Primer

1 DURA Red Epoxy Primer
2
2 Dura Grey Epoxy Primer
DURA Epoxy Products:

DURA Epoxy Top Coat

1 Dura White Epoxy Top Coat.
2 Dura Grey Epoxy Top Coat.
3 Dura Grey 7015 Epoxy Top Coat. 5
4 Dura Black Epoxy Top Coat.
5 DURA Elstomeric Floor Epoxy.
Epoxy Hardener
1 Dura Epoxy Hardener. 1
DURA QD Primer
1 DURA Grey QD Primer 1
DURA QD Top Coat
1 Dura QD (YELLOW OXIDE). 28

2 Dura QD (BLUE GREEN 577).

3 Dura QD (GREEN 601).
DURA QD Enamel Products:

4 Dura QD (GREEN 602).

5 Dura QD (BLUE 571).
6 Dura QD (DARK BLUE).
7 Dura QD (GREEN 604).
8 Dura QD (BLUE 572).
9 Dura QD (DARK RED).
10 Dura QD (SILVER).
11 Dura QD (Light Green 6027).
12 Dura QD (RED OXIDE).
13 Dura QD (BLACK 9017).
14 Dura QD (CHROME YELLOW).
Dura QD (REDDISH CHROME
15
YELLOW).
16 Dura QD (YELLOW 1021).
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17 Dura QD (LEMON YELLOW).

18 Dura QD ( ORANGE 2009).
19 Dura QD ( SLAT GREY 7015).
20 Dura QD (BLUE BLACK).
21 Dura QD ( BLUE 597).
22 DURA QD (Green 670)
23 DURA QD (Yellow 123)
24 DURA QD (Orange 2009 Gloss)
25 DURA QD (Grey 7045)
26 DURA QD (Green 603)
27 DURA QD (Yellow 125)
28 DURA QD (Blue 15-3)
DURA NC Primers:
1 DURA NC Grey Primer 1
DURA NC Putty
1 DURA NC Putty (Grey) 1
DURA NC Surfacers
1 Dura NC YELLOW Surfacer.
2 Dura NC WHITE Surfacer. 3
3 Dura NC Grey Surfacer.
DURA NC Top Coat
1 Dura NC Top Coat(Black) GLOSS.

2 Dura NC Top Coat(BROWN 1019).

DURA Nitro-Cellulose Products:

3 Dura NC Top Coat(Black) MATT.

Dura NC Top Coat(Yellow oxide
4
801) GLOSS.
Dura NC Top Coat(Silver 907)
5
GLOSS.
Dura NC Top Coat(red oxide 317)
6
GLOSS.
Dura NC Top Coat(Chocolate Brown
7
817) GLOSS.
25
8 Dura NC Top Coat (White) GLOSS.
Dura NC Top Coat(SKY BLUE 515)
9
GLOSS.
Dura NC Top Coat (Dark Brown 818)
10
Gloss
Dura NC Top Coat (Mint Green 629)
11
Gloss.
Dura NC Top Coat (Leaf Green 602)
12
Gloss.
13 Dura NC Top Coat (Orange 201) Gloss.

14 Dura NC Top Coat (Golden Brown 823)

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Gloss.
15 Dura NC Top Coat (Red 302) Gloss.

16 Dura NC Top Coat (Maroon 311) Gloss.

Dura NC Top Coat (Lemon Yellow 121)
17
Gloss.
Dura NC Top Coat (Chrome Yellow 103)
18
Gloss.
Dura NC Top Coat (Melon Yellow 128)
19
Gloss.
Dura NC Top Coat (Caterpillar 104)
20
Gloss.
21 Dura NC Top Coat (Grey 737) Gloss.

22 Dura NC Top Coat (Night Blue 522)

23 Dura NC Top Coat (Off-White)

24 Dura NC Top Coat (Yellow Coat)

25 Cura NC Top Coat (Yellow Oxide)

DURA NC Sealer
Dura NC Sealer (LIGHT COLOR
1
DEGREE).
2
Dura NC Sealer (DARK HONEY
2
COLOR DEGREE).
DURA NC Varnish
1 Dura NC Varnish High Gloss.
2 Dura NC Varnish MATT. 3
3 Dura NC Varnish SEMI-GLOSS.
DURA NC Clear Putty
1 DURA NC Clear Putty 1
DURA NC Solid Color Putty
1 DURA Grey NC Putty. 1
DURA PU Top Coat (Solid Colored System)
1 DURA PU Top Coat White
2 DURA PU Top Coat Blue 5002
DURA PU Products :

4
3 DURA PU Top Coat Grey 712
4 DURA PU Top Coat Off-White
DURA PU Sealer:
1 DURA PU Sealer FD 1
DURA PU Varnishes:
1 DURA PU Varnish High Gloss 3

2 DURA PU Varnish Semi-Gloss

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3 DURA PU VarnishMatt

DURA PU Hardener:

1 DURA PU Hardener FD 1
DURA NC Thinners
1 DURA 833 Thinner
2 DURA Cryl Thinner
4
3 DURA Prime Thinner
Thinners

4 DURA Cryl Thinner Extra 1

DURA PU Tinner
1 DURA PU Thinner 1
DURA Cleaning & Degreasing Thinner
1 DURA Cleaning Thinner 1
DURA Alkyd Primers:
1 DURA Alkyd Primer (Grey)
2
2 DURA Alkyd Primer (Red)
DURA Alkyd Top Coat Products:
1 DURA Alkyd Top Coat (White)
2 DURA Alkyd Top Coat (Grey)
DURA Alkyd Top Coat Lemon Yellow
3
112
DURA Alkyd Top Coat Middle Chrome
4
Yellow 415
DURA Alkyd Top Coat Deep Chrome
5
Yellow 100
DURA Alkyd Top Coat Yellow Oxide
6
425
7 DURA Alkyd Top Coat Brown 421
Alkyds

DURA Alkyd Top Coat Orange Oxide

8
104
9 DURA Alkyd Top Coat Red Oxide 130 47
DURA Alkyd Top Coat Chrome Green
10
422
11 DURA Alkyd Top Coat Blue 15-3
12 DURA Alkyd Top Coat Navy Blue 417
DURA Alkyd Top Coat Red Molybdate
13
413
DURA Alkyd Top Coat Orange
14
Molybdate 430
15 DURA Alkyd Top Coat Black 390
Dura Alkyd Top Coat Chocolate Brown
16
423
17 Dura Alkyd Top Coat Leaf Green 440
18 Dura Alkyd Top Coat Turquoise 146
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19 Dura Alkyd Top Coat Squirrel Grey 114

Dura Alkyd Top Coat Pastel turquoise
20
116
21 Dura Alkyd Top Coat Light Grey 127
22 DURA Alkyd Top Coat Pastel Yellow 107
23 Dura Alkyd Top Coat Sand Yellow 150
24 Dura Alkyd Top Coat Grey Beige 160
25 Dura Alkyd Top Coat Pastel Green 141
26 Dura Alkyd Top Coat Pale Green 109
27 Dura Alkyd Top Coat Light Ivory 155
28 Dura Alkyd Top Coat Beige 151
29 Dura Alkyd Top Coat Light Carmine 180
30 Dura Alkyd Top Coat Light Pink 120
31 Dura Alkyd Top Coat Light Lilac 105
32 Dura Alkyd Top Coat Pale Lilac 118
33 Dura Alkyd Top Coat Blue Lilac 106
34 Dura Alkyd Top Coat Vanilla 111
35 Dura Alkyd Top Coat Antique Pink 165
36 Dura Alkyd Top Coat Beige 100
37 Dura Alkyd Top Coat Beige 101
38 Dura Alkyd Top Coat Beige 126
39 Dura Alkyd Top Coat Beige 102
40 Dura Alkyd Top Coat Beige 104
41 Dura Alkyd Top Coat Green Beige 162
42 Dura Alkyd Top Coat Light pink 112
43 Dura Alkyd Top Coat Brown Beige 143
44 Dura Alkyd Top Coat Azure Blue 119
45 Dura Alkyd Top Coat Light Green 133
46 Dura Alkyd Top Coat Pastel Green 186
47 Dura Alkyd Top Coat Pale Green 108
DURA Wood Stains Products:
1 DURA Wood Stain Blue 044 16
2 DURA Wood Stain Cedar 082
3 DURA Wood Stain Cherry wood 060
Wood Stains

4 DURA Wood Stain Dark Mahogany 040

5 DURA Wood Stain Dark Oak 042
6 DURA Wood Stain Dark Walnut 049
7 DURA Wood Stain Green011
8 DURA Wood Stain Jet Black 050
9 DURA Wood Stain Light Oak 019
10 DURA Wood Stain Mahogany 037
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11 DURA Wood Stain Olive Green 066

12 DURA Wood Stain Pine 076
13 DURA Wood Stain Red 022
14 DURA Wood Stain Reddish Brown 077
15 DURA Wood Stain Sunset Orange 033
16 DURA Wood Stain Walnut 046
Total Count Of Products (Product Length) 154

Products Consistency: All products are concentrated through same channels, and customers.

7- Specifying packaging opportunity

After segmenting the market into groups of customers depending on their
geographic, demographic, and psychographic characteristics and taking in the
consideration their behavior towards our product, the process of selection of potential
customers to whom a DURA wishes to sell products and according to collect primary
data from market research and the analysis of these data we put the potential customer
targeting strategy to enable our marketing and sales teams to customize the message to
the targeted groups of consumers in a focused manner and efficiency way.