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INTRODUCTION:- Dulux Trade is the leading brand in the UK trade market. Offering
an exceptional combination of product quality and performance together with
unmatched levels of service and technical support, the Dulux trade range can be
used and specified with complete confidence. Dulux paint is leading supplier in
decorative paints, special effect paints, and a primary supplier of specialty
chemicals. ICI Paints (Imperial Chemical Industries) is largest trade supplier in the
UK and has around 130 outlets.
MARKETTING AUDIT:-
“The means by which a company can identify its own strengths and weakness as
they relate to external opportunities and threats, It is thus a way of helping
management to select a position in that environment based on known factors.”
SWOT ANALYSIS OF ICI DULUX:- her are the strengths, weakness, threats and
opportunity of ICI Dulux by which company can monitor its external and internal
marketing environment. SWOT is the tools of Marketing Audit.
STRENGTHS:
WEAKNESS:
OPPORTUNITY:-
THREATS:-
PRODUCT LIFE CYCLE OF ICI DULUX PAINT:- The way of managing the entire
life cycle of a product from its introduction to the withdrawal of the stage.Products
and services are created, launched and withdrawn in a process known as Product
Life 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 in
the 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 effect
paints 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 may
become too little to be workable for ICI Dulux, due to
competition ,inappropriate Strategy, Low distribution and awareness.
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ICI Dulux aims the trade customers so they can aim the business venture, public
sector organisation, hospitals, schools and Institutions. The marketing manager of
the ICI Dulux, recognise the company desires and segments of the market on the
criteria of business to business segmentation, the market segments are on the
following bases:
Organizational Characteristic:
✔ Industry type.
✔ Size of the firm.
✔ Geographic location.
Product Characteristics:
Buying Characteristics:
✔ Distribution channels.
✔ Purchasing function and policy.
✔ Buyers characteristic.
✔ Lead influences on the purchase.
ICI Dulux is the paint industry; customers do not buy directly from the company, so
the Dulux paint has to segment its market on the following basis.
➢ Major contractors:- They are the professional and they operate in bigger
area as compared to whole sellers and retailers, contractors purchase in bulk
and in larger pack size for industrial scale. Contractors purchase directly from
suppliers. Purchase decision influence on price and cost analysis of the
contractors. Contractors get contracts form hospitals, schools, colleges,
shopping centres, financial institutions and government properties and many
others in United Kingdom. Contractors focus on the quality products, if the
company is able to make deal with contractors, they can help in increasing
sales and the profit margin of the company i.e. (ICI Dulux).
➢ Builders:- The area of operation and dealings of the builders is almost same
as the major contractors, they build the infrastructure and are commitment
focused, they have good relationship with Architects and contractors or with
painting contractors, they can help company in getting the higher sales and
earn high revenue.
➢ Architects:- they are the professionals in their work ,architects need each
and every work should be at the right time and at the right place, they are very
much quality oriented ,their purchase decision does not depend on the price
and the cost analysis, they need the quality products ,so ICI Dulux can target
this segment for the high range products ,which a common man cannot
purchase ,architects can help in increase in sales of the company and profits,
as contractors and builders also consult with customers before taking any
decision for infrastructure, so ICI Dulux should target mostly the architects.
➢ Small decorator firms:- they operate on the small scale or on domestic area.
They have the clients mostly the home owners and shop keepers, the
distribution channel is with builders or decorator merchants, and their
purchase decision depend on client specification and brand loyalty. Can assist
in boosting up the sales of ICI Dulux because they operate in small
geographic area but have lot of customers, by them Dulux can get publicity
without any cost in the mind of local people, were decorators operate.
These are the segments which the ICI Dulux can target the most, but out off this five
Dulux should target Architects, Major contractors, Builders because by targeting
them Dulux can increase their sales and profits and capture the market as the
largest paint company in the United Kingdom. Dulux has the goodwill of the quality
product in the mind of the customers so Dulux can boost up this image more by
targeting these segments.
Impact: ICI have good reputation in the mind of the customers and have the good
impact in the market. Quality of the ICI Dulux makes him different and let him stand
out of the crowd.
Clarity: ICI Dulux is more specific in making its paints for different uses, makes clear
in the mind of the customers that different product is for different use. Customers are
not confused while purchasing the ICI Dulux products.
Consistency:- ICI Dulux paints more believe in the quality products and have the
goodwill, the paints are stable for long time, it gives reliability in the products to its
customer.
Honesty and positivity:- Trust is the foundation of any relationship, believe in what
you are showing, you offer at the time of offering, ICI Dulux is commitment focused
paint industry ,what it shows to its customer it offers them at the time of purchase.
Architects:- They are professionals in their work ,we can position them with the
extensive colour range and fleck finishing, their purchase decision does not depend
on the cost so ICI Dulux can position them with high price range products .
Small Decorator firms:- There purchase depends on the client specification and
brand loyalty, their clients are house owner and shopkeepers, so ICI Dulux can
position them low price and standard product and can position in the common
people.
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