Documente Academic
Documente Profesional
Documente Cultură
Project on
ICI paints
Dulux paints
NUML
ACKNOWLEDGMENT
First of all thanks to Almighty Allah who blessed me the ability to complete my
project. I owe much to my colleagues and associates whose guidance,encouragement and
inspiration completion of this project was really an uphill task. Special thanks go to
Mr, Najam ud din (CSC) ICI paints(pvt) Gujrat who provided generous guidance and
Technical support to accomplish the task.
I also thanks to project supervisor Sir Hanif Shahzad who guide about my project
Finally, special thanks are due to parents, family and friends who give me valuable
Moral support for making this project.
EXECUTIVE SUMMARY
TABEL OF CONTENT
Chapter#01 1
world wide introductio 2
Introduction in Pakistan 3
Facts and figures 4
Chapter#02 5
IV
Dulux prime on 13
DULUX CONTRACTORS PLASTIC EMULSION (ACRYLIC BASED) 13
DULUX WATER REPELLENT 14
DULUX SYNTHETIC CLEAR VARNISH 14
PAINTEX PLUS EMULSION 14
MAXILITE ECONOMIC WALL PIONT 14
DULUX RED OXIDE ANTI CORUSION METAL PRIMER 15
DULUX ALLUMINUM PAINT DUAL PACK 15
PRICE 15
PRICING OBJECTIVE 15
PRICING METHOD 15
PLACE/ DISTRIBUTION 16
DEALERS 16
REGION FOR SALE DISTRIBUTION&SALES OFFICES 16
CORPORATE OFFFICES 16
REGIONAL OFFICES 17
WARE HOUSES 17
PROMOTION 17
ADVERTISMENT 17
RADIO ADVERTESMENT 17
PRINT ADVERTISMENT 17
PIONT OF PURCHASE ADVERTISMENT 18
OUT DOOR ADVERTISMENT 18
PERSONAL SELLING 18
FREE DULUX COLOUR ADVISORY SERVICES 18
SALE PROMOTION 18
Positioning strategy 19
slogans’ 19
Logo 19
Mission statement 19
Chapter# 03 20
Market share 21
Rivals 22
Berger vs. dulux products 23
CHAPTER # 01
INTRODUCTION
Firstly ICI Dulux paints are specially designed to suit the Southern African region
markets which include advance technology use for shopper, customer and consumer .ICI
Dulux ranks as a leading manufacturer, distributor and exporter of paint in the Southern
Hemisphere, Indian Ocean Islands and further abroad. Over the past 70 years, ICI Dulux
(Ptv) Ltd has become one of the leading manufacturers and suppliers of surface coating
paint and related products in the industry. ICI Dulux is committed to securing world-class
Swaziland, Mozambique, Zambia and Mauritius. ICI Dulux has grown through a tradition
of partnership. With a 20 years combined export experience in Southern Africa ICI dulux
ICI paints aims to delight and inspire customers to transform their surroundings at home
and work with performance products and colors. With some of the world’s top paint and
decorative product brands, serving both the professional and DIY markets, ICI Paints has
products to prepare and care for all building materials. The business also provides
coatings for cans and packaging. Headquarters in the UK, with manufacturing in 25
countries:
§ Architect
§ Quantity Surveyors
§ Steel Fabricators
§ Painting Contractors
§ Maintenance Engineers
§ Interior Decorators
. The information derived and results obtained by ICI Development Laboratory are
readily available to them here. ICI is employing and putting into use best available
technology in the world for their users.
3
Some Facts and Figures
· 50 million households, all over the world, use ICI paints every year.
· Each year ICI Paints produces enough paint to decorate every house in all of Los
Angeles, London and Beijing.
· ICI Paints makes enough paint to completely cover 2.8 million football pitches.
· ICI Paints produces 1.1 billion liter of paint which if in 1 liter cans placed on top of on
another, would be 13,000 times the height of Mount Everest.
· Over a third (35%) of ICI Paints’ business is represented by new products introduced in
the last five years.
· ICI Paints are used in countries which represent over 95% of the world’s population.
· ICI Paints prides itself on being at the forefront of innovation: we employ 680 people
worldwide in Research and Development.
· ICI Paints spends over £30 million per year on Research and Development worldwide.
CHAPTER#02
CUSTOMER DRIVEN MARKET STARTEGY
MARKET MLX
POSITIONING STARTEGY
5
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
MARKET SEGMENTATION
ICI provide their products only to the dealers (registered) which in turn serve to the
various market segments, which are as follows:
Paints;
Painting Contractors;
Architects;
Construction companies;
Consumers.
TARGET MARKET
ICI Dulux is having a wide range of products that fulfils the needs of all type of
customers, yet its main focus in on the upper/elite class and the upper middle class.
Comparatively little emphasis is made on the lower middle class. Industrial customers are
Category A constitutes the elite / higher class and category B constitutes the upper
middle class. Both of these categories include the people who can easily afford the paints
(highest quality) of ICI Dulux.
MARKET POSITIONING
ICI Dulux paints are positioned as premium high quality paints. They havae the slogan.
“everything you could imagine”
6
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
Features
ICI Dulux is producing both “WATER BASED” paints as well as “OIL BAES” paints.
This is premium quality paint and is washable. It is used for masonry surfaces and has a
durable, smooth, finish.
These paints cover with unique fragrances, especially features for the people and
customers who are sensitive to the smell to paints. They have nine subtle hues of white
Coverage:11-16 m2/ltr/coat
Dulux Wealthershield
It is the weather protective paint used for exteriors which is extremely durable against all
extremities of weather. It has been tasted and proven for 15 years.
7
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
Dulux Once
It is a new breakthrough in paint technology as it completes the job in just one coat.
This special emulsion saves time has a high coverage and therefore is highly economical.
Coverage: 7-8 m2 /ltr/coat
(Only one coat needed)
Paintex Plus Emulsion
This paint is basically for the price sensitive people as they call it “ICI’s value for money
emulsion paint”. It has quite a many beautiful popular shades for wall surfaces and has a
smooth finish.
Coverage: 11-16 m2 /ltr/coat
Maxilite
It is an economical top quality distemper which is available in 12 trendy shades.
Coverage: 10-12m2/kg/coat
SOLVENT BORNE PAINTS
Dulux Synthetic Enamel
It is ICI’s supergloss enamel which is ideal for wood and metal surfaces. It is also
available in non-yellowing brilliant white.
Coverage: 13-15m2 /ltr/coat
Dulux Pearl Glo
It has a subtle sheen of pearls and is suitable for all surfaces. Its high washbility makes
it especially ideal for kitchens bathrooms and high traffic areas.
Coverage: 13-15 m2/ltr/coat
Dulux Prime On
It is a superior masonry primer and is available in ideal white tome. It seals up bare wall
surfaces and provide a perfect base for emulsion coating.
Coverage: 6-10 m2/ltr/coat
Dulux Red Oxide and Zinc Primer
It is an ideal primer to protect metal surfaces from rust and is used prior to enamel
application.
Coverage: 11-13 m2/ ltr/coat
8
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
Dulux Varnish
It is an invisible moisture guard which prevents surfaces from water seapage and hence
from mould and fungal attacks. It is ideal as barrier for brick work concrete plastered
surfaces unglazed tiles and sand cast surfaces.
Coverage: 4-6 m2/ltr//coat
Dulux Aluminum
It has a brilliant aluminum finish and is capable of resisting high heat. It is used to
decorate both metal and wood surfaces.
UNIQUE SELLING POINT
· The unique selling point of ICI is it emphasis on environment control and there is no
quality match with it
· An innovative global community working together to find and share better solutions.
· ICI Paints, its brands, products and services will be the first choice for people who want
the best.
· The unique selling point of ICI Paints is its Research and Development. ICI Paints is
spending over £30 million per year on Research and Development worldwide, which is
huge amount for a business
INNOVATION
Dulux is renowned for its superior quality and in Pakistan too, its quality is the best.
Continuous product research and development, with input from vast international
laboratory network, backed by consumer research (finding out what customers need and
want) keeps them above the competition.
BRANDING
The company’s trade name is combined with individual name of the products e.g.
Dulux Once
Dulux Synthetic Enamel
Dulux Pearl Glo
Dulux Primer On
9
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
PACKAGING
The paint is available in plastic containers ( Dulux Pentalite Special Plastic Emulsion,
Weather shield) as well as Tin containers of different sizes.
Almost all the packaging is done at its production site in Lahore.
PRODUCT DESIGN
A change in the product design is the available of perfumed/ fragrance finishes of which
has attracted those customers who get irritated by the smell of the paints and solvents e.g.
Dulux Pentalite Natural Whites. But there are no continuous changes in the product
design.
COLOURS
ICI Dulux offers a wild range of colours as that is the soul of the paint. They have
developed beautiful shades and shade cards.
Dulux Master plate plastic Emulsion has 6134 shades and has huge beautiful shades card
which is it self very expensive
QUALITY
ICI Dulux does not compromise on quality. About 995% of its raw material is imported
and a strict check on quality is maintained. It is because of its high quality and durability
that people buy it even at high prices and it has captured 70% of the market share in
Pakistan.
10
ICI Paints has 76% of the market share in Pakistan market and has high level of profit.
ICI is generating big amount of revenue from the market, so according to my thought ICI
is “
problem is that it has to sustain its market share and position that purpose ICI Paints is
doing well because ICI Paints is spending over £30 million per year on Research and
Development worldwide.
11
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
Product line
1. Dulux Super Gloss Enamel
2. Dulux Metallic Finish Enamel
3. Dulux Matt Finish Enamel
4. Dulux Synthetic Enamel Fan Finish White
5. Dulux Pentalite Special Plastic Emulsion (Acrylic Based)
6. Dulux Pentalite Natural White Special Plastic Emulsion with Added Fragrance
(Acrylic Based)
7. Dulux Contractor’s Plastic Emulsion
8. Dulux Weather Shield (Acrylic Based)
9. Dulux Prime-on
10. Dulux Water Repellent
11. Dulux Synthetic Clear Varnish
12. Paintex Plus Emulsion
13. Maxilite
14. Dulux Red Oxide Anti Corrosion Metal Prime.
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.
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
Dulux Synthetic Enamel Fan Finish White is a high quality, high gloss solvent based
finish, suitable for use on all types of fans. It has good adhesion and resistance to
12
Dulux Pentalite Special Plastic Emulsion (Acrylic Based)
Dulux Pentalite Special Plastic Emulsion (Acrylic Based) is a high premium quality
emulsion with a smooth matt finish. It is suitable for all normal interior masonry surfaces
Dulux Pentalite Natural White Special Plastic Emulsion with Added Fragrance (Acrylic
Dulux Contractor’s Plastic Emulsion is a premium quality emulsion with a smooth matt
finish, which contains fragrance. It is suitable for all interior masonry surfaces including
Dulux Weather Shield (Acrylic Based) is a high quality, 100% acrylic based emulsion for
new or previously painted exterior masonry surfaces such as brickwork, plastic and
cement fastness.
Dulux Prime-on
Dulux Prime-on is a solvent based sealer for interior and exterior masonry surface both
13
Dulux Water Repellent
Dulux Water Repellent is an excellent protective barrier against moisture for unpainted
surfaces. It penetrates the surface and acts as an effective guard against water. It is
suitable for brickwork, concrete, plastered surfaces, unglazed tiles and sand-cast surfaces.
Dulux water Repellent is not recommended for surfaces in constant with water, like tanks
Dulux Synthetic Clear Varnish from Dulux is a solvent-based varnish suitable for use on
all types of new or previously treated wood and metal. Typically uses include paneling,
Dulux Synthetic Clear Varnish has a high gloss finish and has excellent abrasion
masonry surfaces including brickwork, plaster, cement and wallboards. Will tolerate the
Maxilite Economic Wall Paint is an economic water based paint that has excellent
coverage and provides a smooth matt finish. It is suitable for all normal interior masonry
surfaces including brickwork, plaster, cement, asbestos and wallboards etc. Will tolerate
the levels of atmospheric humidity present in normal interior and exterior environment.
14
Dulux Red Oxide Anti Corrosion Metal Primer
Dulux Red Oxide Anti Corrosion Metal Primer is a solvent-based sealer, anti-corrosive
protective primer for interior and exterior ferrous and non-ferrous metalwork including
steelwork, new weathered and pre-treated aluminum. Can be used on heated surfaces up
to 90C.
Dulux Aluminum Paint Dual Pack is a silver paint with high metallic luster, which
protects the surface from corrosion, discoloration and the effects of heat.
PRICE
PRICING OBJECTIVES
The obvious pricing objectives of ICI Dulux are
Maximization of Profits
To achieve the target return and targeted sales
Maintain the Market share.
PRICING METHOD
The pricing method adopted is profit based. A target about the profit percentage is
decided, after assessing the net cost, profit is added to it to determine the price.
Since ICI Dulux are the Market Leaders they can easily manipulate prices. The changes
in the prices are decided in the Head quarters and the dealers are informed 15-20 days
before the price are actually increased. This strategy has a dual effect, on one hand the
price are increased and on the other it helps in blooming sales. It acts as a promotional
tool because dealers pick up their stock with no delay and they purchase more than the
usual bulk. It is also beneficial for dealers because them they sell their old as well as the
new stock on the latest high prices and hence receive a greater profit.
15
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
IF U WANT TO Download or Edit This Project. Call me or send Sms For it At
0345-8014643
PLACE/DISTRIBUTION
The distribution system of ICI Dulux is Dealer oriented. It has a wide network of
distribution throughout Pakistan but all the distribution is done through dealers. ICI
Dulux has its own warehouses and godons and from there the products are directly
transported to the dealers who ultimately sell them out.
Therefore the “Distribution Channel” of all sort of paints is
Producer Dealer Consumer
DEALERS
ICI Dulux has certain requirements after these requirements are fulfilled a dealer is
registered and is legally allowed to start the distribution.
Special accounts with Dealer’s Code (DC) are opened in the computer;
A promisery Note is signed;
Dealers have to sign a blank cheque for security;
Dealers have to submit a copy of their Identity Card (ID card) and a few more
documents;
After this they are registered as ICI Dealers.
Most of the distribution and trade is done on cash. Lahore and Karachi are advance
payment markets where as Multan and a few other small cities have a credit market.
Transportation from Lahore i.e. the production site is done through trucks and railway.
Transportation within the city is done by trucks in large cities and by donkey carts in
smaller cities. Even in Multan most of the transportation is carried on the donkey carts.
REGIONS OF SALES DISTRIBUTIONS & SALES OFFICES
The corporate offices Regional offices and Ware houses ICI in Pakistan are at
Corporate Offices
Lahore
Islamabad
Peshawar
Hyderabad
Faisalabad
Multan
16
Regional Offices
Rahim Yar Khan
Vehari
Quetta
Sahiwal
Gujranwala
Karachi
Warehouses
Multan
Hyderabad
Islamabad
PROMOTION
As ICI Dulux has a diversified market it has to use a number of promotional Tools.
ADVERTISEMENT
Television Advertisement
It is a very expensive tool of promotion but it is worth it. ICI Dulux though still
advertises through Television commercials but it has reduced its intensity. They just use
it to create awareness among their target market about a certain product and try to
highlight its main selling features.
Now a days the Television commercial of the ICI Dulux plastic emulsion can be
watched which emphasizes the 6134 shades it has.
Radio Advertisement
It is a relatively cheaper source of advertisement and due to the channel FM 100, the
number of listeners has increased. Therefore Dulux finds it effective to communicate
with its customers through radio.
Print Advertisement
A substantial pairt of Dulux’s total promotional expenditure goes under this head.
Approximately all the good and standard magazines carry the advertisement of ICI Dulux
17
Point Of Purchase Advertisement
Many colour cards, brochures and other informative material is available at dealers shop
along with the product itself in attractive cans. The dealers display contest is another
kinds of advertisement.
New dealers are registered where intensive contraction is being done.
Out Door Advertisement
In out door advertisement Dulux mostly uses sign boards and they are placed at busy
areas where maximum people can see it
PERSONAL SELLING
Free Dulux Color Advisory Service
They say “for our valued customers, expert help is available through a creative colour
consultancy service provided free of charge. Our colour Advisors would be available to
develop innovative colour schemes to bring out the best in your home.”
This is the most important promotional tool and helps to generate maximum demand.
TTF (Trained task force) is a trained mobile team which reaches at the place where
construction or revocation is being done, just on a single phone call. They sometimes
reach at the point of construction or renovation with our being called and give the
customers free advice. Another mobile service available is the LCA ( Lady colour
Advisory Service) where innovative and creative ladies give advice about the colour
scheme of the house.
If the customers have any kind of problem or complaint the mobile teams are always
there to help them.
SALES PROMOTION
Sales promotion is also a very important promotional tool used by Dulux in which
different short term and long term incentive schemes are offered to the dealers.
Sometimes the company provides the dealers with extra discount if they sell upto or
more than a target amount preciously decided.
18
Positioning strategy
SLOGAN
LOGO
Mission Statement
“Enriching people’s lives by bringing visual delight and lasting care to their
surroundings”
19
CHAPTER#03
MARKET SHARE
RIVALS
OTHERS FIGUERS
20
Market share
ICI Dulux being the largest paint manufacturers has the largest holdings. It has almost
70% share in the paint industry in Pakistan. The rest of the 30% of the market share is
In the overall, local and multinational paints industry ICI has 40% of share
21
COMPETITORS/
Dulux ICI
Buxly paints
Kausar paints.
Dulux and Berger are the two competitive companies out of these listed companies. This
is because these two companies have the higher number of brands which are
competitively positioned against one another. Both are dealing in an extensive product
range and in each product line they have a number of brands. If we see the product line of
decorative paints their number of brands is higher as compared to any other company.
Along with the decorative paints, Berger Robbialac is competing with ICI Dulux in other
Almost the same promotional tools are being used by both the companies consequently
they are giving a tough time to each other, especially in backselling field. They both have
22
Berger Robbialae a direct competitor of ICI Dulux has positioned its paints against
most of paints of Dulux.
DULUX BERGER
Dulux Plastic Emulsion VIP Plastic Emulsion
Wealthershield VIP Weathercoal
Matfinish VIP All Rounder
Dulux enamel VIP Super Gloss enamel
Paintex Eazy clean Emulsion
Primer VIP Plastron Wall Primer Scaler
Maxilite S.P.D
23
OTHERS FIGURES
SWOT Analysis
Strengths:
· The environment policy and safety of health policies are extra-ordinary, it is a standard
to follow and no one can compete in this department with ICI.
· ICI’s first priority is the customer satisfaction and it is practicing well. The customer
satisfaction can be measure from the following practices:
· A huge amount of investment made on the employees, dealers and customers. A large
amount of tax was paid by company to the government of Pakistan. Also after one month
or so painter parties are arranged, which develop a strong relationship:
o B2B
o B2G
o B2C
o C2C
· The procedure of delivery is very complex for a customer to under, that’s needs to be
simplified or modify.
· Some confused marketing strategies are made, which are later on replaced.
24
Opportunities:
· ICI has the biggest market share in the paints business i.e. 76%.
· Berger is the only competitor in this field and it is spending a lot of money and
resources to get more market share, but it cannot compete with the quality.
o Quality conscious
o Price conscious
· Pakistan is a big country when we talk about population, and people here belong to
different status. From that point of view there is a lot of opportunity for ICI in Pakistan.
Threats:
· ICI has only on job training for their employees and some of the employees need to
have of job training also e.g. IT.
· Berger has 12 housing team members and ICI has only 4, which may be create a big
problem in the future.
· The biggest threat to ICI Paints is the political and economic instability of
Pakistan
25
RECOMENDATIONS
· There is a big need to increase the housing team, because of market need and
competition between ICI and Berger. Berger is penetrating in the market, because last
year market analysis shows that market share of ICI Paints has been reduced to 76% from
· The working of entire department depends on only one person i.e. IT/ Computer
operator, but he is not happy with the connectivity of system with the Head Office,
because everyone is waiting for invoices to print. Now department is using dialup for
connectivity that should convert into DSL connection, which is now a day very much
· There should be special Van/Loader for the Master Palette delivery, because ICI policy
is customer satisfaction. And that would be better step towards customer satisfaction.
26
CONCLUSION
From the above all discussion I have found that ICI Paints has a lot of resources and well
equipped. It is true to say that ICI Paints is Market leader and it is fully applying all of its
commitment to retain its position, because one of its competitors is penetrating in the
market.
27
References
http://www.ici.com/
http://www.quickmba.com/
http://www.dulux.com/
http://www.icipaints.com/
28