ICI Paints: Project On

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Project on
ICI paints
Dulux paints
Submitted to : Mr. Hanif Shahzad
Submitted by : AADEEL Azher
Department : Management sciences
NUML
National university of modern languages
Sector : H-9 Islamabad
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I
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.

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II
EXECUTIVE SUMMARY
By the of Allah Almighty I am able to complete the project. My project is on ICI

dulux paint after research on my project I am able to present it in front of you. In this
project I give all business details and market strategies of ICI paints. ICI paints are the
largest paint company in world. ICI dulux is market leader with 70% market shares.
Above 80% house holds use ICI dulux paints. Through BCG ICI dulux paint is fall in
Star category. With my best try I hope this project will help you to understand all aspects,
features and Policies of ICI dulux paints.

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III
TABEL OF CONTENT
Chapter#01 1
 world wide introductio 2
 Introduction in Pakistan 3
 Facts and figures 4
Chapter#02 5
 Customer driven market strategy 6

 Market segmentation 6
 Target market 6
 Market positioning 6
 Market mix 7
 Product 7
 Features 7
 WATER BASED PAINTS 7
 DULUX PENTALITEPLASTIC EMULSION 7
 DULUX PENTALITE NATURAL WHITE 7
 DULUX WEATHER SHEET 7
 DULUX ONCE 8
 PAINTEX PLUS EMULSION 8
 MAXITILE 8
 SOLVENT BORNE PAINTS 8
 DULUX PEARL GLO 8
 DULUX PRIME ON 8
 DULUX RED OXIDE &ZINC PRIMER 8
 DULUX VARNISH 9
 DULUX ALUMINUM 9
 UNIQUE SELLING POINT 9
 INOVATION 9
 BRANDING 9
 PACKEGING 10
 PRODUCT DESIGNER 10
 COLOURS 10
 QUALITY 10
 PRODUCT LIFE CYCLE 10
 BCG MATRIX 11
 PLC 11
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 PRODUCT LINE 12
 DULUX SUPER GLOSS ENAMEL 12
 DULUX METALLIC FINISH ENAMEL 12
 DULUX SYNTHETIC ENAMEL FAM FINISH WHITE 12
 DULUX PENTALITE SPECIALPLASTIC EMULSION 13
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

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 Other figures 24
 Swot analysis 24
 Strengths 24
 Weakness 24
 Opportunities 25
 Threats 25
 Recommendations 26
 Conclusion 27
 Reference 28
CHAPTER # 01
INTRODUCTION

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WORLD WIDE Introduction

ICI dulux paint is world wide paint it is market leader in international paint market.
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
paint technology. An extensive sales and distribution network in South Africa is
supported by strategically placed ISO 9001 certified manufacturing plants and
distribution subsidiary centers such as Botswana, Malawi, Namibia, Zimbabwe,
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
give the highest

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Introduction of ICI paints in PAKISTAN

ICI Pakistan limited is an associated company of Imperial chemical industries Plc. UK. It
is the largest manufacturer of a wide variety of Decorative and Industries Paints in
Pakistan.
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
§ Consultant and Design Engineers
§ Quantity Surveyors
§ Corrosion Engineers and consultants
§ Steel Fabricators
§ Painting Contractors
§ Civil, Structural and site engineers
§ Maintenance Engineers
§ Interior Decorators

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At ICI they believe that their job does not stop at merely supplying the paints: is
important to them as it is to the user that good results should be obtained from their
products. We set great value to their technical Service Department, which is staffed by
individuals of wide practical experience in the use of paint under all conditions. This
experience is readily available to paint users requiring advice and assistance in the choice
of paint to the preparation of painting specifications.
. 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.
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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.
· ICI Paints sells to over 100 countries throughout the world.
· 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.

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CHAPTER#02
CUSTOMER DRIVEN MARKET STARTEGY
MARKET MLX
POSITIONING STARTEGY
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CUSTOMER DRIVEN MARKET STARTGY
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
also included in their target market.
ICI has infact categorised its customers into three categories.
 Category A Category B Category C
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”
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MARKET MIX STARTEGY

Product
ICI Dulux a proud organization, dealing in paints has a wide rage A quality paints
suitable for all sort of surfaces and climates not only for the household customers, but
they have also developed brand loyalty among industrial customers.
PRODUCT RANGE
Features
ICI Dulux is producing both “WATER BASED” paints as well as “OIL BAES” paints.
WATER BASED PAINTS

Dulux Pentalite Special Plastic Emulsion
This is premium quality paint and is washable. It is used for masonry surfaces and has a
durable, smooth, finish.
Coverage: 11-16m2 /ltr/ coat.
Dulux Pentalite Natural Whites
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
are washable and have a smooth, durable finish.
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.
Coverage: 12-13 m2 /ltr/coat
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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.
(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.
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
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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
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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.
PRODUCT LIFE CYCLE (PLC)

Most of the products are in maturity stage and just a few are in the growth stage e.g.
Dulux Once.
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BCG Matrix
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 “
” (Star) of the Market.
Product Life Cycle

In Pakistan ICI Paints is at maturity level because it has major market share. Now the real
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.
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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
Discoloration of light colors may occur at temperatures above 80 C.

Dulux Synthetic Enamel Fan Finish White
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
mechanical damage. Generally resistant to heat up to 90 C, but some discoloration of
light colors may occur at temperatures above 80 C.
Spray is the only way to apply and it is highly flammable.

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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
including brickwork, plastic, cement and wallboards.
Dulux Pentalite Natural White Special Plastic Emulsion with Added Fragrance (Acrylic
Based) is a premium quality emulsion with a smooth matt finish.
Dulux Contractor’s Plastic Emulsion
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
brickwork, plastic, cement and wallboards.
Dulux Weather Shield (Acrylic Based)
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
form alkali and salts and seals powder, porous surfaces.

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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
to masonry surfaces below ground level like basement etc.
Dulux Synthetic Clear Varnish
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,
cane or wood furniture, windows doors and partitions.
Dulux Synthetic Clear Varnish has a high gloss finish and has excellent abrasion
resistance and is fast drying.
Paintex plus Emulsion

Is an economical emulsion with a smooth matt finish? It is suitable for all normal interior
masonry surfaces including brickwork, plaster, cement and wallboards. Will tolerate the
levels of atmospheric humidity present in normal interior and exterior environments.
Maxilite Economic Wall Paint:
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.

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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.
It can be applied through Brush, Roller or Conventional Spray, which is convenient to

you.
Dulux Aluminum Paint Dual Pack
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.
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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

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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

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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.

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Dealers are sometimes also given small incentives like T-shirt, wall clocks, folders,
brochures, pen holders etc in return of the sales promotion.
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Positioning strategy
SLOGAN
“ A THEM FOR EVERY DREAM”
LOGO
Mission Statement
“Enriching people’s lives by bringing visual delight and lasting care to their
surroundings”

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CHAPTER#03
MARKET SHARE
RIVALS
OTHERS FIGUERS

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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
held by Berger, Buxly and the Mushroom sector.
In the overall, local and multinational paints industry ICI has 40% of share

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COMPETITORS/
COMPANIES LISTED IN THE STOCK EXCHANGE
 Dulux ICI
 Berger paints Pakistan Limited.
 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
paints, such as auto paints and special protective paints.
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
mobile teams focusing directly at the consumers

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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

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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:
o The delivery of Master Palette is made within 3 hours from order.
o Free color scheme advice to customers
o Prompt feed back, if there is any complain from the customer.
o Customer focus web site
· 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

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When talk about the quality of the products, ICI is leading quality conscious company in
the field of paints.
Weaknesses:
· 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.
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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.
· In Pakistan customer are categorize in following ways:
o Quality conscious
o Price conscious
ICI’s is focusing both types of customers.
· 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

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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
82%. This is alarming sign for ICI Paints.
· 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
used by big organizations and quiet safer way of communication.
· 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.

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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
resources on Quality Practices, Customer Retaining & Satisfaction, Research &
Development and Environmental Control, but it needs to show some management
commitment to retain its position, because one of its competitors is penetrating in the
market.

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References
http://www.ici.com/
http://www.quickmba.com/
http://www.dulux.com/
http://www.icipaints.com/
Principles of Marketing by ‘Philip Kotler, Gary Armstrong’
Company Internal Resources and Managerial Staff of ICI Paints
NAJAM UD DIN (CSC) ICI PAINTS (GUJRAT)

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Submitted to : Mr. Hanif Shahzad

Submitted by : AADEEL Azher

Department : Management sciences

National university of modern languages

Sector : H-9 Islamabad

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By the of Allah Almighty I am able to complete the project. My project is on ICI

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 Customer driven market strategy 6

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WORLD WIDE Introduction

paint technology. An extensive sales and distribution network in South Africa is

supported by strategically placed ISO 9001 certified manufacturing plants and

distribution subsidiary centers such as Botswana, Malawi, Namibia, Zimbabwe,

give the highest

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Introduction of ICI paints in PAKISTAN

§ Consultant and Design Engineers

§ Corrosion Engineers and consultants

§ Civil, Structural and site engineers

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· ICI Paints sells to over 100 countries throughout the world.

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CUSTOMER DRIVEN MARKET STARTGY

also included in their target market.

ICI has infact categorised its customers into three categories.

 Category A Category B Category C

MARKET MIX STARTEGY

WATER BASED PAINTS

Coverage: 11-16m2 /ltr/ coat.

Dulux Pentalite Natural Whites

are washable and have a smooth, durable finish.

Coverage: 12-13 m2 /ltr/coat

PRODUCT LIFE CYCLE (PLC)

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” (Star) of the Market.

Product Life Cycle

Discoloration of light colors may occur at temperatures above 80 C.

mechanical damage. Generally resistant to heat up to 90 C, but some discoloration of

light colors may occur at temperatures above 80 C.

Spray is the only way to apply and it is highly flammable.

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including brickwork, plastic, cement and wallboards.

Based) is a premium quality emulsion with a smooth matt finish.

Dulux Contractor’s Plastic Emulsion

brickwork, plastic, cement and wallboards.

Dulux Weather Shield (Acrylic Based)

form alkali and salts and seals powder, porous surfaces.

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to masonry surfaces below ground level like basement etc.

Dulux Synthetic Clear Varnish

cane or wood furniture, windows doors and partitions.

resistance and is fast drying.

Paintex plus Emulsion

levels of atmospheric humidity present in normal interior and exterior environments.

Maxilite Economic Wall Paint:

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It can be applied through Brush, Roller or Conventional Spray, which is convenient to

Dulux Aluminum Paint Dual Pack

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