DULUX TRADE PAINTS - CASE STUDY

Dulux Trade Paints - Case Study



Dulux Trade Paints - Case Study

Introduction

     Approach In a year where Dulux Trade is commencing revolutionary new items while being assaulted by competitors, Tangerine is coordinating a sequence of hard-hitting press broadcasts and bulletins journeys, adjacent defending thought-leadership characteristics which aid to understand the leverage that the NPD will have on the market. Tangerine is supplementing even more worth to the account by taking the PR a step more distant, branching out into new components - including the purchaser arena - and taking the lead in broadcasting the company's groundbreaking 'Step Towards Greener' environmental programme(Cheverton 2004).

 

Task 1: Marketing Analysis of Dulux Paints

     “The entails by which a enterprise can identify its own power and flaw as they anxiety to external possibilities and dangers, It is thus a way of aiding management to select a location in that natural natural environment based on renowned factors.” As suggested by McDonald in 1995. Marketing reconsider considers both external and central leverage on dealing conceiving, SWOT ANALYSIS OF ICI DULUX:- her are the power, flaw, dangers and unfastening of ICI Dulux by which enterprise can oversee its external and central dealing environment. SWOT is the apparatus of Marketing Audit(Ward 2009).

 

Strengths:

?Wide circulation mesh has around 130 outlets in United Kingdom.

?Focus on the wellbeing and security assesses and natural natural environment as a communal responsibility.

?It is Britain's premier and accomplished has a Goodwill of Quality Products.

?Extensive 52 kind of colours.

?Technological natural forces, items are free from odour, dry up very very fast and not prone to yellowing.

?Three new diversity of broken hues duette, acrylic scumle glaze and sonata.

 

Weakness:

?Low degree of insight in purchasers for outstanding outcome products.

?No breakthrough in merchandise as its competitor crest is re commencing the product.

?Degree of question, how to differentiate the market between outstanding outcome tints and general items of the company.

?Week circulation conduit of products.

?Dulux aim only Trade purchasers by which they can misplace other customers.

 

Opportunity:-

?Increasing demand of broken hue effects.

?With over 130 retail stores purchaser insight is foreseen to grow.

?Finding response of the purchasers can more over be another unfastening for the company.

?Increase development of Sales by aspiring at segments of the market.

?Re-launch their merchandise by making better dealing design as in evaluation to its competitors.

 

Threats:-

?Increase in affray from other companies.

?No alterations in the merchandise by ICI Dulux, as competitors are buying into in outstanding outcome range.

?Reduction in sales of the products.

?Re-launching of outstanding outcome merchandise kind in both the trade and retail by its competitor Crown.

?Bargaining of the clientele may be another risk for the enterprise, which can decline enterprise profits

 

Task 2: Market Segmentation for Dulux Paints

     ICI provide their items only to the dealers (registered) which in turn aid to the varied market segments, which are as follows:

¨ Paints;

¨ Painting Contractors;

¨ Architects;

¨ Construction companies;

¨ Consumers.

 

Product

     ICI Dulux a satisfied association, contemplating in tints has a very broad gale A worth tints apt for all sort of exterior and climates not only for the dwelling purchasers, but they have ...