Marketing of ICI Dulux paints and emulsions

PAINT

A chemical oriented liquid used to protect and decorate different kind of surfaces.

Paint industry can be divided into two sectors.

●     Organized sector

●     Mushroom sector

ORGANIZED SECTOR

It includes the companies listed in the stock exchange or the firms registered, having planned promotional activities with relatively high prices. They fall under the capacity tax system and distribute in more than one province.

MUSHROOM SECTOR

It includes the unregistered firms, having city based distribution with seasonal brands, having lower prices with no planned promotional activities. They fall under the fixed tax system.

COMPANIES LISTED IN THE STOCK EXCHANGE ARE

·         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.

ICI DULUX THE MARKET LEADERS

Revenue generation makes ICI Dulux the market leaders of the paints industry. ICI Dulux is the market leader not only with respect to the turnover but also with respect to the number of gallons sold.

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