Post on 09-Apr-2018
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CONSUMER BEHAVIOUR PRESENTAION ON
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SARAVANAN.S
ISBE-A
24
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VERBALISER AND VISUALISER
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ICI PAINTS
Multi divisional company dealing in rubber,
chemicals, paints, polycarbonate and others
Mainly auto refinishes and decorative paints Present in all categories
Brands-dulux, duco and 2k.
Only Indian decorative paint manufacturerproducing paints that are totally free from
toxic metals.
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ATTRIBUTES
Dulux interior- washability, durablity fungal
resistant, smoothness and exclisuveness
Weathershield (exterior wall finish)-preventsexterior wall from cracking and eroding due to
high rutile content.
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MISSION STATEMENT
"The ICI Paints team intends to remain market
leaders in the Paints Business. We
wish to be recognized for offering the best
products and excellent customer
service. We will run a high quality, profitable
and growth oriented business in an
exciting and safe environment."
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SEGMENTATION
The ICI Paint business can be divided into
three categories
IndustrialAutomotive
Decorative
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DOGMATISM
It is the level of rigidity that person shows
towards a product
People are generally low dogmatic towards icipaints
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KEY INSIGHT-PERSUASION
I WISH MY HOME TO LOOK NEW FOREVER
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MARKET POSITIONING
In order to better understand how to increase
the market share of ICI Weathershield, wehave to position the brand with its direct
competitors. That is best demonstrated with
the help of theBCG matrix.
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WHAT MAKES BRAND STAND AMONG
CONSUMERS
The brand ICI Paints has stood for different things atvarious points of time without ever compromising onits core values and core purpose.
Commitment and Integrity in dealing with internal andexternal customers.
A strong belief in individual ability and creating anenvironment in which entrepreneurial spirit isencouraged.
To continuously rejuvenate every living and workingspace of people and bring joy to their lives.
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PRODUCT CONCEPT
PRODUCT CONCEPT is that the company
differentiates its products or services to thoseof other companies
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Loyalty
Since ICI weather shield is the most popular
brand for exterior paints,
consumers are highly loyal towards ICI paints
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Optimum stimulation level
People always have a very high optimum
stimulation level for ISI paints
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34%
19%13%
12%
6%5%
8% 3%
Market Share: Decorative paints
Asian
PaintsNerolac
Berger
ICI
J&K
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Why ICI paints
ICI PAINTS is about people who invest
emotional energy in creating their homes
ICI paints is about homes which reflect the
taste and love of their owners/residents
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Convenience for placement
Place includes company activities that make
the product available to target consumers.
customer. The channels used for this purposeare known as Marketing Channels.
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Why Asian paints is a market leader
Brand Image of Asian Paints
Market Leadership (44 %)
Distribution Network
Inherent advantages of water based woodfinishes
(environment friendly etc.)
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Market segmentation of Asian paints
Divided into two segments
Decorative paints-70 % of total paint market
Industrial paints
Synthetic enamels -47 % share
34 % of market share
Interior paints and exterior paints
Automotive paints- 50 %
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ICI PAINTS- STRENGTHNESS
Brand Name.
More than 80 years of experience in thepaints industry.
Multinational Company.
World renowned chemicals and paints manufacturers.
Having production setup in more than 55countries.Widerrange of products.
Wider dealer network as compared to itscompetitors.
Business volume is very high as compared tothe
competitors. Focuses on safety, security, health and environment as acorporate social responsibility.
Technological Advantage
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WEAKNESS OF ICI PAINTS
Very low discounts for business partners.
Complex Supply Chain Configuration.
Comparatively less convenient delivery oftheproducts as business partners are in1000s.
Meeting demand becomes a challenge inthedemand season
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Pakistan is developing country and there isa lot ofbusiness growth in this country. Soseeking newmarkets in this area is greatopportunity.
Finding solutions to the painting problems can also help to grow. Such product arestill
absent in the market which can gainthe attentionof customers. So to work onthose problems lead
to a great opportunity.
Higher standard of living andawarenessdeveloping in Pakistan
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SOLUTIONS ANDRECOMMENDATATIONS
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Post purchase dissonance
To avoid post purchase dissonance, IC I paints
are trying its level best to avoid fake paint
Since ICI the most popular brand for exteriorshield the percentage of fake paint sold under
this brand is very high.
ICI Weathershield is supplied in metal
containers, which are not sealed in any
foolproof fashion.
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Therefore the entire packing should be
changed, so that fool proof should be avoided.
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VENDOR DEVELOPMENT
Promote Vendors in supplying the raw
Materials Rather than Importing.
Develop suppliers in supplying basic
ingredients for paints ( pthalicanhydride, Resins)
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DURI S SE S
Increase Exports to ore
countries ( lreadyCaptured exporting to 22
markets- sia Pacific, iddleEast, frica)
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Penetration pricing
Destroyer pricing
Target Pricing
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EFFECTIVE ADVERTISING
ICI paints should use effective advertising , so
that it stimulates and persuades the
consumer.
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Future positioning
GOING TO WHERECONSUMER IS
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