ppt consumer

8/7/2019 ppt consumer

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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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