Dulux
Task 1
Introduction
There has been a new trend leading to increase in demand for broken colour effect paints. This demand for special effects paints was realized by ICI Dulux Trade Paints and they introduced a new product for fulfillment of demand for broken effect. Competitors of Dulux getting aware of market demand they also launched special effects paints and at cheaper cost to consumers. The entrance of competitor turned the sale of Dulux products down. As Marketing Consultant this is a report to Marketing Manager, stating the Marketing Audit, SWOT analysis, segmentation, branding and positioning. This report gives a brief idea to marketing manager about what are the weakness and how he can make his company overcome that weakness.
Marketing Audit
The ICI Dulux Trade Paints is Britain’s leading supplier of paints. Noticing the popularity and increase in demands for broken colour effects, ICI Dulux introduced a Duette, Sonata and Acrylic Scumble Glaze product which gives broken colour effects. However the sales for this product had shown a continuous increase but, recently there is a decline in sales for same product. This drawback in sales indicates there is some weakness in Dulux. Hence, to find the weakness of company there is a need for marketing audit.
“A marketing audit is a comprehensive, systematic, independent and periodic examination of a company’s or business units, marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.” (Kotler. P and Keller. 2006)
Marketing Audit key aspect area – * Internal marketing environment * External marketing environment * Review of current marketing plan
The first point considers on organization internal aspects that effects organization marketing and sales of products. External environment is comprised of larger aspects dealing outside of
Introduction
There has been a new trend leading to increase in demand for broken colour effect paints. This demand for special effects paints was realized by ICI Dulux Trade Paints and they introduced a new product for fulfillment of demand for broken effect. Competitors of Dulux getting aware of market demand they also launched special effects paints and at cheaper cost to consumers. The entrance of competitor turned the sale of Dulux products down. As Marketing Consultant this is a report to Marketing Manager, stating the Marketing Audit, SWOT analysis, segmentation, branding and positioning. This report gives a brief idea to marketing manager about what are the weakness and how he can make his company overcome that weakness.
Marketing Audit
The ICI Dulux Trade Paints is Britain’s leading supplier of paints. Noticing the popularity and increase in demands for broken colour effects, ICI Dulux introduced a Duette, Sonata and Acrylic Scumble Glaze product which gives broken colour effects. However the sales for this product had shown a continuous increase but, recently there is a decline in sales for same product. This drawback in sales indicates there is some weakness in Dulux. Hence, to find the weakness of company there is a need for marketing audit.
“A marketing audit is a comprehensive, systematic, independent and periodic examination of a company’s or business units, marketing environment, objectives, strategies and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.” (Kotler. P and Keller. 2006)
Marketing Audit key aspect area – * Internal marketing environment * External marketing environment * Review of current marketing plan
The first point considers on organization internal aspects that effects organization marketing and sales of products. External environment is comprised of larger aspects dealing outside of
References: * Kotler.P & Keller(2006) Marketing Management (12th edition), P, 719, USA, Pearson Education limited. * Wilson, R & Gilligan, C (2005) Strategic Marketing Management (3rd edition), UK, Elsevier limited. (a) P, 26, (b) P, 33. * Sandhusen. R.L (2000) Marketing (3rd edition), P, 6, 81, USA, Barron’s Education Series.Inc. * Cravens. David W.(1997) Strategic Marketing (5th edition), P, 128, The McGraw-Hill companies,Inc., * Stokes. D. (1997) Marketing (2nd edition), P, 173, London, Letts Educational. * Dibb. S & Simkin, L (2001) Marketing Briefs (1st edition), P, 65, Reed Educational and Professional Publishing Limited. * Blythe.J, (2008) essential of Marketing,(4th edition), P76, P77, England, Pearson Education limited.