RUNNING HEAD DULUX TRADE PAINTS

Dulux Trade Paints



Dulux Trade Paints

The purpose of this report is to conduct a marketing audit of the product Dulux Trade Paints, assessing its performance, and providing recommendations for future consideration. C & A Consulting assessed Dulux Trade Paints on a local and global level. Successful global trading plans can be adapted to Australia provided it is reliable with merchandise positioning and suitable for the Australian market.

Dulux Trade Paints- Inc. is the second largest soft-paint company in the world, behind its direct competitor, Paint. Dulux Trade Paints also faces competition from indirect sources, such as sports paints, tea, and alcoholic beverages. The major difference between Dulux Trade Paints and Other paints is the target market to which the paints are aimed.

Market Segments

Dulux Trade Paints aims its product specifically to the household, whilst Other paints aims to appeal to a more general market. A SWOT Analysis, which compared them, identified Dulux Trade Paints's major strengths such as an experienced management team, a competitive product line, the marketing segment, and high scale revenues. A key opportunity lies in the he huge market beside Dulux Trade Paints's target market of twelve to twenty-four year olds.

Market Segment # 1- Household

The product and branding strategy of Dulux Trade Paints focuses on appealing to the 'younger generation', offering a unique flavour, with a better taste than Other paints. Extensive research confirms that Dulux Trade Paints does taste better than Other paints, and this has maintained to be a strong selling point over the years. Dulux Trade Paints Inc. is consistently involved in developing and introducing new products, following consumer demand for paints.

Market Segment # 2 Companies

Dulux Trade Paints delivers a consistently high quality product, at a competitive price. The price of Dulux Trade Paints, which is mass distributed, varies depending on the Marketing Mix. Customer support is suggested through enquiry/complaint management services. Relationships with buyers are evolved and pursued where customers are notified and engaged with future promotions.

Market Segment # Educational Institutes

Dulux Trade Paints's promotional strategy devotes 60% of marketing funds to advertising. The latest 'Dare for More' campaign is Australia's biggest ever outdoor advertising campaign. In the past year, the total global market shares of Dulux Trade Paints and Other paints decreased by 1.4%. The decrease was the response of consumer attitudes changing to healthier non-sugar based paints. The Global Dulux Trade Paints promotional strategy included advertising of sports stars, models and music stars. This drop suggests the "athletic attitude" of Dulux Trade Paints was not communicated successfully. The most important recommendation to Dulux Trade Paints International is to advertise with more sport stars, making the paint appear healthier. If this is correctly implemented Dulux Trade Paints can attain a market share growth of 1.4% within a year.

The second recommendation is directed to Dulux Trade Paints Australian Holdings. PAH need to implement a push strategy, encouraging a better line of distribution. In Australia, point of purchase promotions are very limited, with intermediaries dominated by Other paints ...