9/24/2010 ICI Paints Final Project

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9/24/2010 ICI Paints Final Project
ICI PAINTS 1
MBA-2091154
``

ICI Paints Pakistan Limited

A Dissertation

By Ahsan Rashid

MBA-2091154

ICI PAINTS 2
MBA-2091154
``
Table of Contents

PAINT INDUSTRY IN PAKISTAN....................................................................................4

Growth in Paint Industry..........................................................................................4

COMPANY PROFILE......................................................................................................6

ICI Pakistan Limited.................................................................................................6

History..................................................................................................................6

ICI Paints.................................................................................................................8

PEST ANALYSIS......................................................................................................... 10

PORTERS’S FIVE FORCES MODEL OF COMPETITION..................................................12

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PORTERS’S FIVE FORCES MODEL OF COMPETITION..................................................12

MARKET ANALYSIS: ICI WEATHERSHIELD..................................................................15

PROBLEM DEFINITION...............................................................................................16

FACTORS INFLUENCING DEMAND.............................................................................17

COMPETITOR ANALYSIS............................................................................................19

Sale Of Fake Paint.................................................................................................20

MARKET POSITIONING:.............................................................................................21

BCG Matrix............................................................................................................21

SWOT ANALYSIS.......................................................................................................23

MARKETING-MIX STRATEGY......................................................................................26

ICI WEATHERSHIELD’S MARKETING-MIX STRATEGY...............................................27

Product............................................................................................................... 27

Price...................................................................................................................30

Placement / Distribution.....................................................................................31

Promotion...........................................................................................................34

DECISION PROBLEM..................................................................................................39

RESEARCH PROBLEM/QUESTIONS.............................................................................39

ICI PAINTS 3
MBA-2091154
``
............................................................................................39
RESEARCH OBJECTIVES

HYPOTHESIS.............................................................................................................39

REVIEW OF LITERATURE...........................................................................................41

LIST OF QUESTIONS..................................................................................................42

..............................................................................................44
RESEARCH PROPOSAL

........................................................................................................49
SAMPLING PLAN

DESCRIPTION OF ACTIONS........................................................................................51

QUESTIONNAIRE FOR CONSUMERS.....................................................................

(A) 52

QUESTIONNAIRE FOR DEALERS/PAINTERS ..........................................................

(B) 57

....................................................................................................63
SURVEY ANALYSIS

Quality & Reliability...............................................................................................63

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Factors responsible for selection...........................................................................73

Token Incentives...................................................................................................77

Price Discounts & Motivational Incentives.............................................................80

Fake Paint..............................................................................................................83

SUMMARY OF FINDINGS............................................................................................93

CONCLUSION & RECOMMENDATIONS.......................................................................95

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ICI Paints Final Project

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