The document provides an overview of ICI Vinyl, a new wall covering product launched by ICI in Pakistan. It discusses ICI Vinyl's target market segments, including demographics like age groups (3-12, 13-69 years) and income levels (Rs. 100,000 and above). A Porter's 5 forces analysis is also included, noting threats from new entrants and bargaining power of intermediaries. The marketing strategy covers product, price, promotion, distribution and segmentation details for ICI Vinyl's launch in the Pakistani market.

1. PRINCILPES OF MARKETING
GROUP NAME:
DEFENDERS
GROUR MEMBERS:
Fatima 06
Neelam 10
Banish 11
Fareeha 17
Iqra 16
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2. EVERYTHING YOU COULD IMAGINE
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3. ACKNOWLEDGEMENT
Everyone especially mam Khadija, chairman of wall wood Lahore, qazi aluminium
Gujranwala
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4. DEDICATION
We dedicate our project to our respected parents and teachers as we are
here because of their beliefs and prayers. GOD bless them (AMEN)
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5. TABLE OF CONTENT
CONTENTS PAGE NO.
Executive summary 6
Current situation-Microenvironment 7-8
Current situation-Market analysis 9-10-11
Current situation-Customer analysis 12-13
Current situation-Internal 14-15-16
Marketing strategy-Product 17-18-19-20
Marketing strategy-Market share 21
Marketing strategy-Price 22-23-24
Marketing strategy-Promotion 25-26
Marketing strategy-Distribution 27
Marketing strategy-Segmentation 28-29
Bibliography 30
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6. EXECUTIVE SUMMARY
ICI was established in 1926 by the merger of four Britain companies. ICI started business in
Pakistan in 1950’s in. Karachi. ICI is expanding their product line by lunching new product
ICI VINIL throughout Pakistan .VINIL wall covering that can be used in kitchens,
bedrooms, bathrooms, offices, T.V lunches. The total capital is invested by ICI is 40,000,000.
The production process is done in Karachi. Then it is transferred to the warehouses
throughout the Pakistan (Islamabad, Karachi, Multan, & Lahore) then the contracts are made
with dealers to sell the product. The distribution methods use is direct and indirect.
ICI VINIL has included everyone in its target market whether the customer belongs to elite
class ,upper- middle class or middle-middle class.
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7. CURRENT SITUATION-MACROENVIRONMENT
ECONOMIC SITUATION
Marketer requires buying power as well as people .economic condition is not very sound
today. The raising political instability has to led to economy as well. Instable economy effect
consumer investing e purchasing power .few years later marketers has not more investing in
Pakistan due to instable economics situation Pakistan has developing economy_ which can
effect outstanding market opportunities for the right kind of product or business.
ECONOMIC ENVIROMENT
Factors that affect consumer purchasing power and spending patterns are fallowing.
INFLATION
Inflation remains the biggest threats to the economy. The surge in global petrol prices
hurt the buying power of consumer that reduces the demand for products. Due to inflation
the cost of doing business has also gone higher. If Pakistan keeps on getting better grants
and loan waiver or if any other economy boasting factors such as controlled inflation rate
and economics growth take place it will benefit the entire industry of including ICI
WALL COVERING.
UNEMPLOYMENT
Unemployment rate going up and up which increased the level of poverty this further
reducing the buying power of the people. Unemployment overall reduce the business in
around the country. Loadshading also a big hinder in unemployment.
CHANGING INCOME
As per Engel’s law when income of a consumer rises shift their spending across food,
housing, and transportation etc. in this competitive time everybody wants to change and
looks different from others. ICI wall covering will give new trends, glamour and
innovative aspect which are not seen before.
LEGAL
POLITICAL INSTABILITY
Since the independence 1947pakistan has continuously faced political instability. The
political instability has led to uncertain environment in the country, which is a threat for any
business including wall covering inconsistency in rules e regulation. The rules and regulation
are changed quite frequently due to change in government that effect the business flow for
any company. E.g. last government had introduced subside for chemical industry but new
government is planning to finish to all subsides.
LAW AND ORDER SITUATION:
The law and order situation is crucial as it has causesserious disturbance on business activity.
The suicide attacks and military operation have an adverse effect on the confidence of
foreigninvestors.
Taxation law:
The government is providing relief the paint industry. There is 10% reduction in the central
excise duty on chemical industry.
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8. TECHNOLOGY:
Company have technology with which they can name a competitive advantage in the Pakistan
market. Companies are investing in their infrastructure to not only expand but also to upgrade
their existing structure. ICI VUNIL wall covering focus on new technology that preserve and
protect the environment while beautifying our surrounding.
SOCIAL CULTURE TECHNOLOGY:
Increasing globalization has amplified the influence of western culture in Pakistan. The life
style of Pakistani people is changing rapidly people are more conscious about their houses
presentation. To meet the demand of rapidly increasingpopulation, there is an increase in the
number of construction projects in Pakistan which is a positive sign for ICI decor wall
covering.
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9. CURRENT SITUATION-MARKET ANALYSIS
o MARKET DEFINITION
ICI VINIL wall covering has wide range. As it involves different people from
different areas with different mind sets and age. They choose wall covering for their
bed rooms, kitchens, washrooms, and drawing rooms etc.as they belong from
different areas they choose wall covering according to their culture, traditions, trends
and fashion that prevail in their country.
o MARKET SIZE
The market size of ICI VINIL will be 25%
ICI VANIL wall covering will take as product 10%market share in local market.
ICI VANIL wall covering will take from children segment 4% share.
ICI VANIL wall covering will take from adult’s segments 6% share.
ICI VANIL wall covering will take 5% share from geographical.
o MARKET SEGMENTATION
GEOGRAPHIC PROFILES
ICI VINIL decided to lunch its new product in Pakistan. The production is done in
Karachi then it is transferred to the ware houses throughout the Pakistan(Lahore,
Islamabad, Karachi, Multan)then from ware houses to dealers who ultimately sell it to
final customer . The density is Urban cities because the people in Urban cities are
more status oriented.
DEMOGRAPHIC PROFILES
Mostly of in our target market age group is 3-12 & 13-69 years, both male and female
are in the target market. This consist 56.9%(male 48214298 ; female 46062933) of
total population. As in the buying behaviour we have studied that female and male
both contribute into making decision for the purchasing of brand. So the both gender
would be in our target market. Among them mostly are in the families. The average
family size in Pakistan is 6.2. In our target market their income are 100,000 PRs. And
above.(middle and elite class)
PSYCHOGRAPHIC PROFILES
The persons in our target market are more conscious about status and they want an
image in mind of others. They have the lifestyle to have clean and shining rooms.
They love their homes and want to make their home look beautiful and neat.
BEHAVIOURAL PROFILES
 occasions:
 Redecorating of the house
 Marriage in the family
 Festivals
 Designing a brand new house
 User Status:
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10.  As ICI VINIL wall covering is new in the market so our main focus is on Non
Users and First Time Users
o PORTER 5 FORCES ANALYSIS
THREATS OF SUBSTITUTE PORDUCT
In this regard the industry seems to be attractive as there is no real substitute
available.
Although products like distemper, titles etc. are available but customer are not
likely to substitute them for wall covering as it would compromise on quality
and at same time would not serve the purpose.
THREATS OF THE ENTRY OF NEW COMPETITORS
With regard to wall covering in Pakistan, there is high threat of new entrants. The
main reason for this being low entry barriers.
Also there are no proprietary products differences and low switching costs
which puts to phrase brand loyalty into jeopardy.
What makes the wall covering industry attractive for new comers is also the
case of acquiring skilled people, material and supplies. Moreover lack of long
term contracts also contributes towards the attractiveness of the industry for
the new comers.
BARGAINING POWER OF CUSTOMER
Bargaining power of intermediaries is high because the industry is divided
into structured and unstructured market and does not act as a unified whole to
leverage the bargaining power in its favor.
Therefore the more the channels sell each product the higher the margin they
keep for the company.
The bargaining power of end-users is low because there a large number of
buyers, each with relatively small purchases.
In addition to this, the organized wall covering has also accepted branding
which creates loyalty and decrease the price sensitivity, resulting in low
bargaining power of buyers.
BARGAINING POWER OF SUPPLIERS
Bargaining power of suppliers is low in the decorative segment as inputs
required are commodities and there are no of suppliers available who are
fighting for a small market.
Since big companies fight on the quality dimensions and con not switch
suppliers quickly, suppliers are in position to negotiate their terms upon
providing the desired raw material which makes the overall bargaining power
of suppliers moderate.
THE INTENSITY OF COMPETITIVE RIVALEY
The wall covering industry can be characterized as a fragmented industry
divided in to the organized and unorganized sector.
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11. The unorganized structure is most threat for established brands. Because
there are many competitors.
The competition is high in the industry because of so many competitors.
o COMPETITORS STRENGHT AND WEAKNESSES
Strengths:
Brand Name like (Asian Paints, Master Paints)
High business volume.
Focus on the health and safety measures and environment as asocial
responsibility.
Technology skills, product is free from odour, dry up fast and not prone to
yellowing.
Having production in different countries.
Well-equipped R&D labs
Weakness:
Innovation in developing new products is adequate.
Confine marketing budget.
Week distribution channel of products.
Low discount for customer.
Meeting demand becomes challenge in the demand season.
Complaints often arises in the product while applying.
It does not have the technology competence as ICI VINIL have
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12. CURRENT SITUATION-CONSUMER ANALYSIS
Consumer decision making varies with the type of buying decision there great differences
between buying tooth paste, a tennis rocket, a person computer and a new car. Complex and
expensive purchase are likely to involve more buyer deliberation.
o NATURE OF BUYING BEHAVIOR
The customer in wall covering market buy the product by using complex buying behavior
because the customer will need a lot of information and they will go into high
involvement. Home is decorated once in the life time or after one or two years so the
customers are very conscious about making purchases for their homes.
o DEMOGRAPHIC
Mostly of in our target market age group is 15-69 years, both male and female are in the
target market. This consist 56.9%(male 48214298; female 46062933) of total population.
As in the buying behaviour we have studied that female and male both contribute into
making decision for the purchasing of brand. So the both gender would be in our target
market. Among them mostly are in the families. The average family size in Pakistan is
6.2. In our target market their income are 100,000 Rs. And above.(middle and elite class)
o PSYCHOGRAPHIC
The persons in our target market are more conscious about status and they want an image
in mind of others. They have the lifestyle to have clean and shining rooms. They love
their homes and want to make their home look beautiful and neat.
o BUYER MOTIVATION AND EXPECTION
There are some reasons that motivate consumer for wall covering
Huge variety of decorating option
You can choose from hundreds of patterns, colors and design.
Some wall papers can be painted, allowing you to put some texture in the room
while still adding your favorite color.
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13. Easy to clean
For rooms the where the walls are prone to get dirty, wall covering is a great
option
Wall covering fulfill the expectation of consumer of durability, reliability, wide range of
colors and design etc.
o LOYALTY SEGMENT
Some consumers are completely loyal with brand for example APPLE is a brand and its
consumers are completely loyal with it .some are loyal with two or three brands.Our
consumers are loyal .Un like other we provide quality products at reasonable price so our
customers have used our paints as well as other products .they are satisfied and loyal with the
ICI VINIL brands.
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14. CURRENT SITUATION-INTERNAL
o COMPANY RESOURCES
 FINANCIAL
ICI VINIL has decided to invest 40,000,000 in wall covering businesses.
10,000,000 is used for the purchase machinery, 8 machines each cost 12,
50,000. 64, 00,000 is used for the purchase of trucks, 8 trucks each cost 8,
00,000 for the transportation for production to the ware houses in 4 different
cities Lahore, Islamabad, Karachi, and Multan. Remaining capital is used for
advertisement; purchase of raw material and for the payment of salaries to the
employees.
 PEOPLE
ICI VINIL has hired 20 designers from Pakistan and from other countries to
design the wall coverings. 400 employees are appointed for the production
process.
 TIME
The first production is completed in 2 weeks.
Working time:
There are 3 shifts per day
7 to 12
12 to 5
5 to 10
Five day a week(Friday and Sunday are off)
o OBJECTIVES
 MISSION STATEMENT
We wish to be recognized for offering best product and excellent customer
services. We will run a high quality, profitable and growth oriented business in
a safe environment.
 VISION STATEMENT
The company vision is to compete in the industry by emphasizing on customer
needs and to build and promote a culture of continuous improvement.
 FINANCILA OBJECTIVE
30% rate of return is expected in the first year.
 MRKETING OBJECTIVE
The production is done in Karachi then it is send to the ware houses
throughout the Pakistan. From ware houses to dealers and from dealers to final
customer.
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15.  LONG TERM OBJECTIVE
 Less negative impact to the environment.
 Increasing overall sales performance.
 Tapping new mass consumer target group.
 Build profitable customer relationship.
 To promote model shops of ICI VINIL mainly through advertisement to create
mass awareness of this service.
o EXTERNAL OPPERTUNITY
Increasing demand of broken color effects
With over large retail store consumer awareness is expected to grow
Finding solution of customer can also be another opportunity for the company
Increase growth of sales by the targeting segments of market
Re-Launch their product by making better marketing strategy as compared to its
competitors.
o EXTERNAL THREATS
Increase in competition from other company
No change in the product by ICI VINIL as competitors are investing in special
effect range
Reduction in sale of the products
Re-Launching special effect product range in both the trade and retail by its
competitors grown.
Barge ring of the customer may be another threat for the co. which can reduce
profit.
o INTERNAL WEAKNESSES
Low level of awareness in customers for special effect products
No innovation in product as is competitors crown is re-launching the product
Degree of uncertainty, how to distinguish the market between special effect of ICI
VINIL wall covering and overall product of company.
Weak distribution channel of product.
Target only trade customer they can like other customers.
o INTERNAL STRENGTHS
The major strength of ICI VINIL wall covering in Pakistan is wide distribution
network and latest technology.
Large amount of latest colour scheme.
Quality of product is also a major strength because ICI VINIL wall covering is
providing high range of product.
ICI VINIL wall covering cover almost all major markets of Pakistan.
o KEY SUCCESS FACTORS IN THE INDUSTRY
 Goodwill
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16.  Quality Product
 Technology
o COMPETITIVE ADVANTAGE
An advantage that a firm has over its competitors, allowing it to generate greater sale or
margins and retain more customers than its competitors
ICI VINIL wall covering is having edge through its strong advertisement and
products offerings.
ICI VINIL wall covering have a wide distribution network than its competitors.
ICI offers wall covering for rooms, kitchens, bathrooms, TV lunches. The Launch
of kid zone is also a positive point for the ICI VINIL wall covering.
ICI VINIL wall covering provide large variety of colours and designs that attract a
large number of customers.
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17. MARKETING STRATEGY-PRODUCT
PRODUCT MIX
CORE BENEFIT
. The safety need is high concern with it.The core benefit is what a customer is
looking for in product; in wall covering the core benefit is protecting and decorating
home.
BASIC BENEFIT
Our basic offering is wall covering which gives protection and provide excellent gloss
retention on walls.
EXPECTED PRODUCT
The customer expect the product to be protected and have excellent retention on
surface they also expect that it should give them reliability.
AUGMENTD PRODUCT
We give warranty of two years; provide our services for any damage and difficulty.
PRODUCT STRENGTH
ICI has good market reputation, the customers of ICI are loyal
Focus on health, environment as a social responsibility.
More than 50 range of colors and design.
Color and design can be selected according to the mood of home owner and
furnishings.
More durable then paints
It has flexibility which makes the wall covering layer well over cracks and
imperfection on the wall surface.
A decent choice for area with high traffic and activity such as the kitchens,
bathrooms. T.V lunches etc.
PRODUCT WEAKNESS
Lack of knowledge about what is wallcovering.
Where it is available.
Not easily affordable to the customer of limited income.
People prefer to use paint, panel wood walls & stone walls
Less awareness of the product.
PRODUCT LIFECYCLE
The entire life cycle of product starts from introduction of product and ends to the
withdrawn. Product and services are created, launched and withdrawn in a process
known as product life cycle.
INTRODUCTION
It is the stage which ICI VINIL wall covering has passed because of
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18. company's good reputation and good will.
GROWTH
It is the stage which company like the most for product because in this stage
sale revenue is high and company earns profit.
MATURITY
During this stage sale revenue stabilizes. ICI VINILwall covering may face
this stage because of low level of awareness of customer.
DECLINE
When sales revenue starts to fall and eventually vanishes or may become too
little to be workable for ICI VINILcompetitors, inappropriate strategy, low
distribution and awareness.
BRAND NAME
ICI VINIL
BRAND IMAGE
PRODUCT PORTFOLIO ANALYSIS
ICI VINIL PAKISTANproduct portfolio
POLYESTER
IC PAKISTAN pioneered polyester staple fiber (PSF) technology in Pakistan
through its investment in a 12000 tons per annum PSF plant commissioned in
1982 in sheikhpura near Lahore. Later expansion and de-bottlenecking in the
later 1980’s major expansion in 1996 and a recent asset modernization and
improvementproject in 2006.
SODA ASH
Plant dates back to 1929, commercial production began in 1994. Over the
years the capacity of the plants has been increased through the expansion in
line with market demand. ICI VINIL Pakistan’s soda ash business caters to
approximately70% of the country’s total soda ash requirement.
CHEMICAL
ICI VINIL PAKISTAN chemicals business consists of a unique and
diversified portfolio encompassing general chemicals. The general trading
segments includes trading and polyurethanes and are involved in import,
manufacturing, sale and distribution of industrial chemical.
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19. PAINTS
The paint business in Pakistan operates in the decorative industry and the
refinish segments. It is the clear market leader in all the three segments quality
of product and services. Innovation and a legacy have been the foundation of
this enterprise. Without opportunities arising with in the country and
contiguous market the business has articulated growth aggressively strategy.
The endeavor is to further strengthen ICI VINIL; position locally while
expanding into a near markets. The decorative business, with its dominant
position Aspire to restructure the market creating a super premium category
with innovative products and services leveraging the DULUX brand and
capitalizing on the growing mid tier with a comprehensive channel strategy.
LIFE SCIENCE BUSINES
It consist of three division
1. pharmaceutical
2. Animal health
3. Seeds
Each division has strong portfolio of leading brands and impeccably
researched products which promise to improve life.
WALL COVERING
It is a newly established business by ICI VINIL in 2012. It will operate in
decorative industry. And provide best quality product and services.
B-C-G ANALYSIS
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20. STAR
Market growth rate is high and relative market share is also high. The ICI soda ash, paint, life
science business are in star ICI are making efforts to maintain these products in star to gain
market share.
QUESTION MARK
Market growth rate is high but market relative share is low. ICI expanded its portfolio by
lunching new product that is ICI VINIL. It requires more attention as it is a newly established
business.
CASH COW
Market growth rate is low but relative market share is high. ICI chemical business is in cash
cow. ICI is earning a lot of profit from this business.
DOG
Market growth rate is low with low relative market share. ICI polyester business is in dog.
ICI are making strategies to redesign the polyester business.
The ICI adopted Diversification for growth strategy. As we cannot finish the paint, panel
wood wall &stone wall market completely so we have decided to lunch our New product to
New market.
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21. MARKETING STRATEGY-MARKET SHARE OBJECTIVE
ICI has decided to take 25% market share in VINIL category.
ICI VANIL wall covering will take as product 10%market share in Pakistan
market.
ICI VANIL wall covering will take from children segment 4% share.
ICI VANIL wall covering will take from adult’s segments 6% share.
ICI VANIL wall covering will take5% share from geographical.
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22. MARKETING STRATEGY-PRICE
PRICE:1 roll= 50 square feet (50width and 3 yards)
*Suppose the wall is 100square feet 10 into10
Category A for elite Class:
Price ranges 6000 to 60000 PRs.
1 wall requires 2 rolls then
Price for 1 wall = (6000) (2) =12000 PRs.
And
1 Room requires 8 rolls then
Price for 1 Room = (6000) (8) =48000Rs
And so on up to 60000 PRs
Category B for Upper-Middle Class:
Price in the range of 5000 to 50000 PRs
1 wall requires 2 roll then
Price for 1 wall = (5000) (2) =10000 PRs
And
1 Room requires 8 rolls then
Price for 1 Room = (5000) (8) =40000 PRs
And so on up to 50000 PRs
Category C for Middle-Middle Class:
Price in the range of 3000 to 30000 PRs
1 wall requires 2 rolls then
Price for 1 wall = (3000) (2) =6000 PRs
And
1 Room requires 8 rolls then
Price for 1 Room = (3000) (8) =24000 PRs
And so on up to 30000 PRs
 The difference in price is due to difference in quality.
 The mode of payment will be cash.
PRICI VINILNG OBJECTIVE
The obviousobjective of ICI VINIL wall covering are:
Maximization of profit
To achieve the target return
To achieve targeted sales
To gain the market share
PRICI VINILNG METHOD
The pricing method adopted is profit based. The profit % age 20 is decided after accessing.
The net cost profit is added to determine the price. Since ICI has good market reputation, so
the customer will pay bit high price.
The prices are decided in headquarter end dealer will informed in 15 to 20 days.
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23. This strategy will have dual affect. On one hand by providing discount to dealers and on
other hand help to bloom sales.
It acts as a promotional tool because dealers will pick up their stocks with no delay and they
will purchase more than usual bulk and hence receive greater profit.
PRICI VINILNG STRATEGY
The pricing strategy is adopted by ICI VINIL wall covering is Market Skimming.
By selling new product in order to skimming the market quickly and deeply to attract large no
of buyers with large market share. As competitors are providing imported wall covering on
low price with low quality, so ICI VINIL wall covering will provide superior quality with a
bit high price.
The pricing strategy ICI VINIL will use is MORE FOR MORE
PRICE
QUALITY
MORE THE LESS
SAME
MORE
THE
SAME
LESS
We will use advance technology that will reduce production cost as sales volume increases.
With the passage of time the production cost expected to decreases.
DISCOUNT AND ALLOWANCE
CASH DISCOUNT: ICI VINILWall Covering will provide cash discount to its customer.
First 100 customers in each city (Lahore, Islamabad, Multan, Karachi) will get 10%
discount.
ALLOWANCE
ICI will award special allowance to dealers to increase the sale.
BREAK EVEN ANALYSIS
The analysis to determine the unit volume and dollar sales needed to be profitable given a
particular price and cost structure. The price at which total revenue equals total cost and
profit is zero.
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24. Break even volume=fixed cost/price – unit variable
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25. MARKETING STRATEGY-PROMOTION
PROMOTION
“Promotion means an activity that communicates merits of the products and persuades target
customer to buy it.”
PROMOTIONAL GOALS
Good promotion always plays an important role in the success of any product/ service.
Promotion gives right dimension to product to achieve maximum profit from target
population.Our promotional goal is to give awareness to the customer of the new ICI WALL
COVERING in PAKISTAN.
PROMOTIONAL STRATEGY
ICI has taken many steps to promote its wall covering .ICI uses multiple techniques under the
promotional strategy.
 Word of mouth through its sale representative.
 ICI will give free wall covering to different customer like Hotel, Offices, Commercial
buildings etc.for the promotion of new wall covering in Pakistan.
 ICI wall covering will offer discount to increase the no. of customers.
 ICI wall covering will gives the prizes to dealers to increase the sale up to 30%.
 ICI wall covering will give free “Umrah return tickets” to the most leading dealers for the
purpose of encouragement of sale.
 ICI will provide free service to past the wall coverings.
PROMOTION MIX
Promotion mix includes the fallowing promotional tools.
ADVERTISEMENT
ADS play vital role to boost the sale of the company. There are many tools that ICI uses for
promotion of wall covering but now we will focus not at all fallowing techniques will be
used.
TELEVISION:
It’s very expensive tool of promotion but it worth it. ICI wall covering will place add in
prime time to give awareness to people about wall covering in Pakistan.
RADIO:
Its respectively cheapest source of advertisement but due to channel FM 100 the numbers of
listeners will also increase sale.
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26. PRINT ADVERTISEMENT:
Print advertisements are in many designs, color combinations, cards, brochures’ and
informative material is available at market will guide customer about different variety of wall
covering.
OUT DOOR ADVERTISEMENT:
Signs boards, banners, and pamphlets, automobile all these will place at busy area where
maximum peoplecan see it.
ELECTRONIC MEDIA:
E-mail, face book, e-bay, etc.
 PERSONAL SELLING
 SALE PROMOTION
 Free advisory service
 On line selling
PROMOTIONALTARGETING
ICI wall covering targeting population in The fallowing categories such as,
 Categories A include elite class, highly income people.
 Categories B include upper middle class society.
 Categories C includes average lower middle society they can easily afford wall
covering
 Age 3 to 12 years will also be targeted to provide wall covering of different cartoon
character,
 Age 13 years to 30 year customer who wants change in living place will also be
targeted.
 Age 30 to 65 years will be targeted. People which have income about 1lac have been
targeted.
PROMOTIONAL BUDGET
ICI VINIL wall covering will also spend about 50 lac in promotion for every city in Pakistan
(Lahore, Islamabad, Multan, and Karachi)
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27. MARKETING STRATEGY-DISTRIBUTION
GEOGRAPHICAL COVERAGE
The distribution coverage of ICI wall covering is oriented. It has a wide network of
distribution throughout Pakistan. The distribution is done through direct and indirect
methods.ICI has its own warehouses and godown, from warehouses the production is
directly transferred to the dealers who ultimately sell them out.
PRODUCER = DEALER = CONSUMER
AGENTS = CONSUMER
DISTRIBUTION CHANNELS
The distribution channels ICI is using is indirect(dealers). From warehouses the production is
send to the dealer on credit basics but the major portion off sale will be on cash.
ICI will also use the direct channels(through agents) of distribution. ICI sends its agents
toward the customers who motivate them to buy the ICI VINIL.
ELECTRONIC DISTRIBUTION
There are different channels involved in electronic distribution of ICI wall covering like
Radio,Television,Signboard, pamphlets etc.The ICI also uses internet to sell its product like
through advertising on FB.
PHYSICAL DISTRIBUTION AND LOGISTIES
The production of ICI wall covering will be done in Karachi.Then the production will be
transferred to the warehouses of ICI which are in different cities of Pakistan.
 Multan
 Lahore
 Karachi
 Islamabad

When the production reaches the warehouses then the contracts are made with the dealers to
sell the product. Now it is the responsibility of dealers to sell the ICI VINIL to the final
consumers.
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28. MARKETING STRATEGY-SEGMENTATION
TARGET MARKET
ICI VINILis having a wide range of wall covering that fulfils the needs of all types of
customers, yet its main focus is on the upper/ elite class and the upper/ middle class.
Comparatively little emphasis is made on the middle class. Industrial customers are also
included in their target market.
ICI VINIL has in fact categorized the customer into three categories:
 Category A
 Category B
 Category C
Category A constitutes the elite/ higher class and category B constitutes the upper middle
class. Both of these categories include the people who can easily afford the wall coverings
(highest quality) of ICI VINIL. Therefore these two categories get the most importance.
Category C is the middle-middle and lower-middle class which usually afford normal/
average quality of ICI VINILwall covering.
DIFFERENTIATED MARKETING
ICI VINIL will use differentiated marketing strategy as it has design different segments
(category A, B, C)and different pricing strategy for each segments.
MARKRT SEGMENTATION
The market segments should be:
IDENTIFYABLE SEGMENT
The segment which ICI VINILwall covering has targeted is quite identifiable. The group of
people who will display the response difference.
ACTIONABLE SEGMENT
ICI VINIL wall covering is quite able to take action in the proposed segment. They can
develop the product according to the people needs.
STABILITY OVER TIME
The stability in the customers need and demand. It is sure for quite long. Because the product
ICI VINIL will provide is going to be superior and of high quality.
ANALYSING THE SEGMENT
For analysing the segment we need to study the following factors:
GEOGRAPHIC PROFILES
ICI VINIL decided to lunch its new product in Pakistan. The production is done in Karachi
then it is transferred to the ware houses throughout the Pakistan(Lahore, Islamabad, Karachi,
Multan)then from ware houses to dealers who ultimately sell it to final customer . The density
is urban cities because the people in urban cities are more status oriented.
DEMOGRAPHIC PROFILES
Mostly of in our target market age group is 3-12, 13-30 & 30-69 years, both male and female
are in the target market. This consist 56.9 %( male48214298; female 46062933) of total
population. As in the buying behaviour we have studied that female and male both contribute
into making decision for the purchasing of brand. So the both gender would be in our target
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29. market. Among them mostly are in the families. The average family size in Pakistan is 6.2. In
our target market their income are 100,000 PRs. And above. (middle and elite class)
PSYCHOGRAPHIC PROFILES
The persons in our target market are more conscious about status and they want an image in
mind of others. They have the lifestyle to have clean and shining rooms. They love their
homes and want to make their home look beautiful and neat.
BEHAVIOURAL PROFILES
 occasions:
 Redecorating of the house
 Marriage in the family
 Festivals
 Designing a brand new house
 User Status:
 As ICI VINIL wall covering is new in the market so our main focus is on Non Users
and First Time Users
POSITIONING
The ICI VINILhas aim to give high quality and extra ordinary product for their homes. is
committed to delivering high quality innovative products which perform to the high standards
expected by the customers.
The positioning statement of ICI VINILwall covering is
“Everything you could imagine”
COMPETITIVE ADVANTAGE
An advantage that a firm has over its competitors, allowing it to generate greater sale or margins and
retain more customers than its competitors
ICI VINIL wall covering is having edge through its strong advertisement and
products offerings.
ICI VINIL wall covering have a wide distribution network than its competitors.
ICI offers wall covering for rooms, kitchens, bathrooms, TV lunches. The Launch
of kid zone is also a positive point for the ICI VINIL wall covering.
ICI VINIL wall covering provide large variety of colours and designs that attract a
large number of customers.
29

30. BIBLIOGRAPHY
http://www.scribd.com/doc/38417497/dulux
http://www.scribd.com/doc/34061137/ICI-MARKETING-
PROJECT
http://www.scribd.com/doc/24419302/Dulux-ICI-Marketing-
Plan
http://www.scribd.com/doc/29363909/ICI-Paints-Final-Project
http://www.scribd.com/doc/78748780/BrandAudit-of-ICI
chttp://www.scribd.com/doc/91695776/ICI-Marketing-Planost
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