Marketing Starategy Of Dulux Paint In Modern Trade Channel

As a popular,low cost and simply application building material,coating is widespread used in wall,wood and other materials.And this product becomes to the only grow sustainably category in building materials industry mainly due to cycle use characteristic and huge application area.The consumption level of paint becomes to one of the import symbol of a country’s economic development level.With the rapid growth of economic development fad away,China’s real estate industry began to flatten from rapid growth.Paint industry has been in a steady development period accordingly.Many factors affect paint industry development such as overcapacity,homogeneity,raw material price increase.Whether international brands like Dulux,Nippon or PPG,or other national brands like Skshu,Carpoly,all major paint company start to refine operation,channel optimization,differentiated marketing,value-added service gradually from original extensive growth mode.The thesis based on the Dulux paint as the subject of study,paint industry,macroeconomic and real estate future development trend as the research background.The thesis analysis the current marketing strategy actuality of competition status and channel management model,find the existing problems and puts forward the countermeasures.And also give advice on channel development,product diversification,promotion optimization and management model.All advice is to lay the foundation for the sustainable growth in modern trade channel.The thesis is divided into seven parts altogether.The first part is an introduction to analysis the research background,significance and the main content from paint industry development,competition side to lay the foundation of the article.The second part is the brief introduction of China decorative paint industry development.The article describes the Dulux paint current situation in modern trade channel from policy,environment,technical and society.The third part is the deep analysis of Dulux paint marketing strategy.The section starts from the brief introduction of AkzoNobel,the mother company of Dulux.Then focus on the description of Dulux paint marketing situation,competition status and channel management in modern trade channel.Part Four is the stating existing problems on channel structure,product structure,promotion activity and channel management.Part Five is the behavior study of decoration customer from 195 key cities.Part six is the suggestion of Dulux paint marketing adjustment strategy of modern trade channel.As the basis of findings,put forward suggestion from channel development,product portfolio,promotion activity and channel management.Part seven is the summary and shortage.Summarizes the full thesis and give some direction for the future.Depending on all above study,the paper presents the adjustment strategy including channel customers expansion,product line extension,promotion optimization,sophisticated management and incentive programs to consolidate & improve the Dulux market share in modern trade channel.