ICI Paints: Benefiting from a full marketing makeover

ICI Paints was bought by AkzoNobel, one of the world's leading industrial companies, in 2008. The combined business is the world's leading global coatings manufacturer and the number one in decorative paints and performance coatings, as well as being a major worldwide supplier of specialty chemicals.

ICI Paints: Benefiting from a full marketing makeover

SNAPSHOT

A complete reorganisation of marketing capabilities helped ICI Paints become a global leader in decorative paints.

KEY INSIGHTS

  • With the arrival of a new chief executive in 2004 ICI Paints was determined to re-orient itself to become a more brand-led, customer-centric company.

  • It achieved this through a comprehensive global marketing capability project developed with the full commitment of the marketing leadership team.

  • The results were boosts in both revenues and market share by December 2007.

SUMMARY

ICI Paints was bought by AkzoNobel, one of the world's leading industrial companies, in 2008....

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