Dulux Colours of New Zealand

Anticipating recessionary DIY cut backs, Dulux early in 2007 considered how they might protect market share, and position the brand for post recession growth.

Dulux Colours of New Zealand

Category: Consumer DurablesAgency: Clemenger BBDOAdvertiser: Dulux New Zealand

SUMMARY

Anticipating recessionary DIY cut backs, Dulux early in 2007 considered how they might protect market share, and position the brand for post recession growth. The priority was to lift Dulux's brand preference ahead of its direct competitor Resene.

The premium paint segment has two key preference drivers; colour and quality. Dulux owned the stronger quality reputation, but Resene won on colour.

To capitalise on this strategy it was critical for Dulux to develop a distinctive proposition to capture and own the...

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