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....