ICI transforms performance by marketing excellence

In 2003, ICI Paints was a product-driven paints manufacturing business characterised by low rates of growth that depended as much on category growth in key markets as on the performance of its brands.

ICI transforms performance by marketing excellence

Karen JefferyICI

Nevine El-warrakyBrand Learning

ICI paints (now AkzoNobel) has traditionally been a product-driven paints manufacturing company, and has grown organically through a strong brand presence in a limited number of markets and through various local acquisitions.

In 2003, the business was slowing down with the share of our leading paints brand, Dulux, declining in several key markets. At this stage, it was not clear where future growth could come from.

In 2004, a newly appointed CEO, David Hamill, outlined an ambitious growth agenda for the company to grow sales revenue by...

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