ICI transforms performance by marketing excellence
Karen Jeffery and Nevine El-Warraky
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...
