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...

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