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...