ICI Paints

Proposed Portfolio Dulux paints

Premium Weather Shield Cement Based Undercoats

Premium Ultima- Premium (For low income Putty- Best in

Preferred by Extreme weather economies with class putty
architects and Moderate/Dry low market for exterior
interior designers Dry and sandy share) walls
Premium exterior- Rainy Primer
Premium textured Classic Strech
finishing Gloss
Wood finishing High temperature dry Emulsion
Exterior mart mild Low temperature dry Clay
Humid
range Chalk
Dusty
Exterior mart low
range Regular
Continental
Tropical
Temperate
 Brand Architecture
Define Define the role the brand will play in the portfolio
Brand Role

Be clear about which attributes must always be present in

Identify Core any of the brands products (current and future)
Equities

Define which products lie in and out of the brands scope

Define Ability
at any given point in time
To Stretch

Segment Find ways of segmenting the brands current and future

portfolio to identify platforms for growth
into platforms

Establish a product naming system that communicates

Develop Naming efficiently each products distinctive characteristics
System
 Brand Role
The Weathershield brand will play a key role in building the exterior paint category since it
has a huge brand equity in this category which can be leveraged
o The Masterbrand Dulux an sub brand Weathershield both would be used as key drivers for the various
categories

Ability to Stretch
There are a lot of categories in which the brand can stretch, Currently there is a single
product for all exterior surfaces, The brand can be stretched to introduce:
o Waterproofing Solutions
o Different Weathershield products for different weather conditions
o Waterproof plus cooling(heat reducing) coats
o Crack Sealing
o Putty
o Wood Finishing
o Industrial/Commercial line of the above mentioned products
 Naming Convention
We are planning to leverage the Weathershield brand name for all product ranges except the
premium range

Our names should be meaningful and communicate some functional and emotional product
benefits too at the same time:
o For e.g. :
FOr

o Weathershield Dry
o Weathershield All Weather
o Weathershield Extreme
o Weathershield SunProtect
o Weatershield WaterGuard