Our Markets
Decorative Paint Markets
The regional markets for decorative paint are at different stages of growth and maturity. Our strategy at ICI Paints reflects this.
Paint markets tend to be fragmented, with a large number of country-specific competitors. Obtaining competitive advantage across the region requires leveraging marketing and manufacturing capabilities and transferring best practice in innovation, purchasing, marketing and channel development.
The Asia region is one of generally high growth. The key focus of the business is to maintain accelerated, profitable growth, with particular focus on China, India, Indonesia, Thailand and Vietnam.
The European region has some large mature markets and a number of developing growth markets in Eastern and Central Europe. ICI Paints has a leading position in the UK, with strong brands underpinned by a focus on innovation. There is significant brand equity with 'Dulux', 'Hammerite', 'Cuprinol' and 'Polycell'.
The focus of the European business is on improvement of product range, expansion in developing markets, reduction of the cost-base and the improvement of operational efficiency and profitability of the Continental European operations.
The Latin American business has strong positions in Brazil, Argentina and Uruguay where brand strength is maintained through capability in marketing and a focus on innovation.
North American markets are generally mature and ICI has a significant presence in both trade and retail channels. In trade markets, the strategy is to establish insights into end user needs that can create competitive advantages, and in securing distribution density within metropolitan areas. In the retail business, the route to market is highly consolidated with a few major retailers controlling around 80% of distribution.
ICI Paints has a significant relationship in this market with The Home Depot, a leading retailer.
Can Coating Markets
ICI Paints is also a leader in internal and external coatings for food and beverage cans. It manufactures and distributes a broad product offering of packaging coatings with significant market positions in the established markets of Europe and North America and the emerging markets of Asia and Latin America. The strategy of this business is to focus on profitable growth in South East Asia and Latin America, to explore opportunities for growth in non-metal packaging, in particular with PET (polyethylene terephthalate) bottle coatings, and to optimise the supply chain.
Technology and Innovation
Technology and innovation are also important factors in the growth of ICI Paints. Success is enhanced by being first to the market with innovative, value-adding products and services that meet market needs. ICI Paints benefits technologically from the colloid, polymer and particle related science base and research carried out by other parts of the ICI Group.
New Products and Services
In the last twelve months, the business has launched many new and innovative products and services to strengthen its brands across all key markets. These include:
'Cuprinol Sprayable', an award winning water-based spray system for fence treatment;
UK Trade 'Sterishield', a revolutionary new water-based hygiene paint utilising a silver bactericide;
UK Trade 'Metalshield', giving eight-year protection for ferrous and non-ferrous metals in a simple system requiring fewer coats than competitive systems;
This Old House range in the USA - a premium exterior paint building on ICI's exterior coating formulation expertise;
'Hammerite' direct-to-galvanised-metal paint in Brazil; 
'Dulux' Supergloss 5-in-1, launched in India, offering 300 glossy, clean colours, with long-life, anti-yellowing and good coverage properties.
