CASE 1 DULUX PAINT An old English sheepdog has become the advertising mas- O wned by AkzoNobel (formerly ICI), Dulux is a brand of paint that is available across the world. The Dulux brand cot for Dulux and has featured in their advertising in the United name has been in existence for nearly 90 years and Kingdom since 1961. The association between the dog and the the paint is sold to consumers for home decorating via DIY stores. brand has become so strong that the breed is often referred to It is also sold under the brand name Dulux Trade to professional as "the Dulux dog." Dulux uses a variety of media and promo- decorators and contractors, who buy through DIY stores and trade tional tools to market the brand to consumer and trade markets distributors. The paint market is highly competitive, and Dulux com- using advertising in TV and press and a range of sales promo- petes with a number of paint brands, including store own brands. tions. Their consumer and trade website have links to social In the United Kingdom, Dulux is the market leader and offers a networking sites such as Facebook, Twitter, and Pinterest and range of paint and coating products for interior and exterior decora- there are product demonstration videos available on the trade tion. They also offer an in-store mixing service to help customers to website designed to present specialist guidance and advice to coordinate color schemes, together with information on decorating the trade professional. and advice on planning and designing decorating projects. Dulux has Advertising raises awareness of new Dulux products and can a strong track record in innovation and new product development and visually present creative examples of color schemes and room is also involved in sustainability initiatives such as recycling and spon- design through TV and online advertising. To further encourage soring community activities such as painting local community facilities. purchases, sales promotions offer added value and incentives in 384 Part 4 IMC PROMOTIONAL TOOLS both consumer and trade markets in a highly competitive market and play an important role in the marketing communications strat- egy for Dulux. There are a number of methods that Dulux uses to promote to the consumer market. Instant redemption, date-specific, money off coupons are used to encourage consumers to purchase from the Dulux range; these vouchers are made available in print or can be digitally downloaded. In late 2016, Dulux brought back its Old English Sheepdog for a new consumer advertising campaign in Australia and New Zealand. For the first time, consumers were able to hear the icon's thoughts. According to Dulux's marketing director Helen Fitzpat- rick, this was an integral part of the new focus on consumer- centric marketing. Fitzpatrick was keen to refocus the advertising to inform consumers that they needed to continue to use Dulux products in the future and to attach an emotional element to that message. Consumers instantly recognized the Dulux Dog. and it was a clear decision to make him the star of the adver- tising campaign. The intention was to make the Dulux Dog a consumer champion that would protect consumers from inferior paint brands. Meanwhile, in India, Dulux had cornered some 20 percent of the market by 2016 and was looking for double-digit growth. The launch of the Dulux Visualizer app for Indian consumers saw over 100,000 downloads and very positive feedback before the official release in 2014. Around 60 percent of Dulux's business comes from trade chan- nels (including painters, specifiers, architects, engineers, design- Many different areas of a company must be ers, builders, concreters, cabinet makers, garage door dealers, and involved in planning and execution in order to project and facilities managers). Dulux Trade also supports their produce a successful IMC. trade customers by attending specialist trade shows such as the UK's National Painting and Decorating Show, where the Dulux sales 12-50. How can sales promotion help to grow sales of Dulux paint through DIY trade outlets? team can demonstrate products and provide advice and informa- tion on the latest products, technological developments, and appli- 12-51. How can sales promotion help to differentiate the Dulux cation techniques. 38 brand from store own brands? 12-47. What are the benefits of offering a paint sampling service? 12-52. What role can online competitions play in the Dulux mar- 12-48. What are the potential disadvantages of offering money keting communications strategy? off coupons for the Dulux brand? 12-53. Visit the Dulux trade website at http://dulux.tradede 12-49. What is the role of specialist trade fairs in the Dulux mar- corating.co.uk/index.jsp. What benefits does the web- site offer to the trade professional? keting communications strategy? 12-54. How can the effectiveness of sales promotion be measured