DuluxGroup

Case Study Analysis

Customer Base

DULUX Group's customer base represents a comprehensive network, deeply entrenched within the paint and coatings industry. Their approach is shaped by a thorough understanding of market demands and technological advancements in Australia and beyond.

In the Australian construction industry, DULUX has formulated specialized products, including water- based acrylic paints, solvent-borne alkyd enamels, and epoxy resin coatings. Collaborations with major construction firms such as Lendlease have led to the development of coatings with advanced UV resistance, corrosion protection, and thermal insulation properties. About 24% of Australian commercial buildings constructed in the past decade have utilized DULUX's specialized coatings.

Within the energy sector, DULUX has established enduring relationships with chains like Bunnings, which accounts for approximately 28% of DULUX's retail distribution in Australia. Their products range from low-VOC (Volatile Organic Compounds) interior paints to silicone-enhanced exterior finishes, catering to an increasing demand for eco-friendly solutions.

The company has also made strides in the maritime and aerospace industries, providing epoxy-based anti-corrosive primers and polyamide-cured topcoats. For instance, the collaboration with Boeing vendors has resulted in the creation of coatings that adhere to stringent international aerospace standards.

The automotive sector has also been a focus, where polyurethane-based coatings are supplied to leading automobile manufacturers like Toyota vendors and Holden. These coatings are specifically designed to enhance scratch resistance, weather durability, and aesthetic appeal.

In the energy segment, DULUX has customized solutions for different plants, including high-solid epoxy coatings for Shell's oil and gas facilities. These specialized coatings, which contribute to

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around 20% of DULUX's coatings revenue in Australia, have been essential in meeting the harsh environmental demands of the energy sector.

Within the healthcare sector, DULUX has partnered with the biggest medical equipment manufacturer in Australia to formulate a very high-tech paint tailored specifically for their unique requirements. This specialized coating includes features like abrasion resistance, chemical resistance, and low VOC emissions, meeting the stringent standards of the medical industry. Additionally, DULUX has worked closely with the Australian government's Health Department to develop advanced antimicrobial coatings using silver ion technology.

DULUX's extensive and specialized customer base in Australia, as well as internationally, demonstrates a strategic alignment with technological innovation, market trends, and environmental considerations in the paint industry. The integration of advanced materials like epoxies, polyurethanes, and water-based acrylics, along with a targeted approach towards different sectors, solidifies DULUX's position as a leading provider of innovative coating solutions. By focusing on specific customer needs, DULUX has achieved a market presence marked by quality, sustainability, and technical excellence in a highly competitive landscape.

Clients Buying Process

In 2020, Dulux Australia sought to redefine its market strategy and focus on specific customer groups, such as significant construction and automotive companies, called type A companies (see table 1). To cater to these specialized customers, Dulux first had to become part of the company's "approved vendor list." The initiation phase involved in-depth consultation between Dulux's technical teams and the buyer's design department to understand the specialized requirements. This close collaboration led to the sample production, which would be submitted for external quality assurance, a step that could take up to 6 months. Joining the vendor list and participating in this extensive customization process underscored Dulux's commitment to meeting the unique needs of type A customers.

Moving on to Large-sized businesses, like retail chains and local manufacturing clients, known as type B accounts, this segment followed a formal process. It began with a request for proposal (RFP) for specific paint types, finishes, or coatings. Suppliers would respond by submitting detailed proposals, and the quotes and technical details accompanied by samples would usually be provided within 1-3 months.

Medium-scale players, or type C customers, included local manufacturing and construction companies, and specialized entities requiring tailored solutions. In this category, customization and specific orders were widespread. For example, Dulux could be approached to develop a paint with particular military applications, such as a camouflage coating. Dulux may create coatings with unique properties, such as enhanced corrosion resistance or heat insulation, in the manufacturing domain suited to specific machinery or environments. Engaging with over 170 small-scale projects annually across Australia, Dulux demonstrated flexibility and innovation in catering to these multifaceted and specialized needs.

Lastly, government entities and public sector units (type D) followed a stringent, formalized process with extended evaluations. The process took very long because each procurement stage was time- consuming. Regulatory alignment and a multi-staged evaluation were critical.

Identifying Target Segments for DULUX Group

Based on the information in the case, what segments might be targeted by DULUX Group?

What are the unique characteristics of these potential target segments? Please provide a detailed analysis.