Integrated Marketing Communications Plan for Dulux - Essay Example

are now splashing on colour and comfort since they have ceased the practice of periodically selling their houses where the estate agent’s notion of neutrality ruled the day. Most houses were previously painted white in UK to show neutrality. Just 3% of homeowners like white according to new research from Dulux (Sunday Telegraph 2008). Due to the unfavourable conditions in the property market as a result of the crunch, most homeowners may not afford to move to new places (Sunday Telegraph 2008).. These may need to redecorate their homes as a way of trying to revive interest and give a new feeling to the place.

So basically, Dulux is targeting homeowners who have no immediate intention to move out as well as those who need to spruce up the image of their homes to look a bit more attractive. The old consumers who would continue staying where they have been staying constitute the potential market for Dulux. These consumers are likely to redecorate their homes at a lower cost as they wish to spend less in a bid to revive interest in their old places. Even some home owners would want to change colours as a way of moving away from the traditional white colour which previously dominated most homes as outlined above.

With Dulux’s paint mixing service at their disposal, these home owners might wish to take advantage of it to improve the appearance of their surroundings rather than stick to the ‘sellable’ creams at the market. Obviously these people would go for a service that specifically meets their requirements at a lower or no cost than spending large sums of money on the same service. Integrated marketing communication is primarily concerned with the strategic coordination of roles of a variety of communication disciplines such as advertising, personal selling, sales promotion, direct marketing, public relations, sponsorship (Cant 2000).

Mass techniques like advertising, sponsorship and publicity for instance, can be effectively used as communication