In 2010-2011, the paint market in Pakistan went through a downhill trend whereby the industry sales

shrunk by 15-20%. Experts from the industry believed two factors to be major contributors to this
occurrence: overall decline in new construction and an increase in the repairing cycle that moved from
every 3 years to every 5 years. Both improvement in overall paint quality and deteriorating economic
conditions were deemed to be the reasons for the repairing cycle to increase.

. Core benefits

The core benefit what a consumer is looking for? In paint products the core benefit is protecting the
walls. The safety need is high concerned with the core benefit.

Basic Product:

ICI basic offering is a paint which gives protection and excellent glass retention on metal and wood
services. It is also in form of liquid

Expected Product:

The customer expects the product to be protected and have excellent retention on surface. They also
except that it should spread smoothly and easily while it should give reliability.

Augmented product:

ICI highest quality premium interior/exterior hundred percent acrylic glasses finishes is specially
formulated to provide exceptional toughness and durability, easy application and quick curing resulting
in a long lasting uniform finish. Dulux glass also provides excellent adhesion moisture resistance
coverage and application resistance, courage and application properties when applied by brush, ruler
and spray. It is ideal for use on properly prepared interior and exterior substrate such as wood siding
trim and sash, shingles, weather aluminum, metal, dry wall and sound painted surfaces.

Potential Product:
The potential product encompasses all the possible argumentations and transformation the product or
offering might undergo in future, the potential product “fragrance base paint”. The will be give
fragrance of different flowers and roses. The next augmentation can be launch product in plastic jar.
Those will easy to use and less harm to the hands, while environment protection can be increased by the
product, because customer may use the plastic jar after using the product.