Dupont (A)-

Understanding The
Customers Activity Cycle
Arush Bhatnagar (172009)
Denzil Fernandez (172017)
Raghav Aggarwal (172038)
Introduction
• Founded in 1802
• E.I. DuPont de Nemours, a young French chemist
• Started up in USA
• Operating in more than 40 countries with products marked in 150 locations
• Has grown into global company with wide variety of energy, chemical and many
more..
• 1960 first time marketed product outside USA in Europe
DuPont’s marketing approach
before the change
• DuPont was a producer of carpet fibre’s
• They sell these fibres to carpet manufacturer
• They play on volume and bulk supply of raw material to carpet manufacturers
• Marketing approach used was competitive pricing and quality product
• Introducing Stain-master carpet fibres
• Launched with enormous pull campaign and instore activities
• Captured almost 50% market share in 2years
• https://www.youtube.com/watch?v=b7Q4Jyw5BK0
Mapping the Customer Activity
Cycle
• Pre Purchase-
• Did not gave importance to carpet
• Carpet was considered functional rather than emotional
experience
• During Purchase-
• 52% of the customer buy only because wear and tear
• Unsatisfactory experience and low interest item
• Re-purchase time had gone to 12 years
• Post Purchase-
• Salesperson were not having product knowledge
• Depressing, plane stores
• Salesperson only want to close the deal and not provide
service