ICI Paints AkzoNobel, the world's leading performance coatings company and one of the most respected names in wood protection, is shaking up its portfolio of pioneering woodcare products across its Dulux Trade, Cuprinol Trade and Sikkens brands.
Woodcare has historically been a complex product category, which needed demystifying across the trade; from specifiers and contractors, to merchants and suppliers. Combining expert knowledge of the woodcare market, with an in-depth understanding of the needs of its customers, ICI Paints AkzoNobel is leading the field and simplifying its product range and brand positioning.
Following comprehensive research carried out with customers, each of the woodcare brands will now occupy clear positions within the sector. The positions, based on current market strengths and customer needs, will work seamlessly together to provide a comprehensive range of professional solutions for a wide variety of woodcare applications:
Supporting the brand repositioning will be a range of marketing activities, including new product literature, point of sale material and a comprehensive communications programme.
For more information about the range of woodcare products available see www.icipaints.co.uk/woodcare