Dupont Vision

Submitted by: Komal Rajendra Hiremath
ID: 0578855

Dupont Vision
Established – 1802

More than 2000 trademark and brands. Operating in 200 countries Successful Global brand 3rd largest chemical company

Versatile product and industry

History q Founded in Delaware, 1802 by E.I. du Pont de’ Nemours q Started with gunpowders and later became a leader in chemical industry q Acquisition of smaller companies and establishment of research lab Early Branding of DuPont q Not trade marking their products, as it could not safeguard the integrity of the product q Started with ingredient branding q Creation of strong corporate identity, that allowed them to bargain with other players in value chain q Newspaper advertisements q No aggressive marketing q Logo creation q Creation of advertising department which developed various ads

Early Branding of DuPont q Sponsoring of radio and television shows q Use of Bill Dempy, who used prosthetic legs made of
DuPont plastic q Sponsoring of scientific events and other high profile events q Tour DuPont q NASCAR q NASCAR driver Jeff Gordon

SWOT
Strengths

Weakness

q Pioneering market industy – chemical. q Lack of focus
Textiles.
q Lack of control q Strong marketing strategy & leadership q Strong R&D capabilities q Diversified revenue stream q Strong relationship with gov
Opportunities
q Technology advancement q Aging global population- increase purchasing power q Business in Asia

Threats q Economic slowdown in the US &
European market q More Attraction from Neighborhood
Countries

Ingrediant Branding q Advantages q Consumers started buying products based on the components q An ingredient with multiple uses could be marketed as a component in more than one product q Disadvantage q Difficult to distinguish between diverse markets q The benefits of ingredient marketing also transferred to the retailers

Ingrediant Branding q Teflon q Stainmaster q Lycra q Kevlar

Branding Strategies q Two initiatives q Develop new uses for core brands q Foster relations with partners q Brand extensions q Supported by extensive investment in scientific research

Revitalization of DuPont q More emphasis on biological sciences because of less consumer awareness q New tagline – Miracles of Science q Entering and exiting from pharma sector q Shifting away from biological research and movement towards chemicals used in electronic devices q Focus on only core business

Revitalization of DuPont q Five new SBUs of DuPont q Electronic and Communication q Performance Materials q Coatings and Color Technologies q Safety and Protection q Agriculture and Nutrition

How would you characterize
Dupont’s brand Equity? q Ingredient branding q Strong Corporate brand q Genuine yet versatile management- Do what it takes (strong vision) q High quality to better live- Each product beyond the functional benefit (added value) q Agent for better living- Close to you and life style q Strong image and reputation

How would you characterize
Dupont’s brand Equity? q Trust and reliable q Advertisement q Science and technology leader q Innovation through extensive R & D q Investment in sectors appraised by the people

High customer loyalty, rated amongst the best brands Dupont Technology
Resonance

Market leader, co-creation , quality, premium price
Judgement

Feeling

Reliable, technologically advanced, eco - friendly
Performance

Diverse presence in market space yet nor many aware

Imagery

Salience

Warmth ,Self respect ,
Responsible, Social
Approval

Tech savvy, Elite,
U.S. culture

What factors contribute to the company equity?
Implement Ingredient
Branding Strategy

Heavy Investment in R&D

Effective Managing
Corporate Brand

Clearly defining Brand
Positioning & Value

q The Power: Makes products that go into other products q The Challenge: They are invisible q 2000 trademark & brand registered

q

Corporate brand - Attempt to

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