How Dulux’s diverse product portfolio helped it weather COVID-19

by FM Media
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roller applying paint

One of the key business lessons learned over the past two years is the advantage of having a diversified portfolio accessing both residential and trade markets. COVID-19 has seen many commercial construction projects slow down, while residential projects have experienced an uplift. It’s comforting to know even Australia’s largest and most trusted brands need to gather their teams and become nimble in a time of crisis.

As Australia’s most trusted paint brand, Dulux’s response to the pandemic needed to be fast and effective. The company launched the Dulux Shop for fast home delivery of paint, sample pots and colour swatches, and more recently the Trade Direct app specifically for trade customers to access specialty products, pricing and expert advice.

Coming back to Total Facilities is a major opportunity for the company to unveil new initiatives and meet existing and new clients. Dulux commercial marketing and partnerships manager, Alison Mahoney, says Total Facilities has always generated successful outcomes. “It’s a show that delivers the key clients in property and allows us to tailor our stand directly for the facilities, construction and building trades,” Mahoney says.

The company is utilising the opportunity to exhibit at Total Facilities, to unveil its new business arm: Dulux Construction Solutions. The initiative is the result of extensive trade customer research, which indicated a need for a single business proposition covering the multiple trade products under the DuluxGroup umbrella.

Mahoney says the research revealed specifiers and construction professionals often weren’t aware of the comprehensive and specialty commercial solutions they could access from Dulux and its coatings businesses, seeing benefit in a more comprehensive offer, the company swiftly made changes. “It’s vital we assist trade, specifier and commercial property managers to make it easier to find the solutions and support they need saving time and improving project efficiencies,” she says.

At Total Facilities Dulux will also be highlighting its free Specification and Project support Service, which is available to the property and construction industry throughout Australia. “This service helps facilities managers to scope, specify and tender painting projects saving time, money, and extending the life to first maintenance,” says Mahoney. The company is looking forward to returning to Total Facilities to maintain strong personal relationships with customers. “Meeting and engaging with our commercial and trade customers in the market to help with their
projects has been extraordinarily difficult,” says Mahoney. “The team is very excited to get back to Total Facilities with tailored specialty solutions and advice to help make life easier”.

Expect to see innovative solutions including more sustainable products like, Dulux Professional Acousticoat Ceiling Tile Paint and new Dulux Ultra Air. “The main driver in the industry is more sustainable alternatives that help address environmental concerns”, Mahoney says. “Dulux invests heavily in research and development to reduce environmental impact while maintaining performance, so you can expect to see a focus on this area at Total Facilities 2022.”

Total Facilities is on in Melbourne from 10-12 May. Click here for registration and info.


Photo by Tima Miroshnichenko

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