Published by MBA Skool Team, Last Updated: January 24, 2019
Marketing Strategy of DuPont analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on DuPont marketing mix, help the brand succeed.
DuPont marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the DuPont Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
DuPont Product Strategy:
The product strategy and mix in DuPont marketing strategy can be explained as follows:
DuPont is one of the world’s leading chemical companies having a strong geographic presence across the world. The company has a wide offering as a part of its marketing mix product portfolio. The DuPont product line includes:
1) Agricultural products
2) Food & personal care
3) High performance materials
4) Industrial biotechnology
5) People & process safety
6) Polymers & fibres
It developed many polymers such as Nylon, Teflon, Mylar, Kapton, Kevlar, etc. It also developed CFCs or chlorofluorocarbons for the refrigerant industry along with synthetic pigments and paints. DuPont made investment in automotive industry in 1914.
DuPont Price/Pricing Strategy:
Below is the pricing strategy in DuPont marketing strategy:
DuPont spends heavily on R&D which adds to the cost of the product but this is essential for continuous innovation to gain an edge overs its competitor and remain competitive.
It uses industrial pricing strategy to meet customer needs. DuPont prices its products in accordance with the industry norms so that the products are rightly priced and attract customers. Such chemical companies are in a B2B business. And hence pricing is also dependent on several factors like economic scenario, taxation policies, FDI policies etc.
DuPont Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read DuPont SWOT Analysis, STP & Competitors
DuPont Place & Distribution Strategy:
Following is the distribution strategy in the DuPont marketing mix:
DuPont has many facilities such as manufacturing, processing, marketing, R&D and regional purchasing offices throughout the world. To name a few, major manufacturing sites are at Virginia, Alabama, Houston, etc. Other locations include New York, New Jersey and Vadodara in Gujarat. It is entering into emerging economies of Asia to develop a strong foothold.
DuPont has a efficient business network and ensures that its products are available world wide through several partners and distribution networks.
DuPont Promotion & Advertising Strategy:
The promotional and advertising strategy in the DuPont marketing strategy is as follows:
DuPont is using aggressive marketing strategy to enter into Asia. For this it has ingredient branding strategy in place. The ingredient brands of DuPont are Teflon, stain master, nylon, lycra, VISA, Intel, etc. In production and trade programme push strategy is at play while in consumer advertising pull strategy is at play. The company also showcases its presence through business magazines, seminars & conferences for corporate etc to target its business partners. This completes the marketing mix of DuPont.
E.I. du Pont de Nemours and Company otherwise commonly referred to as DuPont is an American conglomerate which was founded in July 1802 as a gunpowder mill by Eleuthere Irenee du Pont. Its parent company is DowDuPont and is headquartered in Wilmington, Delaware, US. It is associated with chemical industry, industrial products and chemical sector.
Its tagline is “The Miracles of Science”. DuPont has become one of the biggest chemical companies of the world.
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