Coatings Word February 2015

7/24/2019 Coatings Word February 2015

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COATINGSWORLD (ISSN 152-711-29) is published monthly by Rodman Media Corp., 70 Hilltop Road, Ramsey, NJ 07446 USA. Phone: (201) 825-2552; Fax (201) 825-0553.Periodical postage paid at Ramsey, NJ 07446 USA and additional mailing offices. Publications Mail Agreement No: 40028970. Return Undeliverable Canadian Addresses toCirculation Dept. PO Box 1051, Fort Erie, On L2A 6C7, [email protected]: Send address changes to: Coatings World, 70 Hilltop Rd. Ramsey,NJ 07446. Free subscriptions to Coatings World are available to qualified individuals. Others are as follows: U.S. one year $75; two years $120. Outside U.S. and overseas:

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Table of Contents

4 | Coatings World www.coatingsworld.com February 2015

24 Wood Coatings Market27 Corrosion Control30 Mixing Equipment Directory37 2015 Company Capabilties: A Special Yearly Supplement

February 2015 Vol. 20, No. 2

ADVERTISING SECTIONSClassified Ads.......................................................80 Advertising Index................................................. 81

COLUMNSiPaint ....................................................................16

Going to Court: Hard Spots and Rocks!

Business Corner ................................................... 18GrowthRemains the Keystone to Sustainable Profitability

International Coatings Scene ............................... 19Latin America Brazilian Economy Dims Coatings Outlook

Europe EUs New CLP Regulation on Labeling Cause

Concern

China Automotive Coatings Stays On Fast Growing Track

DEPARTMENTSEditorial .................................................................6As We Go to Press .................................................7Fresh Paint ............................................................. 8New Products ...................................................... 13Market Reports .................................................... 14Industry News ...................................................... 32Suppliers Corner .................................................. 34People.................................................................. 35Meetings .............................................................. 36Final Coat ............................................................. 82

24

Cover and above photo courtesy of Thompsons WaterSeal.
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6/846 | Coatings World www.coatingsworld.com February 2015

EditorsPage

A Rodman Media Publication

70 Hilltop Road Ramsey, NJ 07446 USA

(201) 825-2552 Fax: (201) 825-0553

Website: www.coatingsworld.com

EDITORKerry Pianoforte [email protected]

VICE PRESIDENT/EDITORIAL DIRECTORTom Branna [email protected]

ASSOCIATE EDITORCatherine Diamond [email protected]

ART DEPARTMENTMichael Del Purgatorio

[email protected] Downing, [email protected]

INTERNATIONAL CORRESPONDENTSSean Milmo (Europe)

Charles W. Thurston (Latin America/Americas)

CONTRIBUTING EDITORSPhil Phillips

Steve McDanielEDITORIAL ADVISORY BOARDJim Berry (Berry Environmental)

Joseph Cristiano (consultant)

Thomas Frauman (consultant)

Joseph Prane (consultant)

Isadore Rubin (consultant)

Richard M. Tepper (PPG Industries)

Shelby F. Thames (University of So. Mississippi)

PRESIDENTRodman J. Zilenziger, Jr.

[email protected]

EXECUTIVE VICE PRESIDENTMatthew J. Montgomery

[email protected]

GROUP PUBLISHER / ADVERTISING SALESDale Pritchett [email protected]

ADVERTISING SALES (U.S.)Kim Clement Rafferty [email protected]

ADVERTISING SALES(Europe)

Ria Van den Bogaert, BVBA Vandenbo

Karmelietenstraat 24 C, Box 56, 1000, Brussels, Belgium

Tel.: +32 2 569 8905 Fax: +32 2 569 8906

Mobile: +32 497 05 0754 [email protected]

ADVERTISING SALES (Hong Kong, Taiwan & China)Ringier Trade Publishing Ltd

401-405 4/F New Victory House

93-103 Wing Lok Street, Sheung Wan, Hong Kong

(852) 2369 8788 Fax: (852) 2869 5919

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CLASSIFIED ADVERTISING SALESPatty Ivanov 631-642-2048; Fax 631-473-5694

[email protected]

PRODUCTION MANAGERPatricia Hilla [email protected]

AUDIENCE DEVELOPMENT MANAGERJoe DiMaulo [email protected]

CIRCULATION MANAGERRichard DeVoto [email protected]

ONLINE DIRECTORPaul Simansky [email protected]

C Wcirculation is audited by BPA Worldwide.

This months issue of Coatings Worldcovers two key markets wood

coatings and corrosion control.

Associate Editor, Catherine Diamond takes a look at the Wood

Coatings Market (page 24) in this months cover article. As a result of

a rise in the housing market, the wood coatings market has seen steady

gains in recent years. According to Phil Phillips, president of CHEMARK

Consulting, a growth of about 3.1 percent over the next 15 years is ex -

pected for the aggregate of wood protective and preservatives from $3100

million in 2013 to $4900 million by 2028.Currently wood coatings represent 84 percent, while wood preservatives

hold a 16 percent SOM, Phillips said. By 2023, the shares will shift three per-

centage points to 81 percent for coatings and 19 percent for preservatives.

The key segments for this market include siding and decking, furniture

and cabinets. In 2013, sliding and decking made up $698 and $673 million

(22.5 percent & 21.7 percent) of the market, while furniture made up at

$304 million and cabinets $332 million (9.8 percent & 10.7 percent).

Corrosion Control (page 27) covers the market for high-performing

corrosion control technologies. These coatings are used on a number of high

value structures such as offshore oil rigs, bridges and stadiums. These coat-

ings must withstand harsh environments and offer long-lasting protection.

According to Neil Wilds, technical manager, Protective Coatings atAkzoNobel, customers are asking now for guarantees up 20-30 years for off-

shore assets. Unlike the marine market, the offshore asset does not come back

to dock every ve years for inspection, he said. A xed-platform of FPSO

(oating production, storage and ofoading facility) can be offshore easily for

more than 25 years. In the North Sea, for example, there is a lot of extension of

the lifetime of platforms and therefore a lot of maintenance painting.

In high value infrastructure such as stadiums, airports and bridges, the

focus is also on low-maintenance systems, as they are constantly in use by

the public and are often very hard to access, he added. There is a large

focus on aesthetics in this market so chemistries such polysiloxanes and

uoropolymers are being utilized.

Another factor is what added value a corrosion control coating bringsto the table. A good coating should add value to the customers business,

whether this is a reduction in long-term maintenance, increased production

speeds, lower VOCs, reduced energy use or improved hygiene, said Andreu

Tarve, Hempel Group Assortment Manager. This value-add should be one

of the main considerations, as it often leads to a higher long-term return

on investment.

Wood Coatings andCorrosion Control

Technologies

[email protected]
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7/84February 2015 www.coatingsworld.com Coatings World | 7

AsWeGoToPress

PPG Industries has submitted an offer to

acquire a majority interest in the aero-

space and automotive sealants businesses

of Le Joint Franais (LJF). LJF is a sup-

plier of sealants and adhesives products

for the aerospace and automotive indus-

tries and has been a long-term licensee of

PPGs aerospace sealant technology.

LJFs aerospace and automotive seal-

ants businesses would be spun-off to

form a new, separate entity, of which

PPG would be the majority owner.PPG anticipates closing the transaction

in the second half of 2015, following

completion of the French works council

consultation process, receipt of regula-

tory approvals and satisfaction of other

customary closing conditions. Financial

terms were not disclosed.

LJF is headquartered in France and is

part of the Hutchinson Group, a world

leader in sealing systems, vibration, acous-

tic and thermal insulation, fluid transfer

systems, transmission and mobility. LJFs

aerospace and automotive sealants busi-

nesses employ more than 200 people, andthe new entity would continue operations

in Bezons, France, at the facility where

these businesses are currently based.

This venture is a natural progression

for the two companies, as LJF has been a

licensee of PPG technology for more than

60 years. This would allow us to serve

our aerospace and automotive customers

with greater geographic reach and with

a wider array of automotive products,

said Michael McGarry, PPG chief operat-

ing officer.

Axalta and Kinlita FormJV to Provide Coatings toChinas Commercial TruckMarketAxalta Coating Systems and Shanghai

Kinlita Chemical have signed an agree-

ment to form a joint venture in China.

Aimed at driving deep into Chinas

burgeoning commercial truck mar-

ket, the agreement leverages Axaltas

position in coating technologies with

Kinlitas position in Chinas commer-

cial truck market to create a power-ful and compelling new presence in

Chinas commercial truck market. The

commercial truck industry plays a vital

role, from facilitating the transport of

goods to supporting the expansion of

the nations infrastructure, in supporting

Chinas economic development.

We are very pleased to be sign-

ing this joint venture agreement for

deeper cooperation with Kinlita, said

Michael Cash, senior vice president of

Axalta Coating Systems and presidentof Axaltas Industrial Coatings business.

Our agreement brings together our

leadership position in supplying the com-

mercial vehicle market globally with ad-

vanced coating technologies, such as our

environmentally responsible waterborne

primer and basecoats that can help com-

mercial truck manufacturers reduce their

overall environmental footprint, and

Kinlitas rich history and strong market

position. This is a win-win development

for our customers and for both of ourcompanies in China. CW

Index to Companies

This index gives the starting page for a department or feature with a sig-

nificant reference to a manufacturer of paint, coatings, adhesives and sealants

Subsidiaries are indexed under their own names.

AkzoNobel .................................................................................................. 8,27

Axalta Coating Systems ......................................................................7,8,27,35

BASF ............................................................................................................... 13

Benjamin Moore ............................................................................................. 24

Kelly-Moore ....................................................................................................13

Hardide Coatings .............................................................................................. 8

Hempel ..................................................................................................8,13,27

Henkel .............................................................................................................. 8

Minwax .......................................................................................................... 24

Nippon Paint..................................................................................................... 8

Thompsons Waterseal .....................................................................................24

PPG ..............................................................................................7, 8,27,35,82

Sherwin-Williams ........................................................................................ 8,13

PPG Makes Offers to Acquire Le Joint Francais
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Fresh

Paint

Axalta Coating Systems is strengthen-

ing its performance testing capability by

opening a new product development cen-

ter at its facility in Lionville, PA. The cen-

ter is equipped with a Global Finishing

Solutions professional spraybooth and

advanced HVAC infrastructure designed

to enable specialists to simulate a variety

of North American climate conditions.

The simulation will help to assess refinish

automotive paint application.

Now application specialists canevaluate products in extreme envi-

ronmental conditions and fine-tune a

products application characteristics, if

necessary. This should help us make a

more robust product and get it to the

customer faster, said Stefan Reinartz,

Axalta National Refinish product man-

ager. Opening this facility is a testament

to Axaltas commitment to be the leader

in product innovation and technology.

Axaltas refinish coatings range from

surface preparation to undercoats,basecoats and high gloss clearcoats

across a portfolio of brands that include

Cromax, Standox, Spies Hecker, Nason,

and Imron PowerTint. Each product is

formulated to be effective in different

climates and when coating various sub-

strates such as metals, plastics and com-

posite materials.

The facility is engineered to enable a

quick turnaround from product devel-

opment to launch. A more refined pro-

totype helps to eliminate some of theiterative processes in field testing and

should ultimately shorten the time to get

a finished product to market, said Burt

Palmer, Axalta product manager.

Hempel Acquires DutchCoatings ManufacturerSchaepmanHempel has acquired Schaepmans

Lakfabrieken B.V, a leading Dutch sup-

plier of specialized industrial, protective

and decorative coatings. The acquisi-tion is part of Hempels five-year growth

strategy, One Hempel One Ambition,

and supports its goal of becoming one of

the worlds top 10 largest coatings suppli-

ers by the end of 2015.

Hempels group president and CEO

Pierre-Yves Jullien said, We are focused

on developing or acquiring new solu-

tions that add real benefits to our cus-

tomers. Schaepman represents what we

were looking for. It has a solid position

on the local market, a strong brand, in-

novative R&D and specialist productsthat will enrich our global assortment.

In addition, Schaepmans expertise in

the industrial coatings segment will

help open new business possibilities for

Hempel in this market.

Schaepmans management said it is

excited about the acquisition. With

Hempel we have found the perfect match.

Like Schaepman, Hempel, has many

years of experience and a strong focus

on R&D. Furthermore, Hempels solid

global presence will allow us to broadenour customer, geographical and techno-

logical base, said Berend ten Doeschate,

Schaepmans CEO.

Hempel acquired the U.S.-based pro-

tective coatings manufacturer Blome

International Inc. in 2012. Hempel has

seen significant growth in the Americas

as a result and many Blome products

are now available to Hempels global

customers. Hempel said it expects to

continue increasing its market presence

through strategic acquisitions within itskey segments.

PPG Plant in Bangplee,Thailand Recognized forZero Workplace AccidentsPPG Industries coatings manufactur-

ing facility in Bangplee was recently

recognized with a Zero Accident

Award by Thailands Department

of Labor Protection and Welfare,

Ministry of Labor.

The Zero Accident Award honorscompanies that demonstrate excellence in

prevention of workplace accidents. It is a

benchmark for environment, health and

safety programs (EHS) in Thailand.

The plant received a bronze-level

award from Permanent Secretary of the

Ministry of Labor Jirasuk Sugandhajati

for achieving between 1 million and

2.99 million personnel hours worked

from January 2012 through July 2014

with no occupational accidents causing

workday loss.

We are proud to be recognized forour commitment to safety within PPG

Thailand, said Kiat Wisanrakkit, plant

manager, Bangplee. We aim to engage

all of our employees in creating a safe

work environment, and we operate and

invest in equipment to provide a high

level of safety.

The plant uses a near-miss accident

reporting system, employs a management

intervention program and recognizes

employees for strong safety practices.

Wisanrakkit said these practices help theplant run smoothly and promote a cul-

ture of safety there.

PPG Offers Paper ColorSamples for Select DuranarCoatingsPPG Industries coil and building prod-

ucts group is now offering 10-by-10-inch

paper color samples of 10 Duranar coat-

ings through www.requestppg.com, its

on-demand sample- and literature-order-

ing portal.Sharon Bird, PPG marketing communi-

cations manager, industrial coatings, said

the new paper cards are designed to satisfy

requests from architects and designers for

large color samples that more closely ap-

proximate actual metal panel sizes.

We are always seeking new ways to

make it easier for building profession-

als and their customers to visualize how

coatings will look on a finished project,

Bird explained. The new 10-by-10-inch

color samples provide a cost-effectiveway to do so.

Axalta Opens NewU.S. Product Development Center
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Fresh

Paint

PPG currently offers 10 of the most

popular Duranar coatings colors in the

10-by-10-inch paper format. They are

Black, Bone White, Bright White, Colonial

White, Champagne Gold, Pewter, Silver,

Silversmith, Silver Storm and Steel-CitySilver. Architects and designers may also

select from 90 color samples on 3-by-3-

inch metal panels.

PPG also publishes the Building

Products Coil Coatings Color Guide, an

eight-page booklet with 100 coatings

color chips categorized by product brand,

including Duranar, Duranar Ultra-Cool,

Duranar Vari-Cool, DuraForm, DuraStar,

Environ and Plasticron coatings.

Duranar coatings are formulated

with a proprietary combination of res-ins, pigments and solvents. As one of

the industrys best-known and most

trusted brands, Duranar coatings have

provided exceptional beauty, color and

long-term protection of metal compo-

nents on buildings around the world for

nearly 50 years.

AkzoNobel Signs GlobalSupply Agreement withDaimler AGDaimler AG has signed an agreement

with AkzoNobel Performance Coatings

making the company one of the ap-proved suppliers of vehicle refinishes

to Daimler dealerships and approved

bodyshops worldwide.

The contract covers the supply and

support of AkzoNobels Sikkens brand to

the companys dealership network includ-

ing Mercedes-Benz, Smart and Mercedes-

Benz commercial vehicles.

We are delighted to have been ap-

proved as a global supplier for one of

the worlds leading automotive com-

panies, said Jrg Anders, a key ac-count manager in AkzoNobels Vehicle

Refinishes business. The deal reflects

the industrys trust in our products and

services, our strength in product inno-

vation and color matching, and in par-

ticular the range of services and support

that we offer our customers.

The approval was achieved

after extensive analysis and

tests of Sikkens products and

a thorough investigation of in-

dustrial and business processes run at

AkzoNobel, which demonstrated com-pliance with the highest automotive in-

dustry standards.

Daimler said the partnership with

AkzoNobel will support the com-

panys growth plans in the worldwide

body and paint business. It added that

AkzoNobels product range and product

quality is greatly respected by the indus-

try and is delivered with a high level of

service and support.

Simon Parker, managing director of

AkzoNobels Vehicle Refinishes busi-ness added: This is a very significant

partnership with a leading global man-

ufacturer. We were able to achieve this

because of our truly global supply posi-

tion, along with our strength and depth

in innovation, color and peerless cus-

tomer service.
http://coatingsworld.texterity.com/coatingsworld/february_2015/TrackLink.action?pageName=9&exitLink=http%3A%2F%2Fwww.digichem.in



Fresh

Paint

PPG EntersInto ExclusiveNegotiations toAcquire Revocoat

PPG Industries has announced that it has

entered into exclusive negotiations withthe Axson Group to acquire Revocoat,

a global supplier of sealants, adhesives

and damper products for the automotive

industry. PPG expects the transaction to

close in the first quarter 2015, following

the French works council consultation

process, regulatory approvals and other

customary closing conditions. Financial

terms were not disclosed.

Revocoat, headquartered in France, is

part of the Axson Group, a world leader

in high-performance operational polymerformulation. Revocoat employs more

than 500 people and operates seven man-

ufacturing facilities and one research and

development center.

Acquiring Revocoat will enable PPG

to continue to strengthen its specialty

materials offerings to global automotive

customers, said Cynthia Niekamp, PPG

senior vice president, automotive coat-

ings. The business represents a true adja-

cency with our core automotive original

equipment manufacturer (OEM) coatingsbusiness, strengthening PPGs existing of-

fering of sealant and adhesive products

for this industry.

Combining the expertise of the

Revocoat team with PPGs footprint will

enable us to serve our customers around

the world with an enhanced product

portfolio, said Jean-Marie Greindl, pres-

ident, PPG Europe, and vice president of

PPGs automotive OEM coatings business

in Europe, the Middle East and Africa.

During the last six years, themanagement team and employees of

Revocoat have driven the business to be-

come a strong global competitor in the

automotive OEM adhesives and sealants

market, said Charles Churet, Axson

president. PPGs automotive OEM

coatings business is the best possible

vehicle to bring Revocoat to the next

level of performance, providing custom-

ers with a broader and stronger product

offering and Revocoat employees with

more opportunities for growth and per-sonal development.

Nippon Paint LaunchesSociety Care Programsto Boost CSR Program inChinaNippon Paint China boosted its Corporate

Social Responsibility (CSR) programin 2014, with the launch of its Society

Care programs in nine big cities around

China. These charitable programs drew

the participation of over 1,000 voluntary

staff members from seven different busi-

ness sectors of Nippon Paint China, who

embodied the companys spirit in their

selfless work.

As one of Asias leading paint

manufacturers, Nippon Paint China

began their steps towards develop-

ing a social public welfare programback in 2009, when they initiated the

Color, Way of Love program, which

renovates and improves the learning

environment of schools in rural deso-

lated areas in China. They have also

developed several social interest ac-

tivities, which included establishing

a special fund together with China

Youth Development Foundation and

Shanghai United Foundation, for

Color, Way of Love; donating the

establishment of Nippon Paint ChinaHappy Art Class; launching training

programs for school teachers and pro-

viding teaching opportunities for col-

lege students.

Nippon Paint Chinas constant com-

mitment to social interests has gained

positive feedback from the public. Over

200 teachers and volunteers have partic-

ipated in their social interests program

and the company has received up to 350

million hits on their online community

platform. Most importantly, over 60,000students from rural areas have received

benefits from the companys help and

support programs.

As one of the five CSR programs

of Nippon Paint China, the companys

Society Care program provides help

for the vulnerable groups of society,

which include lonely elders, and dis-

abled and poor students. The company

has so far launched 15 activities under

the Society Care program in nine cit-

ies, which help repair schools, renovateresidences for elders, offering care to the

Amyotrophic Lateral Sclerosis (ALS) pa-

tients, and building houses for the poor

villagers in Sichuan Province. They have

achieved this with the support of China

Youth Development Foundation, China

Foundation for Poverty Alleviation,Shanghai United Foundation, Habitat

for Humanity China and China Next

Generation Education Foundation.

Social interest activities are also a ma-

jor focus of Nippon Paint Chinas CSR

program, with the company organiz-

ing activities like the Shanghai United

Walkathon- a long distance walking

activity for collecting funds for children,

and spending the Mid-Autumn Festival

with children suffering from autism.

These activities have not only helpedthe vulnerable groups, but also given the

volunteers touching memories and the

chance for growth.

Liu Wei, the general manager of

Nippon Paint Chinas LangFang office,

has participated in visiting visual-im-

paired children in a local nursery center

for disabled children in Beijing, empha-

sizing the importance of everyone tak-

ing part.

Compared with last year, the Society

Care has seen a considerable growth inthe increasing numbers of cities and peo-

ple that are involved. Ariel Wu, CSR, PR

and brand communications director of

Nippon Paint China, once interpreted the

companys social interest activities in the

following way: One act of kindness is

not difficult, what is difficult is to keep on

doing it and spreading it. Having every-

one from Nippon Paint China carry out

the social interest activities, to contribute

whatever they can and learn from each

other, to bring colorful lives and dreamsto vulnerable groups, for them to become

a person of responsibility and kindness is

never too hard, said Wu.

Henkel Opens Asias firstLoctite ImpregnationService Center in ChinaHenkel opened its first Asia-Pacific

Loctite Impregnation Service Center

in Suzhou, China. With this new ser-

vice center, Henkel brings its leading

and innovative impregnation technol-ogy from Europe into Asian and other



Fresh

Paint

emerging markets.

The Suzhou Loctite Impregnation

Service Center (LIS) is a modern 1,000

square meter workshop located in the

center of Suzhou Industrial Park which

is 50 km from Shanghai. This servicecenter, located in the vicinity of major

automotive manufacturers and their

suppliers, means reduced transporta-

tion distances equating to time and

cost savings.

Staffed with in-house technical ser-

vice engineers, LIS offers a world class

level of quality and service with maxi-

mum flexibility to increase efficiency in

customers processes.

Loctite is a standardized process flow,

quality system, fully automated com-puter controlled impregnation system,

and high-tech resins deliver consistent

quality and sealing performance. Once

parts are returned, customers can expect

maximum sealing rates, zero damage,

and zero distortion, clean and ready to

use parts for the subsequent processing

steps, the company stated. The highly

efficient design of Loctite impregnation

service enables customers to achieve

greater levels of sustainability by mini-

mizing wasted resin and shortening theprocessing time.

Loctite Impregnation solutions

reliably seal all forms of porosity

in many automotive parts, such as

cylinder heads, water pumps and

compressors.

Since its establishment, Henkel has

hosted experts from foundries, automo-

bile manufacturers, and machining indus-

tries. Henkel plans to further expand theLoctite Impregnation Service Center in

the coming years in order to accommo-

date an increasing need for quality and

innovative technologies from the Asian

automotive market.

PPG Industries FoundationDonates More than $55,000to Educational Programs inPittsburgh AreaThe PPG Industries Foundation recently

donated more than $55,000 to sevenorganizations for education-related ini-

tiatives in the Greater Pittsburgh area,

where the company maintains its global

headquarters and several facilities. The

grants highlight PPG Industries com-

mitment to supporting its local commu-

nities and align with the PPG Industries

Foundations priority of enhancing edu-

cational opportunities.

The recent grants funded:

The Pittsburgh Section of the

American Chemical Society for sup-port of National Chemistry Week

2014;

Carnegie Science Center for STEM

Center support and sponsorship

of SciTech Days, where

middle- and high-school

students connect with sci-

entists and technologists

at the center;

Childrens Museum of Pittsburgh forPPG Color Weeks, which introduce

children to the science behind color

through hands-on activities;

Support for pre-K to 8th-grade

students through the Extra Mile

Education Foundation;

Pirates Charities for the Pittsburgh

Pirates Education Days program;

Operating support for Reading Is

FUNdamental Pittsburgh to help

foster a lifelong love of reading in

children from low-income families;and

Support with the Rooney Foundation

to make the national Academics in

Motion program available in two

Pittsburgh-area high schools.

The PPG Industries Foundation is

proud to support many great educa-

tion programs that operate close to our

home, said Sue Sloan, executive director,

PPG Industries Foundation. These ini-

tiatives all encourage students to explore

their world, and many emphasize the sci-ence, technology, engineering and math

disciplines that are so important to the

future success of advanced manufactur-

ing companies.
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Fresh

Paint

Sherwin-WilliamsOpens 4,000thRetail Location inU.S., Canada and

Caribbean

Sherwin-Williams has opened its 4,000thretail location in the U.S., Canada and

Caribbean. The nations largest spe-

cialty retailer of paint and painting sup-

plies has opened its newest location in

Sewickley, Pennsylvania.

The opening of Sherwin-Williams

4,000th store is a landmark occasion

for our company, said Chris Connor,

chairman and chief executive officer,

Sherwin-Williams. Sherwin-Williams

is committed to delivering an exception-

al painting experience to homeownersand professionals alike. We also believe

in making a positive difference in the

communities we serve and look forward

to showing our support for Sewickley

and the surrounding boroughs in the

coming years.

In honor of the 4,000th store open-

ing, Sherwin-Williams will donate

$40,000 to Austins Playroom Project,

an initiative of the Mario Lemieux

Foundation. The funds will furnish in-

teractive iPad tables in 10 hospital play-rooms in the Pittsburgh area and across

the country. Austins Playroom Project

seeks to benefit families and improve

the quality of a childs hospital experi-

ence whether as a visitor or patient

by furnishing cheerful playrooms

that are safe, calming and comfort-

able. The playrooms feature Sherwin-

Williams paints, such as Optimistic

Yellow (SW 6900), Sundance (SW

6897) and Exciting Orange (SW 6647).

Sherwin-Williams will also donate

$4,000 to the Sewickley Civic Garden

Council for the construction of a new

gazebo in Wolcott Park. The current ga-zebo is a celebrated cornerstone of the

Sewickley community.

H.B. Fuller Company Agreesto Acquire ContinentalProducts LimitedH.B. Fuller Company has announced that

it has signed an agreement to purchase

Continental Products Limited, a pro-

vider of industrial adhesives in East and

Central Africa. This business will gener-

ate approximately 2.3 million in revenuefor the 2014 fiscal year. Based in Nairobi,

Kenya, Continental will be included in

H.B. Fullers Europe, India, Middle East,

Africa (EIMEA) operating segment.

With this acquisition, we will take

a significant step forward in our plan

to grow in Africa, said Steve Kenny,

senior vice president, EIMEA, H.B.

Fuller. H.B. Fuller has a strategic fo-

cus on growth in emerging markets,

and the Continental business will

enable us to deliver specialty adhe-sive products to key customers in the

East and Central African regions. The

Continental team has developed ex-

tensive market knowledge and excep-

tionally strong customer relationships,

and coupled with their local manufac-

turing capabilities, H.B. Fuller will be

able to further enhance partnerships

with its customers to develop and

produce new and better products for

their customers.

Hardide CoatingsBoosts UK Facility for

Nanostructured TungstenCarbide CoatingsHardide Coatings has invested a six-

figure sum in its UK manufacturing facil-

ity increasing its installed capacity by

nearly 50 percent to deal with growing

demand for its range of nanostructured

tungsten carbide coatings.

The installation of a third large ca-

pacity reactor is part of an investment

program which will also recruit up to

three additional operations staff to

meet increasing demand from exist-ing and new customers at its plant in

Bicester, Oxfordshire.

PPG Foundation SupportsElementary School Programin IllinoisChris Campbell, facility manager at PPG

Industries industrial coatings manufac-

turing facility in Mount Vernon, Illinois,

has presented PPG Industries Foundation

checks totaling nearly $4,000 to North Side

Elementary School Teachers Brenda Slover,Kerri Meritt, Zack Holtz and April Smith.

These checks supported programs to

teach third-grade students about robotics,

to provide phonetic readers to kindergar-

ten students, to introduce a color-coded

approach to enhancing oral and written

language, and to provide math journals

and guidance for students in kindergarten

through third grade. CW
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New

Products

Kelly-Moore UnveilsSuper Premium Matte Finish

Kelly-Moore Paints has released its

newest paint finish for its super pre-

mium interior paint line, DuraPoxy.

A flat matte finish will be available in

DuraPoxy in April.

Just as the entire DuraPoxy family, the

new Matte is a 100 percent acrylic formu-

lation, low VOC with easy water cleanup

and contains an anti-microbial agent

to ensure very low odor. The DuraPoxy

Matte Interior Paint also is stain and mil-

dew resistant and was crafted to provideoutstanding adhesion.

Available at Kelly-Moore retailers be-

ginning April 1st, DuraPoxy Matte is of-

fered in four bases, in gallons, quarts and

fives, and is designed for both residential

land commercial applications.

BASF LaunchesMasterProtect C 350, aHydrophobic Wall CoatingBASF launched a new wall coating in

the U.S. and Canada, engineered forenhanced protection of vertical con-

crete, concrete masonry units (CMU)

and masonry.

MasterProtect C 350 hydropho-

bic coating is the latest addition to the

MasterProtect line of protective coatings,

part of BASFs Master Builders Solutions

brand. The hydrophobic properties of

MasterProtect C 350 provide an attrac-

tive finish which resists dirt pick-up, and

requires only rainfall or rinsing with

water to remove any dirt which does ac-cumulate, helping reduce exterior main-

tenance costs, according to the company.

MasterProtect C 350 can be applied

as a restoration topcoat or to new verti-

cal construction. It is designed to with-

stand wind driven rain as well as heavy

UV exposure, resulting in long-lasting

color retention.

MasterProtect C 350 is avail-

able in four tintbases, with formula-

tions to match the 50 colors in the

MasterProtect Color Portfolio. Customcolors are also available.

Sherwin-Williams AddsThree Finishes to KEM

Aqua Building Products LineSherwin-Williams recently added Kem

Aqua SoPro, Kem Aqua Wood Grain and

KEM Aqua Earth Tones exterior siding

topcoats to its Kem Aqua family of fin-

ishes. Along with Sherwin-Williams KEM

Aqua BP Siding Plus, these finishes pro-

vide quality and value in a broad range

of colors to professional prefinishers, ac-

cording to the firm.Kem Aqua SoPro, Kem Aqua Wood

Grain and Kem Aqua Earth Tones were

formerly offered as the Duckback-

branded products SoPro, Wood Grain

Natural Toners, and Wood Grain Earth

Tones, which Sherwin-Williams acquired

in September 2013.

Products available to siding and trim

manufacturers include:

KEM Aqua BP Siding Plus a self

cross-linking monochromatic system that

provides consistent performance acrossall substrates, eliminating the need to

stock different coatings for each sub-

strate. Production time is saved and color

consistency enhanced through one-coat

application, including dark, bold shades

that are available in solar reflective tints.

Fast cure times allow fast slip-sheeting

and packaging. Enhanced adhesion prop-

erties increase durability and reduce on-

site installation issues.

KEM Aqua SoProTopcoat a 100

percent acrylic latex finish that providesexcellent adhesion to primed fiber ce-

ment, composite wood and hardboard

siding and trim. It offers exceptional hid-

ing and color retention. The finish also

provides outstanding color matching.

SoPro provides an eggshell sheen that is

hard, yet flexible, for enhanced durabil-

ity. KEM Aqua SoPro is available in 145

colors as well as custom matched colors.

KEM Aqua Wood Grain a two-

part system for fiber cement and compos-

ite siding and trim, comprised of a basecoat that reduces efflorescence and adds

protection against UV rays and moisture.

The top coat provides a uniform wood-

like finish, accentuating the natural grain

patterns of the siding and trim. Six colors

are available.

KEM Aqua Earth Tones a blend of

two tones that creates a multi-hued, natu-

ral look rather than a flat painted surface.

Designed for application on composite

and fiber cement siding and trim, it is

available in 21 colors.

Hempel Launches Two NewPure Epoxy CoatingsHempel has announced the launch of

two new pure epoxy coatings, Hempadur

15600 and Easy 47700.

An addition to the HEMPADUR

range, HEMPADUR 15600 is a IMO

PSPC cargo oil tank compliant, pure ep-

oxy tank coating resistant to continuous

immersion in a range of chemicals, in-

cluding crude oil up to 80 C/176 F, ac-

cording to Henkel.In addition, this new pure epoxy coat-

ing incorporates high cross-link density

technology on level with a phenolic ep-

oxy coating, which gives added chemi-

cal and corrosion resistance and a hard,

smooth and glossy surface for easy clean-

ing. HEMPADUR 15600 is also suitable

for grey and black water tanks, mud and

brine tanks, refrigerated seawater fish

tanks and other vessel tanks.

HEMPADUR EASY 47700 is a new

pure epoxy all seasons primer designedfor the marine maintenance market. It

was developed in response to demands

for a reliable, user friendly and flexible

coating for use in dry-dock under all cli-

mate conditions. This new coating can

be used on almost all vessel surfaces and

was designed to deliver high surface tol-

erance and reliability across the tempera-

ture scale. HEMPADUR EASY 47700

can be applied at temperatures as low as

-10C/50 F and up to +40 C/104 F which

allows it to be used in most dry docks andat most times of the year. CW



MarketReports

IRL has launched a new edition of its

regional title, A Profile of the Eastern

European Paint Industry. This fully up-

dated report provides market data for

2013 and forecasts for 2018, and gives

an overview of the paint industry trends

across ten countries in the region.

The total market for paints and coat-

ings in Eastern Europe was more than

2.8 million tons in 2013, and is forecast

to rise to more than 3.3 million tons by

2018. This is equivalent to an average an-nual growth rate of 2.7 percent.

On a country-by-country basis,

Russia is by far the largest national mar-

ket, accounting for approximately 54

percent of total demand. The Russian

paints and coatings market is forecast to

grow at a modest rate due to the slow-

down of the Russian economy caused by

a drop in oil prices, high interest rates

and Western sanctions.

The second largest paint market of

Turkey will enjoy the highest growth rateover the next few years, underpinned by

increasing domestic demand for locally-

manufactured goods and increasing in-

come of the Turkish population.

Architectural and decorative coatings

for consumer and professional uses ac-

count for around 59 percent of the total

market, although this proportion var-

ies from country to country. Growth is

forecast to be the highest in the industrial

wood and powder coatings segments. The

growth in the demand for industrial woodcoatings is influenced by the dominant

market of Turkey, the furniture produc-

tion of which is currently booming due to

high domestic and international demand

for Turkish-made furniture. The most at-

tractive opportunities for the supply of

powder coatings to the East European

region exist, predictably, in Russia and

Turkey, where the demand for them is,

firstly, driven by their product advantages

over their liquid analogs.

A Profile of the Eastern EuropeanPaint Industry gives an insight into the

market changes in the past few years, as

well as outlining the key trends affect-

ing the decorative and industrial coat-

ings segments for each individual country

covered. The scope of the study cov-ers Armenia, Belarus, Estonia, Georgia,

Latvia, Lithuania, Moldova, Russia,

Turkey and the Ukraine. It provides 2013

market data on nine mainstream paints

and coatings segments: architectural/

decorative, industrial wood coatings,

protective coatings, marine coatings,

automotive OEM coatings, automotive

refinishes, powder coatings, general in-

dustrial coatings and plastic coatings.

Forecasts on these are also presented for

the year 2018. The cost of the full reportis 3,950.

Sections of the report, priced individu-

ally, are available to purchase online at

www.informationresearch.co.uk.

Kusumgar, Nerlfi &Growney Announce FifthU.S. Paint & CoatingsIndustry StudyKusumgar, Nerlfi & Growney has an-

nounced the commencement of its fifth

U.S. Paint & Coatings Industry study.

According to the firm, the industry is

continuing its recovery from the global

recession of 2008-2009. Consumption

is projected to be 8.8 billion dry pounds

(excluding water and solvent) in 2015

valued at some $28 billion. Despite be-ing a mature industry, coatings continue

IRL Publishes Profile of theEastern European Paint Industry
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MarketReports

to evolve to meet the challenges of reg-

ulations, growing consumer demands,

increased emphasis on sustainable prod-

ucts, globalization, cost pressures, etc.

The recent sharp drop in oil prices could

force coating prices lower if continued. Architectural coatings are projected to

capture just over one-half of the pounds

in 2015. Volume is still somewhat below

the peak level of 2006 but has grown

modestly in recent years. Pricing is up as

material costs have increased and prod-

ucts have become more sophisticated.

Original equipment manufacturer

(OEM) coatings are forecast to take

one-quarter of the volume in 2015.

OEM coating growth varies among the

end uses with automotive and aerospacegrowing strongly in recent years. Special

purpose coatings are expected to be 24

percent of the 2015 volume. Industrial

maintenance and specialty roof coatings

are end uses which have grown with the

economic recovery and increased con-

struction spending.

Water-based technology is forecast

to be 58 percent of the volume in 2015,

up from a 48 percent share in 1996.

Architectural paints are 71 percent of

the WB pounds and industrial coatings,which includes both OEM and special

purpose, represent 29 percent. Solvent-

based technology is projected to cap-

ture 30 percent of the 2015 pounds

which is down from a 42 percent share

in 1996. Just over 70 percent of the sol-

vent-based coating in 2015 will be used

in industrial applications.

Powder, radcure and other 100 per-

cent solids technologies are nearly exclu-

sively confined to the industrial coatings

segment. They are projected to garner 11percent of the coating pounds in 2015.

These technologies represent roughly 40

percent of the OEM volume and 5 perce

nt of special purpose coatings. Powder

has grown from 14 percent of the OEM

coating volume in 1996 to just over a 20

percent share in 2015.

The U.S. Paint & Coatings Industry,

2015-2020 will be published in 2016

and is available through subscription.

Interested parties are invited to contact

the company by calling 201-773-0785 orby e-mail at [email protected].

Study on World Demandfor Decorative LaminatesGlobal demand for decorative laminates

is expected to rise 5.6 percent per

year to 10.7 billion square meters in

2018, valued at $40.8 billion. Demandwill benefit from expected increases

in the manufacture of products such

as cabinets, ready-to-assemble (RTA)

furniture, and flooring, which are

often made from engineered wood and

laminated. Gains will also be driven

by increased market penetration at the

expense of other surfacing materials

(wood veneer and paint) due to cost and

performance benefits. Furniture and

cabinets were the largest markets for

decorative laminates in 2013, accountingfor nearly 70 percent of total demand.

These and other trends are presented

in World Decorative Laminates, a

new study from The Freedonia Group,

Inc., a Cleveland-based industry market

research firm.

The Asia/Pacific region was the largest

market for decorative laminates in 2013,

with nearly 50 percent of the global to-

tal. Analyst Pam Safarek notes that, the

region benefits from its leading position

in engineered wood production, particu-larly particleboard and medium density

fiberboard (MDF), which are often given

a laminate layer at the point of produc-

tion. Advances for laminates will be

propelled by the continuing develop-

ment of the large Chinese market, which

alone accounted for 31 percent of global

demand in 2013. China is the worlds

largest producer of RTA furniture and

laminate flooring. Manufacturing ca-

pacity for laminated boards continues

to expand in China. India is expectedto post the most rapid gains in laminate

demand worldwide through 2018. The

country continues to rapidly develop its

manufacturing sector, including cabinets

and RTA furniture, and to increase its

capacity to produce particleboard and

MDF as a way to more efficiently use lo-

cal wood resources.

Well-established decorative laminate

industries are found in Western Europe

and the U.S., where engineered wood and

paper industries are highly developed.Despite an ongoing shift in production

of many laminated engineered

wood products toward China,

India, and other developing ar-

eas, demand for laminates in

Western Europe is still significant, as the

region maintains large RTA furniture andlaminate flooring industries. Germany,

France, and Sweden are regional leaders

in the production of RTA furniture. The

U.S. also maintains significant production

capacity for RTA furniture, cabinets, and

laminate flooring.

Smart Coatings Market toReach $5.8 Billion by 2020NanoMarkets has announced the release

of a new report titled, Smart Coatings

Markets 2015-2022, a report that con-tinues the firms coverage of the smart

coatings market dating back to 2010.

The report shows that the smart coatings

market will grow from around $610 mil-

lion in 2015 to $5.8 billion in 2020.

The report analyzes the markets for

smart coatings in key sectors of the

economy including construction, en-

ergy, automotive, healthcare, consumer

electronics, textiles and the military.

Coverage includes relatively mature

smart coatings (e.g., self-cleaning coat-ings), along with latest materials such as

smart multi-layer coatings.

The report also provides detailed

eight-year forecasts in both volume and

value terms and for each end-user sector

and includes separate forecasts for all the

main classes of smart coatings as well as

for the underlying oxides, polymers, etc.,

from which they are fabricated.

Firms addressed in the report include:

3M, AK Coatings, AkzoNobel, Axalta,

BASF, Clariant, Corning, Debiotech, DowChemical, Dow Corning, DSM, Dunmore,

Duco, DuPont, GE, Gentex, Hempel,

Hypho Technology, Industrial Nanotech,

IngeniaTouch, Jotun, Lonza Industrial

Solutions, Lubrizol, Nanovations, Nano

Lab, nGimat, NSG, P2i, Pilkington,

Pleotint, PPG, Research Frontiers, Ross

Technology, Sage Electrochromics, Saint-

Gobain, SeePoint Technology, Seagate,

Senseg, Silco Tek, Sherwin-Williams,

Specialty Coating Systems, SRI, Svaya,

SWITCH Materials, Tesla Nanocoatings,Toyota and Valspar. CW
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IPaint Protecting the P&C Industrys Intellectual Assets

by Steve McDaniel and Jon Hurt

Technology Litigators

Civil court is a double-edged sword

that can cut you pretty badly

when trying to keep your trade

secrets actually Secret. You can go to

court specifically to stop use or disclosure

of your proprietary information, or even

for some reason not related to trade se-

cret misappropriation. But, if you are notvery careful, the generally noble-minded

tendency of courts to be open forums

can lead to the destructive release of your

trade secrets into the public domain.

There are several legal maneuvers gen-

erally available to help protect you from

unintentionally disemboweling yourself

on the blade of justice.

The overall goal of your efforts is to

establish that you took reasonable mea-

sures to maintain the secrecy of your

trade secrets. This includes reasonableefforts to do so during court proceed-

ings. It allows you the best chance of per-

suasively arguing that the court records

should be sealed after trial is complete.

And, subsequently, to show that you have

not lost your trade secrets property rights

during a court proceeding. Failure to do

so may (assume will) result in the loss of

your trade secrets.

The first thing you should seek is a

protective order where any proprietary

information is filed with the court underseal. Typically, you negotiate a confiden-

tiality agreement with your adversary as

early as possible during discovery stating

that certain information should remain

confidential, and then you ask the court

to issue a protective order modeled on the

agreement.

A protective order may stipulate, for

instance, that only the counsel (and pos-

sibly the parties and/or experts) may have

access to proprietary information in the

discovery process, what documents arefiled under seal, and how the documents

are to be handled after trial to maintain

confidentiality. This path avoids asking

the court for protection to keep under

seal each separate filing having propri-

etary information. But, it may be hard to

implement a protective order if both par-

ties and the court cant achieve agreement

regarding the bounds of the order.

One party may want information to

be fully available to witnesses during

trial, or may just not want to make life

easy for the other guy by acknowledg-ing information to be confidential (Do

you really want to pursue this court case

and possibly exposure your trade secrets,

pal?). And some courts may be less than

enthused by the extra work in segregating

unsealed and sealed records, in addition

to undermining the tradition of transpar-

ent court proceedings. Be prepared to

demonstrate the necessity of these actions,

including arguing that alternatives such

as redacting documents would not be ef-

fective in maintaining the necessary levelof secrecy. And, of course, follow all the

guidelines we have discussed concerning

reasonable efforts to maintain your trade

secrets OUTSIDE the courtroom (http://

www.coatingsworld.com/issues/2012-09/

view_ipaint/the-wall-of-your-trade-se-

cret-vault-is-made-of-paper/).

Even with a protective order in place

regarding public access to documents,

what about members of the public (i.e.,

competitors seeking the trade secrets)

simply attending the trial and payingclose attention? A lot can be said during

live oral testimony, and key information

can be displayed using giant flash cards

or other audio visual memory aids called

exhibits. What is heard cannot be un-

heard, what is seen cannot be unseen.

And your less than friendly opposition

will likely be keenly aware of this issue.

For example, in The Gates Rubber Co. v.

Bando Chemical Industries Ltd. (9 F.3d

823, 28 USPQ2d 1503), the defendant

argued that a permanent injunction wasinappropriate to protect the plaintiffs

trade secrets as they were no longer trade

secrets after disclosure during the perma-

nent injunction hearing. Wow, talk about

a damned if you do damned if you dont

argument! Fortunately, as the attorney

for the plaintiff monitored the presence

of observers in the courtroom during the

hearing, and sought that the record of the

hearing was subsequently placed under

seal, it was deemed to be reasonable ef-

forts to maintain the trade secrets secre-

cy. Do not forget that anywhere sworn

testimony is given (i.e., a deposition of

your CEO at your own lawyers fancy

Ming-vase bedecked conference room),

there is substantial risk of inadvertent

disclosure of your trade secrets.

But to really cover this issue, you may

consider getting a court order to close theproceedings to the public before words

Going to Court: Hard Spots and Rocks!
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IPaintProtecting the P&C Industrys Intellectual Assets

start to fly. Good luck with that. You

will need to convince the court something

along the lines that no reasonable alter-

native exists to protect the trade secret

holder from the harm that would occur

due to disclosure in a public court setting.It is not unheard of to get a closed court

proceeding, but the existence of trade se-

crets in the case does not get an automatic

grant to close the court. It may be wise

to sharpen your arguments as to the exis-

tence and value of your trade secrets far

in advance of any potential legal action to

convince the court to do what is needed

to protect your property. And, if you have

paid attention to our admonishments in

iPaint (http://www.coatingsworld.com/is-

sues/2013-01/view_ipaint/how-much-is-

that-trade-secret-worth/), you will have

a ready list and valuation that you have

frequently updated (of course you have!).

If you are slow to parry your op-

ponents slight of legal hand in keeping

court proceedings tightly under wraps,

then the bleeding out of your trade secretsstarts. In Littlejohn v. Bic Corp. (697

F.Supp. 192 (1988)), a product liability

case about Littlejohn accidentally getting

burned by a Bic lighter, a protective order

was in place to protect Bic Corps trade

secrets. Unfortunately, Bic Corps counsel

did not object to exhibits introduced attrial that disclosed trade secrets covered

by the order. A post-trial attempt by Bic

to get the Court to seal the trial record

was not granted, and it was found that

failure to raise the issue of confidential-

ity regarding the exhibits and seeking an

order sealing the record during the trial

constituted a waiver of rights granted by

the protective order. Oops!

You can learn a lot on what you

should do based on the reasoning courts

use to deny a request for sealing the caserecord. In Carnegie Mellon University v.

Marvell Technology Group, Civ. Action

No. 09-290 (W.D. Pa. Mar. 29, 2013),

the court found that a partys confiden-

tiality interest in its trade secrets were

waived by failing to take the following

actions during trial: seek a protective

order, request a closed proceeding after

the courts warning, make submissions

regarding confidential information in

the judges chambers before introduction

into the public record, and moving to sealthe records. The court also noted that

evidence of harm by public disclosure at

trial was not presented. The point being,

if you wind up in court, be prepared for

the eventuality that despite your good but

not perfect efforts, you still may wind up

having your trade secrets exposed.

Even if you succeed in having the court

records sealed, that does not mean they

cant be unsealed during appeal. Apple

Inc. found this out as public sources were

cited as disclosing the trade secrets subjectto seal, leading the U.S. Court of Appeals in

San Francisco (9th Cir.) to state that Apple

cannot have this court seal information

merely to avoid confirming that the pub-

licly available sources got it right. So, if

there was a question in the minds of your

competitors as to whether your trade secret

was even partly reversed engineered, you

can put that issue to rest to their advantage

by disclosing the trade secret in court, even

when you thought you were protected.

Well, what recourse do you have af-ter loss of your trade secrets due to

litigation? Can you recover financial

losses from the state or Federal gov-

ernment? Probably not, but the idea is

something to keep an eye on as case law

progresses over time. The federal Takings

Clause states that nor shall private prop-erty be taken for public use, without just

compensation, and as trade secrets have

been held to qualify for this protection

by the Supreme Court in Ruckelshaus

v. Monsanto Co. The Courts position

was that a government agencys disclo-

sure of a trade secret that interferes with

reasonable investment-backed expecta-

tions could qualify as a taking, and

thus make governmental compensation

possible. And it has been speculated in

legal circles that a courts refusal to or-der protective measures could amount to

a taking when trade secrets are lost by

disclosures at trial.

But given various courts view from

the decisions discussed above that the

burden is on you to take reasonable

measures to protect your trade secrets,

trying to switch that attitude 180 while

blazing new legal trails will likely be an

uphill battle.

Is there an alternative to the court

process that is any better? Well, thereis state-run arbitration, which was sup-

posed to be a more confidential way

to resolve business disputes, but the

Supreme Court recently let stand a rul-

ing that Delawares arbitration system

must be open to the public like civil

trials. Ok, what about private arbi-

tration? The Supreme Court has de-

scribed private arbitration as able to

be designed by the parties so that pro-

ceedings be kept confidential to protect

trade secrets. So, if you are on goodenough terms with the opposition to

reach a mutual agreement to a confi-

dential arbitration proceeding, it is an

avenue to be considered.

Ok, lets face it: this whole situation

is rife with peril! But, sometimes you

gotta do what you gotta do. Failure to

aggressively protect against theft of your

trade secrets is a death knell for their con-

tinued existence. Failure to keep up the

hard work of protecting them in a court

proceeding is just as much a requirement.Hard spots and rocks. CW
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Business Corner Strategies & Analysis

by Phil Phillips, PhD

Contributing Editor

[email protected]

In 2007 & 2008, our industry was negatively affected by a se-

vere general economic recession. We all know the symptoms .

. . major multi-industry wide job losses in concert with signif-

icant budget cuts. In these very bad times, basically to satisfy the

oft-times abstract thinking stakeholders, personnel cuts are made

on the short-term that are either the wrong ones or they are too

deep or . . . . many times . . . both. In the present relatively goodtimes, we need to remember some of the practices that kept us

in positive positions as well. In a recent article by Dr. Rosabeth

Moss Kanter, she stated that in a recession, put everyone in

marketing. Dr. Kanter delineates five suggestions:

1. Increase customer contact & communications: Customers

cannot play second fiddle to support elements

2. Start looking for new markets now: All companies need the

flexibility to move quickly into promising markets. Adjacent

markets where technologies can match and growth is greater

than the incumbent segments.

3. Invest in employee morale: When morale is down, fear sits

in and worries reduce productivity4. Emphasize & reward small wins: Everyone should be in-

volved in undertaking small improvement that can become

large positive impacts taken together

5. Stick with our values: Cutting corners with customers

doesnt work. Marginal ethical tactics such as gifts to a

purchasing agent are short-lived tactics that many times

have a reverse impact on the relationship. (1)

Loyalty & GrowthWhat is loyalty? Loyalty is the willingness of someone (cus-

tomer, employee, or friend) to make an investment or personal

sacrifice in order to strengthen a relationship. For a customer, itcan mean staying with a supplier who treats him well and gives

him good value over the long term even if the supplier does not

offer the best price in a particular deal.

True loyalty undoubtedly affects profitability. While regular

customers arent always profitable, their choice to stay with a

product/service typically reduces the customers acquisition

costs. Loyalty also drives top line growth. Customers who are

truly loyal tend to buy more over time, as their company in-

comes grow or they devote a larger share of their wallets to a

supplier they feel good about.

Loyal customers spread the word about their supplier.

Word-of-mouth recommendations are one of the best indica-tors of loyalty because of the customers sacrifice in making the

recommendation. That is, in making a voluntary positive state-

ment about a supplier is figuratively the equivalent to giving a

part of the recommenders heart and soul to another part of the

value chain. They put their reputations at risk in acting in this

manner. So, the important question is, when will a loyal customer

place their reputations at risk? They will do so only when they

feel intense loyalty. Intense loyalty by a customer can provide the

supplier with the opportunity to gain new customers which is

particularly beneficial as a supplier grows.

Because loyalty is so important to profitable growth, measur-ing and managing it makes good sense. It is, however, unfortu-

nate existing approaches miss the mark and fail to accuratelyaccount for the true measure of loyalty, therefore, leading to

unsound results. Conventional customer-satisfaction measures

lack a consistently viable connection to actual customer behav-

ior and growth. It is difficult to determine a strong correlation

between high customer satisfaction scores and outstanding sales

growth. In fact, in some cases, the reverse is true. K-Mart is an

outstanding example of high satisfaction scores simultaneous

with its sales revenue going into free-fall. The auto industry

dealership surveys are replete with these same results.

If one buys into the concept that intense loyalty by a cus-

tomer provides a supplier with extraordinary competitive advan-

tages leading to greater profitable growth, then keeping it simple,is the key rule of engagement in customer-satisfaction surveys.

A guideline stating that you must ask the right questions in a

Customer-Satisfaction-Survey, seems like a dah, thats so un-

derstood! Well, it just hasnt been understood so well in the past.

According to F.F. Reichheld of Bain & Company, Here are

the top-ranked RIGHT questions which provide the most ac-

curate measure of loyalty:

How likely is it that you would recommend (company x)

to others?

How strongly do you agree that (company x) deserves

your loyalty?

How likely is it that you will continue to purchase prod-ucts/services from (company x)?

In challenging times, dont just rely on your marketing depart-

ment to market but instead, bring into play your company

and especially, use the top executives as market-facing selling

tools.When contemplating customer-satisfaction surveys, keep

it simple . . . . you just might be better off by employing only

three questions Reichheld depicts as the most important . . . . all

else may be unnecessary. CW

1. Dr. R. Moss Kanter, In a Recession, Put Everyone in Marketing,

HBR, April, 2009

2. Mr. Frederick F. Reichheld, The One Number You Need toGrow, HBR, December, 2003

Growth . . . . Remains the Keystoneto Sustainable Profitability
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