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The Professional Painter
Stefan Zietara, Regional Sales Manager
Friday 8th May 2009
Amsterdam Licensee Symposium
Definition•
•
•
•
“Tradesman”
“Contractor”
“Appliers”
“End User”
“Decorator”
“Painter”
Amsterdam Licensee Symposium
Definition•
• “People who paint for payment”
“Painter”
Amsterdam Licensee Symposium
Key Motivators (Painter)• Quality Work• Make a living• Professionalism• Reputation• On time• Quality Products• Support from Manufacturer/Supplier• Repeat business• Price• Distance to local paint outlet
Amsterdam Licensee Symposium
Pragmatic Business Builders*
6%
Quality Driven Business Builders*
8% 33%
Traditionalists
32%
Price
Not AmbitiousAmbitious
Quality
Cheap & Content
20%
(*Small base)
1-2 man firms
Attitudinal Decorator Segmentation1,12
Creatives
76% Make living
19% Grow business
Amsterdam Licensee Symposium
Structure
Amsterdam Licensee Symposium
UK Trade Market MapHomeowners Self
BuildersInterior
DesignersArchitects
& DesignersLocal
AuthoritiesHouse
BuildersHousing
Associations
ProfessionalPainter
Moon-lighters
GeneralBuilders
SpecialistTradesmen
PaintingContractors
Pre-Fab
Specifiers
Appliers
Distributors
Manufacturers
Domestic Market = 96 ML Commercial Market = 96 ML
AKZO Crown Business PPG Others
Manufacturer OwnedJohnstone's Dec Centres
Crown Dec Centres
Dulux Dec Centres
Decorators MerchantsLarge
RegionalSmall
Independent
Builders Merchants
RetailOutlets
• Diverse market with many players• Key to our success has been relationships we have at all levels
Amsterdam Licensee Symposium
Paint Retailers
Amsterdam Licensee Symposium
Generate & supply DIY demand
(approx 85% retail multiples, 15% independents)
Secure contracts to supply contractors working on non-
domestic buildings
Generate demand from homeowners
for decorators
Drive demand & generate supply
of Dulux to professionalsDevelop the
decorator ‘industry’
Do it yourself (DIY)
£850m MSV
Domestic
Get someone in (GSI)
£243m96ML
Domestic
Contractors
£160m96ML
Commercial
Segment
Consumer paint team Trade paint team
UK Paint Market Map
£2.53/L £1.67/LMarket Value
End Use
Amsterdam Licensee Symposium
Product Segmentation
PREMIUM
CONTRACT
Amsterdam Licensee Symposium
Who are our Painters?
1,500 Dulux Select Decorators
187,000 General Builders, carpenters, joiners, fitters
103,000 Multi-skillers
64,500 Non-SelectDecorators
Amsterdam Licensee Symposium
NEW ENTRANTS: Biggest Challenges
Competition
Cashflow
Practical challenges
Maintaining good relationships
Time
Winning enough work