the professional painter stefan zietara, regional sales manager friday 8 th may 2009

The Professional Painter

Stefan Zietara, Regional Sales Manager

Friday 8th May 2009

Amsterdam Licensee Symposium

Definition•

•

•

•

“Tradesman”

“Contractor”

“Appliers”

“End User”

“Decorator”

“Painter”

http://images.google.co.uk/imgres?imgurl=http://milesthepainter.co.uk/images/painter_and_decorator.jpg&imgrefurl=http://milesthepainter.co.uk/&usg=__iU7-q1j2vYAhxKnfhyIfUrjU8sk=&h=250&w=375&sz=17&hl=en&start=3&sig2=RyLvVNuDuk-mrhnSAvUZVw&um=1&tbnid=O-GNe0vjjvxyhM:&tbnh=81&tbnw=122&prev=/images%3Fq%3Dpainter%2Band%2Bdecorator%26hl%3Den%26sa%3DX%26um%3D1&ei=GPTmSbrZC8SPsAbF3syKBw

http://images.google.co.uk/imgres?imgurl=http://www.choicedecoratingservices.co.uk/images/painter.jpg&imgrefurl=http://www.choicedecoratingservices.co.uk/&usg=__ChyfZAmcvR9Mk982Yutiw2xYVDE=&h=334&w=154&sz=5&hl=en&start=14&sig2=K4cmMugV1mnOKDxwGwmWpw&um=1&tbnid=cOPfkObbUTMZmM:&tbnh=119&tbnw=55&prev=/images%3Fq%3Dpainter%2Band%2Bdecorator%26hl%3Den%26sa%3DX%26um%3D1&ei=GPTmSbrZC8SPsAbF3syKBw

http://images.google.co.uk/imgres?imgurl=http://www.gcci.org.uk/images/painter.jpg&imgrefurl=http://www.gcci.org.uk/BUSINESS/BUSINESS.asp&usg=__NjXXJvQ1x0AukxlIxVv8tACPe4M=&h=252&w=189&sz=11&hl=en&start=85&sig2=vmHHObFMGPuEjmLnmoeXpg&um=1&tbnid=iaaE2nawr9jVFM:&tbnh=111&tbnw=83&prev=/images%3Fq%3Dpainter%2Band%2Bdecorator%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D72%26um%3D1&ei=nvTmSceWG8qQsAbh-4D6Bg

http://images.google.co.uk/imgres?imgurl=http://www.carterdecorating.com/images/paint.jpg&imgrefurl=http://www.carterdecorating.com/&usg=__89CxmoUA24r3owxMUF_ieftPsTo=&h=258&w=289&sz=24&hl=en&start=81&sig2=r2PY3Yz8I2zdm9Mv9RqRsQ&um=1&tbnid=YDyeso_x5AOUfM:&tbnh=103&tbnw=115&prev=/images%3Fq%3Dpainter%2Band%2Bdecorator%26ndsp%3D18%26hl%3Den%26sa%3DN%26start%3D72%26um%3D1&ei=nvTmSceWG8qQsAbh-4D6Bg


Definition•

• “People who paint for payment”

“Painter”


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


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


Structure


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


Paint Retailers


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


Product Segmentation

PREMIUM

CONTRACT


Who are our Painters?

1,500 Dulux Select Decorators

187,000 General Builders, carpenters, joiners, fitters

103,000 Multi-skillers

64,500 Non-SelectDecorators


NEW ENTRANTS: Biggest Challenges

Competition

Cashflow

Practical challenges

Maintaining good relationships

Time

Winning enough work

the professional painter stefan zietara, regional sales manager friday 8 th may 2009

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