the professional painter

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

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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

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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