gb2013 murray cook_european general galvanizers association
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Galvanizing in the European Union
Murray CookExecutive Director
European General Galvanizers Association
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CONTENTS
• The European Industry• Products Galvanized in Europe - Evolution
1970s to Present• Marketing in Construction Segments• The Use of Galvanizing in Construction in
Europe• Summary
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AUSTRIAFachverband der Eisen-und
Metallwarenindustrie Österreichs
BELGIUM, NETHERLANDS & LUXEMBOURGZink Info Benelux
BULGARIABulgarian Galvanizing Association
CZECH & SLOVAK REPUBLICSACSZ - Czech and Slovak Galvanizers Association
FRANCEGalvazinc Association
GERMANYIndustrieverband Feuerverzinken eV
GREECEGreek Galvanizers Association
HUNGARYMagyar Tüzihorganyzók Szövetsége
ITALYAssociozione Italiana Zincatura
NORDIC COUNTRIESNordic Galvanizers
ROMANIAANAZ
SPAINAsociación Técnica Española de Galvanización
UK & IRELANDGalvanizers Association
The Federation of National Associations in Europe
13 Associations20 countries
2014: + Turkey
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EGGA Affiliate Members
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General Galvanizing in Europe(1996 – 2012)
2012:6.09 million tonnes (-7.7%)
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20124000000
4500000
5000000
5500000
6000000
6500000
7000000
7500000
‘Total Europe’ = EGGA data + Poland/Turkey/Others=7.5 million tonnes
16kg/person
14kg/person
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National Share of European Production (2012)
AustriaBelgiumBulgariaCzech RepDenmarkFinlandFranceGermanyHungaryIcelandItalyNetherlandsNorwayPortugalRomaniaSlovakiaSpainSwedenSwitzerland
Italy 17% Germany 32%
UK/Ireland 10%France 9%
Spain 9%
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Kettle Capacity(2003 – 2012)
200320042005200620072008200920102011201219500
20000
20500
21000
21500
22000
22500
23000
Total Kettle Capac-ity (cubic metres)
22,737 cubic metres
633 galvanizing plants
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Market Segmentation in Europe(‘000 tonnes steel)
2711
899
502
486
430
184
544
335 Building and Construc-tion (45%)
Street Furniture (15%)
Utilities (8%)
Agriculture (8%)
Transport (7%)
Fasteners (3%)
Industrial Equipment (9%)
Other (5%)
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Galvanized Products : 1970 – 1990s
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1980 – 2000: Rapid Growth in Street Furniture
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Example: UK Market Evolution
1979 2000 2008 20120
100000
200000
300000
400000
500000
600000
700000
800000
900000
OtherFastenersAgricultureTransportPowerInd.EuipmentStreet FurnitureConstruction
Marketing +
Promotion
Economic Crisis
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Lessons of the Past
• Evolution driven by external factors• Technical support• Standardisation• Competitor Analysis
Power, Utilities,Industrial
Equipment,
• Market penetration responds to our promotional efforts
• ‘Awareness and approval’ • ‘Imaginative Enthusiasm’ of the
architect
Infrastructure, Construction and
Architecture
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Commitments to Cooperative Marketing by European Galvanizing Industry
• 1,920,000 tonnes galvanized• 9 Association staffGermany• 600,000 tonnes galvanized• 8 Association staffUK• 450,000 tonnes galvanized• 4 Association staffBenelux
Spain • 520,000 tonnes galvanized• 3 Association staff
and more…..
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Marketing to ArchitectsCommunicate Examples of
Use
IdentifyContractBenefits
ExploitSustainable
Construction
Strong Associations Success
Factors
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Marketing to Architects
Examples of Use
Direct Mail
Web Databases
Awards
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Marketing to Architects
Sustainable Construction
RecyclabilityDurability
Zinc
SimplicityKey
MessagesClearData
Involve the
industry
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Marketing to Architects
Contract Benefits
Speed of Construction
Simple to Specify
Competitive First Costs
Less Site Damage and
Delays
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Marketing to Architects
Associations
Cooperation with Steel Industry
Authoritative Advice
Reliability of Member
Galvanizers
Technical Support & Education
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GALVANIZING COMPANIES HAVE ALSO BECOME BETTER MARKETERS
Marketing and Promotion
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THE RESULTSMarketing in Construction and Architecture
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AE Hall – Stockholm International Fair, Sweden
Rosenbergs Aritekter AB/Alessandra Ripellino
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La Porta del Parco, Naples, ItalySevizia Integrati-IDI & Silvio d’ Ascia
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RITS Film and Theatre School, BrusselsBogdan & van Broeck Architects
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‘Room in the Landscape’ Sumova National Park, Czech Republic
Sepka architekti
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Lycee Marcel SembatSotteville-les-Rouen
Archi 5 / Jacques Sebbag
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Galvanized Shell at St. Antony, Oberhausen, GermanyARGE Ahlbrecht-Scheidt-Kaspruch
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Exposure / Crouching ManAnthony Gormley / Royal Haskoning
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Centro de TecnificionCacares, Spain
Jose Maria Sanchez Garcia
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Roseisle Whisky Distillery, ScotlandAustin Smith Lord
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Markets in Architectural and Designer ProductsDemand High Levels of Galvanizing Quality and Service
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Summary
• The use of galvanizing in Europe remains strong – the highest ‘per capita’ use @ 14-16 kg/person– Austria @ 27kg/person– Germany @ 24kg/person– UK @ 10kg/person– Bulgaria @ 3kg/person
• Products and markets have changed significantly in the past 25 years – and will change again in future
• Marketing in construction segments provides solid growth, if action is taken:– Association level– Galvanizing Company level
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www.intergalva.com