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The Professional Painter

The Professional Painter. Stefan Zietara, Regional Sales Manager Friday 8 th May 2009. Definition. “Painter”. “Tradesman”. “End User”. “Decorator”. “Contractor”. “Appliers”. Definition. “People who paint for payment”. “Painter”. Key Motivators (Painter). Quality Work

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The Professional Painter

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  1. The Professional Painter Stefan Zietara, Regional Sales Manager Friday 8th May 2009

  2. Definition “Painter” “Tradesman” “End User” “Decorator” “Contractor” “Appliers” Amsterdam Licensee Symposium

  3. Definition • “People who paint for payment” “Painter” Amsterdam Licensee Symposium

  4. 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

  5. Attitudinal Decorator Segmentation1,12 19% Grow business 76% Make living Quality 1-2 man firms 32% 8% 33% Quality Driven Business Builders* Traditionalists Creatives Ambitious Not Ambitious 6% Pragmatic Business Builders* 20% Cheap & Content Price (*Small base) Amsterdam Licensee Symposium

  6. Structure Amsterdam Licensee Symposium

  7. UK Trade Market Map Domestic Market = 96 ML Commercial Market = 96 ML SelfBuilders InteriorDesigners Architects& Designers HousingAssociations Local Authorities House Builders Specifiers Homeowners ProfessionalPainter PaintingContractors Moon-lighters GeneralBuilders SpecialistTradesmen Pre-Fab Appliers Manufacturer Owned Decorators Merchants Builders Merchants RetailOutlets Distributors Dulux Dec Centres Crown Dec Centres Johnstone's Dec Centres LargeRegional SmallIndependent Others Crown Business PPG AKZO Manufacturers • Diverse market with many players • Key to our success has been relationships we have at all levels Amsterdam Licensee Symposium

  8. Paint Retailers Amsterdam Licensee Symposium

  9. UK Paint Market Map Do it yourself (DIY) £850m MSV Domestic Get someone in (GSI) £243m96ML Domestic Contractors £160m96ML Commercial Segment Market Value £1.67/L £2.53/L End Use Generate & supply DIY demand (approx 85% retail multiples, 15% independents) Generate demand from homeowners for decorators Secure contracts to supply contractors working on non-domestic buildings Drive demand & generate supply of Dulux to professionals Develop the decorator ‘industry’ Trade paint team Consumer paint team Amsterdam Licensee Symposium

  10. Product Segmentation PREMIUM CONTRACT Amsterdam Licensee Symposium

  11. Who are our Painters? 187,000 General Builders, carpenters, joiners, fitters 64,500 Non-SelectDecorators 1,500 Dulux Select Decorators 103,000 Multi-skillers Amsterdam Licensee Symposium

  12. NEW ENTRANTS: Biggest Challenges Winning enough work Competition Practical challenges Time Cashflow Maintaining good relationships Amsterdam Licensee Symposium

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