Jotun Powder Coatings is a leading supplier to companies active in industries related to building components, general industries, pipeline and appliances and furniture.
New strategy yields positive results
In early 2020, Jotun reorganised its Powder Coatings business to prioritise subsegments with the strongest market potential and enable local companies to make decisions closer to the markets and customers. While overall sales were impacted by the coronavirus pandemic in 2020, the new structure helped strengthen the technical fundamentals of the business, manufacturing and manageable costs, enabling the company to finish the year on a positive note.
Different markets, diversified industries
By encouraging regional sales teams to focus on industries where Jotun has especially strong products, the company was able to better capitalise on business opportunities. For example, flat growth in the Building Components and General Industries markets were rebalanced by excellent results in the Pipeline market. Likewise, Jotun’s geographical footprint helped the company offset slow growth in South East Asia and West Europe with excellent results in East Europe and the Middle East.
In markets where in-person meetings were not possible, Jotun personnel interacted with key stakeholders via webinars, gave product presentations and provided technical support online to help applicators and end customers achieve their business goals. Jotun also added new production lines to the factory in Russia and completed a significant expansion of Jotun’s production facility in the Czech Republic. 2020 also saw the launch of a number of regionally developed products, including Guard Insulate (China), Facade 1387 and 1487 (the UAE) and the Ebony Collection (South East Asia.)
To improve profitability, the company will focus on the development of products with a competitive edge. These include pipeline coatings, specialised coatings for automotive components, fast-curing coatings for building components, and coatings that protect exterior metal casings for such items as electrical switchboxes, generators and outdoor furniture, among others. Jotun anticipates that as more customers seek alternatives to high solvent liquid coatings to improve environmental performance, the global market for powder coatings will increase. As a pioneer in the development of fast-curing coatings engineered for different industries and products that can be applied to non-metal substrates, Jotun is confident the company is in a strong position to capture a larger share of the market in the years ahead.