24 OUR BUSINESS DECORATIVE PAINTS ANOTHER STRONG PERFORMANCE Jotun’s performance in the Decorative Paints segment in 2016 is consistent with a steady growth trend that has endured for more than a decade. JOTUN DECORATIVE PAINTS 22+22% 51+3+20+M 2+SALES IN BILLION NOK 0 3 6 9 Jotun’s success in the Decorative Paints segment is built on user-driven product development, long-term relationships with dealers and project stakeholders and a strong market presence in high growth regions. In 2016, Jotun performed especially well in the Middle East, South East Asia and Turkey. QUALITY BRAND Jotun is a recognised player in premium interior and exterior paints in the markets where the company is active. The company recorded outstanding results in 2016 for established brands such as Fenomastic and Majestic (interior), and Jotashield and Demidekk (exterior). The Jotun brand was further re-enforced with the launch of My Home Rich Matt in the Middle East and Optimal Optiwhite in Scandinavia. In the medium range segment, Jotun performed well in the Middle East with the launch of Easycoat, and Jotun Essence in South East Asia. In Turkey, the company continues to enjoy success with Fenomastic Güzel Evim (My Beautiful Home), a premium interior paint launched in 2015. Jotun decorative paints are sold through about 7 500 shops, all over the world. While Jotun will continue to expand its dealer network, the company is working more closely with existing retailers to raise the standard of their shops to generate more business. In 2016, the company launched Global Colour Trends (2017), developed to inspire consumers, architects and designers with the latest trends in interior design, and provided sales training support. Jotun also continues to develop and upgrade Multicolor machines, which remain the industry gold standard in in-shop tinting. REGIONAL STRENGTH While the overall strategy within the Decorative Paints segment is managed centrally, the company empowers regional marketing and R&D teams to develop products and sales campaigns. This diversity allows them to make better decisions faster, based on local market conditions. Jotun is working to utilise resources more effectively to manage costs and improve efficiency. The company will continue to focus on product development, good dealer relationships and local understanding to grow in the Decorative Paints segment in the years to come. 2016 2015 2014 2013 2012 SCA 2% 20% SEAP 2% NEA SALES WE PER REGION 3% 51% EECA MEIA
Jotun Group Report 2016
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