JOTUN DECORATIVE PAINTS
Reinforcing the Jotun brand
Jotun invests in a broad range of platforms, tools and marketing techniques to make sure the company’s
name and logo stay front of mind with home owners, painters and project professionals around the globe.
While Jotun’s reputation in the decorative paint market is
grounded in the quality of Jotun’s interior and exterior products,
the company also invests significant time and resources in
building its brand equity. By using different strategies to
encourage customer loyalty and increase brand visibility, Jotun is
in a stronger position to win contracts in the project market and
support the company’s global network of dealers.
Local and global branding
The company’s work to build its brand takes many forms.
Locally, a major source of brand equity is created by the
positive shopping experience Jotun Multicolor dealers offer to
customers. Jotun also invests in global brand building tools.
Jotun produced a television commercial (“For Iconic Buildings.
And Beautiful Homes”) which has been adapted, translated and
aired in multiple markets. Last year, work began on developing
a new television advertisement, which will be released in 2020.
Another global branding tool is the annual launch of Jotun’s
Global Colour Trends. First introduced in 2013, Jotun’s 2020
Global Colour Trends collection (a palette of 20 beautiful shades
to reflect the optimism and opportunity that 2020 brings), has
helped raise Jotun’s profile as a true industry trendsetter among
designers, architects and real estate developers.
Jotun companies also make use of traditional advertising (print
media, billboards, signposts, illuminated shopfront logos to
increase 24/7 street presence, etc.), high profile events linked
to regional product launches and social media to reinforce the
brand. To ensure consistent messaging, Regional Brand Managers
coordinate and produce content for distribution via Jotunbranded
Facebook, Instagram and other social media accounts.
Investing more in digital marketing
As more consumers seek inspiration, information and
opportunities to shop online, digital marketing has become
an increasingly important part of Jotun’s brand management
strategy. In 2018, Jotun released the Jotun Colour Design app,
which allows consumers to visualise their homes in different
Jotun colour schemes, among other useful functions. Jotun
marketing personnel also work closely with bloggers and
influencers to generate consumer interest. Looking ahead, a
new global website for Decorative Paints, which includes sites
customised for the regional and local units, will be launched
in 2020. Available in 21 countries and 13 languages, the new
website will be aligned with relevant Jotun marketing material.
Jotun is confident that by continuing to invest in multiple
marketing channels, the company can reinforce its brand, a
symbol of quality known all over the world.
Supporting our dealers
Established in 2011, Jotun Cambodia has quickly emerged as
the country’s leading supplier of premium decorative paints in
both the consumer and project markets. While Jotun does sell
directly to projects, more than 90 per cent of Jotun’s revenues
in Cambodia are generated by the company’s network of
about 80 dealers. In addition to training and business support,
Jotun provides dealers with all the tools they need to succeed.
From warehouse personnel to sales and marketing, customer
service to supply chain logistics, all of Jotun’s 30 employees in
Cambodia work together to help dealers be profitable.
OUR BUSINESS
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