Coatings Companies Shift Strategy
From Products to Market Segments
European
companies
offering both
coatings and
specialty
chemicals have
been becoming
more inclined to
bundle products
together to
provide broad
by Sean Milmo
European Correspondent
milmocw@rodmanmedia.com
solutions for
particular
categories of
customers.
Agrowing trend among industrial com- panies is to develop strategies for giv- ing priority to specific customer sectors
rather than types of products.
European companies offering both coatings
and speciality chemicals have been becoming
more inclined to bundle products together to
provide broad solutions for particular categories of customers.
This shift in objectives could lead to long-term changes in the way coatings are marketed
and the primacy they are given in areas like capital investment and allocation of R&D funds.
Coatings are becoming part of a systems
approach to the market with products being
grouped by the ability of their technologies
and functions to complement each other. The
branding of the coating is being based on its
identity within a total solution rather than as a
stand-along item.
18 | Coatings World
www.coatingsworld.com
May 2013
