Our business / Jotun Powder Coatings
To improve profitability, Jotun will focus on the
development of products that offer customers a
competitive edge.
New strategy yields positive results
Jotun’s implementation of a new strategy in 2020 helped the company achieve promising growth
in the Powder Coatings segment.
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.)
INDUSTRY PIONEER
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.
Jotun Group Report 2020 I 21