26 I Jotun Group Report 2020 Our business / Jotun Decorative Paints
In 2020, the coronavirus pandemic impacted sales of Jotun
decorative paints in different ways in different countries. In
some regions, a spike in demand for Jotun products created
complex supply chain issues, while in others, strict lockdowns
and construction delays required innovative ways to support
dealers and reach out to customers. However, thanks to
Jotun’s decentralised structure, which allows local managers
to adjust to the specific needs of their market, the company
continued its unbroken record of growth in the Decorative
Paints segment that has lasted for more than a decade.
RAPID RESPONSE
In the Kingdom of Saudi Arabia, Jotun adapted quickly to
government-mandated lockdowns in February and March by
implementing new standard operating procedures to ensure
worker safety and business continuity at Jotun’s factories and
warehouses. The organisation managed the launch of new
products via innovative social media campaigns and replaced inperson
interaction with its dealers with digital tools, providing
shop sales staff training, product webinars, and guidance on
how to optimise the use of Jotun’s dedicated web-ordering
platform online.
In Malaysia, where Jotun operates factories that also supply
to Singapore, the pandemic resulted in border controls
that impacted demand in the first part of the year. Jotun
embraced digital technologies to reach out to customers,
streamlined marketing investments into activities aimed
at strengthening dealers’ business, and implemented new
demand planning tools to ensure reliable supply and delivery
of products. As a result, Jotun was in a strong position to
rebound quickly as restrictions eased, increasing its market
share in decorative paints.
CREATIVE THINKING
With consumers in Scandinavia keen to make home
improvements during lockdown, Jotun increased production
at its recently upgraded factory in Sandefjord, Norway. In
Denmark the organisation moved quickly to optimise supply
chain logistics to make sure its dealers and the company’s
network of wholly-owned shops for professionals had access
to supplies to meet rising demand. While Jotun made good
use of digital tools to get closer to customers and consumers
alike, they also arranged an exhibition in Copenhagen to
launch Jotun’s Global Colour Card Collection. The ‘pop up’
exhibition was open for two months, attracting a total
of 4 000 people, including top architects, designers and
influencers, who gathered in small groups to learn more about
the 2021 Collection.
Meeting the challenge
Jotun’s outstanding results in the Decorative Paints segment during a challenging year owes a lot to
the hard work, creativity and determination of Jotun personnel all over the world.