Accelerating growth and profitability
Jotun implemented a new structure for Performance Coatings in 2021, helping to put the company
in a stronger position to generate more profitable growth.
In 2020, Jotun announced plans to reorganise Performance
Coatings, a strategic move that represented a new way of
thinking about the business. Now fully implemented in all
regions, the new structure utilises synergies within the Marine
and Protective Coatings segments to increase efficiency and
empower the regions to create a more customer and marketfocused
organisation. This also allows Jotun to better support
customer business activities, develop long-term customer
relationships, and increase focus on innovation.
SALES AND MARKETING
The new structure focuses on two primary functions: Products
and Solutions (Marketing) and Customers (Sales). This
approach allows for more seamless communication between
functions and regions, enabling Jotun to concentrate more
on developing customers, not just projects. For example,
a major oil & gas project might include a refinery or gas
processing plant, tank farms, pipelines, port infrastructure and
a fleet of tankers. Rather than approaching key stakeholders
with separate tenders from marine, protective and powder
coatings, Jotun can offer specification support and product
solutions for the whole project.
16 I Jotun Group Report 2021
The Marketing function is responsible for developing
products and solutions, communicating their benefits and
building the Jotun brand. By aligning marketing functions at a
regional and local level, Jotun is better equipped to gain more
direct and precise customer insights, capture synergies and
operate more efficiently. In addition, the new set up enables
more collaboration across borders. For example, Jotun is
working to develop ultra-high solid primers, a project that
involves personnel in China, the Middle East, West Europe
and Scandinavia.
BUSINESS SUPPORT FUNCTIONS
Other elements of the new structure include a unit devoted
to “breakthrough” innovations, a dedicated Digital & Data
function, and systems to enhance training and competence
development, among other business support elements. While it
may take more time to optimise, the new structure has already
created a leaner, nimbler and more responsive organisation
that has put Jotun in a stronger position to seize opportunities
among different customer groups in different markets.
Our business / Jotun Marine Coatings