Our business / Jotun Decorative Paints
Jotun’s growing reputation as a globally
recognised colour expert helped the company
achieve outstanding sales growth in the
Decorative Paints segment.
Jotun Group Report 2021 I 31
Adapting for success
Despite continued margin pressure and easing profitability, Jotun achieved double-digit sales growth
in the Decorative Paints segment, resulting in the second-best earnings in the company’s history.
Government responses to the coronavirus pandemic impacted
sales of interior and exterior decorative paints in different
countries at different times in 2021. For example, in the Middle
East, border closures created labour shortages resulting in
project delays early last year, followed by a robust recovery
when travel restrictions were eased. In South East Asia,
excellent results in the first months of the year were slowed
by movement control orders implemented in the spring,
which depressed sales in the consumer and project markets.
In Scandinavia, sales growth was flat compared to the record
volumes experienced the year before, while in Turkey, Jotun
achieved record profitability.
ADAPTABLE WORKFORCE
While Jotun’s regional diversity and a differentiated approach
(which enables local companies to adapt quickly to local
conditions), helped mitigate business risk, the company’s
results in the segment owes a lot to the skill and dedication
of its workforce. Despite challenging circumstances in some
countries, the company continued to develop and launch
innovative, regionally focused products, such as Fenomastic
Wonderwall Lux, a unique matt paint with a luxuriously
smooth finish in the Middle East and Jotashield Ultra Clean,
an exterior decorative paint with AntiDirt Technology in
South East Asia, among others.
To reach key stakeholders stuck at home, Jotun utilised
digital tools and social media engagement. In countries
where in-person events were limited or discouraged,
Jotun organised launches online, or combined live events
with digital presentations. In some markets, Jotun invited
architects, designers, and dealers to “pop up” shops,
which featured digital presentations of new products or
Jotun’s 2022 Global Colour Trend Collection, “Together.”
The company also continued to work with social media
influencers and encouraged user-generated content.
STRENGTHENING THE BRAND
Jotun strengthened Jotun’s digital engagement with dealers.
In addition to organising hybrid events or virtual meetings
and webcasts, Jotun provided them with support to improve
profitability, digital training for shop sales staff, and tools
to enable consumers and professionals to view and place
orders for decorative paints online when shop visits were
not possible. While Jotun values live interactions with all
stakeholders, the experience gained during this period
will enable Jotun to reach more people and has helped the
company strengthen its brand as a quality, reliable supplier of
premium paints.