Akzo Nobel N.v. · EURONEXT:AKZA
Akzo Nobel — Corporate Update (June 2010)
10 slides from Akzo Nobel's corporate update, June 2010
Slide 1: Coral Brand Strategy Presentation
Coral Brand Strategy Presentation June 2010 Product Marketing 1
Slide 2: Market Background
Market Background A Market B 2/3 C
Slide 3: Consumer Market Segmentation
Consumer Market Segmentation D E A C Market Background B
Slide 4: Market Background: Paint Per Capita Market Split in Value
Market Background Paint Per Cap Market Split in Value Consumption End User 16 14 A 12 36% 10 B 31% F 8 3% D 6 E 10% C 4% 4 16% 2 0 Brasil Developed Market World Drivers of growth
Slide 5: Background
Background • Integration Akzo/ICI • Different cultures 2008 • Management changes • Market Share Gain (1:1) • Focus on Point of Sales and Regional approach: PDV e nosso 2009 • Drive POS sale conversion • Market Share Gain (1.1:1) • Focus on Brand Equity Building – Tudo de Cor para Voce 2010 • Drive B
Slide 6: Brand Portfolio Strategy
Brand Portfolio Strategy Confident C A Just enough Ambitious D E B Need Help Latam Marketing Plan 2010 6
Slide 7: 2009 Focus: PDV é Nosso Battleground
2009 Focus “PDV é Nosso” – Battleground Frontline Strategy Coral Regional Relationship Sell Out Plans
Slide 8: 2010 Focus: Build Brand Equity
2010 Focus Build Brand Equity: Tudo de Cor para Você Coral Strategy Our mission into action Adding colour to people’s lives. RATIONAL T EMOTIONAL PR Coverage Mass Media ‘ BRAND CONSIDERATION Leadership Spontaneous ‘ Media + Stewardship Viral Marketing Relationship
Slide 9: 2011 Growth Drivers
2011 Growth Drivers To increase use of colour To get female into To convert equity in within this segment decoration price:Price follows Equity Stewardship Campaign Stewardship New Commercial : Ignite the spirit for Campaign: Painting Policy Decoration has never been easier. Pricing based on Colour/
Slide 10: Summary
Summary Secure Sale Conversion POS Develop Brand Equity Consumers Innovation as a Growth Driver Colour Application Tools Product Marketing 10