Channel Strategy for Architectural Paint in the New Century - Part 2
The emphasis on these competencies varies from channel to channel, and each channel has its special requirements, but these four competencies are always essential.
It can be argued that the fundamental difference between architectural and industrial coatings is the role of technology. In industrial applications, the technical performance of the product is often the key competitive differentiator. Many OEMs find that only one coating company can formulate a product that gives acceptable application properties on their paint line, combined with the appearance and performance they require. This means that an industrial paint company can build niche businesses based on technology. These niches have excellent margins. Three examples of this type of business are automotive cationic e-coat, steam- and solvent-resistant coatings for dry cleaners’ coat hangers, and heavy-duty coatings for compressed gas cylinders.