Marketing Committee

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Marketing Committee
MC5 Non industrial / residential roofing FINAL
REPORT 31 May 2005 Presented by Christine
ETZENBACH, Arcelor Flat Carbon Steel Industry
Research Centre
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CONTENT

• Presentation of the study
• Main results
• Strategy suggestions

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MC5 - non industrial / residential
roofingObjectives
Define opportunities for coil coating in the non
industrial roofing market in Europe
gt Market survey
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MC5 - non industrial / residential roofingHEC
Contract

• Phase 1 Desk research
• 4 countries Germany, France, United Kingdom,
  Spain
• General overview of the European construction and
  roofing market
• Identification of the substitute products
• Analysis of the environment/barriers
• Identification of major customers/decision makers
• Identification of major associations

• Phase 2 Field research
• 7 countries Germany, France, UK, Spain,
  Benelux, Italy, Poland
• Face to face interviews (5/country)
• Modelization of distribution channels
• Final report

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MC5 - non industrial / residential
roofingSchedule
January 2004 Signature of contract with Junior
Entreprise HEC Consulting Group Liège
(Belgium)
June 2004 Presentation of desk research
results at ECCA General Meeting in
Salzburg
February 2005 Delivery of final report
May 2005 Presentation of final report at ECCA
General Meeting in Warsaw
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MC5 - non industrial / residential
roofingProject team May 2005

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MC5 - non industrial / residential
roofingPotential roofing market

• 10.169 km²

• 13.693 km²

12.374 km²
7.743 km²
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CONTENT

• Presentation of the study
• Main results
• Strategy suggestions

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MC5 - non industrial / residential roofingMain
figures of desk research
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MC5 - non industrial / residential
roofingSubstitute products
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MC5 - non industrial / residential
roofingInterviews

• Decision makers interviewed in each target
  country
• 2 architects
• 2 roofers
• 1 distributor
• Total number of interviews 38
• Target countries
• Germany, France, UK, Spain, Poland, Italy,
  Benelux

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MC5 - non industrial / residential
roofingInformation bias

• Main disadvantages according to the expert
• Reparability
• Fire resistance
• Noise insulation

• Main assets according to the expert
• Lightness
• Handling
• Recyclable
• Aspect
• Maintenance
• Cost effectiveness
• Water resistance
• Resistance to extreme climatical conditions
• Environmentally friendly
• Long life expectancy

• Underevaluated
• Overevaluated

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MC5 - non industrial / residential
roofingInformation bias

• Main disadvantages according to the expert
• Reparability
• Fire resistance
• Noise insulation

• Main assets according to the expert
• Lightness
• Handling
• Recyclable
• Aspect
• Maintenance
• Cost effectiveness
• Water resistance
• Resistance to extreme climatical conditions
• Environmentally friendly
• Long life expectancy

• Underevaluated
• Overevaluated

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MC5 - non industrial / residential
roofingInformation bias

• Main disadvantages according to the expert
• Reparability
• Fire resistance
• Noise insulation

• Main assets according to the expert
• Lightness
• Handling
• Recyclable
• Aspect
• Maintenance
• Cost effectiveness
• Water resistance
• Resistance to extreme climatical conditions
• Environmentally friendly
• Long life expectancy

• Underevaluated
• Overevaluated

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MC5 - non industrial / residential roofingMain
results of interviews
SWOT ANALYSIS

• STRENGTH
• Technical characteristics of the material
  mechanical resistance, weight, long life
  expectancy
• Modernity Aspect (colors and form)
• Rapidity in assembling
• Ratio Quality / Price

• WEAKNESSES
• Missing info on the market places
• Lower value because compared with industrial
  purposes
• Non availability in small quantities
  (color)/supply chain
• Bad image in terms of sound insulation and
  condensation

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MC5 - non industrial / residential roofingMain
results of interviews
SWOT ANALYSIS

• OPPORTUNITIES
• Product and Brand awareness
• Modernization trend in construction
• Market seems to be willing
• No climatical barriers
• Promising market figures forecasts

• THREATS
• Construction habits traditions
• Missing installation competences on the market
• Urbanism Standards regulations

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MC5 - non industrial / residential roofingKey
points from SWOT Analysis
WEAKNESS Missing info on the market
STRENGTH Modernity aspect
THREAT Construction habits traditions
OPPORTUNITY Promising market figures
forecasts
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CONTENT

• Presentation of the study
• Main results
• Strategy suggestions

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MC5 - non industrial / residential
roofingStrategy suggestions

• Market segmentation

• Short term tertiary marketLong term
  residential market

• New construction preferred to refurbishment

• Geographical segmentation Urban or mountainous
  areas

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MC5 - non industrial / residential roofing
Strategy suggestions

• Product image

• Metallic aspect

• Clear image differentiation

• Material in fashion

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MC5 - non industrial / residential roofing
Strategy suggestions

• Communicate, communicate, communicate !

• Technical assistance for architects

• Network of qualified roofers

• Reference projects with famous architects
  Relate to press

• Supply chain for small quantities

• Communicate about sustainable development

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MC5 - non industrial / residential roofing
Thank you very much for your kind attention. Do
not forget to have a look at the details of the
survey on the ECCA website available in August!