Coatings

40 Years of Experience Within the Industry

Contact Us

SAI conducts a significant number of coatings related studies each year and has interviewed most major suppliers of raw materials and formulated coatings products throughout the world covering all chemistries and technologies. Significant current trends within the coatings industry include factors such as consolidation of formulators and brand ownership, coating suppliers have increased focus on developing compliant reformulated coatings, resin suppliers are attempting to produce replaceable resins and other additives and equipment suppliers are rapidly developing advanced curing and application equipment for new coating technologies.

SAI’s proprietary analyses undertaken in architectural coatings have uncovered important market, technical and competitive trends impacting the business. Products SAI analyzed include:

  • Primers
  • Topcoats (Consumer, Maintenance and Trade sales etc.)
CASE EXAMPLE: FLUORIDE-BASED COATINGS - CHINA

OBJECTIVE:

As a global leader in fluoride-based resin, SAI’s client needed to understand the big picture of the architectural coating market in China focusing on fluoride-based (PVDF and FEVE) architectural coatings, and to specifically understand:

  • Operations of key players in fluoride-based resin and coatings
  • Coating market dynamics
  • Market trends and future outlook of the coatings and construction market
  • Market drivers for resin, coatings and construction market

APPROACH: 

SAI developed information and analysis through hundreds of field interviews with resin producers, coating producers, applicators, architects and others

RESULTS:

  • SAI assessed the fluoride resin and coatings market in China including fluoride resin market size and key suppliers’ profiles, fluoride coatings market size and key suppliers’ profile, and coatings market size in end users’ segments (including aluminum extrusion, aluminum coil and sandwich panels, and steel coil)
  • SAI identified the value chain of PVDF coatings and FEVE coatings respectively and analyzed each item’s market trends and drivers (items include resin supplier, coating supplier, coatings applicator, distributor, construction company, industry customer, architects, developer, and design institute)
  • SAI evaluated the key factors affecting coatings consumption and the client’s performance compared with both local and international competitors, and then recommended potential applications, pricing strategies, challenges, supply options, and marketing brand image which helped the client improve its competitive position
CASE EXAMPLE: DECORATIVE COATINGS – MYANMAR

OBJECTIVE: 

The project’s aim was to assess the marketability of the client’s decorative painting products in Myanmar, determine the segments to be targeted, and suggest strategies for entering the market

APPROACH: 

SAI interviewed 47 organizations related to the decorative coating and construction industries in Myanmar, followed by a comprehensive secondary study

RESULTS: 

The study clarified market size by type of coating product and application, successful distribution flows and the typical challenges in the market and SAI provided the entry modes for accessing the Myanmar market

SAI has conducted numerous studies that provide a firm understanding of automotive coatings business. Products that SAI analyzed include:

  • Automotive OEM (Base coats, clear coats, electrocoats, primer surfaces etc.)
CASE EXAMPLE: AUTO REFINISH MARKET - CHINA

OBJECTIVE: 

The client required SAI to develop an assessment of the auto refinish market, with specific reference to:
  • Market size, segmentation and growth, with a particular focus on the mid-range to low-end market
  • Trends in auto refinishes applications
  • Industry structure and decision-making process for auto refinishes
  • Competitor positions in the auto refinish business
  • Key local auto refinish producers for potential acquisition or buyout and distributors for potential alliance/partnership
  • Recommended market expansion strategies

APPROACH: 

SAI developed the information and analysis by conducting 255 interviews with auto refinish suppliers, distributors, repair shops, OEMs, and others.

RESULTS: 

SAI’s analysis provided the client with several strategic recommendations including:
  • An assessment of the purchasing requirements and behavior of auto body shops in China
  • Service levels required by body shops
  • Distribution strategy to adequately serve target body shops segments
  • An assessment of auto refinish customer preferences of multinational refinishes versus local refinishes
  • Pricing and promotion strategies by key market segments

SAI has undertaken numerous assignments involving industrial coatings throughout the world. Products that SAI analyzed include:

  • Agricultural and industrial equipment
  • Appliances
  • Automotive parts and accessories
  • Building components
  • Construction (Aluminum profiles)
  • Consumer products
  • Electronics
  • Extrusions
  • Furniture (Metal or others)
  • Imaging
  • Light industrial
  • Machinery and equipment
  • Metal finishes (Decorating, furniture, prefinished stock)
  • Transportation (Aerospace/aircraft, bus and coach, fire and emergency, fleet, marine, railroad, truck trailers, vehicle converter)
  • Wood (Cabinets, flooring, furniture, prefinished stock and other finished products)
  • Other (Exercise equipment, floors, garage, roll-up and entry doors, heating, ventilation and air conditions, light fixtures, paper, plastics, recreational vehicles, sporting goods, toys, venetian blinds, windows and doors)
CASE EXAMPLE: WIND BLADE COATINGS - CHINA

OBJECTIVE: 

A global chemical company with strong coating business needed assistance to assess the market for its products to be sold to wind energy companies in China. To assist with successful market entry, it wanted to understand customer requirements, the procurement process, competitive threats, and drawing on these factors recommendations for key success factors in the market

APPROACH: 

SAI developed information and analysis through 101 interviews in the rotor blade coating area and 94 interviews in the tower coating area. These were distributed between customers, competitors, distributors and industry associations. Data was also collected from secondary sources such as government agencies, associations and research institutes

RESULTS:

  • SAI outlined the different types of coating used in rotor blades (PU vs. Polyester and Solvent borne vs. Water borne) and in wind towers (Epoxy-rich zinc primer)
  • Identified for both rotor blades and wind towers the factors that are the most important for customers in selecting a coating supplier
  • Analyzed the distribution channels
  • Assessed the competitive threat
  • Identified key success factors in the market including other value added services the client could offer
  • Recommended potential partners/alliances and rationale for each
CASE EXAMPLE: COATINGS - VIETNAM

OBJECTIVE: 

A global coatings supplier wished to develop a fact base on the Vietnamese coatings market in order to develop a growth strategy for the country. They required an overall assessment of water-borne and solvent borne coating products for several market segments in Vietnam, including architectural, automotive, OEM, refinish and industrial packaging

APPROACH: 

SAI developed information and analysis through 70 interviews with coatings producers/importers, 30 interviews with distributors/wholesalers and 60 interviews with customers

RESULTS: 

SAI provided a comprehensive assessment of the Vietnamese coatings market by key market segment and also provided the client with an assessment of its position versus its major competitors including multinational players, regional players and strong domestic players

SAI has extensive experience in protective coatings industry. Products that SAI analyzed include:

  • Anticorrosion: Chromates, molybdates, nitrites, organic (azoles/amines), phosphates, phosphonates, silicates etc.
  • Maintenance
  • Marine
  • Offshore
CASE EXAMPLE: 3C COATINGS - CHINA

OBJECTIVE:

The primary project objectives were to provide SAI’s client with insights and analysis in order to develop a strategy for the China 3C coatings market.  Major objectives of the project were to:

  • Analyze the attractiveness of 3C coatings in specific segments
  • Define the strategic relevant market (SRM) of 3C coatings
  • Identify key coatings players in the 3C market
  • Propose and recommend strategic steps that the client’s coatings division should focus on

APPROACH: 

SAI developed information and analysis through hundreds of field interviews with coating suppliers, customers, OEMs, assembly plants and others

RESULTS:

  • SAI assessed the 3C coatings market in China, including its market size, profiles of key suppliers, customer profiles, OEM profiles, and the size of the coatings market in end-user segments, including cell phones, laptops and tablets, LCD monitors and LCD TVs
  • SAI identified the value chain of 3C coatings and analyzed each item’s market trends and drivers, including 3C coating suppliers, shell producers, assembly plants and OEMs
  • SAI evaluated the key factors affecting the consumption of 3C coatings and then recommended potential applications, product types, customer focus and M&A possibilities

SAI has considerable background in refinish coatings. As a result of its project experience, SAI maintains a network of useful contacts worldwide.

CASE EXAMPLE: AUTO REFINISH – CHINA

OBJECTIVE: 

The client was interested in developing assessments of the auto refinish market, with specific reference to:

  • Market size, segmentation and growth
  • Trends in auto refinishes applications
  • Industry structure and decision-making process for auto refinishes
  • Competitor positions in the auto refinish business
  • Key local auto refinish producers for potential acquisition or buyout and distributors for potential alliance/partnership
  • Recommended market expansion strategies

APPROACH: 

SAI developed the information and analysis by conducting interviews with auto refinish suppliers, distributors, repair shops, OEMs, and others

RESULTS:

SAI’s analysis provided the client with strategic recommendations, several of which have been implemented, including:

  • Service levels required by body shops
  • Distribution strategy to adequately serve target body shops segments
  • Assessments of auto refinish customer preferences of multinational refinishes versus local refinishes
  • Pricing and promotion strategies by key market segments