Gb2013 murray cook_european general galvanizers association
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Transcript of Gb2013 murray cook_european general galvanizers association
Galvanizing in the European Union
Murray CookExecutive Director
European General Galvanizers Association
CONTENTS
• The European Industry• Products Galvanized in Europe - Evolution
1970s to Present• Marketing in Construction Segments• The Use of Galvanizing in Construction in
Europe• Summary
AUSTRIAFachverband der Eisen-und
Metallwarenindustrie Österreichs
BELGIUM, NETHERLANDS & LUXEMBOURGZink Info Benelux
BULGARIABulgarian Galvanizing Association
CZECH & SLOVAK REPUBLICSACSZ - Czech and Slovak Galvanizers Association
FRANCEGalvazinc Association
GERMANYIndustrieverband Feuerverzinken eV
GREECEGreek Galvanizers Association
HUNGARYMagyar Tüzihorganyzók Szövetsége
ITALYAssociozione Italiana Zincatura
NORDIC COUNTRIESNordic Galvanizers
ROMANIAANAZ
SPAINAsociación Técnica Española de Galvanización
UK & IRELANDGalvanizers Association
The Federation of National Associations in Europe
13 Associations20 countries
2014: + Turkey
EGGA Affiliate Members
General Galvanizing in Europe(1996 – 2012)
2012:6.09 million tonnes (-7.7%)
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20124000000
4500000
5000000
5500000
6000000
6500000
7000000
7500000
‘Total Europe’ = EGGA data + Poland/Turkey/Others=7.5 million tonnes
16kg/person
14kg/person
National Share of European Production (2012)
AustriaBelgiumBulgariaCzech RepDenmarkFinlandFranceGermanyHungaryIcelandItalyNetherlandsNorwayPortugalRomaniaSlovakiaSpainSwedenSwitzerland
Italy 17% Germany 32%
UK/Ireland 10%France 9%
Spain 9%
Kettle Capacity(2003 – 2012)
200320042005200620072008200920102011201219500
20000
20500
21000
21500
22000
22500
23000
Total Kettle Capac-ity (cubic metres)
22,737 cubic metres
633 galvanizing plants
Market Segmentation in Europe(‘000 tonnes steel)
2711
899
502
486
430
184
544
335 Building and Construc-tion (45%)
Street Furniture (15%)
Utilities (8%)
Agriculture (8%)
Transport (7%)
Fasteners (3%)
Industrial Equipment (9%)
Other (5%)
Galvanized Products : 1970 – 1990s
1980 – 2000: Rapid Growth in Street Furniture
Example: UK Market Evolution
1979 2000 2008 20120
100000
200000
300000
400000
500000
600000
700000
800000
900000
OtherFastenersAgricultureTransportPowerInd.EuipmentStreet FurnitureConstruction
Marketing +
Promotion
Economic Crisis
Lessons of the Past
• Evolution driven by external factors• Technical support• Standardisation• Competitor Analysis
Power, Utilities,Industrial
Equipment,
• Market penetration responds to our promotional efforts
• ‘Awareness and approval’ • ‘Imaginative Enthusiasm’ of the
architect
Infrastructure, Construction and
Architecture
Commitments to Cooperative Marketing by European Galvanizing Industry
• 1,920,000 tonnes galvanized• 9 Association staffGermany• 600,000 tonnes galvanized• 8 Association staffUK• 450,000 tonnes galvanized• 4 Association staffBenelux
Spain • 520,000 tonnes galvanized• 3 Association staff
and more…..
Marketing to ArchitectsCommunicate Examples of
Use
IdentifyContractBenefits
ExploitSustainable
Construction
Strong Associations Success
Factors
Marketing to Architects
Examples of Use
Direct Mail
Web Databases
Awards
Marketing to Architects
Sustainable Construction
RecyclabilityDurability
Zinc
SimplicityKey
MessagesClearData
Involve the
industry
Marketing to Architects
Contract Benefits
Speed of Construction
Simple to Specify
Competitive First Costs
Less Site Damage and
Delays
Marketing to Architects
Associations
Cooperation with Steel Industry
Authoritative Advice
Reliability of Member
Galvanizers
Technical Support & Education
GALVANIZING COMPANIES HAVE ALSO BECOME BETTER MARKETERS
Marketing and Promotion
THE RESULTSMarketing in Construction and Architecture
AE Hall – Stockholm International Fair, Sweden
Rosenbergs Aritekter AB/Alessandra Ripellino
La Porta del Parco, Naples, ItalySevizia Integrati-IDI & Silvio d’ Ascia
RITS Film and Theatre School, BrusselsBogdan & van Broeck Architects
‘Room in the Landscape’ Sumova National Park, Czech Republic
Sepka architekti
Lycee Marcel SembatSotteville-les-Rouen
Archi 5 / Jacques Sebbag
Galvanized Shell at St. Antony, Oberhausen, GermanyARGE Ahlbrecht-Scheidt-Kaspruch
Exposure / Crouching ManAnthony Gormley / Royal Haskoning
Centro de TecnificionCacares, Spain
Jose Maria Sanchez Garcia
Roseisle Whisky Distillery, ScotlandAustin Smith Lord
Markets in Architectural and Designer ProductsDemand High Levels of Galvanizing Quality and Service
Summary
• The use of galvanizing in Europe remains strong – the highest ‘per capita’ use @ 14-16 kg/person– Austria @ 27kg/person– Germany @ 24kg/person– UK @ 10kg/person– Bulgaria @ 3kg/person
• Products and markets have changed significantly in the past 25 years – and will change again in future
• Marketing in construction segments provides solid growth, if action is taken:– Association level– Galvanizing Company level
www.intergalva.com