IPO Network - ZurichMarta Dziarnowska
14th of November 2014
November 14 ArcelorMittal Europe 1
AGENDA
• ArcelorMittal new organization - Europe
• Market share study feedback
• ArcelorMittal 2015 Key Topics
• ArcelorMittal Key Points for 2015– roofing
• ArcelorMittal Key Points for 2015– cladding
• ArcelorMittal Key Points for 2015– structure
• Back up• Sustainabilty per country• Concrete investment in steel promotion and lobbying in Europe
• Residential per country
ArcelorMittal Europe – As of November 1st 2014
ArcelorMittal EuropeCEO Aditya Mittal
Global
Europe
CFO
BD North
BD South and Sonasid
BD East & Strategy
Sales and marketingAmit Sengupta
Scrap strategy
CTO
CEO Long ProductsAugustine Kochuparampil
Commercial Coordination Government Affairs, Real Estate, CommunicationAlain Le Grix
Government Affairs, Real Estate, CommunicationFrank Schulz
CEO Flat Products / European Purchasing PlatformGeert Van Poelvoorde
Commercial FlatJean-Martin Van Der Hoeven
CFO
BD North
BD South West
BD East
Galati/Skopje
Performance Optimization
Flat Products
Industeel
BD Projects
BD Distribution WEFabrice Guazzoni
BD East Europe
BD Construction Jean-Christophe Kennel
BD Projects / Industeel
BD Wire Solutions
Strategy
CFO
CEO Distribution Solutions (AMDS) Antoine Van Schooten
BD SSC WE
BD Downstream
CFO Europe /HR, Shared Services Centres & IT
November 14 ArcelorMittal Europe 33
Market share study - Feedback
KEY INDICATOR for AM Europe Top Management• Results confirmed strong differences between countries• In average, roofing is the building function where steel is most used
• Structural steel is globally stable in single storey, but decreasing in multi-storey
• Italian study on track, results available March 2015
Ref. Year & 5 years tendancy
France Belgium Netherlands Germany Switzerland UK
2013 5 year
s tendancy
2012 5 year
s tendancy
2013 5 year
s tendancy
2012 5 year
s tendancy
2012 5 year
s tendancy
2011 5 year
s tendancy
Halls (Industry
)
Structure 72% = 58% + 83% = 33% + 18% = 80% +Roofing 85% = 74% = 90% = 70% n.a. 25% - 85% n.a.
Cladding 79% + 31% - 95% = 59% n.a. n.a. n.a. 80% n.a.
Multi Storey
(Offices)
Structure 24% - 20% + 34% - 3,5% = 5% - 69% =Roofing 44% - 22% = n.a. n.a n.a. n.a. n.a. n.a. n.a.
Cladding 21% - 11% + n.a. 10% = 10% + n.a. n.a.
November 14 ArcelorMittal Europe 4
ArcelorMittal Europe –2015 Key topics
• IPO management• Reliability of main KPIs - Events, publications, web statistics
• Delivered on time
• % and growth of commercial resources
• Strategy & Market share study follow up• Market metrix• What action plans to regain market share when loses or to continue to grow?• What new strategy for segments were SM steel are permanently low (despite efforts) ?• 2015 - 2016 round preparation
• Market drivers - Activities dedicated to :• Competitiveness: Life cycle cost from Module A to D (What value proposition with steel ?) • Sustainability : EPD & LCA strategy, Energy & Resource Efficiency• Fire, Durability,…• « Beauty », Health & Comfort …
• Competition• Benchmark competitors strategy & actions - KPIs• COMMUNICATE ON COMPETITOR’S SUCCES STORIES
November 14 ArcelorMittal Europe 5
Construction is the 1st market for LONG Products in Europe, and…
November 14 ArcelorMittal Europe 6
.... construction is the 2nd market for FLAT Products in Europe
Promotion of Flat products for the construction sector is essential
November 14 ArcelorMittal Europe 7
The residential sector represents in average 45% of the construction output in Europe
November 14 ArcelorMittal Europe 8
For new residential buildings, roofing is one of the main application for flat steel… but still with a very low market share in western Europe.
Source BATIETUDE 2013
November 14 ArcelorMittal Europe 9
For individual houses, 25% of energetic losses originate in the ROOF
Roof energetic renovation is an opportunity for aesthetic & material renewal
Steel has many advantages, versus other materials, to be communicated
10
Resistance to heavy loads
Resistance to hailVersus fragile materials
AestheticFrom modernity to traditional
PriceEasy Solarintegration
Fast & safeto install
Better solar reflectance
Lighter thantraditional
Easy to maintain Guarrantee up to 30 years
Thermal insulation
November 14 ArcelorMittal Europe 11
ArcelorMittal Key Points for 2015Roofing
The role of IPOs to promote usage of steel as a roofing material for the residential sector is CRUCIAL
• the stakes of the construction market for flat steel products is essential
• the residential market still represent an untapped market for steel
• roofing is the main application for steel in the residential sector
• with regards to other materials, steel roofs offer many differentiating advantages versus other materials that must be communicated
• the residential roofing market is almost a B to C market and therefore require much communication efforts & multiple channels.
Granite® FlexSolution for the most severe roofing profiles & shapes
Granite® Deep MatRoofs with a warm and deep look
Granite® StormExtended durability with matt finish
Granite® CloudyEffects for roman and new designed roofing tiles
ArcelorMittal propose a range product for roofs(tiles, standing seams, profiles) for all expectations (1/2)
Granite® RainFor resistant and coloured guttersDouble sided pre-painted
Granite® CopperCopper look like for roofs and gutters
Aluzinc® HFXHigh Formability combined with exceptional corrosion properties for seam roofs
Granite® HFX CoolHigh Formability eXtended prepainted steel for standing seam design
ArcelorMittal propose a range product for roofs(tiles, standing seams, profiles) for all expectations (2/2)
�Adapted standing seam roofs�Can replace pure zinc at a much lower cost�Up to 25 years warranty
November 14 ArcelorMittal Europe 14
European Coil Coating Association (ECCA) is also actively promotingthe use of pre-painted metals for roofing www.creativeroofing.eu
• a roof simulator where visitors can choose its roof type, colour and aspect
• Explains the benefits to end-users in terms of environmental care, cost effectiveness, thermal insulation, performances...
• an architect testimony• case studies
ECCA in Germany + Swiss + Austria) conducted a survey showing the positive interest for pre-painted metals roofings
November 14 ArcelorMittal Europe 15
Arcelor Mittal Key Points 2015 for cladding : Promote steel solutions competitiveness for energyefficiency
• Building envelope is the key issue to build energyefficient buildings
• Steel envelope and structure market shares & volumes are closely linked in single storeybuildings
• Sandwich panels are needing more promotional actions :
– They are the most efficient steel solutions to answer thermal insulation + air tightness + Firerequirements (PIR instead of PUR) but not enoughknown by decision makers
• New facade components with long term durability as Sunscreen made of steel to increase comfort in summer: New and renovation of tertiary and residential buildings (not only in South !)
• Active facade technology with steel solutions to capture solar energy & decrease heating needs
• Light steel framing solutions for solar farms/carparks
November 14 ArcelorMittal Europe 16
Arcelor Mittal Key Points 2015cladding/roofing/flooring
New Guide for renovation of cladding, roofing and flooring
• Dedicated to the architects and engineers
• Panorama of modern solutions for renovation of facades, roofing and flooring
For the IPOs :• Possibility to translate and to
disseminate (copyrights : AMC)
• English version under preparation
Written by : Pierre EngelEditorial : EYROLLES http://www.eyrolles.com/BTP/Livre/guide-de-la-rehabilitation-des-enveloppes-et-des-planchers-9782212140019
November 14 ArcelorMittal Europe 17
ArcelorMittal Key Points for 2015Structure
• Push S355 to replace S235/S75 as base grade for sections
• Push UPE to replace UPN
• Co-SFB deployment in the markets
• Small bridge design aid for tall sections
• Push Large heavy angles for truss pylons
November 14 ArcelorMittal Europe 18
ArcelorMittal Europe & IPO
Despite of economical situation ArcelorMittal Europe is supporting Steel Promotion activities and undelines the importance of :
• Market Share Study• Constant follow up of value creation (KPIs)• Promotion of all construction products :
roofing, cladding and structure
Thank you for your cooperation now and in the future!Thank you for your attention !
November 14 ArcelorMittal Europe 19
Back up
November 14 ArcelorMittal Europe 202020
Sustainability per country
CEN TC 350EPD LCA Module D
Germany
Aligned with 2020 objectives. Energy
Savings Ordinance (EnEV) -requirements depending
on the cathegories of buildings.A limited number of new requirements apply
to existing buildings
EPDs on beams, heavy plates, merchant bars published. Kingspan + IFBS EPDs on roofing and cladding products. Each EPD to be published
on IBU database
Method of calculation -
DGNB
Not Mandatory - Needs for further
lobbying and technical
background to support
implementation
DGNB for public buildings - a "must" . BEEAM and LEED applicated
NetherlandsNew regulation to be ready for 2020 (almost 0 energy
consumption)
Based upon the Dutch NEN8006. The functional unit is 1t of steel for
"Heavy construction products(beams, columns)" or 1t of steel for
Medium construction products(lintels, road barriers) or … etc.
The functional unit is described at page 1 of the MPRI sheet.
1.Heavy-duty applications: columns, beams and plates;
2.Medium-duty applications: lintels, sheet piles and crash barriers;
3.Light-duty applications: door and window frames, composite decks
and cold formed steel profiles;4.Interior walls; 5.Roof and wall
cladding.
Calculation for Carbon Footprint -
new limits on 2015
(bepalingsmethode)
not mandatory / but taken in account for
building in craddle to grave
Breeam / GPR Building (commercial) : This brings together all the
environmental data for (construction) materials for use in software programs such as Greencalc+, Dubocalc and in
the web tool GPR Gebouw. Use in GPR Gebouw means that assessments at the building level will be based on the
same data. The EPD data for steel will soon be incorporated in the database. Dutch system totaly different and more
detailled
Thermal Regulation Building scheme labelling
November 14 ArcelorMittal Europe 212121
Sustainability per country
CEN TC 350
EPD LCA Module D
Belgium
Accepted by Brussels from 2015 (target 0)
Brussels - 2015. Flemish region - 2020 / thermal
performance for non residential buildings
required, Walloon - will follow Brussels or Flemish
legislation
Used of EN 15804 - EPD available on steel and non steel products
Flemish part - 2015 - software
for LCA calculation including
sustainability for buildings
Not Mandatory regulation
underway with option : mandatory
in 2017
Only Breeam (especially for
commercial and industrial buildings ) Others : VALIDEO -
Specific Belgium scheme (also in Lux)
Sweden
Performance declaration based on national criterias
- Passive house, Zero house . Swedish
regulations are not so demanding - the industry
is known to be able to fullfill the regulations
easily - the background is the vision of a self driven market. The sustainable
trend is obvious.
Used of EN 15804 .Increasing number of EPD. Reinforcement, structural steel are examples. Some
steel manufacturers choose to do EPD at IBU instead of in Sweden at EPD International
(Environdec). Specific product labelling : SVANEN, BASTA and SundaHus- construction product
estimation and approval (not regulations). Very popular, different contractors chose different
schemes. Miljöbyggnad the most popular in 2014. Need to be addressed. Nordic PCR with the aim of formulating material specific rules for EPD for steel, reinforcement and insulation. Project is financed by
the "Nordic ministers council”
SBI presented in Standardisation
Committee; GABI and other
softwares are used for LCA
Not Mandatory (cooperation with
Swedish Standardisation
Committee). Big issue on Module D with concrete and timber industry.
Need for support for future
implementation
LEED, BREEAM, Miljöbyggnad and EU Green Building - all within the Swedish
Green Building Council.
Switzerland
National Code Future regulation to be based on average power per people
(2000W Society)
EPD - Long products for steel and concrete / timber Sandwich Panels - Epd from Germany
(IFBS)
software for calculation
Albatros and CRB
Assessment mainly base on
recycled content (UBP -Ecoinvent)
Minergie / Minergie P / Minergie P-ECO
and others :DGNB , NNBS , Leed, Breeam
Thermal RegulationBuilding scheme
labelling
November 14 ArcelorMittal Europe 222222
Sustainability per country
CEN TC 350EPD LCA Module D
Italy
Specific requirements on thermal bridges, roofing insulation etc. 6 climate regions (A, B, C, D, E, F)
with different requirements. Energy consumption
reduction is subsequent to the Energy Efficiency directive 2020 (not
transferred at the present time).
UNI: EN 15804 regulation for construction products
(EPD). New version published by UNI EN
15804:2014 (January 23, 2014).
Environmental marks, like Ecolabel or environmental labels established by the
ISO 14020 regulations (Type I – ISO 14024, Type II
– ISO 14021, Type III ISO 14025).
EN 15978 environmental performances for buildings.
LCA redaction guidelines are state by ISO 14040, in
Italy UNI EN ISO 14040
Not Mandatory. FPA activity is focused on lobbying (making the D Module
mandatory in the future with UNI in Italy ) and technical promotion - Awareness of designers (to use the D
module already).
Energetic certification document is a must
The environmental certifications are not mandatory.
LEED, Casaclima - mandatory in the Bolzano region, based on the
annual energetic consumption of a building.
ITACA Protocol - has not been accepted by all Italian regions.
Poland
Directive OZE (development of
Renewable Energy) not voted yet (First provisional
date was 2012 !)
Ecolabel or environmental labels established by the
ISO 14020 regulations :PN-EN ISO 14020, PN-EN ISO 14024 , PN-EN ISO 14021 , PN ISO
14025,Awareness about EN 15804 limited until
now.ITB participating to
Ecoplatform
EN 15978 environmental performances for buildings ( but not really used) PN-
EN ISO 14040,PN-EN ISO 14041, PN-EN ISO
14043
Not Mandatory
Breeam - 212 buildings - 69% offices, 14% industrial, 17%
commercial Leed - 24 buildings (asked for 64 - stats 04/2014) - 88% offices , 8% industrial, 4% commercial / EU
Green Buildings, Trying to enter the market : DGNB
and HQE
Building scheme labellingThermal Regulation
November 14 ArcelorMittal Europe 232323
Sustainability per country
CEN TC 350Building scheme
labellingEPD LCA Module D
France
RT 2012 implemented January
2013 - RBR 2020 under preparation -
Prototype phase 2015 throughout new "HQE Labels" (Focus
on Energy/GHG,Water &
Waste)
INIES database for EPD. "Old FDES standard" to be replaced by
EN15804 + French complementary standard . EPDs considered as the only legal tool
to announce "Environmental performances". Specific French regulation on "sanitary/health performances" with labels on products/packaging 'Affichage environnemental et Sanitaire" . Steel EPD/FDES available on www.save-construction.com
Calculation method ELODIE developped by CSTB (strong issue: not considering module D
until now)
Not Mandatory; issue with CSTB and
other industries (concrete, timber,…)
French HQE label (Public and residential
buildings). LEED + BREEAM (more for
commercial- sometimes double or triple
certification asked by developers). HQE -> HQE Performance to become new labels
(2015-2018) to prepare new regulation
Turkey
2020 regulation concerns only
facades and roofing First stage - 2017 (?) for insulation
requirements
Just started. Several EPDs for concrete and insulation products (ex. Ytong for
marketing purposes). TUCSA is member of YAD (CE notyfied
body) and its subsidiary ITBAK which is authorised to provide ETA Documents, in order to
make ITBAK eligible to provide EPD certificate. EN 15804 EPD
already accepted. TUCSA needing support
Domestic market not concerned until now - under development. MTC-111 (+/- TC 350) was established by TSE (Turkish Standard
Institute) upon TUCSA’s request, and TUCSA is the leader of the MTC. TUCSA is
involving into sustainability committee of IMSAD (CPE Turkish branch). TUCSA
Sustainability Committee has joined the Sustainability Platform established and led
by YAD Sustainability Committee. The platform will contribute to the Regulation for Sustainable Green Building which is being developed by the Ministry of Environment
and Urbanisation.
Not applicated.
Lack of awareness
Leed, Breeam used for office buildings and commercial centers
Thermal Regulation
November 14 ArcelorMittal Europe 242424
Sustainability per country
CEN TC 350Building scheme
labellingEPD LCA Module D
UK
All new homes to be zero carbon from
2016; extending this to include all other
buildings from 2019. "Green Deal" enable
s people to save energy bills if investment on
energy efficiency
EN 15804 implemented at UK level by BRE ; BRE member of
EU Ecoplatform. BREEAM solutions assessment and EPD
are co-existing
National standards : Code for Sustainable homes -9 categories of sustainable ratings (Minimum standards for energy and water use). EPC- Energy performance certificate
mandatory
Optional
New BREEAM version just published May
27th, including "responsible sourcing
of material criteria"
Thermal Regulation
November 14 ArcelorMittal Europe 2525
Concrete investment in promotion and lobbying
CountrySteel IPO budget (k€)
Concrete IPO budget (k€) Organisation Number of people
Belgum 675 Infobeton, Groupement Belge du betonFrance 2 050
Germany 2 380 24 000
BetonMarketing Deutschland GmbH. . 26 Employees,Verein Deutscher Zementwerke e.V. 11 Employees, DBV Deutscher Betonverein - 17 Employees
Cement /Concrete Marketing in Germany: minimum 66 Employees
Italy 648
1 000 only one association and only for lobbying
Assobeton ,Aitec -concrete producers association, Atecap – www.atecap.com – prepackaged concrete associationAicap – www.associazioneaicap.it – reinforced structural concrete association
12 people only in 2 associations
Netherlands 2 200Norway 434
Poland 0
Stowarzyszenia Producentów Betonów (SPB), Stowarzyszenie Producentów Betonu Towarowego (SPBT) min. 10 people
Sweden 860 5 000
The Swedish Cement and Concrete Research Institute (CBI) , The Swedish Precast Concrete Federation , Sweden Concrete Association (RCNCF)
Switzerland 1 048Turkey 400
Concrete investment in promotion and lobbying
26
Situation per country
Different situations between
Eastern & Western Europe
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