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