Jotun Group

Jotun Group

• Jotun Group is a global matrix company that manufactures and supplies decorative paints and performance coatings. It is segmented into seven regions globally and also relies on a multi-segmented business model with four business focus areas, namely powder coatings, protective coatings, marine coatings, and decorative paints.
• Value Proposition: Jotun Group’s value proposition is protecting property. While it is somewhat similar to BASF’s proposition that focuses on sustainability, Jotun’s core values revolve around loyalty, care, respect, and boldness, all aimed at spearheading the company’s culture and growth into the future.
• Expenses: Jotun’s expenses do not vary much with those of BASF. In this regard, Jotun’s notable expenses as per the company’s 2018 annual report include payroll expenses, cost of goods sold, operating expenses, depreciation, amortization, impairment expenses, tax, pensions, non-deductable expenses, accrued expenses, and other operating expenses (transport, sales, research and development, warehouse, etc.)
• Revenues: The Jotun Group’s shares many revenue sources with BASF; however, its main sources of revenue are its core areas of business, which are the decorative paints segment and the performance coatings segment (marine, protective, and powder coatings segments). Other sources include revenue from contracts with customers, revenue from associated companies and joint ventures, profit from selling assets, rental income, and license revenue.
• Target Audience: Similar to BASF, Jotun Group, targets various industries, businesses, and customers, based on their expansive geographic reach. Some of its target audiences include consumers from around the world, painters, small and professional contractors. It also serves industries such as “offshore, energy, infrastructure and hydrocarbon processing.”
• Marketing Strategy: Unlike BASF, Jotun’s Group marketing strategy involves enhancing the customer shopping experience, supporting dealers and applicators, and investing in creative marketing strategies. The strategy helps Jotun to focus more on “organic growth, diversified operations and adopting a differentiated approach to enable the company to operate and compete successfully in markets with broad needs.

Examples Metallic Coatings Products or Services

• Jotun Group’s examples of metallic coatings and services include alloy wheels, coil springs, structural steel, mining machinery, jetties and terminals, material handling equipment, etc.
• Supported industries and facilities include airports, appliances, auto parts, bridges, buildings, chemical plants, energy, fertilizer plants, general industries, ships, shelving, offshore structure, power plants, etc.