Paint specialist repositions to focus on coatings


  • News
  • Tuesday, 12 May 2015

Out to lead: Yaw (left) and Goh officiating at the launch of Nippon Paint Malaysia’s new positioning as the ‘The Coatings Expert’, in Kuala Lumpur recently.

After 48 years of building a reputation as a paint specialist, Nippon Paint Malaysia has repositioned the company as a “Coatings Expert”.

Beginning with “The Paint Expert” positioning, the company has since evolved in its product offering, which now goes far beyond just paints for walls.

Nippon Malaysia Group group managing director Yaw Seng Heng says the company now serves the market with comprehensive coating solutions that cut across multiple segments and are used for a multitude of surfaces.

“We provide coatings for architectural, protective, industrial OEM, automotive refinishing and marine segments, and for every surface imaginable, including metal, wood, tiles, cement, slate, glass and plastic,” Yaw said.

“These products, some newer than others, are the results of hard work on research and development over 48 years,” explained Nippon Paint Malaysia Group group general manager Gladys Goh.

Whimsical display: Measuring almost 2.5m, the Blobbies represents different types of surfaces including cement, wood, metal, tiles and glass, that Nippon has coatings for.
Whimsical display: Measuring almost 2.5m, the Blobbies represents different types of surfaces including cement, wood, metal, tiles and glass, that Nippon has coatings for.

“Our range of products is definitely more complete now. This all culminates in the new positioning we have today,” she said, adding that they would continue to stretch their minds for new innovations.

Nippon Paint currently holds a 47% market share in the decorative coatings category with a recorded sales turnover in excess of RM650mil as of Dec 31 last year.

With the new positioning in place, Yaw says the company aims to achieve 50% market share with RM1bil in turnover in two years time.

The company aims to accomplish this through a three-pronged business strategy including the expansion of regional operations, growing its distribution network as well as the introduction of four new coating innovations.

To celebrate the company’s repositioning, Nippon Paint’s Blobbies mascots, will be making appearances in major cities in Malaysia throughout the year starting with Kuala Lumpur.

On top of live mascots, the Blobbies sculpture that represents different types of surfaces will also attract members of the public for photo opportunities.

The Blobbies will be at the outdoor deck of the Fahrenheit 88 until May 31.

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