Paint marketing, a new approach

In the coatings industry the secret is not only in making good products. Today the strategies to market paints and compete with supermarkets and supermarkets are details that demand the attention of marketing departments.

Precisely because of the importance it has, the advisory committee of CUBRECOL AMERICAS 2011 has decided to incorporate within the academic programming the talk "Keys to commercial development", whose main objective is to analyze market trends and recommendations to implement brand developments, communication, commercial channels and customer loyalty programs.
 

The talk will be given by Claudio Fazzone, from Venmark, an Argentine firm specialized in the marketing of paintings. The experience of this company includes the redesign of image, points of sale and marketing strategies of paint manufacturers in Argentina, Ecuador and Peru.

The importance of selling
According to Claudio Fazzone, today many good quality paints are manufactured "but the differences today go through marketing strategies, how I build a brand and design a product, and how that product / brand can compete in the retail channel".

And it is no secret to anyone that the entry of large stores with their own brands have affected the market, because many times they are the ones who choose the form of promotion and exhibition of the products, as well as the prices for the final consumer. "Cases such as Chile, where 70% of the commercialization of architectural paintings is done in two channels, make it necessary to develop strategies to reinforce the traditional channel, since the concentration in retail makes competition more difficult," he said.

Fazzone highlighted CUBRECOL AMERICAS as the most important event for the production chain of the paints sector, including professional customers (applicators). "In a first-class space that adds value to our company. We will be there to take a look at the market, which is not only to see how I make my painting, but also how I am going to sell it."

Fazzone's lecture will be held on Friday, September 30 at the Formulations Room, located at the Plaza Mayor Convention Center, in Medellín, Colombia.