The Scandinavian market has two major groups of customers: professional painters (trade) and consumers (retail). PPG Coatings Danmark A/S services the deco trade and retail market in Denmark, Sweden, Faro Islands and Greenland. The different regions and customer groups all require their own specialized approach on marketing, sales and customer service. Our main office can be found in Køge, south of Copenhagen, from which we serve all customers in the region.
On the Danish professional paint market, we are selling our brand Sigma Coatings to painters through selected wholesalers, with a network of total 22 Sigma Service Centres. We provide our wholesalers with added-value services so they can make maximum use of their own sales strengths combined with PPG quality products, marketing materials and technical service. This very competitive market requires a tailor made technical and product approach because of local health regulations like mal-codes and because of the main focus towards water based products.
A targeted approach towards the prescribing segment is being carried out with focus on architects and principals to enhance the knowledge, prescription and image of the Sigma Coatings brand. We have success with our isolating Renova products. Our new focus is to inform about the SigmaCare range of products. These are starting to get known to more and more prescribers resulting in pull demand from painters.
In Sweden we serve the market with service centres in major cities and through a local network of combination stores who serve both trade and retail customers. Our local agent Sigma Färg operates two trade service centres: one in Gothenburg and one in Stockholm. A third service centre will be opened in Gothenburg soon. The brand in the Swedish market is Sigma Coatings and is well known for its quality and extremely good isolating wall paints and lacquers.
On the Danish DIY market we work with a two tier approach. With Sigma Coatings we introduced Sigma Studio, a franchise-based specialized paint shop formula. Sigma Studio shops are mono-branded and only market the brands Sigma Coatings. Sigma Studio provides DIY customers with the tools to make their own qualified and individual choices on colours from our extensive colour collections.
In Denmark and Sweden the distribution in rural areas is a mix of trade, DIY and combination shops. This is caused by the long distances. Therefore it is normal that a local painters services customers from his own shop.
PPG Coatings Danmark A/S is based in Køge, just south of Copenhagen. We have a local team of around 10 persons in customer services, marketing, sales and finance to service our wholesalers in all regions. We service the market through strong partnerships with local wholesalers who mainly sell PPG brands in their stores.
In Sweden PPG works with a local agent Sigma Färg who is self supportive and is serviced from Denmark on technical and marketing elements.
In Scandinavia sustainability and ‘green’ behaviour is in the DNA of doing business locally. This is also the case for PPG Coatings Danmark A/S. Through extensive research and innovation we are improving our products, building new products with a better performance, which have the lowest mal code possible and are also VOC 2010 compliant.
One of our main sales and marketing projects is targeted on SigmaCare products. These products can make a positive difference in every local environment. SigmaCare consists of a broad range of products like CleanAir, Immun and Fungimat that act against bacteria, fungi, toxins in the air and so on.
PPG Coatings Danmark A/S
DK-4600 Køge, Denmark
Telephone +45 56 64 50 00