ICZ: Expanding the HDG     Market in Brazil      Oct. 26, 2011       Sao Paulo                         1
American Galvanizers Association• Marketing Tools & Training  – Description & Objectives• Technical Tools & Training  – De...
Marketing Tools                      & Training• ThinkZinc Seminar  – Sales v. Marketing  – Presentation Skills     • GI s...
Marketing Tools                   & Training• Web site  www.galvanizeit.org  – Micro-sites  – GalvaSource  – Knowledge Bas...
Marketing Tools                      & Training• Drivers to the web site  – Advertising Campaign  – Literature  – Advertor...
Marketing Tools                   & Training• Surveys of A&Es  – Learn why they galvanize    and why they don’t    galvani...
Marketing Tools                  & Training• Trade Shows  – National by AGA staff  – Regional by AGA    galvanizer members...
Marketing Tools                    & Training• Networking with Affiliate  Associations  – Steel Day with AISC  – AISI lobb...
Marketing                  Objectives• Pareto’s Rule  – AGA 20% of marketing  – Galvanizers 80%• Seminar presentation is  ...
Marketing                    Objectives• Cooperative effort  – Paint, weathering steel, &    concrete are the    competiti...
Technical Tools                       & Training                                       Degreasing• Technical Services Comm...
Technical Tools                      & Training                                      Degreasing• Manuals   – Safety   – En...
echnical Tools                                  & Training                                                 Degreasing• Sem...
Technical Tools                     & Training                                     Degreasing• Networking & Committees   –...
Technical Tools                           & Training                                           Degreasing• Research & Deve...
Technical Tools                            & Training                                            Degreasing• TechNotes• Ga...
Technical                       Objectives                                    Degreasing• Committee Structure drives  R&D,...
Administrative Tools &     Objectives                         18
Administrative Tools•E-newsletter•Printed Newsletter•Benchmarking Surveys  •Price  •Insurance                           19
Administrative Tools•Legal Practices•Warranty Guidelines•Purchase Order Confirmation•Crisis Management Plan               ...
Administrative Tools•Position Papers  •Pb in the coating  •Zn Runoff in Aquatic Systems  •Zn in Soils  •Sustainable Develo...
Administrative Objectives•Unified industry voice•Learn from others mistakes•AGA as the clearinghouse ofinformation        ...
Hot-Dip GalvanizingCosts Less Lasts Longer                          23
The Cost of Corrosion                 Protection• Initial cost will always factor into decision• Life-cycle cost analysis ...
Quantitative                     Analysis• Data Sources:  – Paint – 2008 KTA Tator paper     • Nationwide survey of the pa...
Initial Cost                  Parameters• Paint                      • Galvanizing  – Material (one- or two-     – Process...
Initial CostCoating System                  $/ft2   TotalInorganic Zinc                  $1.35 $40,410Hot-Dip Galvanizing ...
Life-Cycle Cost• Maintenance costs calculated on a practical  maintenance cycle (vs. ideal)  – Unique to each paint system...
Life-Cycle Cost ($/ft2)                 60-Year LifeCoating System                        $/ft2Hot-Dip Galvanizing        ...
Total Cost of              60-Year ProjectCoating System                     TotalHot-Dip Galvanizing                $48,0...
Galvanized Steel Projects                            31
7th Avenue Light   Rail Transit                     Date Galvanized                                   2005            Comp...
Michigan/M-102  Bridge Rail               Date Galvanized                           2007         Components Galvanized    ...
Harley Davidson   Museum Date Galvanized                                   2008           Components Galvanized         I-...
San Joaquin Solar Farm              Date Galvanized                           2007        Components Galvanized           ...
Bergen County    Bridge                  Date Galvanized                                 2009        Components Galvanized...
AGA Resources• www.galvanizeit.org• aga@galvanizeit.org• 1-800-HOT-SPEC  (1-800-468-7732)• Technical Library• AGA Knowledg...
Questions & Comments                       38
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Gb2011 philip rahrig _aga

  1. 1. ICZ: Expanding the HDG Market in Brazil Oct. 26, 2011 Sao Paulo 1
  2. 2. American Galvanizers Association• Marketing Tools & Training – Description & Objectives• Technical Tools & Training – Description & Objectives• Administrative Tools &Training – Descriptive & Objectives 2
  3. 3. Marketing Tools & Training• ThinkZinc Seminar – Sales v. Marketing – Presentation Skills • GI seminar • SD seminar – Technical Foundation – Life-cycle cost calculator 3
  4. 4. Marketing Tools & Training• Web site www.galvanizeit.org – Micro-sites – GalvaSource – Knowledge Base – Uses of HDG Steel 4
  5. 5. Marketing Tools & Training• Drivers to the web site – Advertising Campaign – Literature – Advertorials – Trade Shows • Vertical • Horizontal 5
  6. 6. Marketing Tools & Training• Surveys of A&Es – Learn why they galvanize and why they don’t galvanize – AGA response is to construct communications reinforcing why and addressing the why not 6
  7. 7. Marketing Tools & Training• Trade Shows – National by AGA staff – Regional by AGA galvanizer members – Booth rental from AGA 7
  8. 8. Marketing Tools & Training• Networking with Affiliate Associations – Steel Day with AISC – AISI lobbying – Participate in NACE, SSPC, CRSI 8
  9. 9. Marketing Objectives• Pareto’s Rule – AGA 20% of marketing – Galvanizers 80%• Seminar presentation is key• Drive to the web site 9
  10. 10. Marketing Objectives• Cooperative effort – Paint, weathering steel, & concrete are the competition• Fair margins• Best corrosion protection system available today 10
  11. 11. Technical Tools & Training Degreasing• Technical Services Committee – Health & Safety – Environmental – Processing – Coating Performance – TechForum Pickling 11
  12. 12. Technical Tools & Training Degreasing• Manuals – Safety – Environmental – Quality Assurance• CDs/DVDs – Processing & Maintenance – Safety – Inspection Pickling 12
  13. 13. echnical Tools & Training Degreasing• Seminars – In plant – Processing I, II, III, IV • Basic HDG • Chemicals • Kettle • Material Handling – Inspection Pickling 13
  14. 14. Technical Tools & Training Degreasing• Networking & Committees – ASTM – IEEE – NACE – FHWA – DOT – AISC Pickling 14
  15. 15. Technical Tools & Training Degreasing• Research & Development• Galvanizing Handbook – Plant floor FAQs• Processing Survey – Benchmarking • Chemical usage • Zinc usage • Productivity • Practices Pickling 15
  16. 16. Technical Tools & Training Degreasing• TechNotes• Galvanizing Notes – Walking Surfaces, etc. – Caustic cleaning – Acid recycling – Skimmings & Dross etc.• Galvanizing Guidelines – Wire & Chain – Air Monitoring – Confined Spaces Pickling 16
  17. 17. Technical Objectives Degreasing• Committee Structure drives R&D, manuals, projects in response to galvanizer needs in the market• Control specifications and influence of other organizations on HDG markets. Pickling 17
  18. 18. Administrative Tools & Objectives 18
  19. 19. Administrative Tools•E-newsletter•Printed Newsletter•Benchmarking Surveys •Price •Insurance 19
  20. 20. Administrative Tools•Legal Practices•Warranty Guidelines•Purchase Order Confirmation•Crisis Management Plan 20
  21. 21. Administrative Tools•Position Papers •Pb in the coating •Zn Runoff in Aquatic Systems •Zn in Soils •Sustainable Development •Welding HDG steel 21
  22. 22. Administrative Objectives•Unified industry voice•Learn from others mistakes•AGA as the clearinghouse ofinformation 22
  23. 23. Hot-Dip GalvanizingCosts Less Lasts Longer 23
  24. 24. The Cost of Corrosion Protection• Initial cost will always factor into decision• Life-cycle cost analysis is more complete – Includes all future maintenance costs – Provides total cost of the project over its life• Life-cycle cost calculation automated online at www.galvanizeit.org/galvanizingcost/ 24
  25. 25. Quantitative Analysis• Data Sources: – Paint – 2008 KTA Tator paper • Nationwide survey of the paint industry • Presented at NACE 2009 – Galvanizing – 2008 AGA Industry Survey• Project Parameters – Standard mix of steel (structural, tubing, plate) – 30,000 ft2 project – Moderately industrial environment 25
  26. 26. Initial Cost Parameters• Paint • Galvanizing – Material (one- or two- – Process is inclusive of pack product, number all cleaning, material, of coats, etc) and labor – Shop cleaning labor – Shop/field application – Field labor 26
  27. 27. Initial CostCoating System $/ft2 TotalInorganic Zinc $1.35 $40,410Hot-Dip Galvanizing $1.60 $48,000Inorganic Zinc/Epoxy $2.16 $64,800Acrylic WB Primer/ Acrylic WBIntermediate/ Acrylic WB $2.55 $76,620TopcoatInorganic Zinc Primer/ Epoxy/ $3.17 $94,950Polyurethane Topcoat 27
  28. 28. Life-Cycle Cost• Maintenance costs calculated on a practical maintenance cycle (vs. ideal) – Unique to each paint system – Manufacturer recommended cycles provided in the KTA Tator paper• NACE model for NFV and NPV calculations – 2% inflation; 4% interest• 50-year life• Maintenance repaint at 5% rust 28
  29. 29. Life-Cycle Cost ($/ft2) 60-Year LifeCoating System $/ft2Hot-Dip Galvanizing $1.60Inorganic Zinc $5.16Inorganic Zinc/Epoxy $8.07Inorganic Zinc Primer/EpoxyIntermediate/ $10.04Polyurethane TopcoatAcrylic WB Primer/ Acrylic WB $14.82Intermediate/ Acrylic WB Topcoat 29
  30. 30. Total Cost of 60-Year ProjectCoating System TotalHot-Dip Galvanizing $48,000Inorganic Zinc $154,80 0Inorganic Zinc/Epoxy $242,10 0Inorganic Zinc Primer/ Epoxy/ $301,20Polyurethane 0Acrylic WB Primer/ Acrylic WB $444,60Intermediate/ Acrylic WB Topcoat 0 30
  31. 31. Galvanized Steel Projects 31
  32. 32. 7th Avenue Light Rail Transit Date Galvanized 2005 Components Galvanized Columns, arms, light posts, handrails, benches, hardware Environment Urban Location Calgary, AB 32
  33. 33. Michigan/M-102 Bridge Rail Date Galvanized 2007 Components Galvanized Guide rails Environment Urban Location Detroit, MI 33
  34. 34. Harley Davidson Museum Date Galvanized 2008 Components Galvanized I-beams, columns, gusset plates, and cross bracing Environment Urban Location Milwaukee, WI 34
  35. 35. San Joaquin Solar Farm Date Galvanized 2007 Components Galvanized Frames, hardware Environment Industrial Location Oakdale, CA 35
  36. 36. Bergen County Bridge Date Galvanized 2009 Components Galvanized Trusses, floor beams, flooring- diaphrams, supports, rail, plates Environment Suburban Location Fairlawn/ Patterson, NJ 36
  37. 37. AGA Resources• www.galvanizeit.org• aga@galvanizeit.org• 1-800-HOT-SPEC (1-800-468-7732)• Technical Library• AGA KnowledgeBase – www.galvanizeit.org/aga/knowledgebase• Galvanizing Insights – Quarterly e-newsletter 37
  38. 38. Questions & Comments 38
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