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Gb2013 murray cook_european general galvanizers association

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  • The use of hot dip galvanizing has grown steadily over many decades. But, the economic crisis brought this growth to an end in 2008 .(Click again to make info box appear) - These figures cover our member countries. If we add figures for countries like Poland, Turkey and the Baltic States, the total for the whole of Europe is closer to 7.5 million tonnes.As you can see, there was a recovery when looking at the European totals for 2010 and 2011, but this has been completely reversed in 2012. As I will explain later – there are some important country-specific trends that underlay this European picture – in particular the role of Germany.
  • Of course, the industry status is not measured only in tonnes. Of great interest to us is the balance between the market demand and kettle capacity.As you see here – despite the reduction in production, we have continued to increase overall kettle capacity in Europe. Generally, plants have adjusted shift patterns and working days – but not closed kettles. We have even seen the construction of new kettles since 2008.
  • Construction and infrastructurecomprise 60% of our market in Europe. But, during these difficult economic times, other markets have all been important – in particular renewable energy, agriculture and industrial equipment.But the importance of steel construction is clear to see.
  • Finally – make a firm note in your diaries for Intergalva 2015..the leading international forum for our industry which will take place in Liverpool in June 2015. We are looking for sponsors for the event – so this may be of interest to zinc producers in particular. More information is available at www.intergalva.com.

Transcript

  • 1. Galvanizing in the European Union Murray Cook Executive Director European General Galvanizers Association
  • 2. CONTENTS • The European Industry • Products Galvanized in Europe - Evolution 1970s to Present • Marketing in Construction Segments • The Use of Galvanizing in Construction in Europe • Summary
  • 3. The Federation of National Associations in Europe AUSTRIA Fachverband der Eisen-und Metallwarenindustrie Österreichs BELGIUM, NETHERLANDS & LUXEMBOURG Zink Info Benelux HUNGARY Magyar Tüzihorganyzók Szövetsége ITALY Associozione Italiana Zincatura NORDIC COUNTRIES Nordic Galvanizers BULGARIA Bulgarian Galvanizing Association CZECH & SLOVAK REPUBLICS ACSZ - Czech and Slovak Galvanizers Association FRANCE Galvazinc Association GERMANY Industrieverband Feuerverzinken eV GREECE Greek Galvanizers Association ROMANIA ANAZ SPAIN Asociación Técnica Española de Galvanización UK & IRELAND Galvanizers Association 13 Associations 20 countries 2014: + Turkey
  • 4. EGGA Affiliate Members
  • 5. General Galvanizing in Europe (1996 – 2012) 7500000 16kg /person 2012: 6.09 million tonnes (-7.7%) 7000000 6500000 6000000 14kg /person 5500000 5000000 4500000 ‘Total Europe’ = EGGA data + Poland/Turkey/Others =7.5 million tonnes 4000000 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
  • 6. National Share of European Production (2012) France 9% Spain 9% UK/Ireland 10% Italy 17% Germany 32% Austria Belgium Bulgaria Czech Rep Denmark Finland France Germany Hungary Iceland Italy Netherlands Norway Portugal Romania Slovakia Spain Sweden Switzerland UK/Ireland
  • 7. Kettle Capacity (2003 – 2012) 23000 22500 22000 Total Kettle Capacity (cubic metres) 21500 21000 20500 20000 19500 633 galvanizing plants 22,737 cubic metres
  • 8. Market Segmentation in Europe (‘000 tonnes steel) Building and Construction (45%) Street Furniture (15%) 335 184 544 Utilities (8%) 430 2711 Agriculture (8%) Transport (7%) 486 Fasteners (3%) 502 899 Industrial Equipment (9%) Other (5%)
  • 9. Galvanized Products : 1970 – 1990s
  • 10. 1980 – 2000: Rapid Growth in Street Furniture
  • 11. Example: UK Market Evolution 900000 800000 700000 Other 600000 Fasteners 500000 Agriculture Transport 400000 Power 300000 Ind.Euipment 200000 Street Furniture 100000 Construction 0 1979 2000 2008 2012
  • 12. Lessons of the Past Power, Utilities, Industrial Equipment, Infrastructure, Construction and Architecture • • • • Evolution driven by external factors Technical support Standardisation Competitor Analysis • Market penetration responds to our promotional efforts • ‘Awareness and approval’ • ‘Imaginative Enthusiasm’ of the architect
  • 13. Commitments to Cooperative Marketing by European Galvanizing Industry Germany • 1,920,000 tonnes galvanized • 9 Association staff UK • 600,000 tonnes galvanized • 8 Association staff Benelux • 450,000 tonnes galvanized • 4 Association staff Spain • 520,000 tonnes galvanized • 3 Association staff and more…..
  • 14. Marketing to Architects Communicate Examples of Use Strong Associations Success Factors Identify Contract Benefits Exploit Sustainable Construction
  • 15. Marketing to Architects Direct Mail Examples of Use Awards Web Databases
  • 16. Marketing to Architects Recyclability Durability Zinc Simplicity Key Messages Sustainable Construction Involve the industry Clear Data
  • 17. Marketing to Architects Competitive First Costs Speed of Construction Contract Benefits Simple to Specify Less Site Damage and Delays
  • 18. Marketing to Architects Cooperation with Steel Industry Authoritative Advice Associations Technical Support & Education Reliability of Member Galvanizers
  • 19. Marketing and Promotion GALVANIZING COMPANIES HAVE ALSO BECOME BETTER MARKETERS
  • 20. Marketing in Construction and Architecture THE RESULTS
  • 21. AE Hall – Stockholm International Fair, Sweden Rosenbergs Aritekter AB/Alessandra Ripellino
  • 22. La Porta del Parco, Naples, Italy Sevizia Integrati-IDI & Silvio d’ Ascia
  • 23. RITS Film and Theatre School, Brussels Bogdan & van Broeck Architects
  • 24. ‘Room in the Landscape’ Sumova National Park, Czech Republic Sepka architekti
  • 25. Lycee Marcel Sembat Sotteville-les-Rouen Archi 5 / Jacques Sebbag
  • 26. Galvanized Shell at St. Antony, Oberhausen, Germany ARGE Ahlbrecht-Scheidt-Kaspruch
  • 27. Exposure / Crouching Man Anthony Gormley / Royal Haskoning
  • 28. Centro de Tecnificion Cacares, Spain Jose Maria Sanchez Garcia
  • 29. Roseisle Whisky Distillery, Scotland Austin Smith Lord
  • 30. Markets in Architectural and Designer Products Demand High Levels of Galvanizing Quality and Service
  • 31. Summary • The use of galvanizing in Europe remains strong – the highest ‘per capita’ use @ 14-16 kg/person – – – – Austria @ 27kg/person Germany @ 24kg/person UK @ 10kg/person Bulgaria @ 3kg/person • Products and markets have changed significantly in the past 25 years – and will change again in future • Marketing in construction segments provides solid growth, if action is taken: – Association level – Galvanizing Company level
  • 32. www.intergalva.com