The project led by Doan Quynh Trang to be presented to chief of consultant and Sale director of Jotun Thailand in 2007

1. Jotun case analysis Doan Quynh Trang Rattana Soe Alongkorn Heng Atchara

8. Financial crisis

9. Divisions Where Who Dekorativ Scandinavia DIY Paints Outside Scandinavia All segments Coatings Scandinavia, Europe, Asia Industrial users, Marine offshore projects Powder coatings Global Industrial users

10. Dekorativ Coatings Paints Production lines Powder coatings

11. 80% of Scandinavia market Mainly DIY BLUE! Maintain the leading position Divisions Where Who Dekorativ Scandinavia DIY Paints Outside Scandinavia All segments Coatings Scandinavia, Europe, Asia Industrial users, Marine offshore projects Powder coatings Global Industrial users

12. Increasing in increasing rate Decorative paint take 69% 69% decorative Divisions Where Who Dekorativ Scandinavia DIY Paints Outside Scandinavia All segments Coatings Scandinavia, Europe, Asia Industrial users, Marine offshore projects Powder coatings Global Industrial users

13. Marine coatings Divisions Where Who Dekorativ Scandinavia DIY Paints Outside Scandinavia All segments Coatings Scandinavia, Europe, Asia Industrial users, Marine offshore projects Powder coatings Global Industrial users

14. 64% industrial Divisions Where Who Dekorativ Scandinavia DIY Paints Outside Scandinavia All segments Coatings Scandinavia, Europe, Asia Industrial users, Marine offshore projects Powder coatings Global Industrial users

17. Jotun Thailand

18. Jotun Thailand

20. Set tailor made campaigns by product in selective dealer in each region Increase activities on Premium Bases for Jotashield and Majestic Increase activities on Medium Bases for Jotatough, Jotamatt and Jotaprimer Implement deco product incentive in Q3 Extra incentive trip for target in July-Dec 07 Set dealer incentive schemes and rewards by quarter Roll over incentives to reduce year stock up syndrome Plan both sell in and sell out campaigns to move stock to the user Be better than the competition at putting money in dealers pocket Implement new MC package to dealer Drive MC through sales teams Educate Sales teams on how to sell MC concept Keep hunting & specify projects in up country Assign projects by sales rep Follow SMT principle and provide on job coaching by ASM/GSM Drive sales in all areas Build budgets and targets from bottom up Enforce Responsibility, authority and accountability in Branch Offices Monitor by analysis of sales statistics per month Dig into reasons for success and non success Reward efforts Implement loyalty program for painter in every region in conjunction with Deco Project Team Build relations in regions with key painting contractors Focus on bringing value to both dealers and painting contractors Action Plan

22. Perceived specificity Low cost Mass Niche No niche market as cost and sales trade off Low cost Differentiation Mass Nich Each product line has specification and designation for certain customers

23. Conglomerate Diversification Similar Different Technology Introducing new products is mainly used Not applicable

24. Price / Quality Brand Image JBP Beger Jotun Nippon TOA ICI

26. Serve all demand of customers and reduce cost Service cost reduced Sales get better incentives

29. Recommendation

32. Don’t push like this JOTUN Competitors Customers

33. Pull like this,

34. Balance scorecard

35. They don’t talk Outdoor activity to build team

36. Do TVC at certain level by balancing the IMC Budget Do consumer research to know them

38. Thanks and Questions Pls.