SlideShare a Scribd company logo
ICZ: Expanding the HDG
     Market in Brazil
      Oct. 26, 2011
       Sao Paulo


                         1
American Galvanizers Association
• Marketing Tools & Training
  – Description & Objectives
• Technical Tools & Training
  – Description & Objectives
• Administrative Tools &Training
  – Descriptive & Objectives
                                    2
Marketing Tools
                      & Training
• ThinkZinc Seminar
  – Sales v. Marketing
  – Presentation Skills
     • GI seminar
     • SD seminar
  – Technical Foundation
  – Life-cycle cost calculator


                                      3
Marketing Tools
                   & Training
• Web site
  www.galvanizeit.org
  – Micro-sites
  – GalvaSource
  – Knowledge Base
  – Uses of HDG Steel




                                   4
Marketing Tools
                      & Training
• Drivers to the web site
  – Advertising Campaign
  – Literature
  – Advertorials
  – Trade Shows
     • Vertical
     • Horizontal




                                      5
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
Marketing Tools
                  & Training
• Trade Shows
  – National by AGA staff
  – Regional by AGA
    galvanizer members
  – Booth rental from AGA




                                  7
Marketing Tools
                    & Training
• Networking with Affiliate
  Associations
  – Steel Day with AISC
  – AISI lobbying
  – Participate in NACE, SSPC,
    CRSI




                                    8
Marketing
                  Objectives
• Pareto’s Rule
  – AGA 20% of marketing
  – Galvanizers 80%
• Seminar presentation is
  key
• Drive to the web site




                               9
Marketing
                    Objectives
• Cooperative effort
  – Paint, weathering steel, &
    concrete are the
    competition
• Fair margins
• Best corrosion protection
  system available today



                                 10
Technical Tools
                       & Training
                                       Degreasing
• Technical Services Committee
   – Health & Safety
   – Environmental
   – Processing
   – Coating Performance
   – TechForum



                                                    Pickling




                                                               11
Technical Tools
                      & Training
                                      Degreasing
• Manuals
   – Safety
   – Environmental
   – Quality Assurance
• CDs/DVDs
   – Processing & Maintenance
   – Safety
   – Inspection
                                                   Pickling




                                                              12
echnical Tools
                                  & Training
                                                 Degreasing
• Seminars – In plant
   – Processing I, II, III, IV
        •   Basic HDG
        •   Chemicals
        •   Kettle
        •   Material Handling
    – Inspection



                                                              Pickling




                                                                         13
Technical Tools
                     & Training
                                     Degreasing
• Networking & Committees
   –   ASTM
   –   IEEE
   –   NACE
   –   FHWA
   –   DOT
   –   AISC




                                                  Pickling




                                                             14
Technical Tools
                           & Training
                                           Degreasing
• Research & Development
• Galvanizing Handbook
   – Plant floor FAQs
• Processing Survey
   – Benchmarking
      • Chemical usage
      • Zinc usage
      • Productivity
      • Practices
                                                        Pickling




                                                                   15
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
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
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




                               20
Administrative Tools
•Position Papers
  •Pb in the coating
  •Zn Runoff in Aquatic Systems
  •Zn in Soils
  •Sustainable Development
  •Welding HDG steel



                                  21
Administrative Objectives
•Unified industry voice
•Learn from others mistakes
•AGA as the clearinghouse of
information




                               22
Hot-Dip Galvanizing
Costs Less Lasts Longer




                          23
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
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
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
Initial Cost
Coating System                  $/ft2   Total
Inorganic Zinc                  $1.35 $40,410
Hot-Dip Galvanizing             $1.60 $48,000
Inorganic Zinc/Epoxy            $2.16 $64,800
Acrylic WB Primer/ Acrylic WB
Intermediate/ Acrylic WB        $2.55 $76,620
Topcoat
Inorganic Zinc Primer/ Epoxy/
                                $3.17 $94,950
Polyurethane Topcoat
                                                27
Life-Cycle Cost
• Maintenance costs calculated on a practical
  maintenance cycle (vs. ideal)
  – Unique to each paint system
  – Manufacturer recommended cycles provided in
    the KTA Tator paper
• NACE model for NFV and NPV calculations
  – 2% inflation; 4% interest
• 50-year life
• Maintenance repaint at 5% rust
                                                  28
Life-Cycle Cost ($/ft2)
                 60-Year Life
Coating System                        $/ft2
Hot-Dip Galvanizing                    $1.60
Inorganic Zinc                         $5.16
Inorganic Zinc/Epoxy                   $8.07
Inorganic Zinc Primer/Epoxy
Intermediate/                         $10.04
Polyurethane Topcoat
Acrylic WB Primer/ Acrylic WB
                                      $14.82
Intermediate/ Acrylic WB Topcoat
                                               29
Total Cost of
              60-Year Project
Coating System                     Total
Hot-Dip Galvanizing                $48,000
Inorganic Zinc                     $154,80
                                         0
Inorganic Zinc/Epoxy               $242,10
                                         0
Inorganic Zinc Primer/ Epoxy/      $301,20
Polyurethane                             0
Acrylic WB Primer/ Acrylic WB      $444,60
Intermediate/ Acrylic WB Topcoat         0
                                             30
Galvanized Steel Projects




                            31
7th Avenue Light
   Rail Transit
                     Date Galvanized
                                   2005

            Components Galvanized
              Columns, arms, light posts,
            handrails, benches, hardware


                         Environment
                                  Urban

                              Location
                             Calgary, AB


                                            32
Michigan/M-102
  Bridge Rail
               Date Galvanized
                           2007

         Components Galvanized
                      Guide rails


                   Environment
                          Urban

                      Location
                     Detroit, MI




                                    33
Harley Davidson
   Museum Date Galvanized
                                   2008

           Components Galvanized
         I-beams, columns, gusset plates,
                       and cross bracing

                         Environment
                                  Urban

                              Location
                         Milwaukee, WI



                                            34
San Joaquin
 Solar Farm
              Date Galvanized
                           2007

        Components Galvanized
                Frames, hardware


                  Environment
                       Industrial

                      Location
                    Oakdale, CA




                                    35
Bergen County
    Bridge
                  Date Galvanized
                                 2009

        Components Galvanized
        Trusses, floor beams, flooring-
      diaphrams, supports, rail, plates

                       Environment
                            Suburban

                            Location
               Fairlawn/ Patterson, NJ




                                          36
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
Questions & Comments




                       38

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Gb2011 philip rahrig _aga

  • 1. ICZ: Expanding the HDG Market in Brazil Oct. 26, 2011 Sao Paulo 1
  • 2. American Galvanizers Association • Marketing Tools & Training – Description & Objectives • Technical Tools & Training – Description & Objectives • Administrative Tools &Training – Descriptive & Objectives 2
  • 3. Marketing Tools & Training • ThinkZinc Seminar – Sales v. Marketing – Presentation Skills • GI seminar • SD seminar – Technical Foundation – Life-cycle cost calculator 3
  • 4. Marketing Tools & Training • Web site www.galvanizeit.org – Micro-sites – GalvaSource – Knowledge Base – Uses of HDG Steel 4
  • 5. Marketing Tools & Training • Drivers to the web site – Advertising Campaign – Literature – Advertorials – Trade Shows • Vertical • Horizontal 5
  • 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. Marketing Tools & Training • Trade Shows – National by AGA staff – Regional by AGA galvanizer members – Booth rental from AGA 7
  • 8. Marketing Tools & Training • Networking with Affiliate Associations – Steel Day with AISC – AISI lobbying – Participate in NACE, SSPC, CRSI 8
  • 9. Marketing Objectives • Pareto’s Rule – AGA 20% of marketing – Galvanizers 80% • Seminar presentation is key • Drive to the web site 9
  • 10. Marketing Objectives • Cooperative effort – Paint, weathering steel, & concrete are the competition • Fair margins • Best corrosion protection system available today 10
  • 11. Technical Tools & Training Degreasing • Technical Services Committee – Health & Safety – Environmental – Processing – Coating Performance – TechForum Pickling 11
  • 12. Technical Tools & Training Degreasing • Manuals – Safety – Environmental – Quality Assurance • CDs/DVDs – Processing & Maintenance – Safety – Inspection Pickling 12
  • 13. echnical Tools & Training Degreasing • Seminars – In plant – Processing I, II, III, IV • Basic HDG • Chemicals • Kettle • Material Handling – Inspection Pickling 13
  • 14. Technical Tools & Training Degreasing • Networking & Committees – ASTM – IEEE – NACE – FHWA – DOT – AISC Pickling 14
  • 15. Technical Tools & Training Degreasing • Research & Development • Galvanizing Handbook – Plant floor FAQs • Processing Survey – Benchmarking • Chemical usage • Zinc usage • Productivity • Practices Pickling 15
  • 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. 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. Administrative Tools & Objectives 18
  • 20. Administrative Tools •Legal Practices •Warranty Guidelines •Purchase Order Confirmation •Crisis Management Plan 20
  • 21. Administrative Tools •Position Papers •Pb in the coating •Zn Runoff in Aquatic Systems •Zn in Soils •Sustainable Development •Welding HDG steel 21
  • 22. Administrative Objectives •Unified industry voice •Learn from others mistakes •AGA as the clearinghouse of information 22
  • 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. 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. 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. Initial Cost Coating System $/ft2 Total Inorganic Zinc $1.35 $40,410 Hot-Dip Galvanizing $1.60 $48,000 Inorganic Zinc/Epoxy $2.16 $64,800 Acrylic WB Primer/ Acrylic WB Intermediate/ Acrylic WB $2.55 $76,620 Topcoat Inorganic Zinc Primer/ Epoxy/ $3.17 $94,950 Polyurethane Topcoat 27
  • 28. Life-Cycle Cost • Maintenance costs calculated on a practical maintenance cycle (vs. ideal) – Unique to each paint system – Manufacturer recommended cycles provided in the KTA Tator paper • NACE model for NFV and NPV calculations – 2% inflation; 4% interest • 50-year life • Maintenance repaint at 5% rust 28
  • 29. Life-Cycle Cost ($/ft2) 60-Year Life Coating System $/ft2 Hot-Dip Galvanizing $1.60 Inorganic Zinc $5.16 Inorganic Zinc/Epoxy $8.07 Inorganic Zinc Primer/Epoxy Intermediate/ $10.04 Polyurethane Topcoat Acrylic WB Primer/ Acrylic WB $14.82 Intermediate/ Acrylic WB Topcoat 29
  • 30. Total Cost of 60-Year Project Coating System Total Hot-Dip Galvanizing $48,000 Inorganic Zinc $154,80 0 Inorganic Zinc/Epoxy $242,10 0 Inorganic Zinc Primer/ Epoxy/ $301,20 Polyurethane 0 Acrylic WB Primer/ Acrylic WB $444,60 Intermediate/ Acrylic WB Topcoat 0 30
  • 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. Michigan/M-102 Bridge Rail Date Galvanized 2007 Components Galvanized Guide rails Environment Urban Location Detroit, MI 33
  • 34. Harley Davidson Museum Date Galvanized 2008 Components Galvanized I-beams, columns, gusset plates, and cross bracing Environment Urban Location Milwaukee, WI 34
  • 35. San Joaquin Solar Farm Date Galvanized 2007 Components Galvanized Frames, hardware Environment Industrial Location Oakdale, CA 35
  • 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. 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