Promac Presentation REV01

INTRODUCTION
AN INTRODUCTION TO PROMAC PAINTS & OUR PRODUCTS




WE BELIEVE
THAT GIVEN THE RIGHT ENVIRONMENT YOU WILL FLOURISH
Promac Paints is an independent manufacturer and marketer of decorative and industrial coatings, as well as a range of cleaners, primers and sealers. We have achieved our position as a market leader by maintaining a unique blend of constant innovation and efficiently run systems, and by leveraging our in-depth knowledge of our products and industry. Our years of expertise, commitment to continuous research and innovation, as well as our family unit and team spirit, have seen us develop and distribute superior products that will bring your imagination to life.
We market our product range on a national and international basis. Our headquarters are located in Gauteng, South Africa and we supply our customers from four conveniently located depots in Pretoria, Durban and Port Elizabeth. Promac Paints products are also manufactured in Namibia under license by Coral Coatings (Pty) Ltd.
Our Slogan:
From humble beginnings, Promac Paints is expanding its position in the market place with enthusiastic marketing aggression, wholeheartedly supported by a healthy measure of humanity. This epitomises the strategic theme of Promac Paints.
“OUR QUALITY SPREADS FURTHER”


OUR HISTORY
Promac Paints was founded in 1992. Vaughan Prost had spent some time in the chemical industry supplying raw materials to paint manufacturers and felt that entry into the decorative paint industry was a natural progression. So, together with his lifelong friend Stephen Reinecke, who brought with him quality assurance, production and planning experience, Promac Paints was born.
The blossoming cluster and golf course estates, mushrooming in the greater Pretoria area, provided a perfect opportunity for the intrepid entrepreneurs. The company developed the product range in accordance with the Building and Painting Contractors Association's strict requirements.
Our marketing strategy was simple, straightforward and effective. The aim was to provide unmatched technical support and customer service to its small customer base by offering excellent service, support and product advice, coupled with quality products at affordable prices.
A strategy that has remained the cornerstone of the company's long-term success ever since and has assisted in establishing Promac Paints as one the fastest growing and most progressive surface coatings companies in the country.
The demand for Promac Paints products spread from the building industry into the retail market and Promac Paints products became a familiar sight in the hardware and paint chain stores, supported by promotional material in the form of technical datasheets, signwriting, colour charts and in-store point of sale material - all fabricated by Promac Paint's in-house artisans. By the third year of operation, our penetration into a market dominated by the major paint companies necessitated the investment in a new production plant. Whatever we lacked in size back then, when compared to the paint giants, we made up for by offering and achieving, better service, better deliveries and improved sales margins for their retail customers.
The Promac Paints image took on a more corporate hue with a newly launched logo and the strategic theme of "Our quality spreads further."
Steeped in the belief of the importance of consistent quality and technical expertise, and supported by qualified and experienced staff appointments, we continued to expand. Corporate promotional material described the company as providing a range of decorative paints to fulfill the requirements of the market in relation to cement, plaster and brick, pre- fabricated cement, wood and steel coatings. User-friendly product data sheets, online technical support and a colour tinting system now supported the range.


WORK ENVIRONMENT
We have identified and managed the human and physical factors needed to achieve product conformance and exceed customer expectations. Our staff is the key to our success and the human and physical factors under which they work are of paramount importance. A suitable working environment is always maintained.
Regarding human factors, one of our objectives is to be an "employer of choice" in the 21st century. In addition to providing generous benefits, we accomplish this by providing flexibility, interesting work, a balance between work and family life, opportunities to give back to the community and perhaps most importantly, the total involvement of our employees in an empowered environment of continuous improvement. We encourage total participation by structuring a team environment, utilising participative leadership styles, and involving employees in continuous improvement teams.


• 700 Employees
• Manufacturing 60 million liters per year
• National distribution through depots located in KZN & PE.
• ISO 9001 accredited company
• Own transport infrastructure
• In excess of 5000 line items with turnkey solutions
• Toll manufacturing specialists
• Diverse offering
• Manufacturing under license of Namibia
• Key relationships with leading retailers
• 100 strong in-store merchandising team • 30 sales representatives
• Focused trade development sales unit
• Technically trained support team
• In house design team
• International relationships with heads of global players • Fist class laboratory with international expertise
• Focused approach to retail, trade and mining
• Strong entrepreneurial spirit


PRODUCT FORMULATION


PAINT STANDARD & RECORD KEEPING


PAINT DRAW DOWN PREPARATION


MANUFACTURING & LOGISTICAL MANAGEMENT
In 2000 a new production facility was built to cope with the increased demands of the market in terms of capacity and to extend the quality standards that we have set for ourselves. In terms of marketing, the image of the company was upgraded, both from a visual and strategic point.
2006/2007 proved to be meaningful years in terms of the development of the company. In 2006 Promac Paints Head Office moved to Business Partners Business Park in Silverton, Pretoria and the expanded development of a new 5000m2 modern warehousing facility bordering the factory, eliminated the unnecessary handling and movement of the product. This was amplified by upgraded professional logistical support through specialized management and staff, as well as dedicated logistical purveyors. 2007/2008 heralded the further growth of the investment and management base of Promac Paints with the expansion of the management team and shareholding to loyal and dedicated staff members, thereby securing a sound platform for the future of the company. In 2013 Promac Paints acquired 10000m2 rental warehousing at 333 Zasm Street, Waltloo, providing service delivery to our growth.


MANUFACTURING & LOGISTICAL MANAGEMENT
In line with our strategic plan, Promac Paints moved into a new phase of growth in 2015, when we acquired the Community Paints manufacturing plant in Vereeniging. This facility provided the much-needed immediate manufacturing capacity to maintain quality supply of product to the growth of toll manufacturing and the demands of the Promac Paints brand.
The fully compliant factory had the ability to manufacture smaller batch sizes to give our customers a faster and better solution. This facility also came with a 5000m2 warehouse which made the supply of products in the southern parts of the country more feasible.
During the same period, Promac Paints acquired a new state of the art delivery fleet, to compliment efficient service and supply chain management. We also acquired a state of the art route optimising system which improved delivery efficiencies.


MANUFACTURING & LOGISTICAL MANAGEMENT
In 2017 the Argent Group was interested to offload one of their businesses namely Cedar Paint, which included the property, the manufacturing plant, stock, intellectual property and the staff. This was the ideal strategic expansion for Promac Paints. We concluded the deal to commence on 1 March 2018. With the Cedar acquisition in progress, the Vereeniging plant's life was short-lived and subsequently closed in March 2018. The prize in securing the deal was that Cedar's premises neighbored Promac Paint's manufacturing plant, and there was 2000KVA of power available and 100 000 litres in underground solvent tanks.
Cedar is a name synonymous not only with the retail, mining, building and construction industries, but also with innovative, decorative and long-life coatings which have evolved over a period of more than 48 years.
Buddy Lebanon began Cedar in 1962 when he noticed an opportunity in the market. By 1969 the Cedar Radex Brand was registered and in 1982 Cedar Radex amalgamated with the Albestra and Vadek Brands to become the third largest coatings manufacturer in Southern Africa.
Cedar Vadek became a household name in the late '80s and early '90s. In 1997 the Brand was sold to a private owner who re-structured the business and registered the company as Paint & Ladders. The Paint & Ladders brand incorporated ladders and castors which was later sold to the Argent Group of Companies in 2008.
The Argent Group divided the company into two brands: Cedar Paint and Castor & Ladders. By 2012 the Cedar Paint brand had become the preferred supplier to most in the mining industry and a leader in this field.


PROMAC FACTORY


PROMAC FACTORY


PROMAC WAREHOUSE


PROMAC WAREHOUSE


PROMAC DECENTRALISED PAINT MANUFACTURE (PDMP)
A business or franchise concept developed in 1996 to supply a decentralised micro-paint manufacturing business opportunity. We manufacture a range of decorative water and solvent-based paints, including colour tinting.
The PDMP concept is a turnkey franchise opportunity to manufacture decorative paints competitively, in regions or countries where a concentrated paint premix is used in conjunction with only a few key raw materials to complete a selected paint product. The primary advantage of PDMP is that the water component is not being transported. Additionally, the PDMP business concept offers the investor a low-cost entry to the market, low stock holding, and low operational costs, while producing a competitive paint range almost on demand. Minimal finished goods stocks are required. The concept offers the prospective investors both retail facets, retail direct and supply into retailers.
PROMAC &
CEDAR PRODUCTS
Surface preparation products including cleaners, sealers, ready to use crack filler and skim coats.
Primers: For all common surfaces (e.g. wood, metal, masonry etc.) enhanced for maximum protection.
Undercoats and true water-based plaster primers: Water based Nano-Tech Plaster Prime offers the same performance as solvent-based Plaster Primer for all surfaces, including primers for unique surface modification to alter aesthetically or improve the surface condition. This includes the unique Stipple Primer Coarse and Ripple Primer Round for surface modification or disguising plaster texture variations or imperfections.
Top Coats: A full range of acrylics and enamel available in all colours and gloss levels.
Specialized coatings: These include products for paving, roofing, waterproofing, anti-corrosive coatings etc. Furthermore, Promac Paints has access to the latest technology for special purpose products for both light and heavy industrial coatings.
Design and development: Over the years, in accordance with Promac Paint's human resource policy, considerable investment has been made in the training of technical and laboratory personnel. This has been complimented with the procurement of the latest and most up-to-date laboratory measuring and testing equipment for our research and development laboratories, therefore ensuring that we're at the forefront of the very latest trends in paint technology.
Promac Paints trade marks and intellectual property: Since our inception, Promac Paints has invested in more than 30 registered trademarks for proprietary brand identity, protection of our intellectual property and expansion through professional branding.


TRADE PROJECT SPECIALIST
Trade Project Specialist (Promac Paints Blue Seal)
Promac Paint's Blue Seal of Quality is a partnership guarantee product and model that encompasses all the facets for collaboration with the architect, asset owner, developer, manufacturer, certified inspectorates and applicators. This provides the asset owner assurance of compliance to the specification, cost savings and higher levels of quality through joint supervision and responsibility.
Our motivation to our customers:
Promac Paints have a vast amount of experience in applying the right paint for the job and ensuring that the life expectancy of the chosen paint system is met, thus providing solutions to all the needs of our customers. We're continuously developing and improving our relationships by enhancing solutions that are fit for use and essentially related to the profitability of your company.
Champion of the consumer:
Promac Paint's relentless pursuit of excellence has been stimulated by, not only it's quest to supply sustainable 'value for money' to its customers, but to expand the quality horizons to protect the unsuspecting consumer from the vagaries of false promises made by a myriad of unregistered manufacturers. Complimenting the in-house quality band system, is our observance and conviction in the ISO 9001 :2000 since January 2003, now ISO 9001 :2015, an International Quality Management Accreditation. This further illustrates the company's commitment to quality and protection of the consumer. The company's membership of and participation on executive level at the South African Paint Manufacturers Association (SAPMA) endorses this commitment even further where Promac Paint's executive was Chairman of SAPMA for three years. We remain members of the executive.


TECHNICAL EXPERTISE
Promac Paint's research and development department is headed by a highly qualified and experienced BSc. Masters graduate. Backed by more than decade's worth of experience in the paint and resin industry, and supported by two experienced R & D chemists with BSc. Masters degrees. This affords us the competitive advantage of not only matching and exceeding the quality of any products in the market place, but developing custom designed products to meet the requirements of prospective customers.
To maintain high quality, inspection controls are conducted at every stage of production and each finished product is thoroughly examined. Laboratory and testing facilities allow us to perform all the necessary quality testing procedures during the production process, from raw materials to the finished product.
Promac Paints has developed products to meet the needs of our customers, not to imitate our competitors. Each product is therefore tailored to the customer's needs and is designed to be the most cost-effective and user-friendly product available on the market, offering solutions to specific problems encountered in the industry.
User-friendly product data-sheets, material safety data-sheets, and technical support, as well as our pro-active website www.promacpaints.co.za support the range. Information on our company and it's products and services are available on our website.
Promac Paints is a member of the Master Builders Association Gauteng and Western Cape and adheres to the code of ethics of this association, members of the Corrosion Institute of South Africa, and the Waterproofing & Damp Association of South Africa.


FROM OUR FACTORY TO YOUR FRONT DOOR
We ensure a quick and sufficient delivery service for any amount of stock from our factory to your front door. All the products are sealed and wrapped for extra safety and security.
MANUFACTURING UNDER LICENCE
Coral Coatings (Pty) Ltd has been manufacturing under a license agreement since 1997. We manufacture and supply the full range of Promac Paints products. Coral Coatings also supply RB10 and Harris products from an allied company, RB10 Paints (Pty) Ltd.
RB10 Paints (Pty) Ltd specialises in the supply of high-quality preparation products, cleaners, primers and special purpose products, including products to the mining industry. RB10 Paints has an exclusive license supply agreement for South Africa and all SADC countries with Orkla a House Care Norge AS. Orkla has recently acquired LG. Harris & Co. Limited ("Harris"), a leading supplier of DIY painting tools in the UK and have been available for many years in South Africa and Namibia. Harris is a market leader for painting tools in the UK and South African DIY markets, with well-known brands such as Harris, Lynwood, Harris Victory and T- Class. This strategic intent and collaboration were to supply high-quality UK designed painting application tools, yet affordable, pairing the correct tools for the paint type, the surface application and enhancing the coating system finish and longevity.
NATIONAL
DISTRIBUTION
We have depots located across South Africa making it possible to deliver nationality
Our depots are located in:
• Gauteng
• Durban
• Port Elizabeth


PRODUCT OVERVIEW


TOLL MANUFACTURING
MASSMART - BUILDERS WAREHOUSE, GAME & MAKRO
Promac Paints developed a brand namely Fired Earth and in 2008 sold the intellectual property thereof to Massmart Holdings.
During 2008, Promac Paints was awarded the tender for the manufacturing of a home brand for Builders Warehouse. This is a specialised range of paint products tailored to suit all architects, designers, decorators, contractors as well as anybody in the DIY sector. Subsequently, we also secured further ranges for Builders Warehouse, Game and Makro including, Fired Earth Painters Pro and Simple Choice.


TOLL MANUFACTURING
CHAMBERLAINS
Promac Paints have been manufacturing the Chamberlain house branded paint products for the past 18 years. We are proud to be associated with this organization that has been in operation since 1903. We manufacture their full range of decorative home branded paints. They are progressing in leaps and bounds and are clearly one of the ambassadors in saying that we "stand behind our brand".


FLAGSHIP RANGE
Our flagship range of products are marketed under the banner of "Platinum & Gold Band". Promac Paints followed this range with the introduction of a unique Quality Band system. By utilising our packaging and promotional material, this enabled customers and end users to choose products based on how long they require the paint to last.
Platinum products signify a life expectancy of 10 to 15 years, while Gold Band products signify a life expectancy of 10 years, Silver Bands signify five years and Blue Band products three years respectively. We expanded our unique selling points (USP) even further, by introducing perfumed paints designed to eliminate the offensive odours of freshly painted rooms.




MASSMART STRATEGY
PREP TOP TEXTURED SPECIAL MADE WOOD PAINTERS COATS PURPOSE BY ME PRO


PROMAC EBOOKS
Promac Combined Colour Guide (anyflip.com) Promac Easycoat Colour Guide (anyflip.com)
Promac Price List 2020 (anyflip.com)


PROMAC PREP & PRIME PRODUCTS


PROMAC TOP COAT PRODUCTS


PROMAC SPECIAL PURPOSE & LIGHT INDUSTRIAL


PROMAC PRODUCT LAUNCH




MARKETING INSIGHTS
A LOW FREQUENCY PURCHASE WHO INFLUENCES WHO?
OVERWHELMING CATEGORY ESSENTIAL VS OPTIONAL


MARKETING INSIGHTS
A LOW FREQUENCY PURCHASE
Paint Shopping is currently functional + technically challenging whilst being an emotional purchase for the average DIY shopper. Most paint purchases for them take place every 1to 3 and more years. Price perception over this period vs value perception is also questionable.
OVERWHELMING CATEGORY
With an over whelming choice of brands + aisles of product and colours (functionally driven)–brand differentiation and being a memorable experience is a large job. Providing the necessary support in the paint category requires constant innovation; spend and maintenance. The Paint Shopper Journey has to start online whilst the in store experience going forward has to provide retail theatre and be simplified.
WHO INFLUENCES WHO?
Shoppers are hugely influenced by the Floor Consultants – not always understanding what they are getting in terms of their perceived value of a pack price. Ie “look and feel”; spread rates; guarantee or quality. Our language and selling emotional benefits over features will become more and more important.
ESSENTIAL VS OPTIONAL
A move to home offices and lockdowns has seen the DIY market increase again as homes are becoming the ultimate retreat from the world and a safe haven. Consumers are now in the space of essential vs non essential items with everything being delivered to their doorstep and being spoilt for choice, whilst having limited funds| resources.


INSIGHTS INTO FACEBOOK & PINTEREST CAMPAIGN
Gauteng only – area specific - Targeted at : Pinterest Princess + Instaworthy Make Up
+ Trendy Mamma Typologies to drive sales into the selected stores (Campaign will be shared once all elements approved)
EASY COLOURS FOR INSIDE & OUT
Ready 2 Go Colours – just like coffee tones White + Warm Greys
Earthy Naturals
Creamy Neutrals
PERFECT ON THE GO
Our range of colours go with any Floor or Roof colour. From Primers to your home’s final look - we have you covered
JUST RIGHT JUST THE RIGHT GREY
Easycoat Silk and Matt – The Perfect Décor Accessory – “ Your Walls Will Love You Back”


SHOPPER FEATURE
INTRINSIC CHARACTERISTIC OF THE PRODUCT OFFER
Easycoat is an affordable paint system from primers to topcoats
The packaging will stand up and compete in the cluttered paint category
A bespoke range of ready to go colours
CONSUMER FEATURE
INTRINSIC CHARACTERISTIC OF THE PRODUCT OFFER
Easycoat is an affordable full paint system from primers to topcoats
Low odour
A bespoke range of ready to go colours
SHOPPER BENEFITS
SO WHAT ON CHARACTERISTICS
I can give my house the refresh and new look without breaking the bank
The packaging and shelf displays inspire me and makes it easy to choose
Easycoat has made it easy for me to choose the perfect canvas for my home – from whites to greys to earthy natural tones - the hand painted colour cards help make my colour decision easier. Easycoat inspired me online through their Instagram posts
CONSUMER BENEFITS
SO WHAT ON CHARACTERISTICS
I can do this project with one whole range that will protect; prime and refresh without breaking the bank
It’s a pleasure to use Easycoat on a project as the odour is low
Time is money for me. The colour consistency and instant availability off shelf and no tinting is no stress and no fuss


INTERNAL STAKEHOLDER CAMPAIGN
Product and Colour Training for Retail Sales Team and Floor Consultants
BELOW THE LINE MARKETING ADVOCACY
Digital - Instagram campaign targeted at Pinterest
Princess; Instaworthy Make Up + Trendy Momma Typologies Timing: Mid October 2021
Print – Take home hand painted colour card on the Easycoat 5lt Shelf Splitter
PACKAGING AND POINT OF SALE
Ÿ 5lt Shelf Splitters with Hand Painted Take Home Swatch Card for easy colour selection
Ÿ Easycoat range shelf splitter
Ÿ 20lt Bulk Stack Corner Units with Colour
Blocks
RETAILER Value proposition
SHOPPER
Ÿ Beautiful displays that are easy to engage with, inspiring and enabling the shopper to purchase the right colour
Ÿ POS:Take home hand painted swatch cards
Ÿ No tester pots or 1lt samples required
Ÿ Affordable Quality Paint


BRAND ARCHITECTURE
WHO
WHO
CONSUMER
RETAILER
PROFESSIONAL
WHAT
WHO
PRIME
PAINT
SPECIALITY (Wood, Spray etc.)
Primers & Undercoats
PREP
Specified Contractor
Bakkie Builder, Unspecified Contractor
Clean
Prep
Fill
Water- proof
Interior
Exterior
Int|Ext
Roof
Enamel
Matt
Sheen
Feature | Paint effect
Textured
Matt
Sheen


HOW WILL EASYCOAT LOOK IN STORE
PLASTER
PRIMER
PRIME FOR THE PERFECT LOOK AND PROTECTION.
UNIVERSAL
UNDERCOAT
PREPARING YOUR PROJECT FOR ITS NEW LOOK.
GLOSS
ENAMEL
THAT GLOSSY LOOK AND FEEL FOR KITCHENS, BATHROOMS, DOORS, TRIMS AND WINDOWS.
EGGSHELL
ENAMEL
THE HARD WEARING PERFECT LOOK FOR KITCHENS, BATHROOMS, DOORS, TRIMS AND WINDOWS


HOW WILL EASYCOAT LOOK IN STORE








SIGNAGE
CATALOGUE CORPORATE SIGNAGE AND POINT OF SALE


pine frame banners product specific
2500 mm
540 mm 540 mm


pine frame banners product specific
2500 mm
540 mm 540 mm


pine frame banners colour ready to go
2500 mm
540 mm 540 mm


chromadeck
Product specific
2450 mm
Product specific
1225 mm 1225 mm


chromadeck
colour ready to go: nature


chromadeck
Harris & ipaint
2450 mm
Harris, ipaint & gear logo
1225 mm 1225 mm