NIPPON PAINT
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MOST LOVED BRANDS
Q: Share the brand’s history, strengths and progress of late…
A: The main strength of the brand is its long history of over 140 years backed by pioneering Japanese technology, which has become synonymous with quality and innovation in Sri Lanka and the world over.
Over its decade of operations in Sri Lanka, Nippon has become a leading paint brand that consumers trust. It is also a leading paint brand in Japan and the Asia-Pacific, and the fourth largest in the world.
Nippon Paint has grown its market leadership through a challenging year because it has unfailingly delivered its brand promise through ‘industry best’ quality, innovation and solutions for all customer ‘pain points.’
The brand delivers the same quality standards in all its global markets – Australia and New Zealand, Europe, the US and much of Asia.
Nippon Paint increased its market share due to an aggressive marketing and branding strategy, and ensuring product availability across the island.
Q: How is Sri Lanka’s economic outlook impacting branding and brands?
A: The economic backdrop has been challenging as disposable incomes declined and spending patterns changed.
In response to ground realities, Nippon Paint moved fast to introduce products that would be accessible to all income groups whilst ensuring the same high quality. One of the main challenges for us was to maintain reasonable pricing amidst inflation.
The business managed to record growth despite these circumstances although the construction industry suffered throughout the year. The overall paints and coatings market too shrank due to the economic situation.
Our ‘value for money’ packages ensured the brand remains the market leader even in a period of dwindling disposable incomes.
Q: What has been the brand impact on your business in terms of revenue and financial performance?
A: Despite external challenges, we remained focussed on the fact that a brand can’t sustain itself without innovation as customers constantly want it.
Undeterred, Nippon Paint launched more than 25 products under the eponymous corporate brand in 2023, catering to various purposes along with functionalities.
We also launched the Selleys® range of products, further expanding the home improvement segment with sealants, household and construction adhesives, gap fillers and lubricants.
Nippon Paint was able to expand its revenue and financial performance yet again this year by delivering its promise in product quality, features and performance, coupled with its value proposition and strong branding strategy.
Q: What is your business’ ‘clean and green brand’ strategy?
A: Nippon Paint counts many green brands in its portfolio that are water-based products as the brand consciously moves away from solvent-based offerings.
In green brands, ‘3 in 1 Medifresh’ purifies the air, re-oxygenates the room and kills bacteria while the ‘Odourless’ range has near zero volatile organic compounds (VOC) and is manufactured with ionised water to maintain quality. This paint is ideal for the hotel sector as the paint is odourless.
We are committed to environmental sustainability to protect the environment and our customers.
Q: How do you cater to brand conscious buyers and purchasing behaviours?
A: We continue to map and monitor customer preferences – especially amidst restrictive market conditions. Nippon Paint has been very aggressive over the last two years in building its brand and successfully established the same in people’s minds, demonstrating strong brand recall.
Greater visibility and branding efforts have been enhanced and Nippon Paint products are readily available across the island. It is after all a leading paint brand in Sri Lanka.
Q: How easy or difficult is it to maintain brand loyalty in a high cost milieu?
A: Paints do not have the traditional ‘pull’ factor of fast-moving consumer goods (FMCGs); but I am proud to say we have succeeded in creating a strong demand for Nippon Paint as the first choice.
One strategy has been to expand the number of outlets selling our products, which in turn has sparked an interest amongst dealers to carry our products.
Q: What are your business’ plans for the next 12 months in the context of branding strategy?
A: A key strategy is to launch more branded outlets selling our paints across the island with prominent branding and vendor support.
We also aim to popularise our brand across social media as it is easier to convey brand-related information and new product launches on such platforms.
And we look ahead confidently to dominating the paints and coatings market, and continuing to grow year on year as we have over the last five years.
Telephone: 4600400 | Email: info@nipponpaint.com.lk | Website: www.nipponpaint.lk
