06/20/2024
Three years after passing into the hands of the Dutch firm AkzoNobel, Pintuco will change its image: The company wanted to adopt the visual elements of its now owner’s other decorative paint brands.
This evolution It will be done starting July 1 of this year. And according to Juan Carlos Moreno, formerly president of Pintuco and now responsible for Central America and the Andean Zone at AkzoNobel, it will allow the materialization of advantages in terms of portfolio, communication, digital platforms and global and regional value propositions for the brand.
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In an interview with EL COLOMBIANO, Moreno told more details about this new image change, the new products they will launch on the market and what they expect for the end of this year.
How was last year?
“It was a year that was within the objectives we had set for ourselves. We feel the adjustments in changes in habits and consumption, a reality that we are experiencing in the markets. The challenge has been to understand and adjust to this entire process. But, in general, we believe that we had a satisfactory year in terms of results and the expectations we had.”
In terms of sales, how do you expect to close 2024?
“We have quite challenging expectations, which are in the order of $800,000 million. “We expect single-digit growth compared to 2023 results.”
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The construction sector is going through a very critical situation, how has it impacted you?
“The construction sector has always been our ally, because we are part of a very important phase of its process, which is the finished parts. We have felt the impact to a large extent and this is a sector that depends heavily on social housing and subsidies, which is why We believe that processes need to be streamlined and give confidence to the consumer who wants to purchase their own home.
But all this is a process that must go hand in hand with the policy of the National Government and the commitments of the builders.”
They have just announced their change of image and the entry into the market of new products, what is it about?
“The new image of the brand preserves the traditional name of Pintuco, recognizing that through it a history of more than 79 years has been built in the local market and has earned an important space in the minds and hearts of consumers. Colombians and the region.
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We also seek to enrich the offer of paint products and make it possible for the market to have access to a broader, sustainable and innovative portfolio.
We have two products that we will introduce into the Colombian market starting July 1: Viniltex Ultralavable, high-performance and durable acrylic interior paint, cWith technology that repels liquids, facilitating the process of cleaning the walls; and we will relaunch the leading exterior paint Koraza, with a new formula offering long-lasting reinforced protection against fungi and algae, to keep the facades protected and clean for much longer.”
How much was the investment for this makeover?
“I cannot give the exact information, but there were several investments here: some went to the research part and for this process of understanding the pillars on which the Pintuco brand has been built and thus adapting to the value proposition that AkzoNobel brought. Other resources will go to the transformation of sales points and communication with consumers.”
In terms of sustainability, what is the company betting on?
“Since 2021, we have had a self-generation energy system of 1.7 MW (megawatts) at the paint plant in Rionegro. And we have already achieved that 100% of the energy used there is renewable.
On the other hand, 22% of the sales we make are sustainable products, and 52% of the plastic packaging material is recycled. We seek that By 2030, 50% less carbon emissions will be generated in operations and throughout the value chain.”
Do you plan to reach more markets?
“We already have an important position abroad, but we hope consolidate ourselves more so in some countries in the region such as Honduras, Costa Rica and Ecuador”.
Finally, what do you consider to be the great challenge facing the Colombian economy?
“I believe it is to reactivate the economy and to do so It is necessary to regain the trust of everyone, both businessmen and consumers. “We are in a moment where inflation has slowed, growth has been low, so part of what we have to recover is that confidence and really understand how we are going to face the future.”
