Greener Paint Coatings For Environmental Sustainability

EMERGING THEMES
STUDENT NO - 12610882
EMERGING THEMES
DECEMBER 2012
I confirm that in forwarding this assessment for marking, I understand and have applied the
CIM policies relating to word count, plagiarism and collusion for all tasks. This assessment
is the result of my own independent work except where otherwise stated. Other sources are
acknowledged in the body of the text, a bibliography has been appended and Harvard
referencing has been used. I have not shared my work with other candidates. I further
confirm that I have submitted an electronic copy of this assessment to CIM in accordance
with the regulations.
Student number 12610882

Assignment word count
Task One
- 543
Task Two
- 2755
Task Three
- 539
Total word count 3837

1
EMERGING THEMES
Table of Contents
TASK ONE............................................................................................................................................. 3
Research Resources ................................................................................................................................ 4
TASK TWO............................................................................................................................................ 7
Greener paint coatings for environmental sustainbility .......................................................................... 8
Executive Summery ................................................................................................................................ 9
Macro Theme - Environment & Environmental Sustainability ........................................................ 10
Environmental sustainability is being challenged in Sri Lanka.................................................... 10
Energy requirement....................................................................................................................... 11
Air Pollution.................................................................................................................................. 12
Global warming ............................................................................................................................ 13
Volatile Organic Compounds (VOC) ........................................................................................... 14
Changing consumer behavior for Eco paints .................................................................................... 16
Problem recognition...................................................................................................................... 16
Information search ........................................................................................................................ 16
Evaluation of alternatives.............................................................................................................. 17
Purchase decision.......................................................................................................................... 17
Purchase ........................................................................................................................................ 18
Post-purchase evaluation............................................................................................................... 18
Strategic marketing response for Eco paints market......................................................................... 19
Green marketing definition ........................................................................................................... 19
New Product development- Strategic response to achieve environmental sustainability ............. 19
Current situation of Sri Lankan coating industry.......................................................................... 20
Why new product development .................................................................................................... 20
How marketers should adapt to new product developments of the industry .................................... 23
TASK THREE...25
Eco paint for environmental sustainability... 25
APPENDIXS......................................................................................................................................... 28
REFERENCES ..................................................................................................................................... 32
EMERGING THEMES
TASK ONE
SUMMERY OF SOURCES OF INFORMATION
WORD COUNT 543
EMERGING THEMES
Research Resources
Sources #
1.
Name of the source

Ministry of Environment A
&
(Report)
Credibility & Reliability
Natural
(2012)
Sri
government
ministry Clearly defines urgent attention
Resources special report intended to

Lanka promote
Strategy for Sustainable development,

Development.
Merits of source
sustainable
energy
&
of
industries
construction,
specially
for
energy
&
environmental conservation.
environmental conservation Industry wise national analysis

of Sri Lankan industries.
of
It has high credibility &
environmental issues.
energy
consumption
&
reliability, prepared forward Introduction of industry specific

to
United
Development
Nations
Programme
technologies & methodologies

for sustainable development.
Provides solid basis to link Eco
evaluation
( UNDP)
paint coating to construction

industry
to
achieve
sustainability.
2.
(Annual
Report)
Unicef Sri Lanka (2012) The Unicefsofficial annual Explains Unicefs intention of
Unicef annual report for report for year 2012 of Sri
facilitating
Sri Lanka.
friendly educational ergonomics
Lanka.
High
credible
information
3.
eco
prepared by Ability to justify role of Eco
one of independent worlds
paints to increase hygiene&
leading organization.
ergonomics.
Architecture. circulations by the Sri Lanka
The Architect.
&
to Sri Lankan school children.
Polhena, A. (2012) New Quarterly journal with 7,000 Explains

Organic
(Journal )
source of
hygienic
how
ecological
sustainability can gain from
Institute of Architects. It
architectural
covers varying subjects of
decorative
architectural topics on in Sri
construction engineering.
&
interior
perspectives
of
Lanka and the world over. Ability to link the role of Eco
Each issue is based around a
paint in architectural design
theme & regularly features
stages & interior decoration
projects, latest news, trends,
stages
and technologies of interest
friendliness.
to
enhance
eco
by Sri Lankan architects.
EMERGING THEMES
Sources #
4.
Name of the source
Merits of source
Parker, S. (2012) The Author of this online article This article clearly shows how
Role
(Online
Article)
of
Paint
and is a paint coating industry
Coatings in a Green expert,

Building.
opinion
decorative,
protective
and
former
special features of paint can use
working for world leading
for the betterment of ecological
paint coating company Akzo
system, health of the living
Nobel, Netherland. He has
beings
high credibility in world
development.
and
sustainable
Water based technology, Nano
coating industry.
technology, VOC levels are

discussed.
5.
Lbr.lk (2012) Sri Lanka Lanka

construction
(Online
Article)
Business
Review Urges local contractors to adopt
industry (LBR) is an online portal of
needs tech upgrade.
indigenous
and
sustainable
Sri Lankan industry expert
greener technologies and proper
to present & discuss latest
use of natural resources.
news,
technologies
and Explains current environmental
articles.
& financial related issues which
It consists of 1000 odd
can
chartered members of many
sustainable green technologies.
be
minimized
using
industry disciplines which Explains the role of Eco paints to

also
promote
discussion
minimize health related issues of
across industries. Its printed
labour
monthly LBR magazine has
construction.
force
&
users
of
circulation of 10000 copies.

6.
Raiderpainting.com
(2012)
(Company
Website)
Healthcare global coating company who
Facility
Contractors
Raider painting is a giant Clearly explains how Eco paint
Painting is
|
in
the
forefront
in
Raider technological advancements.
Painting Company.
can
be
used
to
enhance
healthcare of people through air

purification,
natural
lighting,
This web publication has
temperature controlling, fungal
good credibility and it has
& bacterial controlling functions
facilitated
of paint.
opportunity
to
discuss the articles as well.
EMERGING THEMES
Sources #
7.
(Online
Portal)
Name of the source
Merits of source
Facilitiesnet.com (2011) Facilitiesnet is a one of the It explains how maintenance cost

Green Paints Come of leading facility management
can be reduced with Eco paints
Age
to achieve sustainability.
Facility online
site.
Management Paints & companies

Coatings Feature
Member
introduce
and
discuss latest trends, news,

technological breakthroughs,
recommend
solutions
to
issues.
High credibility source.
8.
Air Pollution: Why it's A
(Press
release)
not just your lungs that Philippine

suffer
fair
Famous
newspaper.
for
Unknown. (2011) Air account

Pollution: Why it's not controversial
just
your
lungs
responsible Shows how air purifying gas can
and
that Features
of
improve air quality.
balanced Justifies ability to reduce air

news,
conditioners
views.
breathable quality of air.
to
enhance
contemporary Explains how city of Manila
suffer. The daily tribune, living and bring the latest
overcame smog hovering over
25 July, p.11.
the city.
showbiz buzz, latest local

and global trends. It is the
second highest circulating
new paper with 2 million
copies per day
EMERGING THEMES
TASK TWO
DISCUSSION PAPER
WORD COUNT 2755
EMERGING THEMES
GREENER PAINT COATINGS FOR

ENVIRONMENTAL SUSTAINBILITY
EMERGING THEMES
Executive Summery
Earth and its resources should be preserved for the future generations while fulfilling current needs.
Over consumption , living beyond actual needs, insufficient understanding of importance of
environmental sustainability ,limitless business competition with neglecting environmental impact
have urged immediate actions for environmental sustainability.
With the increasing environmental issues like global warming, environmental pollutions, energy
crisis, natural resources depletion and climate changes etc, industries have invest on environmental
friendly products, process, package and supply chain practices which can neutralize or minimize the
damage caused to the environment.
This discussion paper will discuss the emerging role of Eco paints, developed with Nano & Water
based technologies, to support green construction (more than 15% growth- Figure 09) and to
minimize these environmental issues.
Eco paints can provide many augmented and potential benefits beyond its core benefits, decoration &
protection to the substrate. Light enhancing, heat reducing, air purification, anti fungal, antibacterial,
self cleaning, washable and many more tailor made functionalities can be added aid of Nano particles.
Nano paints are capable of preserving electricity requirement for lighting (4-5%) and air conditioning
(3-4%), reduce air pollution (30-40%) etc.
Both B2B and B2C customers are increasingly ware of environmental concerns and benefits of Eco
paints to aid sustainability, to save utility bills like electricity, maintenance, ability to maintain
healthily hygienic environments. Therefore consumer behavior, involvement to decision making
process, role of decision making members, referral groups are being changed. Customers who are
interested price are now willing to pay premium prices for Eco paints evaluating the long term
benefits.
Eco paint availability in Sri Lankan is as low as 7% and its 39% in Netherland where the origin of Sri
Lankan arc competitor, Akzo Nobel( www.akzonobel.com).With the increasing issues and awareness
among customers, multinational coating companies may introduces such products to Sri Lanka as they
have done in other regions of world. Since, local players like Lankem Robbialac and Multilac do not
have the financial & technological ability, partnering with foreign supplier or manufacturing under
their licenses will be expected in marketing Eco paints.
New product development would be the strategic marketing response (Figure 11) to this
environmental trend and this will alter the nature of competition and the supply chain in the coating
industry. Marketers also have to develop new set of skills and change their attitudes, behaviors to
cope up with the emerging theme (Figure 14).
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Macro Theme - Environment & Environmental Sustainability

Based on the definitions of natural environment (Appendix 02) and environmental sustainability
(Appendix 01), Earth and its resources should preserve for the future while fulfilling current needs.
Over-consumption, living beyond actual needs, insufficient understanding of environmental
sustainability, limitless competition market share & profits with no regard for environment are
causing threat to the environmental sustainability.
The theme sustainability is not a recent concern but now its needed more than ever to world. Each
industry should seek environmental sustainability to preserve environment. It
helps to differentiate
from rivals, to achieve long term cost benefits.

With the increasing environmental issues like global warming, environmental pollutions, energy
crisis, natural resources depletion and climate changes etc, some industries forced to invest on
products, process which can neutralize or minimize the environmental damage.
This discussion paper will mainly discuss the emerging trend of using
Eco paints to overcome,
minimize these environmental issues of ordinary paints and added benefits to the environment.
Harmful volatile organic compounds (VOC), odour are less in Eco paint and will improve air
quality.
1m2 of Nano technologically developed Eco paints can purify noxious gas equal to a grown
tree.
Room temperature can reduce by 5Co with heat reflective Eco paints reducing energy
requirements to air conditioning.
Light enhancing Eco paints will reduce the requirements of higher Wattss bulbs preserving
energy.
Improved durability of Eco paints will reduce recoating requirements and maintenances cost.
Environmental sustainability is being challenged in Sri Lanka

Development efforts of the country have increased, with the conflict ended in Sri Lanka. All the
industries have recorded strong annual growth since 2009.Though it led to growth in per capita
income, increase in standard of living and decrease poverty levels, Sri Lanka faces environmental
problems such as land degradation, inefficient mineral resource usage, air / land/ water pollution, poor
management of water resources, loss of biological diversity, coastal erosion, increasing scarcity of
10
EMERGING THEMES
water for agriculture & power generation, waste disposal in urban areas, traffic congestion and rising
temperatures in the main cities etc. ( Source #1-Research Resources)
Energy requirement
Sri Lanka is depending on hydro power generation and due to insufficient rain fall, population growth,
industry and infrastructure developments, electricity demand has increased. Thermal & Coal power
generation has become the major source and has intense the impact to environment. Increased carbon
footprint is causing green house effect and air pollution (Source #1-Research Resources).
Figure 01, Source-Sri Lanka Electricity Board (Annual Report-2011)
Hydro power generatrion has decreased to 40% in 2011 from 53% in 2010 and this drop is replaced
by thermal & coal power generation.
Figure 02, Source-Sri Lanka Electricity Board (Annual Report-2011)

11
EMERGING THEMES
19% and 24.5% growth is projected in electricity demand and fossil fuel requirement respectively
intensifying the green house effect and air pollution.
Figure 03 Source-Ceylon Petroleum Corporation

Overall fuel consumption is increasing due to power generation, influx of new vehicles to streets.
Vehicle population has increased steadily and in year 2011, 18% year on year growth. (Appendix 04)
Figure 04, Source Department of Motor

Traffic
Air Pollution
Noxious gases mainly from power generation and automobiles are causing respiration system
diseases. Nano technologically developed Eco paints which can break down noxious gases (CO2, CO,
SO2, NO, NO2, NOx ) in to harmless particles, have been introduced to the market around the world.
Global paint giants like Akzo Nobel and Nippon paints who is currently operating in Sri Lanka, have
already marketed such paints in Indonesia, China where cities with high vehicle traffic congestion and
polluted air (Source #8-Research Resources).
Following charts depict total CO2 emission and NOx concentrations trend recorded over history and
air quality is becoming a serious problem to Sri Lanka (Source #1-Research Resources).
12
EMERGING THEMES
Figure 05, Source- Ministry of Environment

This chart presents the NOx gas concentration in the heart of the Sri Lankan economy, Colombo
Figure 06, Source- Ministry of Environment
Global warming
Increased temperature of green house effect is causing mountain glaciers, ice burgs to melt worldwide
increasing sea levels. Global climate and Ecological system is being changed. Following graph
depicts temperature anomaly due to global warming. Since 1980s global temperature has increased by
0.4 Co
Figure 07, Source- Wikipedia
13
EMERGING THEMES
Average Room temperature of Colombo has increased by 3-4 Co from 25-30 Co and electricity
requirement for air conditioning has increased to 20 % from 14% .(Source #01- Research Resources).
Sri Lankan construction industry is encouraged to adhere to greener construction practices to allow
natural lighting and ventilation to minimize energy requirement, Exterior and interior horticulture
decorations for cleaner air and cooler environment (Source #03 & #5 - Research Resources).
Efficiency of these practices can be improved with Eco paints (Source #06 - Research Resources).
Light enhancing Eco paints reduce the power requirements by 4 - 5 % by enabling replacing
higher Watts bulbs with low Watts.
Heat reflective Eco paints reduces room temperature by 5Co cutting down the air conditioning
requirement by 3 - 4%.
Sri Lankan paint industry already has lighting enhancing and temperature reducing paints.
Volatile Organic Compounds (VOC)

Low VOC paints emit less amount of harmful VOC to the environment. Those VOCs are given out
while painting - and for up to five years even after paint have been dried.
Figure 08, Source- www.articlesbase.com

Government enforces new low VOC regulations for new product developments (Source #04 Research Resources).
14
EMERGING THEMES
Growth potential of green Vs conventional based on building constructions. Green construction is

booming with the concept of Eco and Ayurvedic tourism in Sri Lanka.
Figure 09, Source- The Architect Journal

Building construction industry as the largest buyer of paints and with the increasing demand for green
construction, demand for various special functions Eco paints are increasing.
15
EMERGING THEMES
Changing consumer behavior for Eco paints

Customer demand, Sri Lankan government regulations, indirect long term financial benefits are major
driving force and consumer behavior towards Eco paint is discussed in details.
In nutshell, both B2C and B2B customer behavior is based on following factors for Eco paints.
Utility bill savings ( appendix 06) and reduced maintenance (appendix 08)
Willingness to pay premium price for Eco paint products
Increasing concern of customers to environmental sustainability
Health, hygienic benefits of Eco paint ( appendix 07)
Problem recognition
Household consumers & B2B customers like constructors, architectures, and engineers are
increasingly aware of benefits of the Eco paints to their wallet, to their customers wallet and to the
environment.
Traditional intension of decoration & protection to the substrate becoming basics with the value added
functions Eco pains offer.
Facility mangers, hospital administrators are the Initiators of requesting eco concept to the building
aiming at long term cost reductions and improved healthy environment.
Possible problems consumers will consider at this stage
Table 01- Benefits of Eco paints
Information search
Ordinary paint users searched information from applicators and dealer with low technical knowledge.
Now they refer online and paint company websites seeking for Eco paints information.
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EMERGING THEMES
Referring to opinion formers and leader like architectures, interior decorators, engineers with
technical expertise can be seen rather than referring to own peer groups, applicators for Eco paints.
Information related available colours, coverage, texture decorations were considered to select ordinary
paints, and special performance related information is searched in Eco paints.
Most females are interested for colour availability and texture finishes while most males are interested
in performance functionality of Eco paints.
Applicators, dealer were working as gate keepers for ordinary paints and Interior Decorators,
Quantity Surveyor, Architectures, Engineers play gate keeping role for Eco products.
Evaluation of alternatives
Aluminum Claddings, Granite walls and floors, Tiles, Wallpapers are alternatives to paints and those
have better demand due to easy maintenance, lasting durability, more designs, color consistency etc.
Eco paints developed with Nano and other water based technologies, now can provide greater benefits
and more specific functional solutions with it.
As an example air purification, anti fungal, antibacterial properties, self cleaning properties, heat
reduction, low VOC and low odor properties are able to excite consumers at their evaluation stage.
Applicators and the constructors were the Influencers for choosing ordinary paints
but with Eco
paints influencers are occupants, facility managers, and technical experts.
Purchase decision
The level of involvement in Decision Making Process (DMP) is increased for Eco paints over
ordinary paints and alternatives.
The role of DMU members is more vital due to high economic, performance and personal risk
associated with Eco paints.
Economic risk Though 80 to 120 % increased premium price is set for eco paints,
consumers bear this cost considering long term health and savings from maintenance and
utility bills, and considering stability of the nature.
Performance risk proper adherence to instruction and proper surface preparation and
application.
17
EMERGING THEMES
Personal risk performance risk should be minimized through proper methodology to obtain
specific antifungal, anti bacterial, air purification etc benefits.
Purchase decision is more influenced by the technical expert as influencers for Eco paints and in
ordinary paints, most housewives, daughters play influencing role based on preferred colours and
texture finishes.
Most of the time, husbands and sons have more dominating role in the Eco paint selection due to
technical understanding they poses.
Product performance warranty plays vital role for Eco paints in purchase decision stage.
Purchase
Due to targets, commissions given for paint dealers and applicators, purchase decision is highly
influenced at point of sale but in Eco paints with the reference and influence of technical experts,
most B2B and B2C purchases are specified for particular brand or product. Therefore Eco paint
purchasing decision is less prone to change in point of sale.
Post-purchase evaluation
Quantity surveyors, Engineers, Architectures and Interior decorators recommend Eco products
assuring specific objectives to achieve.
Electricity consumption conservation, improved air quality, reduced maintenance cost, health and
hygienic environment without fungal, bacterial infections, conformation to ISO 14001 standards or
green construction standards like LEED (appendix 03)
For ordinary paints, match of color card colour and actual colour, colour retention, promised
coverage, promised resistance to weather are the basics to evaluation.
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EMERGING THEMES
Strategic marketing response for Eco paints market

Green marketing definition
Marketing products and services based on environmental factors or awareness. Companies involved
in green marketing make decisions relating to the entire process of the companys products, such as
methods of processing, packaging and distribution.
-www.investopedia.com [10]
Based on above green marketing definition, product, process, packaging and distribution are areas
where environmental sustainability can be achieved with fulfilling customer requirements. In this
chapter, the role of product (Eco Product) is discussed to achieve environmental sustainability in paint
industry.
New Product development- Strategic response to achieve environmental

sustainability
Following product life cycle presents the available technologies of paint coating at their current stage.
Figure 10- Coating technology life cycle
19
EMERGING THEMES
Current situation of Sri Lankan coating industry
Current Sri Lankan coating market needs Nano technology based paints and prevailing water based
technology should expand beyond wood care and enamel paints to epoxy, auto refinish, ancillaries,
primers etc.
Existing Solvent, Epoxy based technologies are best suit for protective and decorative purposes of the
substrates. But with the technological advancement, paints can be used beyond its fundamental
function, with value added functionalities (Task 01 & 02).
Nano technology and water based technology will be the future in paint coating industry. These
technologies provide improved effectiveness and efficiency to their intended purposes with less or no
hazards (Task 01 & 02).
Why new product development
New Product Development
Figure 11-Ansoff Matrix

Market penetration, new market development strategy are not applicable in Sri Lankan coating
industry due to non availability of Nano technologically developed Eco products.
Few players have water based wood care, enamel products which represent 6 - 8 % of total coating
products and in order to ensure environmental sustainability, improved healthy environment, reduced
raw materials and improved durability, rest 92-94 % of coating products should be replaced with
water based product by incorporating Nano technology.
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Idea behind introducing water based technology, Nano technology to Sri Lankan paint coating
industry is to replace existing entire solvent based enamel, epoxy, ancillaries, specially 2 K auto
paints, water based emulsion coating with high VOC levels with Eco paints.
Therefore new product development strategy is the key to restore the stability of the environment.
Following chart shows the current percentage of paints with technologies of Sri Lankan market
Figure 12, Source- Lankem Robbialac internal publication

Green colour depicts the Eco paints and red shades depict ordinary paints. Still 93 % of products pose
threat to environment and living beings. Sri Lankan arch rival, Akzo Nobel has replaced 39% volume
with Eco paints in its country of origin Netherland.
Ability & requirement for new product development can be further explained using five levels of
product model.
21
EMERGING THEMES
odourless
made functionalities
Figure 13-Five levels of paint product

With Nano technology as the enabler and incorporating this to water based technology, many tailor
maid functionalities can provide to the customers they never ever imagined. Potential of the potential
Product has broadened.
But the practical problem for an industry in a developing country like Sri Lanka is the ability to invest
on R&D and availability of technology and experts. Many multinational players like Akzo Nobel,
Asian paints, Nippon paints and Causeway paints are operating and some of them have already
developed and marketed such Eco paints in European, American Oceania and Asian regions.
Local players like Robbialac, Multilac and other small scale players only can do is to collaborate with
other global coatings giants to introduce their product or manufacture under their license.
22
EMERGING THEMES
How marketers should adapt skills, attitudes & behaviors to

new product developments of the industry
As customer requirements always change, skills, attitudes and behaviors of the marketers should
change accordingly. Not like in FMCG sector, marketers in paint coating industry requires adequate
technical expertise in new product development process, to diagnose & handle complaints , marketing
products specially to technical experts like Engineers, Interior decorators, Architectures , Quantity
surveyors and constructors.
Products and methods of application may change continuously with the technological breakthroughs
of Nano technology and intensive R&D activities in global coating industry. Attitude of Continuous
Professional Development (CPD) and actual knowledge upgrading is expected from marketers in this
industry.
Apart from technical experts following skills also should develop by marketers.
Figure 14, Source- CIM, ET study text, 2010

Major customers are experts in B2B segment for Eco paints and marketers need to be strong personal
communicator to inform and educate customers on emerging trend for eco paints and its benefits,
differentiate Eco product with ordinary paints and competitor products, persuade them to shift in to
Eco products and constantly remind customers on specialties of marketers product.
23
EMERGING THEMES
Marketer should use his innovativeness, creativeness in this high competitive market for sustainable
progress. Inviting street painters to paint air polluted streets, walls with air purifying paints at a mural
/ fresco festivals will be new to Sri Lanka which will create a buzz in the industry.
Some marketers may have restricted their expertise only to marketing discipline as considering
finance as a supportive function. This attitude needs to be changed, marketers should improve
relevant skills at least fundamentals of finance. This will helps to work with finance team and play
more active role in strategic decision making process as well.
Marketers need to improve their skills of new media, digital marketing especially in social marketing
as very powerful interactive tools. Internet and mobile is being basic in life of consumer and
knowledge and skills on these will help to observe customer behavior and gather customer insights,
engage customer with brand etc. In nutshell this expertise will provide marketers additional channel to
be good personal communicators.
Paint industry marketer is expected to anticipate and identify the requirements of a paint customer.
This behavior can be extended to create new need for customers in an unrelated industry with the
ability of Nano technology. If anyone wants to reduce his utility bills like electricity and maintenance,
Eco paint can promote to help to conserve electricity and maintenance.
24
EMERGING THEMES
TASK THREE
BLOG POSTING
WORD COUNT 530
25
EMERGING THEMES
Sri Lankan Paint industry needs to excel with Eco paints

With increasing environmental issues like global warming, pollutions, climate changes etc, coating
companies have invested on Eco paints to minimize environmental damage and Eco paint is emerging
with green construction trend in Sri Lanka.
Sri Lanka is depending on thermal power generation and Colombo city consumes 55% electricity for
lighting and air conditioning from its total requirement. Light enhancing and heat reflective Eco paints
can reduce the power requirements by 7 -9 %.
Nano technological Eco paints can break down noxious gases in to harmless particles and area of 1m2
paints can purify gases equal to a grown tree. Since 1980s global temperature has increased by 0.4 Co
and with noxious gas controlling and energy preserving will helps to reduce some of this effect.
Every industry needs to take the responsibility of these environmental concerns and as a paint industry
Eco paints can fulfill its part to ensure sustainability of the environment.
Changing customer behavior for Eco paints

Customer decision making processes, members, factors of considering are also being changed on Eco
comparatively to ordinary paints.
Savings from utility bills
Willingness to pay premium price
Increasing concern for environment
Health benefits
Customers are becoming aware of benefits of the Eco paints.
26
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Decoration & protection to the substrate are becoming basic with abilities of Eco paints. Facility
mangers as initiators request eco concept aiming at cost, healthy benefits.
Customers gather information online than referring applicators, hardware dealer with low technical
knowledge and shifting from own peer groups to opinion formers & leaders like architectures, interior
decorators, engineers.
High durable claddings, granite walls, tiles are alternatives for paints and with Nano technology, Eco
paints has minimized the threat of alternatives. Facility managers, technical experts are the influencers
for Eco Vs. applicators, constructors for ordinary paints
High involvement to DMP for Eco paints Vs ordinary paint can be seen. Preferred special functions
are dominating colours and textures of ordinary paints. Product performance warranty for Eco paints
is the main factor against colour availability, coverage of ordinary paints when finalizing the purchase
decision.
Commissions are given for interior decorators, architectures, constructors for Eco paints similar to
dealers and applicators for ordinary paints. Therefore, high influence for ordinary paints at POS vs.
Eco paints. Post purchase evaluation would be most welcome to Eco paints due to specific reasons of
recommending than evaluating surface protection and decoration purpose of ordinary paint.
Marketers need to change attitude, behavior & skills for Eco products
Products and application knowledge change continuously with technological breakthroughs of Nano
technology. Attitude and behavior of Continuous Professional Development (CPD) are expected
from marketers in this industry.
Marketer as a strong personal communicator needs to inform and educate customers on emerging
trend for eco paints and its benefits, differentiate Eco product with ordinary paints and competitor
products. Their innovativeness and creativeness are expected throughout the elements of marketing
mix. Marketers need discipline on finance not restricting to marketing. This attitude needs to be
encouraged and will help to work with finance team and play more active role in strategic decision
making process.
Marketers need to improve skills on new media, digital marketing, and social marketing as very
powerful interactive tools. Knowledge and skills on these will help to observe customer behavior and
gather customer insights, engage customer with brand, enabling marketers to be good personal
communicators.
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Appendix 01
Sustainability Development- Definitions
"Development that meets the needs of the present without compromising the ability of future
generations to meet their own needs, with three key objectives for sustainable futures
A socially and environmentally innovative, resource-efficient economy that delivers quality

of life in the developed world
An improvement of economic welfare and quality of life in developing countries
A healthy natural environment with resources used and conserved wisely-worldwide.

Source- The Brundtland Commission.[8]
"Development which improves people's quality of life, within the carrying capacity of earth's life
support systems
Source -United Nations Environment Program (UNEP). [8]
"The guiding rules are that people must share with each other and care for the Earth. Humanity must
take no more from nature than nature can replenish. This in turn means adopting lifestyles and
development paths that respect and work within nature's limits. It can be done without rejecting the
many benefits that modern technology has brought. Provided that technology also works within those
limits"
Source- The World Conservation Union (IUCN) [8]
Appendix 02
Natural Environment - Definitions
The natural environment encompasses all living and non-living things occurring naturally on Earth
or some region thereof. It is an environment that encompasses the interaction of all living species.
Source-Journal of Environmental Quality [6]
The sum total of all surroundings of a living organism, including natural forces and other living
things, which provide conditions for development and growth as well as of danger and damage.
Source-Businessdictionary.com [7]
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EMERGING THEMES
Appendix 03
Source- Ceylon Petroleum Corporation
Appendix 04
Source- Department of Motor Traffic
Appendix 05
Green Construction Certifications
Dictated largely by the growing awareness of consumers over eco-friendly buildings and materials,
the momentum is encouraging commercial painting contractors towards qualification tests and
certifications that ensure their compliance to environment-safety standards.
Currently, the U.S. Green Building Councils (USGBC) Leadership in Energy and Environmental
Design (LEED) ratings systems is the most popular basis for defining the standards of a "green
building". LEED looks at various factors such as energy and water usage of a building, the source and
quality of building materials used in construction, as well as the overall quality of the building
environment.
LEED also has a specific rating system for paints and coatings, the Indoor Environmental Quality
Credit 4.2, that focuses on reducing VOCs in architectural paints, coatings and primers. The goal of
the rating system for paints is to accredit high-performance paints that have low-emission capabilities,
leaving as little environment damage as possible.
29
EMERGING THEMES
Appendix 06
Owners of building expect savings on construction and post-construction and are becoming
increasingly aware that once the building is operational, more cost-savings will come in the form of
lesser utility bills and maintenance costs. This was well proven by the U.S. Green Building Council
(USGBC) estimating an average return on investment of 20% on green buildings (Source #07 Research Resources).
Appendix 07
Health ministry & doctors have warned about mold and mildew growth in many facilities like hotels,
restaurants, schools, health-care facilities which pose threat to infants, children, adults and patients, to
initiate maintenance and renovation projects to rooms, ventilation systems, furniture, Walls, Pantry
cupboards etc. which are susceptible to most of these growths.
Anti bacterial, antifungal, anti dust, washable and easy clean, self cleaning properties will prevent
such media to grow on surfaces. This will also reduce recoating requirement hence more sustainable
and facility managers are also interest in cost, time reductions as well.
Low odor or odorless nature of Eco paints is another critical importance fact to facilities, which
allows crews to paint in or near occupied spaces without disruption to occupants. It helps to improve
health of paint applicators and lead time of project delivery, can also reduce. Therefore contractors,
Engineers, Project managers are seeking for such products from the industry.
Appendix 08
Urethanes and polyurethanes based technologies, Water based technologies have high resistance and
control of corrosion, fire, chemical, heat and other damages hence extend the lifespan of coated items.
Main pillars of sustainability are Reduce, Reuse & Recycle and these paints will help to reduce
production of coated items and encourage reuse.
30
EMERGING THEMES
Appendix 09 - One page summary of paint coating industry

(Adapted from Lankem Robbialac industry analysis report 2011/12)
Sri Lankan paint industry is 20 billion rupees worth in value accounting 35- 40 million liters in
volume and achieved 10 -12 % industry growth rate as at year 2011/12. Industry comprises of 57
manufacturers and 06 big players controlling 97% of the market.
CIC -Dulux / Akzo / Glidden ( Multinational company)

Asian Paints-Royale / Permoglaze ( Multinational company)
Causeway-Luxury / Kenlux ( Multinational company)
Silicon Coatings-Nippolac( Recently acquired by Nippon paints Japan)
Lankem-Robbialac
Macsons Lanka-Multilac
Decorative and industrial paint segments contribute

75% and15% respectively to the total volume. Paint
is a seasonal product and seasonal sales turn up on
December & March. In seasons volumes get
doubled compared to an average month. Paint
Industry is growing in-line with the GDP growth
rate backed by construction and tourism boom
Average price level has shown 8%-10% year on
year growth. Industry is 99% dependence on
imported raw materials.
Paint types Decorative (Interior & Exterior),
Industrial and Ancillaries.
Target market- B2C as households and Engineers, Architectures, Interior Decorators, Constructors,
Painters as B2B customers
Current demand drivers for paint
Price-affordability
Quality-durability, final finish
Health and environmental friendly nature
Colour range and ease of application
Distribution-availability
Services including after sales services
Paint coating technology is consisting of solvent based, water based and oil based technologies. Due
to high toxicity, volatile organic compounds health concerns and environmental damage, trend is
moving towards water based technologies. Nano technology has backed this trend with added exciting
functionalities.
31
EMERGING THEMES
Research Sources References

1. Ministry of Environment & Natural Resources (2012) Sri Lanka Strategy for Sustainable
Development. [report] Union Place, Colombo 02: Hansi Graphics & Advertising, p.130-137.
2. Unicef Sri Lanka (2012) Unicef annual report for Sri Lanka. [report] Colombo 05: Unicef
Publications, p.8.
3. Polhena, A. (2012) New Organic Architecture. The Architect, Volume 113 (Issue 03), p.80 81.
4. Parker, S. (2012) The Role of Paint and Coatings in a Green Building. [online] Available at:
http://www.articlesbase.com/ask-an-expert-articles/the-role-of-paint-and-coatings-in-a-greenbuilding-832647.html [Accessed: 22 Sep 2012].
5. Lbr.lk (2012) Sri Lanka construction industry needs tech upgrade. [online] Available at:
http://www.lbr.lk/fullstory.php?nid=201109182101327980 [Accessed: 22 Sep 2012].
6. Raiderpainting.com (2012) Healthcare Facility Painting Contractors | Raider Painting
Company. [online] Available
at:http://www.raiderpainting.com/healthcare_construction_trends [Accessed: 23 Sep 2012].
7. Facilitiesnet.com (2011) Green Paints Come of Age - Facility Management Paints &
Coatings Feature. [online] Available at:
http://www.facilitiesnet.com/paintscoatings/article/%E2%80%98Green%E2%80%99-PaintsCome-of-Age--1754 [Accessed: 25 Sep 2012].
8. Air Pollution: Why it's not just your lungs that suffer .Unknown. (2011) Air Pollution: Why
it's not just your lungs that suffer. The daily tribune, 25 July, p.11.
32
EMERGING THEMES
Discussion Paper References

1. Ministry of Environment & Natural Resources (2012) Sri Lanka Strategy for Sustainable
Development. [report] Union Place, Colombo 02: Hansi Graphics & Advertising, p.137.
2. Yatagama , . et al. (2011) Air pollution and health in Sri Lanka: a review of epidemiologic
studies. BMC Public Health, 10 (300), p.53-58.
3. Azwer, M. (2012) Time To Battle Air Pollution. The Sunday Leader, 20th Thursday
September, p.14.
4. Indexmundi.com (2012) Sri Lanka - Electricity - consumption - Historical Data Graphs per
Year. [online] Available at: http://www.indexmundi.com/g/g.aspx?c=ce&v=81 [Accessed: 30
Sep 2012].
5. Withanage, . and Liyanage, . (2012) Dont Nuke Sri Lanka! Demand clean energy! Demand
energy sovereignty!. [report] Colombo 08: Centre for Environmental Justice, p.12.
6.
Johnson, D. L.; Ambrose, S. H.; Bassett, T. J.; Bowen, M. L.; Crummey, D. E.; Isaacson, J.
S.; Johnson, D. N.; Lamb, P. et al. (1997). "Meanings of Environmental Terms". Journal of
Environmental Quality 26 (3): 581589.
7. Businessdictionary.com (n.d.) What is environment? definition and meaning. [online]

Available at: http://www.businessdictionary.com/definition/environment.html [Accessed: 30
Sep 2012].
8. Unescap.org (1999) Definitions of Sustainable Development. [online] Available at:
http://www.unescap.org/drpad/vc/orientation/awareness/sustainable_development/sd_definiti
on.htm [Accessed: 30 Sep 2012].
9. Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 7th
ed. (Upper Saddle River, NJ: Prentice Hall, 1991), 31.
10. Investopedia.com (2012) Green Marketing Definition | Investopedia. [online] Available at:
http://www.investopedia.com/terms/g/green-marketing.asp#axzz2Abqnv5I2 [Accessed: 28
Oct 2012].
33

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Total word count 3837

WORD COUNT 543

Name of the source

Credibility & Reliability

ministry Clearly defines urgent attention

Resources special report intended to

Strategy for Sustainable development,

environmental conservation Industry wise national analysis

It has high credibility &

reliability, prepared forward Introduction of industry specific

technologies & methodologies

paint coating to construction

friendly educational ergonomics

prepared by Ability to justify role of Eco

one of independent worlds

paints to increase hygiene&

Architecture. circulations by the Sri Lanka

to Sri Lankan school children.

Polhena, A. (2012) New Quarterly journal with 7,000 Explains

sustainability can gain from

covers varying subjects of

architectural topics on in Sri

paint in architectural design

theme & regularly features

stages & interior decoration

projects, latest news, trends,

and technologies of interest

by Sri Lankan architects.

Name of the source

Credibility & Reliability

and is a paint coating industry

Coatings in a Green expert,

special features of paint can use

working for world leading

for the betterment of ecological

paint coating company Akzo

system, health of the living

Nobel, Netherland. He has

high credibility in world

Water based technology, Nano

technology, VOC levels are

Lbr.lk (2012) Sri Lanka Lanka

Review Urges local contractors to adopt

industry (LBR) is an online portal of

needs tech upgrade.

Sri Lankan industry expert

greener technologies and proper

to present & discuss latest

use of natural resources.

and Explains current environmental

& financial related issues which

It consists of 1000 odd

chartered members of many

sustainable green technologies.

industry disciplines which Explains the role of Eco paints to

minimize health related issues of

across industries. Its printed

monthly LBR magazine has

circulation of 10000 copies.

Healthcare global coating company who

Raider painting is a giant Clearly explains how Eco paint