The Professional Painter Stefan Zietara, Regional Sales Manager Friday 8 th May 2009

Amsterdam Licensee Symposium Definition “Tradesman” “Contractor” “Appliers” “End User” “Decorator” “Painter”

Amsterdam Licensee Symposium Definition “People who paint for payment” “Painter”

Amsterdam Licensee Symposium Key Motivators (Painter) Quality Work Make a living Professionalism Reputation On time Quality Products Support from Manufacturer/Supplier Repeat business Price Distance to local paint outlet

Amsterdam Licensee Symposium Pragmatic Business Builders* 6% Quality Driven Business Builders* 8% 33% Traditionalists 32% Price Not AmbitiousAmbitious Quality Cheap & Content 20% (*Small base) 1-2 man firms Attitudinal Decorator Segmentation 1,12 Creatives 76% Make living 19% Grow business

Amsterdam Licensee Symposium Structure

Amsterdam Licensee Symposium UK Trade Market Map Homeowners Self Builders Interior Designers Architects & Designers Local Authorities House Builders Housing Associations Professional Painter Moon- lighters General Builders Specialist Tradesmen Painting Contractors Pre- Fab Specifiers Appliers Distributors Manufacturers Domestic Market = 96 MLCommercial Market = 96 ML AKZO Crown BusinessPPG Others Manufacturer Owned Johnstone's Dec Centres Crown Dec Centres Dulux Dec Centres Decorators Merchants Large Regional Small Independent Builders Merchants Retail Outlets Diverse market with many players Key to our success has been relationships we have at all levels

Amsterdam Licensee Symposium Paint Retailers

Amsterdam Licensee Symposium Generate & supply DIY demand (approx 85% retail multiples, 15% independents) Secure contracts to supply contractors working on non- domestic buildings Generate demand from homeowners for decorators Drive demand & generate supply of Dulux to professionals Develop the decorator ‘industry’ Do it yourself (DIY) £850m MSV Domestic Get someone in (GSI) £243m 96ML Domestic Contractors £160m 96ML Commercial Segment Consumer paint team Trade paint team UK Paint Market Map £2.53/L £1.67/L Market Value End Use

Amsterdam Licensee Symposium Product Segmentation PREMIUM CONTRACT

Amsterdam Licensee Symposium Who are our Painters? 1,500 Dulux Select Decorators 187,000 General Builders, carpenters, joiners, fitters 103,000 Multi-skillers 64,500 Non-Select Decorators

Amsterdam Licensee Symposium NEW ENTRANTS: Biggest Challenges Competition Cashflow Practical challenges Maintaining good relationships Time Winning enough work