Making ideas happen

SINCE its incorporation in 1967, Nippon Paint (Malaysia) Sdn Bhd has grown expansively and has evolved into a formidable player in the coatings manufacturing industry. Thanks to its concerted and constructive investment in research and development and its steadfast pursuit of product excellence, today the Nippon Paint Malaysia Group has extended its presence beyond Malaysia to countries such as Pakistan, Bangladesh, Thailand, Indonesia and the Philippines.

As a regional collective, the Nippon Paint Group has made such an imprint on the global coatings market that in 2015, it was awarded the top spot by the Asia Pacific Coatings Journal (APCJ) in its listing of the Top 25 Paint Manufacturers in the Asia Pacific Region.

Commensurate with its status as Malaysia’s premier Total Coatings Solution provider, the group caters to a wide spectrum of clients including those involved in architectural, protective, industrial, automotive and marine sectors. As the pioneer of innovating colour palettes, Nippon Paint boasts a database of more than 10,000 paint formulations, producing approximately 100 million litres of paint per annum.

It is said that the epitome of commercial innovation is the development of a product that customers do not even know they need. By keeping its eye firmly on the horizon and fostering a future-oriented culture, the group not only anticipates but actively stimulates and triggers trends.

“At Nippon Paint, we adopt a future forward mindset and as a result, we are constantly challenging the technological and functional elements of the coatings industry through extensive research and development. We stay informed by engaging all our stakeholders, thus ensuring that customers receive the best and most suitable solutions to serve their needs,” says Yaw Seng Heng, Group Managing Director of Nippon Paint Malaysia Group.

With its emphasis on innovative coating technologies to meet market needs, Nippon Paint has come up with smart, design and health solutions to serve multi-segments of consumers.

Smart solutions such as water repellent coatings help protect raw concrete and brick surfaces without compromising on the natural expression and aesthetics of these materials. There is even an exterior coating, Weatherbond Solareflect, that can reduce building surface temperature up to 5 °C!

For the health conscious, Nippon Paint offers green coatings that have no added mercury and lead while being low in volatile organic compounds (VOC). It marked several industry firsts with its low VOC range of functional coatings with anti-viral properties as well as air-purifying abilities by absorbing formaldehyde.

When it comes to design solutions, there is a myriad of paints with specific capabilities to coat multi-surfaces from metal to wood, tiles, cement, slate and glass are available. For individualistic and discerning homeowners, there is Nippon Momento®, a range of textured and special effects paint that gives room for creativity.

“We have one of the largest dealer networks in Malaysia which provides us with a rich source of market feedback and insights. Our staff, in particular the technical and sales teams, are well-equipped to provide a wealth of advice to customers. Furthermore, Nippon Paint also deploys a customer care hotline and online chat service that offer end-to-end consultation ranging from the right solutions and paint applications, to supporting services and other related advice. Finally, there is an after-sales support framework to ensure the consumers’ purchase experience is complete and satisfying,” adds Yaw.

He continues: “The widespread use of the internet and rapid technological advances have contributed towards a gradual shift from brick and mortar paint dealers to online dealers. Likewise, colour scheme presentations are now evolving from a 3D format to an animated 3D version.  Accordingly, Nippon Paint’s marketing communications and customer engagements are increasingly concentrated in the digital and social media space.  We work collaboratively with an integrated network of partners to focus on areas such as media buying, digital activation, creative content and public relations.”

To date, one of the group’s most successful marketing initiatives has been the unveiling of its iconic Blobbies. Now a cornerstone in all of Nippon Paint’s brand and marketing campaigns, Blobbies are vibrant animated globules of colourful paint that symbolise the group’s products. These cute and perky characters have connected extremely well with customers and grown so synonymous with Nippon Paint that the group has succeeded in building upon its brand equity through its Blobbies.

As the adage goes: “It’s not about having ideas but about making ideas happen.” With its emphasis on conceptualisation and delivery of cutting-edge solutions, the Nippon Paint Malaysia Group consistently delivers on its promise of high-quality, inventive and sustainable coating solutions, thus cementing its position as “The Coatings Expert” and Asia Pacific’s leading coatings manufacturer.

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This story first appeared in TheEdgeProperty.com pullout on Sept 23, 2016, which comes with The Edge Financial Daily every Friday. Download TheEdgeProperty.com pullout here for free.