market effects of wood promotion jan hagstedt senior advisor
TRANSCRIPT
Market Effects of Wood Promotion
Jan Hagstedt
Senior Advisor
1 Raw material 2 Product
Know how
Interest/Good examples - Arguments - Tools
What is wood promotion?
From a supplier – generic?
Hardwood – softwood?
Spec products – general wood?
Commercial – PR – Information?
Possibilities:
Interesting market Sustainability & Environment
Positive attitudes
Raw material abundant
Marginal promotional efforts so far
Practical problems can be solved
In Short: Favourable!
Limitations: Wood is “not present”
Know how & education
Fragmented branch
“Cut the cake” – attitude
Confidence/ reliability from end users
Does the wood sector believe in itself?
The wood resource
Products
Checking:
The market
The wood resource, Europe
Net increment in 10 years 2 billion m3 (under bark) or1,1 billion m3 sawlogs or550 million m3 sawn products
Source: European Forestry institute
Present growth:Corresponds to around + 65 million m3 sawn timber
Can this happen? To what effect? Where is the market?
Europe: 50 % TF +15-20 million m3
total 105 millions
Theoretically45-50 m m3remains
Market?
Wood culture?
Wood: leading mtrlBy 2 010 ?
The market
Our working environment
Clients
General public
SpecifiersMedia
Opinion formers
Wood product Manuf.
Forest
PR - agent
Building contractorsdevelopers
Politicians
Local actors
Products, systems
Success stories:
1 Germany: Profilbretter
2 Japan: Nordic softwood
3 Southern USA – SYP
+ 2,2 million m3 interiors
+ 1,5 - ” - housing
+ 4,5 - ” - decking
Assess the market possibilities- the strategy, the planand act!
Firm resolution to go ahead!
“Bake a bigger cake”
Involve the best possible “brain power”
Network!
The Nordic Timber Council case:1993 – 2001
1993 2001 %Consumption Europe 93 106 +14
Production - ” - 89 107 +20
Sweden+Finland, prod 21 28 +33
Export 16 22 +60
Prices (index) +10 - 18 %
Advertisement
Promotion & ‘Fulfilment’
Opinion Behaviour Consumption
Main Campaign Activity
Key Impact Parameters
-Time -
Timber 2 000 – Wood.For good UK
- A promotion approach
Timber 2000/ Wfg UK
June 2000 – June 2002 Wood windows (BWF) + 18 % (projection till 2004 + 56 %
Deckings (TDA) + 20-30 % 1995: £ 5 m Now: £ 100 m
Target: 0,25 m3/capita by 2003- 2005 Results : +600 000 m3 or 1/3 of target
Evaluation by Jaakko Pöyry Consulting, London