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Hempel: Jotun smarter at marketing than us

The CEO of Hempel admits to ShippingWatch that the competition, especially Norwegian Jotun, has captured market shares because of better marketing. Hempel is now going to change that.

The French CEO of Hempel, Pierre –Yves Jullien, believes that the almost 100-year-old Danish paint manufacturer is scoring fewer points than its competitors in the “marketing” discipline.

The market for ship paint consists primarily of five big, international players, headed by Hempel, Jotun and IP (under Akzo, ed.). But within the last few years, Norwegian Jotun has been capturing market shares, mostly from IP, probably, but still much to the dismay of Hempel.

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