SIGMA Paints has witnessed “remarkable” growth in the project sector of the paint market over the past year, particularly in Saudi Arabia, the UAE and Kuwait. The surge in demand from this segment has helped the Dammam-based paint specialist tackle the challenges of a difficult year in the paint business.

The company is now looking to reinforce its leadership position in the market by focusing on offering a premium and unique service through its distribution network in terms of technical and design advice.

As part of its commitment to offer value-added services to its clients, the company launched its three-tier marketing channels strategy that aims to cover all the segments of the market, making it easier for all its customers to source their requirements. The major three-year programme is among a number of initiatives being implemented by the company to get closer to its customers and meet the market demand for innovation and comprehensive support.

As part of this strategy, in May last year, Sigma opened the Sigma Service Centre, which is dedicated to its professional customers – being what is described by the firm as “the 100 per cent professional outlet”.

The service centre is an innovative new retail concept for contractors and painters, which was taken as a first step in enhancing Sigma’s product distribution channels in the kingdom. Conveniently located in the Al Rakkah district, just metres from the main Dammam-Al Khobar highway, the centre stocks a wide assortment of the latest paint and tool innovations from Sigma, as well as top-quality products and the latest market innovations from renowned international tool and equipment brands. The centre also includes a training facility, which provides regular technical training.

The second phase in this marketing strategy involved the opening of Sigma shops last summer. The programme has entailed a new shop concept for the existing Sigma shops and setting up additional outlets to feature a new interior design and decor, a showroom area for paints, tools and accessories and a Colour Wall – a colour and lifestyle area with a series of colour panels.

The third concept in this plan saw the opening of the Sigma Design Shop in Dammam in January this year. The shop is a one-stop outlet for end-users, offering turnkey solutions for décor needs as well as expert advice from a resident interior designer.

The Sigma Design Shop – the 100 per cent end-user concept – features a complete colour palette that includes more than 320 colours as well as an innovative combination technique facilitated by the Colour Wall. Also in the store is an “inspiration corner” with a wide array of colours and corresponding images and a family area for discussions. Clients can also take away brochures, inspirational books and colour fans. As part of this programme, the company also launched the colour and lifestyle concept.

Hossam Soliman, general sales manager, Saudi Arabia and export countries, says the market has responded positively to this initiative, indicating that Sigma’s customers have been impressed by it.

“The one-stop shop service centres that serve professionals, and the design centres for property owners and families are unique and reinforce our leadership in the market,” Soliman comments.

Sigma has also been spearheading a drive towards environment-friendly coatings with unique products such as Sigma Guardian Nano and Sigmacryl Ecoplus.

Ecoplus, which boasts the advantage of being a zero VOC (volatile organic compounds) paint and hence having no smell, is increasingly being used in hotel projects as it allows quick occupancy of rooms that have been repainted.

“Also in the renovation sector, we see more and more of these products being used for the same purpose,” he adds.

Over the past year, Sigma has been able to sustain its business levels, thanks to the increase in demand from the project sector – an area which it has been able to exploit further as it engages in direct sales rather than relying purely on its distribution network, according to Soliman.

In addition to it being a difficult year on account of the global financial downturn, the entire paint industry suffered from substantiated increases in raw material costs last year. “Sigma, therefore, had to absorb a major part of such increases in order to maintain its competitive edge,” he says.

Over the past year, Sigma’s products have been specified for use on prominent projects in Saudi Arabia including the King Abdullah Financial District and King Saud University expansion in Riyadh; a General Organisation of Social Insurance (Gosi) project in Jubail; King Fahad University for Petroleum and Minerals’ housing and towers; and the border security project for the kingdom.

Elsewhere in the GCC, among the outstanding projects secured for its products are the Falah City in Abu Dhabi, UAE; and Sabah Al Ahmad Housing City in Kuwait.

Soliman says the reasons why the company’s products were specified for these projects are many. “Essentially, it is our reputation for quality products and the trust in Sigma by project owners, consultants and customers. This apart, we have professional sales and marketing personnel teams.”

Additionally, Sigma offers unique solutions such as its Guardian Flex anti-carbonation system, and anti-bacterial systems. “Our quality services are backed by a proven track record over the past 30 years,” he asserts.

Commenting on the construction scene in Saudi Arabia, Soliman says major social housing projects are likely to keep the industry buzzing for the upcoming five years.

“The Saudi market will remain attractive and is moving towards high-quality paints and environment-friendly products. This will enable Sigma to pursue its development plans, promote its ‘green’ paints and coatings, and come up with new innovative products to maintain its leadership position in the market,” he concludes.