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NEWS NEW BUSINESS UNIT
Rust-Oleum now part of world-renowned group
Rust-Oleum South Africa is the newest business unit under the RPM Performance Coatings umbrella in South Africa.
In September Rust-Oleum South Africa introduced its business to the StonCor Africa team.
W
ithin the RPM Group, there are four
construction products took an obvious knock. The
Spraymate competes in the mid-tier. When you
primary divisions/groups, including
consumer goods division, however, was stretched by
consider that one can of Painter’s Touch Plus does
construction products; performance
the large increase in demand, effectively ensuring that
the job of up to two to three cans of other brands –
coatings; specialty products and
the company could bear the brunt of the economic
it’s no surprise that these coatings are classified as
implications of the lockdown,” says Boonzaier.
superior quality. This brand’s coverage, durability,
consumer products. The consumer division, which Rust-Oleum South Africa is a part of, serves the
Rust-Oleum recognises the obvious synergies
colour selection and retention, and shelf-life cannot
professional market, the do-it yourselfers, and the
within the greater RPM business and the company
crafters. With an extensive range of products, there’s
is incredibly optimistic about joining the dynamic
no home maintenance and improvement activity,
group. At the beginning of September, Rust-Oleum
INNOVATION AND CATEGORY MANAGEMENT
crafting project or furniture makeover that cannot
South Africa introduced its business to the StonCor
Product innovation, new platforms and range
be tackled. All the products are tried and tested for
Africa team.
extensions are the norm for the brand, with new to
every challenge and easily accessible from hardware
Rust-Oleum, a brand that has a heritage that
be trumped by competitors.
market offerings an ongoing promise. Having the
and paint stores, mass merchants and craft shops
dates back to 1921, is a billion-dollar business and
latest on-trend colours, finishes and textures on offer
through a wide national distribution network.
the number one branded aerosol manufacturer in
– there’s a product that can solve any problem. When
the world. Boasting 96% brand awareness in the
it comes to problems – there’s a dedicated technical
The Consumer product categories include:
USA, and a presence in 89 countries across six
support team and the company has an impressive
• Small-project paints and coatings
continents, were all key talking points that Rust-
after sales service ethos. Originality is not limited to
• Primers, caulks and sealants
Oleum marketing manager, Lani Carstens, was proud
products – in store merchandise and branding gets
• Hobby and craft products
to share with the StonCor team.
the same scope of attention, because the brand
• Specialty coatings
is equally committed to maximising profitability
• Wood stains and finishes
GEARED FOR GROWTH
for the retailer. Creative Point of Purchase (POP)
• Wall and wood repair products
Rust-Oleum South Africa is a company with a clear
display boxes are standard and used to inspire and
• Household cleaners and stain removers
strategy to increase store penetration and expand its
educate customers, while interchangeable on-shelf
• Floor finishing systems
market share, while continuing to extend its product
information panel displays can be updated seasonally.
• Plumbing and water cleanup solutions.
platforms. The local operation has a customer focused
Retail support is never random. Research and a
structure, with a strict staffing policy of talent and
sharp understanding of the market and consumer
innovative identification. Continuous training and
behaviour, based on the store and its location, inform
Performance Coatings – Platform Markets, is very
Grant Boonzaier, managing director of RPM
development ensures that all staff have the necessary
what products will be found on shelf. This category
positive about the acquisition of Rust-Oleum,
skills and market research to play a big role in the
management approach is continually measured to
saying, “it is the perfect fit for the company.” He
launching of new products. Customer-centricity is key.
improve outputs and maximise sales.
Performance Coatings Group, as an umbrella for
The four pillars driving growth in its category
MARKETING SUPPORT
multiple brands, which include heavy duty coatings,
– premium quality, innovation, category
Added to this, dynamic and targeted marketing
flooring, waterproofing, concrete repair and grouting.
management and marketing support.
campaigns are helping build and cement the
identifies the Platform Markets within the RPM
Composite gratings under the StonCor company and
brand’s position as the first choice for spray
consumer products under the Rust-Oleum company,
PREMIUM QUALITY
painting solutions. From clever social content,
can support each other during tough times.
As a premium brand, Rust-Oleum currently has 95%
competitions, influencer, and blogger engagement,
market share in South Africa, while
how to videos and eBooks – digital is alive with
“During the initial months of the Covid-19 pandemic, OCTOBER 2020 DIY & INDUSTRIAL TRADE NEWS