Internal Launch Presentation Version 01 - Singapore

AvantGuard
Internal launch presentation
June 2014
16.06.2014
This is what AvantGuard can do

No RUST CREEP, no DEFECTS after 1440h in SST
Two 3 coats system with AvantGuard 60m, two different midcoats 200m and topcoat
60m, ISO 12944: C5 (1440h in SST), 35C, NaCl 50 g/L
16.06.2014
Redefine protection
Zinc salt formation; Better anti-corrosion performance with higher
salt formation with AvantGuard than standard zinc epoxy
Higher
formation of
zinc salts
Standard Zinc Epoxy, 80%w zinc, 74 mic
16.06.2014
SST results after 954 hrs, 1 coat, same DFT, 35C, NaCl 50 g/L
AvantGuard, 80%w zinc, 79 mic
Redefining durability
Mechanical strength: Improved cracking resistance with AvantGuard
Standard
AvantGuard
16.06.2014
Cycles of 2 hrs at +60C and 2 hrs at -20C during 21 days
Improved mechanical strength and cracking resistance with AvantGuard
Standard dft=235m
16.06.2014
AvantGuard dft=253m
Cracking test (welding panels) after 25 Days, Cycles of: 2h T=60C and 2h T= - 20C
This is what AvantGuard can do

Significantly better corrosion properties
AvantGuard is a new innovative anti-corrosion technology based on

activated zinc and locked into our new range of high performance
protective coatings.
Redefining protection: Significantly better corrosion properties
Redefining durability: Overall improved mechanical strength in the
protective coating
Standard dft=75m
AvantGuard dft=82m
Improved mechanical strength
Redefining productivity: Same application techniques as standard

zinc epoxies and less concerns about application conditions
WE KNOW IT WORKS BECAUSE WE TESTED IT
High Zinc Content (80% weight Zn): ISO 12944 C5M/I certified by COT (Netherlands), NORSOK M 501
revision 6 (ISO 20340) certified by COT (Netherlands) and OTEC (Spain)
Medium Zinc Content (65% weight Zn): ISO 12944 C4 certified by COT (Netherlands)
Other tests: Water permeability test, Thermal Cycling Resistance test, NACE cracking test, Hempel welding
test
Standard dft=235m
16.06.2014
AvantGuard dft=253m
*Panels exposed to SST after 700 hours, **Cracking test (welding panels) after 25 Days, Cycles of: 2h T=60C and 2h T= - 20C
AvantGuard Technology name based on benefits
NutraSweet Nutritional sweetener

LEGO Leg Godt (Play well) / Latin for playing
Powerbook Handy and powerful laptop
AvantGuard Avanti (forward) + Guard

Referral: Avant-garde. Pushing the boundaries of what is
accepted as the norm or the status quo
CATEGORY:
Activated zinc anti-corrosion
TECHNOLOGY:
AvantGuard
PRODUCT example:
HEMPADUR AvantGuard 770
AvantGuard communication: Using a new

naming system
Transparency to our
customers
Family name that indicates the chemistry

Family name supports clear categorisation
Hempadur
Product positioning and

benefits
the benefits the technology provides

Series number that describes the relative
performance of the technology benefits
AvantGuard
Specification flexibility
Series numbers that allows for specification

of a series of products with related
performance
Series numbers that allow for new versions to
be specified under same series of number
550
750
770
16.06.2014
We are launching three new products
Current
product
AvantGuard equivalent
Name considerations
17340
Hempadur AvantGuard 550
550 relates to the relative lower level of anti-corrosion

performance
17360
750 relates to the relative high level of anti-corrosion

performance
Can be specified in same series as Hempadur AvantGuard
770 as the Hemadur AvantGuard 700 series
17380
770 relates to the relative high level of anti-corrosion

performance including Norsok
Can be specified in same series as Hempadur AvantGuard
750 as the Hemadur AvantGuard 700 series
Hempadur relates to the chemistry

AvantGuard relates to the advanced anti-corrosion performance
16.06.2014
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
How do we go to market with AvantGuard
How will we be communicating AvantGuard to the market
AvantGuard Warranties
AvantGuard patent
Pricing of AvantGuard
How will we position the longer term AvantGuard portfolio
Timeline and next steps
What are you expected to do
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10
Purpose of workshop: We are redefining!
16.06.2014
11
Purpose of workshop: We are redefining!

This is the biggest thing we have
done in a long time in terms of
Technical innovation
Marketing investment
We do the marketing and launch in
a new way to support the

innovation
This supports our growth ambition
You are key to the implementation

of AvantGuard
You are key to the market success

of AvantGuard
This is a new concept, so there is

a lot of knowledge to share today
We will redefine the way we do

product launches
16.06.2014
12
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
16.06.2014
13
AvantGuard Objectives
Objectives
Topline contribution: Contribution to top line growth and
thereby the 2015 strategy
Bottom line contribution: Increase total gross profit of
Hempel zinc epoxy products
Hempel ahead of competition: Position Hempel as market

leader, instead of follower
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14
Why AvantGuard attractive market
Large market
General zinc epoxy market is

very desirable in terms of
margins and market size
Global market for Zinc

Epoxies ~ 263 Million
Key customer segments for

zinc epoxies are already
Hempel segments
Small market share

Protective Market Share
2013 (ltr)
13%
AkzoNobel
Low differentiation
Currently similar
performance to competition
Currently similar price to

competition
Prices varies depending on

geography and project
PPG
56%
9%
7%
7%
3%
Jotun
Hempel
Sherwin-Williams
5%
Carboline
Low differentiation and small market share leaves room for growth for Hempel!
16.06.2014
15
Why AvantGuard: small market share big opportunity

Hempels current sales of zinc epoxies (excl wind)
(2013 turnover in MEUR)
Segment
Region
Oil & Gas
Power
Generation
Infraexcl. Wind structure
2/3s of Hempels zinc epoxy market is non-wind

Other
Total
APAC
0,5
1,5
China
2,5
4,5
0,5
8,5
Americas
0,5
1,5
Europe
4,5
6,5
Africa
ME
S. Asia
Hempel is a follower in the

zinc epoxy market
1,5
3,5
22 MEUR of turnover in 2013

6 MEUR GP contribution in 2013
Hempel sales development is following market growth
Low market share ~7 %

Performance in segments are very fragmented
Huge possibility to take market shares from competitors in all segments

(besides wind) if you have the right product with the right actual differentiators
17
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
16.06.2014
21
Nature wants it back
16.06.2014
22
Nature wants it back
16.06.2014
23
Corrosion in steel structures
Water + Oxygen + Salts

16.06.2014
24
Three ways to provide anticorrosion protection using

coatings
Barrier effect
Inhibition effect
Galvanic effect
NaCl (aq), O2
NaCl (aq), O2
NaCl (aq), O2
passivation
STEEL
Physical barrier that reduces (or
blocks) the diffusion of species that
can cause corrosion
High DFT
Low water permeability
Highly cross-linked binder
matrix
Optimal packing (often
laminar fillers are used)
16.06.2014
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Block
corrosion species
Insoluble layer
STEEL
STEEL
Chemical reaction that

minimises or prevents corrosion
Altering the electro-chemical

reaction forcing the oxidation of a
different substance
Ensuring a stable pH in the

steel interface (pH between 712) (steel passivation)
Formation of an insoluble layer
at the interface with steel
Blocking movement of
corrosive species (addition of
environmental scavengers)
Addition of a substance more

active than than steel (typically
Zn), that acts as anode,
blocking the oxidation of iron
Zn Zn2+ + 2 eFe X Fe2+ + 2 e-
Not full utilisation of zinc content

Only the zinc in the closest 20-30 microns is active to provide a
galvanic protection
About 20 30 m
of Zinc primer is
consumed
Zinc
ZnCl2, ZnOHCl
Zn and Fe
containing
corrosion products
Claus Weinell, NACE 2007
16.06.2014
26
Galvanic effect of normal zinc epoxies is

limited
In most zinc epoxy coatings <85% only an
small amount of the added zinc will provide a
Galvanic protection
Technological Challenge leading to

AvantGuard
AvantGuard Research Program (2008- onwards)
How can we secure a higher utilisation of the Zinc present in Zinc

primers? (ideally ALL of it)
Can we improve the barrier and inhibition properties of Zinc Rich

primers?
Can we improve the mechanical strength without lowering the anticorrosive properties?
Since 2008, Hempel has used more than 7.000 hours from our R&D Engineers, more than 800 prototypes
have been evaluated and more than 3.000 panels have been applied
16.06.2014
27
AvantGuard: Activated zinc for redefined

anti-corrosion
Improved
Galvanic
effect
AvantGuard combines 3
Anticorrosive mechanisms:
BARRIER
INHIBITION
GALVANIC
Activated
Zinc
and has superior mechanical

properties
Barrier
properties
16.06.2014
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Inhibition
effect
How does AvantGuard work?

GALVANIC
High tendency to form
BARRIER
High tendency to form
zinc salts in the scribe
zinc salts throughout the
area
film

right from the start
MECHANICAL PROPERTIES
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Lowering internal stress during operation
INHIBITION
Ability to capture chloride

ions
AvantGuard ingredients
Zinc
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Hollow Glass Spheres
Activator
Activated Zinc
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Standard technology
The only way to increase AC performance
was to add more Zinc
16.06.2014
31
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
Zn
AvantGuard
Superior AC performance with same zinc
level by weight, but activated zinc
Zinc levels by comparison

Zinc by weight
We keep the zinc content by weight according
to recognized global standards (ISO, NORSOK,
SSPC) supported by certificates obtained in
external laboratories.
Resin
Additives
Pigments
Activator
Spheres
The use of low weight functional fillers

enhances mechanical properties as well as
increases barrier effect to reinforce
anticorrosive properties.
As added benefit the specific gravity of the paint
can be reduced making the handling of the paint
containers easier to the applicators.
Zinc
AvantGuard
17360
Zinc by volume
Resin
Additives
Pigments
Activator
Spheres
Zinc
AvantGuard
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17360
Improved Galvanic effect
Scribe area (1 mm)
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X-section, SST: 1000 hrs at 35C, NaCl 50 g/L
Thin layer of zinc corrosion

products protects steel from
corrosion
More zinc available where

needed
Higher ability to release

electrons more efficient anode
Insoluble Zinc Salts have been coloured in green
Barrier properties
Activated zinc on the surface creates a barrier and reduces the permeability of water
Standard Technology
16.06.2014
34
AvantGuard Technology
80% Zn (in weight), SST after 950 hrs, 1 coat (only primer), same DFT, 35C, NaCl 50 g/L
2. Barrier properties
Insoluble compounds
Accumulate on the surface of

the panel acting as a BARRIER
to water, oxygen and ions
Accumulate around the spheres

reducing the porosity of the film
and improving the BARRIER
EFFECT
Insoluble Zinc Corrosion

products (coloured green)
Top view
16.06.2014
35
X-section of SST exposed AvantGuard prototype after 954 hrs, 35C, NaCl 50 g/L
Barrier properties - compared to competitors

Low water permeability right from the start
31
Water Absorption (Abs/100 dm2)
AvantGuard
16.06.2014
36
AvantGuard has the

lowest water permeability
in both environments
Barrier 80 and Carbozinc

858 have a high water
absorption in deionised
water (rural environments)
Interzinc 52
17360
Sigmazinc 109HS
22
Carbozinc 858
Barrier 80
16
17
17
13
13
14
11
10
12
Deionised water
Sea Water
Rural environment
Marine environment
Water Absorption test (45C after 3 days)
Inhibition effect
Chloride ions are captured by the film, inhibition effect enhanced by the hollow glass spheres
Water and NaCl

Zn
EDS Mapping analysis
Zn
Zn
Zn
Zn
Steel
Inhibition effect: Insoluble products
contain oxy-chloride zinc salts
16.06.2014
37
SST: 1000 hrs at 35C, NaCl 50 g/L,
Concentration of chloride ions next to steel is lower, due

to the chloride scavenger effect of AvantGuard
Mechanical properties
Hollow glass spheres stop the development of cracks and reduce internal stress
Crack
Hollow
glass
sphere
16.06.2014
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Self-healing effect towards the cracks

Zinc corrosion sub-products fill the empty space of the micro-cracks
and delay their expansion into big cracks, thus self-heal
Micro-crack covered by zinc
corrosion sub-products
16.06.2014
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Insoluble Zinc Salts have been coloured in green
Self-healing effect towards the cracks
Micro-cracks are filled with white salts

preventing their expansion
Self-healing effect can be seen with the
naked eye (NACE cracking test)
Micro-cracks are covered by zinc
corrosion sub-products delaying the
formation of big cracks that can result
in further corrosion
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Short Recap - Key evidences of the working

mechanism of AvantGuard
High formation of Zn salts through
the film and around the spheres

right from start
High formation of Zn
salts in the scribe area
Zn
Inhibition effect capturing

chloride ions
Zn
Zn
Zn
Less internal stress.

Cracks are stopped and
self-healed
Zn
Zn
Zn
Zn
Zn
Zn
Steel
AvantGuard
16.06.2014
42
Zn
Zn
Zn
What is AvantGuard
AvantGuard significantly reduces the effects of corrosion and offers superior protection. This increased durability has been
proven in extensive tests against standard Zinc primers
Redefining protection
The Salt Spray test according to ISO 12944 showed significantly better corrosion properties
Reduced rust creep and superior corrosion protection displayed through Cyclic corrosion test (ISO 20340) Norsok M 501
revision 6
Low water permeability shows enhanced corrosion resistance through the barrier effect
Overall improved mechanical strength in the protective coating
Improved crack resistance in Thermal Cycling Resistance test
Significantly reduced cracking at low and high DFT proven in the NACE cracking test and Hempel welding test
Redefining productivity
Uses the same application techniques as standard zinc epoxies
Reduced concerns about application conditions as shown in exposure tests under high humidity and high temperature
Less rework due to cracking during application as the coating is tolerant even with high DFTs
High tolerance to different climatic conditions displayed during application under extreme thickness, temperature and humidity
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Improved protection and salt formation with AvantGuard
17360 std
16.06.2014
44
AvantGuard 750
Testing SST (after 1000 hours), DFT ~ 70 - 80 microns
AvantGuard 770
Competitor comparison
Barrier 80 and Carbozinc 858 perform best among competition
Barrier 80
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Interzinc 52
Testing SST (after 1000 hours), DFT ~ 70 - 80 microns
Carbozinc 858
Sigmazinc 109HS
AvantGuard outperforms Hempel standard as well as
best among competition
AvantGuard 750
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46
Barrier 80
DFT ~ 70 - 80 microns, Testing SST (after 1428 hours), Note: results after 1428 hours for the rest will be available in 15-20 days
Good anti-corrosion performance in Norsok test: Less rust creep with
AvantGuard compared to standard
Standard system
16.06.2014
47
AvantGuard
Panels exposed to ISO 20340 aging test for 25 weeks
Durability - Competitor comparison

Crack resistance: Carbozinc 858 best among competition
Barrier 80
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48
Interzinc 52
Carbozinc 858
NACE cracking test: 21 days with cycles of 2 hours 60 degree C and -30 degree C, high DFT 200-300 micron
Sigmazinc 109HS
AvantGuard outperforms best among competition
Carbozinc 858
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49
AvantGuard 750
AvantGuard 770
Durability competitor comparison

Crack resistance: Sigmazinc 109HS best among competition
Barrier 80
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50
Interzinc 52
Carbozinc 858
Sigmazinc 109HS

Crack resistance: AvantGuard 750
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51

Crack resistance: Barrier 80
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52

Crack resistance: Interzinc 52
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53

Crack resistance: Carbozinc 858
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54

Crack resistance: Sigmazinc 109HS best among competition
16.06.2014
55
AvantGuard outperforms best among competition
Sigmazinc 109HS
16.06.2014
56
AvantGuard 750
AvantGuard 770
AvantGuard is less sensitive to application conditions and thus
shows less blistering than standard
17360 std
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Avantguard 750
T=35 degree C and 95% RH, 24 hours, high DFT 200-300 micron
AvantGuard 770
Redifining productivity
Barrier 80 and Carbozinc 858 best among competition
Barrier 80
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Interzinc 52
T=35 degree C and 95% RH, 24 hours, high DFT 200-300 micron
Carbozinc 858
Sigmazinc
109HS
Water absorption test

AvantGuard on par with best in class competition
Barrier 80
16.06.2014
59
Carbozinc 858
AvantGuard 750
Drying at room temperature
16.06.2014
60
Experimental results according to ASTM D1640
In summary: Solid performance of

AvantGuard across tests
fine
bad
Very bad
AvantGuard
750
AvantGuard
770
Barrier 80
Interzinc 52
Carbozinc
858
Sigmazinc
109HS
SST primers
(after 1000h)
SST primers
(after 1350h)
NACE U-panels
NACE welding
panels
Blistering
Water
absorption
3h30
2h15
2h
1h35
1h35
6h
3h25
Stability
61
good
17360 std
Drying time
(dry to handle)
16.06.2014
Very good
We know it works because

High Zinc Content (80% weight Zn):
ISO 12944 C5M/I certified by COT (Netherlands)

NORSOK M 501 revision 6 (ISO 20340) certified by COT (Netherlands) and OTEC
(Spain)
Medium Zinc Content (65% weight Zn)
ISO 12944 C4 certified by COT (Netherlands)
Other tests
16.06.2014
Water permeability test

Thermal Cycling Resistance test
NACE cracking test
Hempel welding test
62
Product range vs competition

Product
VS %
VOC
Zinc content %
17380
60
340 G/L
85
17360
65
332 G/L
80
17340
66
324 G/L
65
66
328 G/L
80
65
323 G/L
80
65
323 G/L
65
IP Interzinc 52
59
336 G/L
80
Barrier 80
61
365 G/L
81
Sigmazinc 109 HS
66
299 G/L
80
Carbozinc 858
64
375 G/L
81
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63
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64
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
16.06.2014
65
Go-to-market approach
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66
The products are global
We drive in spec activities proactively with a strong focus on specifiers
We work proactively for early referencing and show casing
We emphasize the benefits of the product in everything we do
We emphasize the new category Activated Zinc
We proactively communicate through marketing material, conference

speaking opportunities, exhibitions and public relations (adverts and
articles)
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
16.06.2014
67
Key Communication elements

Overarching campaign theme and strapline:
Redefining anti-corrosion
Key messages:
16.06.2014
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Redefining anti-corrosion
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69
Redefine
We are pushing the boundaries

We are setting new standards
We do things differently
Expect something else

AvantGuard Redefining anti-corrosion
Hempel introduces AvantGuard, a brand new

innovative anti-corrosion technology, based on activated
zinc and locked into our new range of high performance
protective coatings.
AvantGuard significantly reduces the effects of

corrosion and offers superior protection. This increased
durability has been proven in extensive tests against
standard Zinc primers.
16.06.2014
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AvantGuard is a new innovative anti-corrosion technology based
on activated zinc and locked into our new range of high
performance protective coatings.
Redefining protection: Significantly better corrosion

properties
Redefining durability: Overall improved mechanical strength

in the protective coating
Redefining productivity: Same application techniques as
standard zinc epoxies and less concerns about application

conditions
16.06.2014
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How will we be communicating AvantGuard to the

market: Target audience
NOW AND
ONGOING
Key internal stakeholders including
Sales, TS and Marketing for indepth training on what is AvantGuard and how we
PRELAUNCH
bring it to market
Management for ongoing status
All Hempel colleagues for ongoing info
Global Specifiers
For earliest possible adoption and leading the market
Local specifiers and applicators
POSTLAUNCH
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For early adoption and leading the market
Broad market communication
To create awareness of the new innovation from Hempel
AvantGuard creative development

Needed clearer differentiation for such an innovative technology
Specific look and feel for marketing collateral required
Technology behind the creative development

To show Zinc particles + Activator + Glass spheres
16.06.2014
74
Presenting AvantGuard
Bespoke graphic identifier for the
technology
Not to be used as a logo to be

used as part of the overall designed
materials
Is something clearly different to what

Hempel Protective has done before
Purposefully reduced use of typical

industry-related imagery to
differentiate us
16.06.2014
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Internal launch
Purpose: Ensure that all Sales, marketing and MCO colleagues are ready to launch
Target group: Sales, TS, Mkt and MCO
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Roadshow : Briefing on products, AG working mechanism, survey, external launch activities

and related information/documentation.
Internal intranet platform : Brushup on roadshow information in June, added activties and
features to external launch, update on survey
Webinar: Intro to intraweb site as well as an opportunity to recap main messages as well
as for the audience to ask questions
Ongoing communication via intranet: Monthly news articles on intranet and feature article
to conincide with external launch in September
Internal promotion incl digital imagery for coffee machines/ screens and pull up banners
for office areas in June
Meetings in Houston, Buenos Aries, Frankfurt, Barcelona, Dubai, Bahrain,

Mumbai, Singapore and Shanghai, And Copenhagen
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Launch 23rd September 2014
Pre-launch activities to selected customer groups

Purpose: Create excitement and intrigue with key customers
Activity by target audience
Mar
Apr
May
Jun
Jul
Aug
Sep
Top 100 global specifiers: Personalised email

invite to survey
Top 100 global specifiers: Exclusive preview
website set up (video/ info/ survey)
Top 100 global specifiers: Key findings report
and personalised thank you email leading to
AvantGuard landing page
Teaser presentations to specifiers and applicators

to create awareness and excitement
Teaser activities: emails, adverts, exhibitions,
videos, postcards
Nace
Houston Coatings Forum
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3rd Annual Corrosion Summit, ME
CPH Protective Coatings Forum
ONS, Norway
Launch 23rd September 2014
AvantGuard Teaser (pre-launch) materials

Trailer video
Emails
Pull ups:
events and
office areas
Adverts
Hempel
Novelty flyer:
events and
direct mail
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Email signature
Global Specifier
exclusive website
AvantGuard external launch materials

Direct mail
Digital items
(inc. videos)
Printed materials
InternalHempel
documents
Event
support
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PR support
AvantGuard: Sales tools

Prints and digital
Folder (incl key AvantGuard positioning) for holding product sheets
etc
Product Data Sheets, Product Information Sheet, Material Safety
Data Sheet
Case study one-pagers
FAQ customer pocket guide
Customer presentation for specifiers, owners and applicators
Fact/ Battle cards for internal use only
Postcard as small hand out brochure
Letterhead and envelope
Merchandise and event banners
Merchandise among others pens, note pads, USBs, and gadgets
Pull up banners for use at exhibitions, conferences, seminars
Web and video
AvantGuard website landing page/ sub-pages
Videos with technology animations and customer testimonials
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How will we be communicating

AvantGuard to the market
Large parts of the external launch will be done by

regional marketing
All launch activities will be coordinated according to

the global approach and timing
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External Launch Activities - continued

Subject
Item
2014 Q3
2014 Q4
2015 Q1
2015 Q2
2015 Q3
2015 Q4
Advertising spotsTeaser
and Press
Releases
Launch
141 relevant customers

(based on the PC Cube
DM and eDMs
Analysis
TBC on leads
Offshore publication
- 30 Sept 1 Oct
Introduce
Construction
AvantGuard publication
FPSO Congress
technology in the Exhibition
- 2 5 Dec OSEA
SEO and SEM
th
Exhibition/
Conference
Seminars
nd
Product introduction +
networking (100-200 pax per
event)
Location: TBC
Various media (newspaper,

magazine and website)will be
Press releases
selected to publish the launch
news next year.
Advertising
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Select media to do
advertising next year.
st
th
TBC
*Important to have convincing presenter with technical/R&D background
to handle questions
TBC: Each Country Manager to input their proposed media

1. Upstream Newspaper
TBC: Each Country Manager to input their proposed media

1. Upstream Newspaper
External Comms
EXTERNAL
Ext. Newsletter (LT) = PR, ADV, GAs
COMMUNICATION of MARK. Media (SYPE) = PR,ADV
TOOLS
web pages (MAMA) = project INFO/PDS, PIS, Brochure, PPT, PR, ADV, email banner, DM (el.)
Exh/conf. (TEFO) = PDS, PIS, Brochure, PPT, Roll up, GAs, Demo panels
VIP/Tech. sem (UCP/MAMA) = PDS, PIS, Brochure, PPT, Roll up, GAs, Demo panels
Email info to cust. (if relevant)etc.
has to be AGREED with MACOM team in advance
Ext newsletter (autumn)
web pages
PR launch of AG + AG advert
teaser AG advert + AG advert
PR launch of AG
teaser AG advert (banner) + ADV
Teaser AG technology video + AG technology video
print to be downloaded (PDS, PIS, folder, pocket guide, brochures, case study/ references)
exh/conf
Teaser PPT AG + PPT AG (external)

print (PDS, PIS, folder, pocket guide, brochures)
Demo panels
Pull up banners
GAs
VIP/tech. Sem
Email info to cust.
Teaser PPT AG + PPT AG (external)

print (PDS, PIS, folder, pocket guide, brochures, certifications, case study/ reference)
Demo panels
Pull up banners
GAs
Teaser AG email (Specifiers) + eDM
Ext Media
DM (hard copies)
webinar
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Distributors
83
Double sided postcard (for DM) + GAs + Brochures

No plans for the region
Pull up banners
print (PDS, PIS, folder, pocket guide, case study/ references, brochures)
GAs
Dos and Donts for AvantGuard

marketing communications
Refer to AvantGuard in its entirety in all communication

and dont abbreviate it to AG or anything else
Use the templates and marketing materials provided from
Group for the internal and external marketing campaigns
Tailor make the marcoms approach to your region to suit
your customer base, keeping Group PC Marcoms
informed
Consult with Group PC Marcoms, Sarah, if anything extra
is required samc@hempel.com
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Exercise: Elevator pitch

You meet the CEO of one of your
biggest customers in the elevator to
the hotel barwhat do you tell him
about AvantGuard
The elevator ride lasts 30 seconds
Theres a prize for best elevator
pitch
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Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
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Warranties
Basic Hempel contract
Liability
Performance warranty
Liability
Liability
Year
Year
1
Basic Hempel warranty,
which is a part of our
standard sales conditions
Total liability: 1 time the paint
value
Indemnity scale: 100 %
depreciation after 1 year
AvantGuard warranty
Year
Standard 5 year warranty

Total liability: 2 times the
paint value
depreciation after 5 years
1 2 3 4 5 6 7 8
AvantGuard 8 year special

warranty
Total liability: 3 times the
paint value
depreciation after 8 years
beginning after year 3
Specific AvantGuard warranty template will be available online on intranet by external launch
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Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
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The AvantGuard technology is patented

What has been done:
2012, August
2013, July
2014, March
First patent application filed covering the AvantGuard

technology
PCTpatent application filed, securing Hempel the option to
file patent applications world wide within Q1 2015
Patent application published
What can you say about the patent:

You can state that the AvantGuard technology is patented by Hempel.
You may also refer to the published patent application: WO 2014/032844
In the event that customers request more details, pls forward any question to Group Patent
Department (JAKJ@hempel.com)
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Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
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This is a new innovation

We have proven benefits
compared to market standards
Its patented
Its not easy
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We have spent more than

7.000 R&D hours
More than 800 prototypes
have been evaluated
More than 3.000 panels have
been applied
Sell on benefits: Better

performance than current
products
Keep current pricing for the
replacement of 17340 and
17360
Hempadur AvantGuard 770:
Keep a 5% Norsok premium
compared to Hempadur
AvantGuard 750
Wind pricing strategy

Hempel is the market leader in
the wind sub-segment
Special strategy for wind

segment
1/3 of Hempels zinc epoxy
market is within the wind
segment
High market share ~ 65%
OBJECTIVE: Defend high
market share in wind market
against competition
Technology leaders - Maintain price, move them to AvantGuard

product and sell on benefits*
Acciona
Alstom
Gamesa
Siemens
Price seekers - Lower price slightly on a project base to steal market

share and sell on benefits* too with a focus on contractors
GE
Nordex
Repower (Senvion)
Suzlon
China OEMs - Main sales according to ISO standards, but special

chinese standard could also be considered
Goldwind
Guodian
Mingyang
Sinovel
Other Chinese OEMs
* Redefining protection, Redefining durability, Redefining productivity
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Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
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Next generation AvantGuard

Other zinc levels
Other binder systems
Potentially different value proposition and go to market
strategies
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95
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
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96
Product availability
Production sites/Regional hubs
Available September 2014
Barcelona
Houston
India
China: Kunshan
Middle East
More factories to follow
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97

Americas
China
12.000
Europe
3.000
Middle East
3.000
SEA
3.000
India
Americas
3.000
China
3.000
12.000
Europe
6.000
Middle East
3.000
SEA
3.000
India
China
Europe
3.000
Grand Total
57.000
3.000
Time boxed launch renewed communication related

to local certificates
2014
Activity
China products/Test
Saudi Aramco
Slip B test
Russian tests
Germany (BAW) tests

Spain (UNE) tests
Other EU*
*UK, Turkey, France
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Q2
Q3
2015
Q4
Q1
Q2
Q3
Q4
Phase in/phase out - Time plan

Activity
AvantGuard launch
Introduction AvantGuard period
AvantGuard spec-in
AvantGuard fully phased in
Current ZE normal production
Current ZE production special permit
Cancellation of old products
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2014
2015
2016
2017
2018

Activity
Internal launch
External launch
Launch follow up
Local certificates
China products/test
Saudi Aramco
Slip B test
Russian tests
Germany (BAW) tests
Spain (UNE) test

Other EU tests
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2014
Q3 Q4
Q1
2015
Q2 Q3
Q4
Q1
2016
Q2 Q3
Q4
Agenda
Purpose of workshop
Why AvantGuard
What is AvantGuard
AvantGuard patent
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103

In preparation for the launch
Acquaint yourself with available technical and marketing material now

Refresh your knowledge plus learn about the new things in webinar and on
intraweb in August 2014
In relation to customers prior to launch
All customer communication needs to be approved by AvantGuard Project
Team
Oral mentioning of new innovation within anti-corrosion is OK
In relation to customers after external launch
Proactively bring this new technology to market using the set out go-to
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104
market strategy, communication messages and material

Use AvantGuard promotion material only
AvantGuard Objectives
Objectives
Topline contribution: Contribution to top line growth and
thereby the 2015 strategy
Bottom line contribution: Increase total gross profit of
Hempel zinc epoxy products
Hempel ahead of competition: Position Hempel as market

leader, instead of follower
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105
Customer approach group work

Divide into pairs/groups
30 minutes for preparation
Agree on which 10 customers you will approach
firstly about AvantGuard

Outline your approach to each of these including
Customer care abouts
Key messages e.g. focus on protection,
durability or productivity
The product you will replace (Hempel or
competitor)
Current/future customer projects
Market developments e.g. regulation, standards
Local spec in activitites
Present in plenum one slide, 10 minutes each
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TEMPLATE for customer approach

Customer
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108
Care abouts
Key message
Approach, other
AvantGuard is redefining anti-corrosion

AvantGuard is a new innovative anti-corrosion
technology based on activated zinc and locked into our

new range of high performance protective coatings.
Redefining protection: Significantly better corrosion

properties
Redefining durability: Overall improved mechanical

strength in the protective coating
Redefining productivity: Same application techniques

as standard zinc epoxies and less concerns about
application conditions
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Internal Launch Presentation Version 01 - Singapore

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AvantGuard

Internal launch presentation

This is what AvantGuard can do

Standard Zinc Epoxy, 80%w zinc, 74 mic

AvantGuard, 80%w zinc, 79 mic

Cycles of 2 hrs at +60C and 2 hrs at -20C during 21 days

This is what AvantGuard can do

AvantGuard is a new innovative anti-corrosion technology based on

Improved mechanical strength

Redefining productivity: Same application techniques as standard

AvantGuard Technology name based on benefits

NutraSweet Nutritional sweetener

AvantGuard Avanti (forward) + Guard

Activated zinc anti-corrosion

HEMPADUR AvantGuard 770

AvantGuard communication: Using a new

Family name that indicates the chemistry

Product positioning and

the benefits the technology provides

Series numbers that allows for specification

We are launching three new products

Hempadur AvantGuard 550

550 relates to the relative lower level of anti-corrosion

Hempadur AvantGuard 750

750 relates to the relative high level of anti-corrosion

Hempadur AvantGuard 770

770 relates to the relative high level of anti-corrosion

Hempadur relates to the chemistry

Purpose of workshop: We are redefining!

Purpose of workshop: We are redefining!

We do the marketing and launch in

a new way to support the

You are key to the implementation

You are key to the market success

This is a new concept, so there is

We will redefine the way we do

Hempel ahead of competition: Position Hempel as market

Why AvantGuard attractive market

General zinc epoxy market is

Global market for Zinc

Key customer segments for

Small market share

Currently similar price to

Prices varies depending on

Why AvantGuard: small market share big opportunity

2/3s of Hempels zinc epoxy market is non-wind

Hempel is a follower in the

22 MEUR of turnover in 2013

Low market share ~7 %

Huge possibility to take market shares from competitors in all segments

Nature wants it back

Nature wants it back

Corrosion in steel structures

Water + Oxygen + Salts

Three ways to provide anticorrosion protection using

Chemical reaction that

Altering the electro-chemical

Ensuring a stable pH in the

Addition of a substance more

Zn Zn2+ + 2 eFe X Fe2+ + 2 e-

Not full utilisation of zinc content

Galvanic effect of normal zinc epoxies is

Technological Challenge leading to