Paint and varnish producer Dufa Deutek, owned by investment fund Advent International US, has earmarked 3m euros (net value) for this year's marketing budget, with Super Weiss paint to receive the largest share of the budget.
Dufa Deutek registered an annual growth of 15-20% for sales of Super Weiss decorative paint, which has been allocated the biggest slice of the company's marketing budget over the past 3 years.
"Our promotion budget is largely focused on sustaining the sales of Super Weiss; a product contributing over 20% to overall turnover," says Gabriel Enache, a marketing manager at D?fa Deutek, which generated turnover worth around 22m euros last year. As a result, Super Weiss is expected to log sales worth around 5-6m euros this year, and account for around 20% of this year's estimated turnover.
"The marketing budget earmarked for this year stands at 3m euros and has increased in line with turnover, namely by around 30%," specifies Enache. This year, Dufa Deutek projects turnover worth approximately 27m euros.
The company's portfolio includes 3 brands and a varied range of products.
"Decisions on promotional priorities are made on the basis of the growth potential of current and medium-term sales, as well a product's impact on the company's profitability (...)," explains Enache.
Thus, from the range of products which includes the Super brand, the Danke! brand and Deutek Profi, Super Weiss has benefited from the largest share of the marketing budget over the past 3 years. In addition, the Danke! promotional campaign has also had a significant impact on sales.
Deutek Profi range also includes the product that has boasted the fastest growth rate this year. "The product that posted an over 80% growth on last year is Deutek Profi Reibeputz decorative plaster, which currently accounts for over 10% of the company's overall turnover," adds Enache.
Dufa Deutek
Currently controls 15% of the decorative paint segment, which is expected to revolve around 160-180m euros this year
Has earmarked a marketing budget worth 3m euros this year, with Super Weiss paint as the most promoted product
Super Weiss has been allocated the largest share of the company's marketing budget over the past 3 years
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