Responsible marketing

  • Objective of sustainable development strategy :

    Strategic objectives:

    • Development of products featuring a low environmental impact

    Operational objectives for 2023:

    • Communication of products with a low environmental impact:
      • Development of a name for products from A group
      • Development of a communication plan for products from A group
      • Development of a communication plan for other products
      • Applying new VOC declarations to technical data sheets and labels of new product batches
      • Communication of recycled packaging origin

    Achievement of objectives:

    • Objectives related to communication activities have been put on hold until the results of the consumer behaviour survey are developed

The key goal of the Śnieżka Group’s marketing activities is to build strong brands based on reliable, transparent and ethical communication. The Group analyses end customers’ needs and preferences and at the same time precisely recognizes the strategies and expectations of business partners, and consequently it is able to jointly define paths to reach the end customer.

Śnieżka ToC has a professional market research team that supports the entire Group. The pundits taken on there are responsible for monitoring the needs of B2B and B2C customers and, in collaboration with other departments, support the development of product offers. The team prepares also the so-called insights, i.e. information packages on the needs of selected target groups. These materials are used to build strategic competitive advantage for products.

Positive experiences of Śnieżka Group customers are built through:

properly designed products,

a wide product distribution,

appropriate communication and marketing tools,

well-organized sales points based on the principles of merchandising,

improvement of internal processes.

The Śnieżka ToC team also regularly checks customer satisfaction and loyalty. The volume and value of sales, the image of individual brands, as well as the opinions and expectations of selected groups of business partners are subject to monitoring.  The team also analyses the opinions of end users, including complaints and comments that are forwarded to the Group, via the hotline – its number is available on the packaging and websites of the brands.

The Śnieżka Group’s marketing activities also support communication with consumers and their education regarding the proper selection and use of products. Information is provided in a clear manner tailored to the recipients, including: about ways to effectively protect surfaces against stains, weather conditions and corrosion.

  • Good practice

    Śnieżka Group assists consumers to determine the amount of paint they need. The product pages include a convenient and simple Consumption Calculator which, after specifying the area, calculates the required amount of paint. The efficiency of a given product is also provided on the packaging.

In its communication addressed to end users, the Śnieżka Group also provides information on the impact of individual products on health and the environment, including: ingredients of natural origin used.

MAGNAT Be Eko

In 2023, MAGNAT Be Eko paint for walls and ceilings was launched onto the market. It contains 30% of natural raw materials, including plant ingredients that replace some of the non-renewable petroleum ingredients. Sourcing plant ingredients involves lower CO2 emissions and fully complies with the food chain based on the management of plant residues.  All essential ingredients for the production of MAGNAT Be Eko are sourced from suppliers that meet the REACH regulation (Registration, Evaluation and Authorisation of Chemicals).

MAGNAT Be Eko features a minimal content of Volatile Organic Compounds, approximately 30 times lower than the permissible standards, and has the Ecolabel certificate and the highest emission class from the A+ coating.

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