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Strategic drivers for sustainable growth Developing and adding value to the Saint-Gobain brand

DEVELOPING AND ADDING VALUE 4. TO THE SAINT-GOBAIN BRAND The challenges of a strong brand 4.1

Given the wide range of areas in which its products and solutions are used, Saint-Gobain serves a very large number of markets and customers. The customers who deal directly with the Group (most often assemblers, manufacturers and trade professionals) are not always those who recommend its solutions (architects and consultancy firms) or who have experience of using them (housing owners or tenants, automobile drivers, and consumers in the broadest sense). Today, the voice of the end customer is being heard more strongly: better informed, more involved in purchasing decisions, they may have a decisive influence, including on the choice of materials. The boundary between professionals and private individuals is being blurred, with private individuals now becoming key stakeholders in the construction and renovation market. The Group therefore has to deal with a broader range of customer contacts than previously. A growing reputation 4.2 The Group measures the impact of the Saint-Gobain brand with its target audiences every three years. In 2017, awareness of the brand among all construction players had significantly improved once again compared with the previous survey in 2014 (an improvement in awareness of eight percentage points); today, the Saint-Gobain brand, or one of the Group’s brands, are amongst the top three brands mentioned spontaneously in five countries: France, India, the USA, Germany and the United Kingdom. The 2017 evaluation also shows that the Group’s image has improved significantly: 51% of respondents have a positive image of Saint-Gobain (versus 38% in 2014), and 60% recognize the Group as a leader in sustainable construction (versus 44%). Lastly, for the first time, a survey of the general public was conducted in parallel – which is consistent with the aim of

Today, Saint-Gobain is seeking to build closer relations with the users of its products, such as building occupants, automobile drivers, and public transport users. By embedding end customer expectations in its value proposition, and factoring in the change in the ways that information is provided and decisions are made, Saint-Gobain is positioning itself firmly as a B to C to B (Business to Customer to Business) brand. Saint-Gobain has long relied on its decentralized organizational structure, its brands recognition and the strength of its activities throughout the world to drive its development. These attributes provide it with a detailed insight into its customers’ needs in all markets. For the Group to be directly relevant to the general public, though, it needs to have a strong brand to rely on. In the digital age, where potential end customers can find information on and compare ranges and products, branding is a key factor for sustainable differentiation. making Saint-Gobain a brand for end consumers – in the four countries where the Distribution Sector has the largest presence. Saint-Gobain is a well-known name in France (more than 80% of respondents said they had heard of Saint-Gobain), but much less so in Germany, the United Kingdom and Sweden (where brand awareness is between 20% and 30%). It is, however, substantially higher than that of the Group’s main competitors, whose brands are unknown outside of professional circles. In 2017, Saint-Gobain launched a mainstream advertising campaign in the form of a film and press advertisements on the theme of “living together”. This campaign illustrates the brand’s contribution to well-being by featuring the materials and solutions that provide thermal, acoustic and visual comfort, durability and improved air quality, in everyday life.

The Saint-Gobain employer brand 4.3 The assurance of a strong brand reflects positively on all the Group’s subsidiaries and trade names. It also benefits Saint-Gobain’s image as an employer and job creator, making the Group more visible and more attractive to potential applicants.

working that encourage openness and entrepreneurial spirit. Strengthening the brand and renewing its content helps to give meaning and value to the work done by every employee. In 2017, Saint-Gobain unveiled a new employer brand platform around the statement “Invent Yourself, Reshape the World.” This supports Saint-Gobain’s local recruitment and promotion initiatives as an employer.

As an employer, Saint-Gobain also has a duty to lead by example, and corporate social responsibility is embedded in its strategy. Its employees are gearing up for greater transparency of operation, and more collaborative ways of

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