Fill the gaps

Pre-Deco Category Management and Activation Playbook

Welcome

Preparation before Decoration, Pre-Deco in short, is a special category in the DIY and BIY World. It contains a wide variety of products that help the end user in getting the perfect finish in decoration. This could be wallpapering, painting or any other finish, we aim at all regularly used surfaces in and around the house. Decorating is more than just painting – it is a multi-step process, depending on the job and the state of the surface being treated. To obtain the desired end result, all these steps have to be taken and in the right order. It is especially this complexity, plus the imagined end result, that seems so easy to achieve, that is at the heart of the role we play.

We cannot just put the products on the shelf and hope they will find their proper destination. It is our role to educate, train, and convince the end users that their imagined end result is achievable with the right products. We serve them with a product for every little problem they have to overcome. We coach consumers and empower them to really DO IT YOURSELF! We give them pride in the fact that they can achieve results beyond their own expectations. We provide them with a smart start to a great finish. “We” in all these matters is the combination of AkzoNobel and its customers, the Retailers!

We have to team up and engage in Category Management and strong Activation Programs. Only our mutual interest will give truly satisfied end users and strong, lasting profits.

We have put quite a few best practices into this toolkit for everyone to use and even develop further. This document is called the Fill the Gaps Category Management Playbook. Because that is exactly what it can do – following the steps will fill the gaps in your budget. We wish you luck in making the best use of our experience!

Kind regards,
Bas van de Wiel
Global Brand Manager Pre-Deco and Metalcare

Our Brands

We offer specialist brands that carry a complete range of solutions to prepare, repair and treat surfaces in and around the house before decorating and finishing.

  • Denmark, Sweden, Belgium, Italy, Greece, France

  • Germany, Austria, Switzerland

  • UK and Ireland

  • Netherlands