Sigma Paints Saudi Arabia witnessed a 10 per cent increase in volumes last year over 2002 and is set for further expansion in the decorative and protective coatings sector, according to Hubert de Sarrazin, general manager of Sigma Paints Middle East.

Established in 1981 as a consortium of Saudi businessmen and Sigma Coatings of Holland,  the company has split production in Dammam with the bulk of the decorative range – almost all water-based – produced in the second industrial city. The solvent-based products are produced in Dammam’s first industrial city, the location of Sigma’s headquarters. In total, Sigma has an annual capacity of 60,000 tonnes per year in the Kingdom.
With access to international technical support and research, Sigma has provided leading-edge solutions and developed a wide range of coatings to meet the demand of the region.
Sigma continues to be strong across the region in the decorative market, historically one of its main business lines.  Its protective coatings business is reported to be rising and is being spearheaded by a dedicated MPC (Marine and Protective Coatings) division.
Product development is a key focus area and a number of new products, including Rustikal wood stains, have been introduced by the company last year. Marketing of its products is handled by branches and agents. Sigma has a dealer network in each of the Middle East countries.
Sigma Paints has recently launched a new business strategy that is tailored to make it stronger and enhance its appeal in the Gulf’s highly competitive marketplace. The company is focusing on professional paint contractors and applicators, offering incentive programmes and training courses which are claimed to be the first of their kind in the region.
This month sees the first batch of Sigma graduates qualifying from the company’s two new training centres, which were opened last year (the first one in Dammam in early 2003 and the second in Riyadh).  A special graduation ceremony will be held by each of the training centres to honour those who have successfully completed the courses.
The six-module training sessions are aimed at painters and small contractors and are conducted by experienced professionals throughout the year, 
According to Mike Murphy, deco training manager of Sigma Paints, a schedule of courses to be conducted over the next quarter has already been drawn up the company. 
Buoyed by the response received to these two centres, Sigma is now looking at opening its third training centre shortly in Jeddah. 
Another innovative scheme launched by the firm last March is a specialty trade loyalty programme known as the Sigma Loyalty Club – the focus of which is to encourage professional clients to buy Sigma paints and collect points. A variety of bronze, silver or gold prizes can be obtained by these customers in exchange for the points collected.
“We are the first paint company in the Middle East to introduce this programme,” says Hussam Masri, deputy marketing manager of Sigma Paints
According to Sigma, the objectives of the programme are: