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 Construction Sales and Marketing Newsletter         October 2010
In This Issue
Construction Market Activity
The Green Deal
Digital Marketing
Market Research

Welcome to this month's edition of the Marketing Newsletter. Our market activity report shows that the market is still behaving positively despite everyone's expectations to the contrary. The CSR is key to our futures and not as bad as expected.

 

One opportunity in the medium to long term is the Green Deal, read our report from a recent DECC briefing. We also have some suggestions to help you with the planning process.

Construction Market Activity

 

Despite the gloom and doom leading up to the Comprehensive Spending Review, it has not been as bad for the industry as expected, with public sector spending being cut by 30% rather than the 35% anticipated. The Construction Products Association described it as providing "some relief for the construction industry".

 

Transport will see significant investment, the government will meet its commitment to rebuild or refurbish over 600 schools and has stated it will deliver 150,000 new affordable homes over the next 4 years as well as continuing the Decent Homes programme.

 

Capital spending on Health will fall by 13.7%, the prisons programme will slow and some PFI waste projects have been stopped.

 

So while the construction industry continues to wonder at the strong second quarter performance in output reported by the National Statistics Office the latest construction output figures for August suggest the trend is continuing and we may even avoid the often threatened double dip in construction activity.

 

Month on month new work was 4% up in August with Public Non-residential and Private Industrial showing most growth. Repair and Maintenance was up by 1% despite falls in Residential RMI thanks to a strong performance in Public Non-residential.

 

If this trend continues into October then we can expect a strong third quarter for construction output.

 

The latest Construction Activity Barometer from Ernst and Young and the Construction Products Association also reported strong performance compared to last year, sales of construction products continued to rise during the third quarter of 2010. Commenting on the results, Noble Francis, Economics Director for the Construction Products Association said; "Sales of both heavy side products, typically used in the early stages of the construction process, and light side products, such as paints, heating and lighting products, were strong relative to 2009 Q3. Respondents, however, did warn that recovery is unlikely to be sustained beyond 2010 and expressed concern about the pending Comprehensive Spending Review on 20 October."

 

The CPA's latest forecast expects that, despite a slight rise in construction output this year, the contraction in capital expenditure to be announced in the Comprehensive Spending Review will send the industry back into recession in 2011 with a fall of not quite 1%. Total new build activity is expected to be very slightly up with growth in Infrastructure and Industrial activity countering the significant fall in Non-residential Public Sector activity. A fall in Repair and Maintenance of almost 3% is expected to cause the overall decline.


The Green Deal

 

Following the change of government, the 'Warm Homes, Greener Homes' initiative is being replaced with 'The Green Deal'. All three main political parties are committed to the concept and the new approach represents evolution of the previous government's proposal.

                                                                      

Energy and Climate Change Secretary, Chris Huhne described the initiative as a "radical way of making energy efficiency affordable." He estimates that the scheme will involve £7 billion of private sector investment and create 250,000 jobs over 20 years.

 

The Department for Energy & Climate Change (DECC) are now developing the policy, with the objective that it will be operational by late 2012 with the new energy company obligation (replacing CERT) underpinning the finance.

 

Key features of the Green Deal will be:

  • A single point of contact for the consumer to make it easy to buy.
  • There will be no loan to upgrade homes. Instead it will be paid for by savings on energy bills. If there is no saving then payment will not be deducted.It is hoped this will remove the concern about incurring extra debt. The home owner will also be free to switch energy suppliers.
  • The home owner will only pay while they occupy the property. This is intended to encourage people to upgrade who are planning to move in the medium term.
The Green Deal process will be Assessment, Finance, Installation and Repayment. During the assessment an inspector will identify measures which can be installed and justified by the cost savings achieved from energy bills. The 'Golden Rule' is that the savings to energy bills must be greater than the cost of repayments.

Finance and Installation will be arranged by the provider. Installers will need to be certified. At present DECC are looking to see if any existing schemes can be used to meet this requirement.

The challenge for DECC will be to work out the financing. As yet this has not been done, and it will probably take most of the next 18 months to do so.

The challenge for the construction industry is to ensure that it is not the large retailers or energy providers which dominate this initiative. Current DECC thinking isthat they need the likes of Tesco and British Gas to be part of this to achieve the consumer take-up required.

Digital Marketing

 

On 25th November CIMCIG will be running its annual conference. This year the theme is Strategy & Tactics of Digital Communication and subjects covered include: building websites, search engine optimisation, data collection and analytics, reputation management, email and newsletters, blogging, advertising, social media and balancing all of these factors.

 

A must for anyone in communications, the early bird rate is available for bookings before 31st October. Bookings can be made online or by phoning the CIM Events Team on 01628 427340.

Market Research 

Market research should play a key part in every company's planning process. During the recession this was one of the areas that many organisations cut back as they struggled to bring down costs. While in the short term this is understandable, to continue in this way is like trying to navigate through a foreign land without a map. At Competitive Advantage we have seen enquiries for research projects more than double in recent months, recognising the fact that the market is now very different from 2 years ago and making decisions based on out of date information is folly. If you are planning for 2011 give us a call to discuss how we can help you get a better understanding of your market.

Chris Ashworth
Competitive Advantage Consultancy Ltd
 
Phone: 0844 6698728
Tel: 0844 6698728
 
 
Chris Ashworth 
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