Homecolour management was convinced that over time they would be able to develop a premium sector in the market, based on current product experience in the consumer sector, in external paints. One of the directors felt that it was possible to gain up to 30 % of the market, and improve margins to 30-40 %, by marketing a product that would provide longer term protection to steel structures than the current products. The product would have to be provided in far larger containers - often in excess of 10 litres.
The packaging would also need to include contact points for spray equipment.