IPO Zurich 14112014 - Ipo Steel Network

IPO Network - ZurichMarta Dziarnowska

14th of November 2014

November 14 ArcelorMittal Europe 1

AGENDA

• ArcelorMittal new organization - Europe

• Market share study feedback

• ArcelorMittal 2015 Key Topics

• ArcelorMittal Key Points for 2015– roofing

• ArcelorMittal Key Points for 2015– cladding

• ArcelorMittal Key Points for 2015– structure

• Back up• Sustainabilty per country• Concrete investment in steel promotion and lobbying in Europe

• Residential per country

ArcelorMittal Europe – As of November 1st 2014

ArcelorMittal EuropeCEO Aditya Mittal

Global

Europe

CFO

BD North

BD South and Sonasid

BD East & Strategy

Sales and marketingAmit Sengupta

Scrap strategy

CTO

CEO Long ProductsAugustine Kochuparampil

Commercial Coordination Government Affairs, Real Estate, CommunicationAlain Le Grix

Government Affairs, Real Estate, CommunicationFrank Schulz

CEO Flat Products / European Purchasing PlatformGeert Van Poelvoorde

Commercial FlatJean-Martin Van Der Hoeven

CFO

BD North

BD South West

BD East

Galati/Skopje

Performance Optimization

Flat Products

Industeel

BD Projects

BD Distribution WEFabrice Guazzoni

BD East Europe

BD Construction Jean-Christophe Kennel

BD Projects / Industeel

BD Wire Solutions

Strategy

CFO

CEO Distribution Solutions (AMDS) Antoine Van Schooten

BD SSC WE

BD Downstream

CFO Europe /HR, Shared Services Centres & IT


Market share study - Feedback

KEY INDICATOR for AM Europe Top Management• Results confirmed strong differences between countries• In average, roofing is the building function where steel is most used

• Structural steel is globally stable in single storey, but decreasing in multi-storey

• Italian study on track, results available March 2015

Ref. Year & 5 years tendancy

France Belgium Netherlands Germany Switzerland UK

2013 5 year

s tendancy

2012 5 year

s tendancy

2013 5 year

s tendancy

2012 5 year

s tendancy

2012 5 year

s tendancy

2011 5 year

s tendancy

Halls (Industry

)

Structure 72% = 58% + 83% = 33% + 18% = 80% +Roofing 85% = 74% = 90% = 70% n.a. 25% - 85% n.a.

Cladding 79% + 31% - 95% = 59% n.a. n.a. n.a. 80% n.a.

Multi Storey

(Offices)

Structure 24% - 20% + 34% - 3,5% = 5% - 69% =Roofing 44% - 22% = n.a. n.a n.a. n.a. n.a. n.a. n.a.

Cladding 21% - 11% + n.a. 10% = 10% + n.a. n.a.


ArcelorMittal Europe –2015 Key topics

• IPO management• Reliability of main KPIs - Events, publications, web statistics

• Delivered on time

• % and growth of commercial resources

• Strategy & Market share study follow up• Market metrix• What action plans to regain market share when loses or to continue to grow?• What new strategy for segments were SM steel are permanently low (despite efforts) ?• 2015 - 2016 round preparation

• Market drivers - Activities dedicated to :• Competitiveness: Life cycle cost from Module A to D (What value proposition with steel ?) • Sustainability : EPD & LCA strategy, Energy & Resource Efficiency• Fire, Durability,…• « Beauty », Health & Comfort …

• Competition• Benchmark competitors strategy & actions - KPIs• COMMUNICATE ON COMPETITOR’S SUCCES STORIES


Construction is the 1st market for LONG Products in Europe, and…


.... construction is the 2nd market for FLAT Products in Europe

Promotion of Flat products for the construction sector is essential


The residential sector represents in average 45% of the construction output in Europe


For new residential buildings, roofing is one of the main application for flat steel… but still with a very low market share in western Europe.

Source BATIETUDE 2013


For individual houses, 25% of energetic losses originate in the ROOF

Roof energetic renovation is an opportunity for aesthetic & material renewal

Steel has many advantages, versus other materials, to be communicated

10

Resistance to heavy loads

Resistance to hailVersus fragile materials

AestheticFrom modernity to traditional

PriceEasy Solarintegration

Fast & safeto install

Better solar reflectance

Lighter thantraditional

Easy to maintain Guarrantee up to 30 years

Thermal insulation


ArcelorMittal Key Points for 2015Roofing

The role of IPOs to promote usage of steel as a roofing material for the residential sector is CRUCIAL

• the stakes of the construction market for flat steel products is essential

• the residential market still represent an untapped market for steel

• roofing is the main application for steel in the residential sector

• with regards to other materials, steel roofs offer many differentiating advantages versus other materials that must be communicated

• the residential roofing market is almost a B to C market and therefore require much communication efforts & multiple channels.

Granite® FlexSolution for the most severe roofing profiles & shapes

Granite® Deep MatRoofs with a warm and deep look

Granite® StormExtended durability with matt finish

Granite® CloudyEffects for roman and new designed roofing tiles

ArcelorMittal propose a range product for roofs(tiles, standing seams, profiles) for all expectations (1/2)

Granite® RainFor resistant and coloured guttersDouble sided pre-painted

Granite® CopperCopper look like for roofs and gutters

Aluzinc® HFXHigh Formability combined with exceptional corrosion properties for seam roofs

Granite® HFX CoolHigh Formability eXtended prepainted steel for standing seam design

ArcelorMittal propose a range product for roofs(tiles, standing seams, profiles) for all expectations (2/2)

�Adapted standing seam roofs�Can replace pure zinc at a much lower cost�Up to 25 years warranty


European Coil Coating Association (ECCA) is also actively promotingthe use of pre-painted metals for roofing www.creativeroofing.eu

• a roof simulator where visitors can choose its roof type, colour and aspect

• Explains the benefits to end-users in terms of environmental care, cost effectiveness, thermal insulation, performances...

• an architect testimony• case studies

ECCA in Germany + Swiss + Austria) conducted a survey showing the positive interest for pre-painted metals roofings


Arcelor Mittal Key Points 2015 for cladding : Promote steel solutions competitiveness for energyefficiency

• Building envelope is the key issue to build energyefficient buildings

• Steel envelope and structure market shares & volumes are closely linked in single storeybuildings

• Sandwich panels are needing more promotional actions :

– They are the most efficient steel solutions to answer thermal insulation + air tightness + Firerequirements (PIR instead of PUR) but not enoughknown by decision makers

• New facade components with long term durability as Sunscreen made of steel to increase comfort in summer: New and renovation of tertiary and residential buildings (not only in South !)

• Active facade technology with steel solutions to capture solar energy & decrease heating needs

• Light steel framing solutions for solar farms/carparks


Arcelor Mittal Key Points 2015cladding/roofing/flooring

New Guide for renovation of cladding, roofing and flooring

• Dedicated to the architects and engineers

• Panorama of modern solutions for renovation of facades, roofing and flooring

For the IPOs :• Possibility to translate and to

disseminate (copyrights : AMC)

• English version under preparation

Written by : Pierre EngelEditorial : EYROLLES http://www.eyrolles.com/BTP/Livre/guide-de-la-rehabilitation-des-enveloppes-et-des-planchers-9782212140019


ArcelorMittal Key Points for 2015Structure

• Push S355 to replace S235/S75 as base grade for sections

• Push UPE to replace UPN

• Co-SFB deployment in the markets

• Small bridge design aid for tall sections

• Push Large heavy angles for truss pylons


ArcelorMittal Europe & IPO

Despite of economical situation ArcelorMittal Europe is supporting Steel Promotion activities and undelines the importance of :

• Market Share Study• Constant follow up of value creation (KPIs)• Promotion of all construction products :

roofing, cladding and structure

Thank you for your cooperation now and in the future!Thank you for your attention !


Back up


Sustainability per country

CEN TC 350EPD LCA Module D

Germany

Aligned with 2020 objectives. Energy

Savings Ordinance (EnEV) -requirements depending

on the cathegories of buildings.A limited number of new requirements apply

to existing buildings

EPDs on beams, heavy plates, merchant bars published. Kingspan + IFBS EPDs on roofing and cladding products. Each EPD to be published

on IBU database

Method of calculation -

DGNB

Not Mandatory - Needs for further

lobbying and technical

background to support

implementation

DGNB for public buildings - a "must" . BEEAM and LEED applicated

NetherlandsNew regulation to be ready for 2020 (almost 0 energy

consumption)

Based upon the Dutch NEN8006. The functional unit is 1t of steel for

"Heavy construction products(beams, columns)" or 1t of steel for

Medium construction products(lintels, road barriers) or … etc.

The functional unit is described at page 1 of the MPRI sheet.

1.Heavy-duty applications: columns, beams and plates;

2.Medium-duty applications: lintels, sheet piles and crash barriers;

3.Light-duty applications: door and window frames, composite decks

and cold formed steel profiles;4.Interior walls; 5.Roof and wall

cladding.

Calculation for Carbon Footprint -

new limits on 2015

(bepalingsmethode)

not mandatory / but taken in account for

building in craddle to grave

Breeam / GPR Building (commercial) : This brings together all the

environmental data for (construction) materials for use in software programs such as Greencalc+, Dubocalc and in

the web tool GPR Gebouw. Use in GPR Gebouw means that assessments at the building level will be based on the

same data. The EPD data for steel will soon be incorporated in the database. Dutch system totaly different and more

detailled

Thermal Regulation Building scheme labelling



CEN TC 350

EPD LCA Module D

Belgium

Accepted by Brussels from 2015 (target 0)

Brussels - 2015. Flemish region - 2020 / thermal

performance for non residential buildings

required, Walloon - will follow Brussels or Flemish

legislation

Used of EN 15804 - EPD available on steel and non steel products

Flemish part - 2015 - software

for LCA calculation including

sustainability for buildings

Not Mandatory regulation

underway with option : mandatory

in 2017

Only Breeam (especially for

commercial and industrial buildings ) Others : VALIDEO -

Specific Belgium scheme (also in Lux)

Sweden

Performance declaration based on national criterias

- Passive house, Zero house . Swedish

regulations are not so demanding - the industry

is known to be able to fullfill the regulations

easily - the background is the vision of a self driven market. The sustainable

trend is obvious.

Used of EN 15804 .Increasing number of EPD. Reinforcement, structural steel are examples. Some

steel manufacturers choose to do EPD at IBU instead of in Sweden at EPD International

(Environdec). Specific product labelling : SVANEN, BASTA and SundaHus- construction product

estimation and approval (not regulations). Very popular, different contractors chose different

schemes. Miljöbyggnad the most popular in 2014. Need to be addressed. Nordic PCR with the aim of formulating material specific rules for EPD for steel, reinforcement and insulation. Project is financed by

the "Nordic ministers council”

SBI presented in Standardisation

Committee; GABI and other

softwares are used for LCA

Not Mandatory (cooperation with

Swedish Standardisation

Committee). Big issue on Module D with concrete and timber industry.

Need for support for future

implementation

LEED, BREEAM, Miljöbyggnad and EU Green Building - all within the Swedish

Green Building Council.

Switzerland

National Code Future regulation to be based on average power per people

(2000W Society)

EPD - Long products for steel and concrete / timber Sandwich Panels - Epd from Germany

(IFBS)

software for calculation

Albatros and CRB

Assessment mainly base on

recycled content (UBP -Ecoinvent)

Minergie / Minergie P / Minergie P-ECO

and others :DGNB , NNBS , Leed, Breeam

Thermal RegulationBuilding scheme

labelling



CEN TC 350EPD LCA Module D

Italy

Specific requirements on thermal bridges, roofing insulation etc. 6 climate regions (A, B, C, D, E, F)

with different requirements. Energy consumption

reduction is subsequent to the Energy Efficiency directive 2020 (not

transferred at the present time).

UNI: EN 15804 regulation for construction products

(EPD). New version published by UNI EN

15804:2014 (January 23, 2014).

Environmental marks, like Ecolabel or environmental labels established by the

ISO 14020 regulations (Type I – ISO 14024, Type II

– ISO 14021, Type III ISO 14025).

EN 15978 environmental performances for buildings.

LCA redaction guidelines are state by ISO 14040, in

Italy UNI EN ISO 14040

Not Mandatory. FPA activity is focused on lobbying (making the D Module

mandatory in the future with UNI in Italy ) and technical promotion - Awareness of designers (to use the D

module already).

Energetic certification document is a must

The environmental certifications are not mandatory.

LEED, Casaclima - mandatory in the Bolzano region, based on the

annual energetic consumption of a building.

ITACA Protocol - has not been accepted by all Italian regions.

Poland

Directive OZE (development of

Renewable Energy) not voted yet (First provisional

date was 2012 !)

Ecolabel or environmental labels established by the

ISO 14020 regulations :PN-EN ISO 14020, PN-EN ISO 14024 , PN-EN ISO 14021 , PN ISO

14025,Awareness about EN 15804 limited until

now.ITB participating to

Ecoplatform

EN 15978 environmental performances for buildings ( but not really used) PN-

EN ISO 14040,PN-EN ISO 14041, PN-EN ISO

14043

Not Mandatory

Breeam - 212 buildings - 69% offices, 14% industrial, 17%

commercial Leed - 24 buildings (asked for 64 - stats 04/2014) - 88% offices , 8% industrial, 4% commercial / EU

Green Buildings, Trying to enter the market : DGNB

and HQE

Building scheme labellingThermal Regulation



CEN TC 350Building scheme

labellingEPD LCA Module D

France

RT 2012 implemented January

2013 - RBR 2020 under preparation -

Prototype phase 2015 throughout new "HQE Labels" (Focus

on Energy/GHG,Water &

Waste)

INIES database for EPD. "Old FDES standard" to be replaced by

EN15804 + French complementary standard . EPDs considered as the only legal tool

to announce "Environmental performances". Specific French regulation on "sanitary/health performances" with labels on products/packaging 'Affichage environnemental et Sanitaire" . Steel EPD/FDES available on www.save-construction.com

Calculation method ELODIE developped by CSTB (strong issue: not considering module D

until now)

Not Mandatory; issue with CSTB and

other industries (concrete, timber,…)

French HQE label (Public and residential

buildings). LEED + BREEAM (more for

commercial- sometimes double or triple

certification asked by developers). HQE -> HQE Performance to become new labels

(2015-2018) to prepare new regulation

Turkey

2020 regulation concerns only

facades and roofing First stage - 2017 (?) for insulation

requirements

Just started. Several EPDs for concrete and insulation products (ex. Ytong for

marketing purposes). TUCSA is member of YAD (CE notyfied

body) and its subsidiary ITBAK which is authorised to provide ETA Documents, in order to

make ITBAK eligible to provide EPD certificate. EN 15804 EPD

already accepted. TUCSA needing support

Domestic market not concerned until now - under development. MTC-111 (+/- TC 350) was established by TSE (Turkish Standard

Institute) upon TUCSA’s request, and TUCSA is the leader of the MTC. TUCSA is

involving into sustainability committee of IMSAD (CPE Turkish branch). TUCSA

Sustainability Committee has joined the Sustainability Platform established and led

by YAD Sustainability Committee. The platform will contribute to the Regulation for Sustainable Green Building which is being developed by the Ministry of Environment

and Urbanisation.

Not applicated.

Lack of awareness

Leed, Breeam used for office buildings and commercial centers

Thermal Regulation



CEN TC 350Building scheme

labellingEPD LCA Module D

UK

All new homes to be zero carbon from

2016; extending this to include all other

buildings from 2019. "Green Deal" enable

s people to save energy bills if investment on

energy efficiency

EN 15804 implemented at UK level by BRE ; BRE member of

EU Ecoplatform. BREEAM solutions assessment and EPD

are co-existing

National standards : Code for Sustainable homes -9 categories of sustainable ratings (Minimum standards for energy and water use). EPC- Energy performance certificate

mandatory

Optional

New BREEAM version just published May

27th, including "responsible sourcing

of material criteria"

Thermal Regulation


Concrete investment in promotion and lobbying

CountrySteel IPO budget (k€)

Concrete IPO budget (k€) Organisation Number of people

Belgum 675 Infobeton, Groupement Belge du betonFrance 2 050

Germany 2 380 24 000

BetonMarketing Deutschland GmbH. . 26 Employees,Verein Deutscher Zementwerke e.V. 11 Employees, DBV Deutscher Betonverein - 17 Employees

Cement /Concrete Marketing in Germany: minimum 66 Employees

Italy 648

1 000 only one association and only for lobbying

Assobeton ,Aitec -concrete producers association, Atecap – www.atecap.com – prepackaged concrete associationAicap – www.associazioneaicap.it – reinforced structural concrete association

12 people only in 2 associations

Netherlands 2 200Norway 434

Poland 0

Stowarzyszenia Producentów Betonów (SPB), Stowarzyszenie Producentów Betonu Towarowego (SPBT) min. 10 people

Sweden 860 5 000

The Swedish Cement and Concrete Research Institute (CBI) , The Swedish Precast Concrete Federation , Sweden Concrete Association (RCNCF)

Switzerland 1 048Turkey 400

Concrete investment in promotion and lobbying

26

Situation per country

Different situations between

Eastern & Western Europe

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