Three Horizons Framework
for Manufacture of paints, varnishes and similar coatings, printing ink and mastics (ISIC 2022)
The paints, varnishes, printing ink, and mastics industry operates in a dynamic environment marked by mature core products, evolving regulatory landscapes, and the emergence of new technologies and materials. This framework provides an excellent structure for managing diverse innovation projects,...
Why This Strategy Applies
A framework for managing growth and innovation across short-term (H1: Defend/Extend), mid-term (H2: Build), and long-term (H3: Future) timeframes.
GTIAS pillars this strategy draws on — and this industry's average score per pillar
These pillar scores reflect Manufacture of paints, varnishes and similar coatings, printing ink and mastics's structural characteristics. Higher scores indicate greater complexity or risk — see the full scorecard for all 81 attributes.
Short, medium, and long-term strategic priorities
Optimize existing product lines for enhanced sustainability, operational efficiency, and customer retention in a mature market, ensuring consistent profitability from core offerings.
- Reformulate at least 30% of high-volume architectural and industrial coatings with bio-based or water-borne solvent alternatives to reduce VOC emissions, aligning with evolving regulatory standards.
- Implement advanced process automation (e.g., AI-driven batch optimization, robotic dispensing) in core manufacturing facilities to reduce energy consumption per tonne of product by 10% and minimize waste.
- Launch a 'Durability-Plus' line of existing automotive and marine coatings, featuring enhanced UV protection and anti-corrosion additives to extend product lifespan by 15-20% for end-users.
- Diversify critical raw material sourcing for key pigments (e.g., Titanium Dioxide) and resins to at least three distinct geographical regions or suppliers, mitigating identified supply fragility (FR04).
Leverage existing expertise in coatings, inks, and mastics to enter adjacent high-growth markets and develop specialized solutions that offer superior performance or address unmet niche needs.
- Develop and commercialize a portfolio of conductive inks for flexible electronics (e.g., RFID tags, wearable sensors) by acquiring or partnering with a specialist in printed electronics materials.
- Introduce advanced functional coatings (e.g., antimicrobial coatings for healthcare surfaces, easy-to-clean coatings for consumer appliances) leveraging nanotechnology and existing resin expertise.
- Expand into specialized printing inks for sustainable packaging, focusing on food-contact safe, de-inkable, and recyclable formulations for major consumer goods brands.
- Establish a dedicated business unit for high-performance mastics and sealants tailored for critical infrastructure projects, such as self-healing asphalt additives or fire-resistant building sealants.
Explore and invest in disruptive materials science, advanced manufacturing processes, and novel business models that could redefine the industry and establish long-term competitive advantage.
- Initiate deep R&D partnerships with leading academic institutions and startups to explore biomimetic coatings (e.g., self-healing polymers, superhydrophobic surfaces) for extreme environmental protection.
- Invest in developing proprietary ink formulations (e.g., ceramic, metallic, polymer composites) suitable for industrial-scale additive manufacturing (3D printing) of functional components or multi-material structures.
- Pilot 'Smart Coating-as-a-Service' models by integrating IoT sensors into protective coatings for critical assets (e.g., bridges, wind turbines) to offer predictive maintenance and performance monitoring.
- Explore carbon capture and utilization (CCU) technologies applied to coating manufacturing or developing coatings that actively sequester atmospheric CO2, positioning as a climate solution provider.
Strategic Overview
The Three Horizons Framework is essential for paint, varnish, ink, and mastic manufacturers to balance the demands of a mature market with the need for long-term growth and resilience. Given the industry's reliance on existing product lines and often incremental improvements (Horizon 1), alongside pressures for sustainability, digital transformation, and novel material science, a structured approach to innovation is critical. This framework allows companies to sustain profitability from core businesses (H1), invest in emerging opportunities (H2), and explore disruptive, often high-risk, future possibilities (H3) without cannibalizing current operations or neglecting future potential.
For an industry dealing with issues like market saturation (MD08), technological shifts (MD01), and high R&D burdens (IN05), strategically managing investments across these horizons is paramount. Horizon 1 typically focuses on optimizing existing formulations, improving production efficiency, and ensuring regulatory compliance. Horizon 2 might involve developing smart coatings for IoT applications, specialized inks for flexible electronics, or advanced bio-based binders. Horizon 3 delves into truly disruptive innovations such as fully circular paint systems, self-assembling materials, or advanced manufacturing techniques for coatings. This disciplined approach ensures sustained competitiveness and mitigates long-term obsolescence risks.
4 strategic insights for this industry
Horizon 1: Optimizing Core Products and Processes for Sustainability
The primary focus for Horizon 1 (H1) in this industry is on sustaining and extending existing product lines. This includes continuous improvement in performance (e.g., better coverage, faster drying), cost reduction, and crucial advancements in sustainability, such as reducing VOCs, enhancing durability to extend product life cycles, and improving manufacturing efficiency. This horizon directly addresses market saturation (MD08) by maximizing value from existing segments and mitigating margin erosion (MD03) through efficiency gains.
Horizon 2: Developing New Applications and Adjacent Markets
Horizon 2 (H2) involves leveraging existing capabilities to enter new or adjacent markets and develop specialized coatings or inks. Examples include smart coatings with sensing capabilities for IoT, anti-microbial paints for healthcare, specialized conductive inks for printed electronics, or advanced coatings for electric vehicles. This requires moderate R&D investment (IN05) and strategic partnerships, helping to diversify revenue streams and address market obsolescence (MD01) by finding new growth areas.
Horizon 3: Exploring Disruptive Materials and Technologies
Horizon 3 (H3) focuses on long-term, potentially disruptive innovations that could redefine the industry. This includes exploring entirely new material science (e.g., bio-inspired self-healing materials, graphene-based coatings, fully recyclable or biodegradable formulations), advanced digital manufacturing techniques, or radical changes in application methods. While high-risk and high-investment (IN05, IN03), H3 research is vital for future resilience against market erosion (MD01) and maintaining long-term innovation option value.
Navigating Regulatory and IP Challenges Across Horizons
Each horizon faces distinct regulatory and intellectual property (IP) challenges (IN04). H1 requires adherence to current stringent environmental regulations. H2 often involves navigating new product certifications for novel applications. H3 might entail influencing future regulatory frameworks or securing foundational IP for entirely new technologies. A coherent strategy is needed to manage these complexities and protect investments (IN03).
Prioritized actions for this industry
Establish distinct innovation teams and budget allocations for each horizon.
Separating management and funding for H1, H2, and H3 initiatives prevents short-term pressures from stifling long-term innovation. This ensures that H3 projects, despite their longer gestation period, receive adequate resources and protection (IN05).
Implement a formal pipeline management process to transition projects from H3 to H2 to H1.
A structured transition process ensures that promising H3 concepts are systematically developed into market-ready H2 offerings and eventually integrated into core H1 operations. This bridges the gap between radical ideas and commercialization (IN03).
Actively pursue strategic partnerships, acquisitions, and corporate venturing for H2 and H3 initiatives.
Given the high R&D burden (IN05) and specialized expertise required for H2 and H3, collaborating with startups, universities, or tech companies can accelerate development, share risks, and gain access to new technologies (IN02) and market insights (MD01).
Develop clear, distinct KPIs and governance structures for measuring success at each horizon.
Success metrics for H1 (e.g., cost reduction, market share of existing products) differ significantly from H2 (e.g., revenue from new products, new market penetration) and H3 (e.g., patent filings, proof-of-concept success). Tailored metrics prevent misjudgment of innovative efforts and align incentives.
From quick wins to long-term transformation
- Categorize current R&D projects and product lines into the three horizons.
- Conduct an internal audit of existing resources allocated to each horizon.
- Formalize separate funding pools and governance mechanisms for each horizon.
- Develop an innovation roadmap that plots projects across the horizons with estimated timelines.
- Initiate pilot projects for H2 innovations with dedicated teams.
- Cultivate an organizational culture that embraces long-term disruptive innovation (H3).
- Establish an 'innovation lab' or dedicated venture arm for H2/H3 projects.
- Regularly review and adjust horizon strategies based on market shifts, technological advancements, and regulatory changes.
- H1 projects consuming all resources and attention, starving H2 and H3 initiatives.
- Lack of clear differentiation between horizon projects, leading to blurred focus.
- Failure to effectively transition projects from one horizon to the next.
- Underestimating the time, resources, and cultural change required for H2 and H3 success.
Measuring strategic progress
| Metric | Description | Target Benchmark |
|---|---|---|
| Revenue from New Products/Services (H2 & H3) | Percentage of total revenue derived from products or services launched in the last 3-5 years (H2) and experimental projects (H3). | 15% of revenue from H2/H3 products within 5 years |
| R&D Investment Split by Horizon | Proportion of R&D budget allocated to H1, H2, and H3 activities. | Typically 70% H1, 20% H2, 10% H3 (can vary by strategy) |
| Number of Strategic Partnerships/Ventures (H2 & H3) | Quantity of collaborations, joint ventures, or corporate investments aimed at H2/H3 opportunities. | 3-5 new partnerships annually for H2/H3 |
| Patent Filings in H3 Areas | Number of patents filed related to long-term, disruptive technologies or materials. | Increase by 10-15% annually in H3 relevant areas |
Software to support this strategy
These tools are recommended across the strategic actions above. Each has been matched based on the attributes and challenges relevant to Manufacture of paints, varnishes and similar coatings, printing ink and mastics.
Similarweb
50% commission for 12 months • 1,000+ active partners
Web traffic share, market penetration data, and category benchmarks give businesses objective market concentration signals — tracking when a competitor's digital reach is growing into their territory before it becomes structural
Digital intelligence platform providing web traffic analytics, competitive benchmarking, and market share data for any website, app, or industry. Used by strategy teams, marketers, and researchers to track competitor digital performance, measure market concentration, and identify emerging trends before they appear in revenue data.
See competitor traffic before it shiftsMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Volza
Trade data across 209+ countries • 30+ years of heritage
Trade concentration intelligence reveals who the dominant importers, exporters, and intermediaries are in any product category — giving businesses objective market structure data at the supplier and buyer level to understand where concentration risk actually lives in their supply network
Global trade intelligence platform delivering verified export/import shipment data, supplier discovery, and buyer-seller matching across 209+ countries. Backed by 30+ years of trade analytics heritage — used by thousands of businesses and top consultancies to map supply chain networks, identify sourcing alternatives, and track competitor trade flows.
Track global trade flows before your rivals doMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Lodgify
Direct bookings without OTA commission • 7-day free trial
Short-term rental operators are structurally dependent on two or three concentrated OTA platforms (Airbnb, Booking.com, Vrbo) that control distribution and capture up to 15% commission per booking. Lodgify's direct booking engine breaks that dependency by giving operators their own branded channel — directly addressing the market concentration risk that squeezes margin in accommodation markets.
Website builder and direct booking engine for short-term rental operators. Enables property managers to take bookings direct — without OTA commission — while building first-party guest data, automating communications, and managing channel distribution from a single platform.
Stop paying OTA commission on every bookingMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
ElevenLabs
World's leading voice AI • ElevenAgents in 70+ languages • No engineering required
ElevenLabs enables DIG-archetype businesses to adopt voice AI without engineering resources — a direct response to the legacy-drag risk facing industries transitioning their customer communication stack to AI-native workflows.
ElevenLabs is the leading generative voice AI platform — offering expressive Text-to-Speech, Speech-to-Text (Scribe), Voice Cloning, AI Dubbing in 70+ languages, and ElevenAgents, a no-code platform for building real-time conversational voice agents using your own knowledge base and SOPs.
Build a voice AI agent for your industryMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Trainual
Used by 35,000+ businesses worldwide
Legacy drag is compounded by poor internal knowledge transfer — Trainual bridges the gap by capturing adoption procedures and training flows during technology rollouts
AI-powered business playbook and onboarding platform. Helps growing businesses document processes, policies, and SOPs in one structured system — then deliver that content to employees as guided training flows. Converts tacit operational knowledge into searchable, version-controlled playbooks.
Turn your SOPs into a scalable systemMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Emergent
Free version available • 5M+ users • Backed by YC & SoftBank
Industries with high technology adoption lag can use Emergent to build custom internal tools and automate workflows without traditional development barriers — lowering the cost of bridging the legacy-to-modern gap
Agentic AI platform that builds full-stack, production-ready web and mobile applications from plain English prompts — no traditional coding required. Used by 5M+ users across 190+ countries. Backed by YC, Google, SoftBank, Khosla Ventures, and Lightspeed.
Build your custom tool, no code neededMatched to GTIAS risk attributes — not paid placement. Affiliate link, no cost to you.
Other strategy analyses for Manufacture of paints, varnishes and similar coatings, printing ink and mastics
Also see: Three Horizons Framework Framework
This page applies the Three Horizons Framework framework to the Manufacture of paints, varnishes and similar coatings, printing ink and mastics industry (ISIC 2022). Scores are derived from the GTIAS system — 81 attributes rated 0–5 across 11 strategic pillars — which quantifies structural conditions, risk exposure, and market dynamics at the industry level. Strategic recommendations follow directly from the attribute profile; they are not generic advice.
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Strategy for Industry. (2026). Manufacture of paints, varnishes and similar coatings, printing ink and mastics — Three Horizons Framework Analysis. https://strategyforindustry.com/industry/manufacture-of-paints-varnishes-and-similar-coatings-printing-ink-and-mastics/three-horizons/