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© schoconsult 1996
Iron OxidesThe Shift from a Waste-Disposal Substance
to a Highly Valuable Chemical Speciality
It96conf . Intertech Conference - Pittsburgh
some marketingreflections
© schoconsult 1996
Steel-industry plays an important role
Most purified iron oxide comes from integrated steel mills.Does the steel industry feel and act as a market maker ?
1995 2000 20050
200
400
600
800
1000
1200
1400
kt p.a.
Steel industryMining Industry
source: RTH Ruthner, 1995
© schoconsult 1996
the raw material sourcemining industry
hematitemagnetite
integrated steel millsmill scalepickle liquor
chemical stuff
mining concentrate17%
pickle liquor83% estim.1995
© schoconsult 1996
The ferrite industry depends largely on regenerated iron oxides
who is the driving force in this business ?
spray rosted
fluidized bed
1995 2000 20050
100200300400500600700
spray rostedfluidized bed
source: RTH Ruthner, 1996
© schoconsult 1996
who is the real king ?the producer of iron oxide ?
the user of iron oxide =customer =ferrite industry ?
© schoconsult 1996
Steel is the core-businessMost spray rosted iron oxides are produced as a by-productof steel strip descaling operations
> the corporate identity is "steel"> the quality of pickle liquor depends on steel
production programs> and follows their lifecycles and trends
this industry follows a production oriented philosophyand only reacts to market demands
© schoconsult 1996
Pickle liquor is (was) a waste disposal substance
the steel mills have only 3 interests
> to be freed from waste> to get back regenerated hydrochloric acid> to have some additional revenues contributed
by the ironoxides - this interest is influenced by steel prices
it seems to be of minor importance where costs arise and profits are reaped
© schoconsult 1996
Producer vs. Consumermentality & demands
> the hard & soft ferrite industry rather belongs more likely to the high tech industry than to the commodity segment
> the ferrite industry has to meet highest specificationsto be able to fullfill the technical demands of this high tech industry they are ceramists & need "chemicals' purity" + consistency
> the iron oxide producers have to come to the sameunderstanding of supplying constant quality according to market demandsthey are metallurgists and must partly adopt a chemist's attitude
© schoconsult 1996
Make your product attractive !
the ferrite industry can identify different ways how the formula could be built up
it mainly depends on the iron oxides producers whether this will bring grist to their mill
© schoconsult 1996
Quality Aspects will call forSeparate Operationswithin a steel strip processing mill
> the responsibilities to run steel strip descaling operations and to produce iron oxides are interferingand bear a heavy (QS) conflict potential
> the steel strip pickling operation always has priority
> the outcome of the spray roaster is the result ofall the efforts of making the best possible productout of this waste disposal substance
© schoconsult 1996
Polluter Pays Principle -also within an integrated steel strip processing mill ?
we expect a new structure very soon> pickle liquor has to be disposed of as waste> iron oxide producers / profit centers "buy" pickle
liquor as a raw material> and pay according to their analysis> they will also buy external stuff, e.g. selected scrap
to manage the quality demands :> investments for PPP & CPP must take place in order
to reach flexibility in production> a reasonable ROI must be obtained
© schoconsult 1996
Iron Oxides : who is who ?
0 500 1000 1500 2000 2500 3000 35000
40
80
120
160
200
240
280
320SiO2
totalppm Cl-, Mn excl.
© schoconsult 1996
Market-growth & share Portfolio
High
growthof themarket
low
high relative marketshare low
?moderate highly + or --- negativeCF CF
highly moderate pos. + or --CF CF
© schoconsult 1996
Market Portfoliosoft ferrite marketsegment
High
growthof themarket
low
high relative marketshare low
?US & European
CPP SiO2=<100 ppm
J <100 ppm PPP SiO2 100-140 ppm
PPPSiO2 150-200 ppm
othersSiO2 > 200 ppm
© schoconsult 1996
SiO2 100-150
< 100
200-250
> 250
Iron Oxides forSoft Ferrites
© schoconsult 1996
Future Requirements for Iron Oxidessource : RTH Ruthner, 1996 "Soft Magnetic Materials"
1993 1995 2000 2005 20070
200
400
600
800
1000kt p.a.
soft ferrite hard ferrite
© schoconsult 1996
what will happen, when ....
> the automotive industry prefers Si-richer steel grades ?> when individual alloy-constituents (Cr, Ni, P) have to be reduced> the soft-ferrite industry requires taylor made products with different specifications than today ?
is the European iron oxide industry able and willing to follow the market ?.
YES- some of them
© schoconsult 1996
we have to learn from other industriesthe steel industry prefers to invest when firm orders have been placed; as this did not happen in Europe, nobody invested in high purity iron oxides
we learned from the chemical & industrial mineral industry :> to believe in (y)our market analyis & strategy> to invest & offer capacities> that sales will grow with (y)our customers' prosperity
> combine metallurgical & chemical expertise
© schoconsult 19961984 1986 1994 19960
10203040506070
the slogan is Market orientationMarket orientationMarket orientationMarket orientation we learned by Japanese efforts
> their succes was initiated by the combination of the know how & background of the steel industry withthe expertise & mentality of the chemical industry
high purity iron oxide production
© schoconsult 1996
0 500 1000 1500 2000 2500 3000 35000
40
80
120
160
200
240
280
320SiO2
totalppm
new projects with the same goal ?
Cl-, Mn excl.
© schoconsult 1996
after shortage - overcapacity ?> there is a new high purity iron oxide production site
in Hungary (Europe) showing a 4-8 kt capacity> there are new operations in India and the USA with
the same targets> there are exciting plans for European steel plants to
invest in high purity oxides as well
the European market for high purity iron oxides is estimatedat 2.000 t p.a., within 2-3 years may be 6-8 kt
all the known projects in Europe sum up to 40 kt !
© schoconsult 1996
where will prices end up ?
major changes are expected in the scene> independent companies - not linked to steel plants -
will start production from selected scrap or iron ores> the advanced technology of PPP and CPP will offer
cost advantages -new engineering companies are knocking at the doors
> smaller operations will have lower overheads etc.> lower cost countries offer significant advantages, e.g. Hungary, India> they will enter the markets more aggressively
this will offer attractive prices to the soft-ferrite producers
© schoconsult 1996
Pricing expectations 1996 - 1999
1993 1995 1997 19990
0,2
0,4
0,6
0,8
1
1,2
1,4
1,6
US$/kg
Q 1Q 2Q 3
© schoconsult 1996
exp.Development of volumes by quality
1993 1995 1997 1999 2000 20020
100
200
300
400
500in %
< 100 ppm SiO2 < 150 ppm SiO2 < 200 ppm SiO2 > 200 ppm SiO2
© schoconsult 1996
Trends & Marketswe expect that
> all iron oxide can also be sold in the future but prices will be depressed> some of the established iron oxide producers will diversify to the pigment market rather than staying exclusively with the soft & hard ferrite segment - as better revenues could be generated> the iron oxide industry will change their approach to a brand producer rather than supplying a no-name oxide
> individual marketing will become more importantthan selling through the "club"
© schoconsult 1996
Specialities call for specialists> the soft-ferrite industries are expected to be served
with taylor-made high purity products in the future
! this industry will be "chemical industry" oriented andnew corporations will occupy this segment
> the hard-ferrite industries need high volumes ofa consistent iron oxide with higher impurity levels
! this is the segment where steel industry can serve bestwithout heavy investments and change of business mentality