Het nieuwe kamperen Mini symposium 27 september 2012
May 17, 2015
Het nieuwe kamperen
Mini symposium27 september 2012
Whirlpool EMEAStrategy and Vision
Strictly Confidential – Not to be copied or distributed
AGENDA
Who We Are
Whirlpool Europe Strategy
Whirlpool Nederland project markt
Strictly Confidential – Not to be copied or distributed
WHIRLPOOL CORPORATION
Operates in 130 countries
60% bigger than nearest
competitor
100 years specialist in Home
Appliances
‚At Home‘ in over 200,000,000 households worldwide
Every second, a customer chooses one of our branded products
World Leader in Domestic Appliances
Strictly Confidential – Not to be copied or distributed
Whirlpool Corporation TodayThe world’s leading manufacturer and marketer of major home appliances
Products: Full line of major home appliances
2010 sales: $18.4 billion
2010 net earnings: $ 619 million
2010 units shipped: 54,000,000
Manufacturing: 13 countries in 4 continents
Marketing: 130 countries
Employees: approximately 71,000 worldwide
Brands: Compelling portfolio of consumer preferred brands
Strictly Confidential – Not to be copied or distributed
Whirlpool History
Single Product, Single Customer, No Brand
Multi-Product and Whirlpool Brand
Multi-Brand, International Expansion
Globalization
1911 - 1948 1948 - 1980 1980s 1990s
Strictly Confidential – Not to be copied or distributed
Whirlpool Europe5 Market Operations Consolidating 34 markets14 Production sites 3 Tech centers out of 11N°1 brand in Europe
Approximately 2,6 billion € in revenues
14,000 employees
LEADING BRANDS:
Strictly Confidential – Not to be copied or distributed
Our European Position Originates from a Steady Pace of Growth
First manufacturer in “Eastern Europe”
Whirlpool : Best sold brand across Europe
JV Elica
Joint Venture with Philips
Launch of European “Fantastic World”
advertising
Polar acquisition (Poland)
2005200620072008
Acquisition Maytag
KitchenAid MDA Launch
Strictly Confidential – Not to be copied or distributed
Whirlpool Europe Strategy
Strictly Confidential – Not to be copied or distributed
2010 – 2014 – Purpose, Vision, Mission
PURPOSE
Why?
Best consumer productscompany
VISION
Where?
“Every Home,
Everywhere”
MISSION
What?
Loyal Customers
for Life
Strictly Confidential – Not to be copied or distributed
Four Pillars to Meet Our Strategy
A recognized winning and admired organizationBeyond industry boundariesA recognized winning and admired organizationBeyond industry boundaries
Strictly Confidential – Not to be copied or distributed
2009 WER
STRATEGY REVIEW
July 28 2009
Whirlpool
Strictly Confidential – Not to be copied or distributed
6TH SENSE Glamour Oven
Green Generation 6TH SENSE Dryer
6TH SENSE Colours Washer
VBL Cooling Range
Max 100
iXelium Hob6TH SENSE Induction hob City Collection
5l Dishwasher
Strong & Constant Growth of innovation revenues(€M and % of Net Sales)
3%
6%
14%
17%
12%
23%
86
170
326
400
500554
2004 2005 2006 2007 2008 2009
INNOVATE Everywhere Innovations are the lifeblood of our brands Global technology leverage Innovation definition at Whirlpool:
Unique and compelling solutions valued by our customers and aligned to our brands Create competitive advantage and/or is a part of our sustainable migration path Create differentiated Shareholder value
Strictly Confidential – Not to be copied or distributed
TOMORROW’S INNOVATION
• Water Saving up to 300 ltr x yr• Energy Saving 200Kwh x yr• Patented
H2O Induction
Induction Oven
• Energy consumption (40 to 50%)• Time saving 25% vs traditional
• up to 350€ saving per year
Fireplace
Fresh Connect
TODAY’S INNOVATION
SmartClean Oven
6lt Green Generation Dishwasher
0°C Compartment
Top Loader with ZEN technology• The quietest top loader on
the market thanks to unique ZEN technology:
• Best care for your fabrics with the quietest washing and spinning.
• Fish and meat stored around 0°C preserve their nutritional values, their freshness and their color and taste for longer.
• Only consumes 6 lt of water in the Normative Program (Eco program)
• Ensured water purity thanks to filtration and automatic water drain after expiration date
• Cavity and inner door surface stay shiny and flawless over time
• Easy to clean by using only water and natural detergent (no need of chemicals)
INNOVATE EverywhereFUTURE EXPLORATION
Strictly Confidential – Not to be copied or distributed
Initiatives Recognized by Institutions
Strong leadership in eco-conception management
Industria 2015
Confindustria premio all’innovazione
Gran Prix de l’Innovation – Foire de Paris
Strictly Confidential – Not to be copied or distributed
July 28 2009
Whirlpool
Strictly Confidential – Not to be copied or distributed
A Well Balanced Brand Portfolio the Most Focused in EMEA
Premium 125%
Mass 100%
Value 90%
Selected Markets EMEA
Super Premium >150%
Strictly Confidential – Not to be copied or distributed
1919First home Mixer Launch & Trademark
Registration
1949KD10 home dishwasher
1999
1986
2007
Whirlpool Corporation acquire KitchenAid
1994Belgium SDA
European Headquarter KitchenAid
Launch of Majors
2009Brand 90th
Anniversary
Launch of Blenders
2003 Launch of Artisan Range
KITCHENAID : Brand History & Key Dates
Strictly Confidential – Not to be copied or distributed
2009 WER
STRATEGY REVIEW
July 28 2009
Whirlpool
Strictly Confidential – Not to be copied or distributed
Norrköping, Sweden:B-I Microwave ovens
Schondorf, Germany:Front loaders
Wroclaw, Poland: refrigerators, dishwashers, B/I hobs and ovens
Poprad, Slovakia:Top and front loaders
Trento, Italy: B/I and freestanding refrigerators and upright freezers
Isithebe, South Africa:Refrigerators and freezersNaples, Italy:
Front loaders
Siena, ItalyChest freezers
Cassinetta, Italy:Refrigerators, B/I ovens and hobs,
Special machinery moulds and dies
Amiens, France:Dryers
Whirlpool EMEA - Where We Manufacture
Strictly Confidential – Not to be copied or distributed
The Global Platform with Local Flexibility Whirlpool with 3 of Europe’s 7 largest factories with a total of 14
• 48% of Footprint migrated to Low Cost Countries
Global Product Development – 2500 Engineers ca. 500 dedicated to BI• 2 Technology Centers – Cooking Based in Europe (Italy)• 2 Global Design Centers – European GCD based in Italy
Best-in-class technology, quality and costs with Design Expertise
Quality is the Core of our Footprint Investments
Strictly Confidential – Not to be copied or distributed
2009 WER
STRATEGY REVIEW
Whirlpool
Strictly Confidential – Not to be copied or distributed
Partnering with the winners in Retail & Kitchen industry
Dedicated capabilities:• Sales & Marketing Central and Local Teams
• Order-to-delivery systems centered on full commission availability and delivery
Whirlpool
Trade & Market Growth
Source: Central Ceced Sell-In
Strictly Confidential – Not to be copied or distributed
Whirlpool Nederland BV
Strictly Confidential – Not to be copied or distributed
Organisatie• Whirlpool Nederland BV is formeel importeur van Kitchen Aid, Bauknecht, whirlpool
en Ignis• Aantal medewerkers 149• Activiteiten vanuit Breda:
• Sales• Marketing• Service• Finance• Debiteuren administratie
Strictly Confidential – Not to be copied or distributed
Logistiek• Nieuwbouw 2009, 45.000M2• Oud-gastel (R’daal)• Volledige benelux belevering• Aanlevering per spoor mogelijk• In-out slag >1.000.000 eenheden per jaar• Voorraad +/- 100.000 stuks
Marktpositie NL:• Inbouw >25%• Vrijstaand >12%
WHIRLPOOL EMEA CONFIDENTIAL
Patrick NolsenSales Manager Project Market
Ledenvergadering Vereniging
Comfortabel Wonen
Strictly Confidential – Not to be copied or distributed
Strictly Confidential – Not to be copied or distributed
Strictly Confidential – Not to be copied or distributed
FIVE YEAR GOALS 2010 - 2015
Marktleider in het inbouwsegment
Beste kwaliteit in de markt in elke product categorie
Leadership
Innovatie
Strictly Confidential – Not to be copied or distributed
Whirlpool Partnership with Trade- We Have Strong Aspirations
20102010 20142014
Speed & Innovation, Leadership, Strategic Partnership
Strictly Confidential – Not to be copied or distributed
ONZE DOELGROEPEN
FabriceElisa
Passionate Gourmet
Anne AgataAngela
Progressive Life Achiever
ElsPetra Kirsten
Life Balancer
Silvia SophieEla
Home Practical
Budget segment:- Eenvoudige uitstraling- Selectieve distributie
Basis segment:- Voor elk wat wils- Internationaal merk en
internationale aanwezigheid- Eenvoudig in gebruik- Brede range- Goede prijs/kwaliteits-
verhouding
Premium segment:- Duits merk- Design- Veel functiemogelijkheden- Uitgebreide
bedieningsopties- Volop combinatiemogelijk-
heden
Top segment:- High end- Zeer luxe uitstraling- Oneindige mogelijkheden
Strictly Confidential – Not to be copied or distributed
Whirlpool Ontzorgingsconcept: We Care Pro
- volledige ontzorging tot 20 jaar
- vaste bezoektijden van onze monteur
- training van uw technische dienst
- uitgekiende onderdelenpakket op locatie
Strictly Confidential – Not to be copied or distributed
Never out of stock
- Speciale range apparaten gegarandeerd altijd op voorraad, herkenbaar aan het logo ‘Never out of stock’
- U bent ervan verzekerd dat u altijd dezelfde apparaten kunt toepassen
- U weet zeker dat deze apparaten altijd per direct leverbaar zijn