Equipment en divi v sion Mr. Sv S ant v e Ka e K rlss s o s n Ex E ec x ut ec ive V v i e V ce c Pr P esi es dent Al A fa Lava v l Grou o p

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2 Equipment division Mr. Svante Karlsson Executive Vice President Alfa Laval Group

3 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Equipment division To offer a range of high-performance products and solutions for customers who have a well-defined and regular need. A multiple sales channel strategy to reach end-users. Sanitary OEM Sales H104 Fluids & Utility Alfa Laval Slide 3

4 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Comfort & Refrigeration Alfa Laval Slide 4

5 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Marine & Diesel Alfa Laval Slide 5

6 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Fluids & Utility Alfa Laval Slide 6

7 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 OEM Alfa Laval Slide 7

8 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Sanitary Alfa Laval Slide 8

9 Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Parts & Service Alfa Laval Slide 9

10 Equipment division The strategy model Products Alfa Laval Alfa Laval Slide 10

11 Alfa Laval onboard Alfa Laval Slide 11

12 Equipment division The strategy model Products Alfa Laval BTDBW Alfa Laval Slide 12

13 Business Concept Product quality and performance Innovation Cost-effective Delivery performance Customer relation Alfa Laval Slide 13

14 Combi Gas Boiler Alfa Laval Slide 14

15 Our main boiler customers V Alfa Laval Slide 15

16 Equipment division The strategy model Products Alfa Laval BTDBW Alfa Laval Slide 16

17 Ballast water Invasion of maritime species is one of the four greatest threats to our oceans 12 millions tonnes of ballast water transported per year 4500 species are transported Every 9th week a new specie is invading Alfa Laval Slide 17

18 Equipment division The strategy model Products Alfa Laval BTDBW Alfa Laval Slide 18

19 Tank equipment Alfa Laval Slide 19

20 Equipment division The strategy model Non Stop Performance Products Alfa Laval BTDBW Alfa Laval Slide 20

21 Equipment division The strategy model Non Stop Performance Products Alfa Laval Presence BTDBW Alfa Laval Slide 21

22 Focus - selling to the channels Distributors Channel reach Distributors System Builders Channels preference Channel growth Contractors End Users Alfa Laval Slide 22

23 Focus on customer segments Comfort & Refrigeration Marine & Diesel Fluids & Utility Equipment division To offer a range of high-performance products and solutions for customers who have a well-defined and regular need. A multiple sales channel strategy to reach end-users. OEM Sanitary Parts & Service Sales H104 Channel sales End-user sales Alfa Laval Slide 23

24 Sanitary Segment - multiple sales channels Ole Petersen Manager Sanitary Segment

25 End User Industries Dairy Food Beverages Pharmaceutical Alfa Laval Slide 25

26 Sanitary Segment Installation Mtrl Valves Pumps Heat Exchangers Separators Tank Equipment Sanitary Focus Distributor Contractor System Builder End-User Tetra Pak Alfa Laval Slide 26

27 Sanitary Segment Volume mix Separators Other 3% End-User 10% 5% Pharma 15% Tank Asia Equipment 15% 9% Contractor 13% Heat Exchangers 11% System Americas Beverage Builder 28% 24% 15% Installation Mtrl 18% Tetra Pak 32% Dairy 36% Valves 37% Europe 54% Food 25% Distributor Pumps 20% 30% Alfa Laval Slide 27

28 Sales Channels 10 Distributors System Builders End Users Distributors Contractors Alfa Laval Slide 28

29 Channel Strategy Reach Preference Growth Alfa Laval Slide 29

30 Channel reach The process 1) Understand and accept the concept 2) Communicate and Organize 3) Implement and Measure Alfa Laval Slide 30

31 Channel reach 1) Understand and accept the concept Changing a long-lived culture What s in it for me? New types of heroes Alfa Laval Slide 31

32 Channel reach To establish coverage by Distributor Customer segment Application Geography System Builder Contractors Alfa Laval Slide 32

33 Channel reach 2) Communicate and Organize Communicate the advantages Dedicate channel managers Provide the tools Alfa Laval Slide 33

34 Channel Profile Tool Alfa Laval Slide 34

35 Growability Evaluation Tool Alfa Laval Slide 35

36 Channel reach 3) Implement and measure Constant follow up Change measurements Develop tools to make it easy Alfa Laval Slide 36

37 Distributor Toolbox Alfa Laval Slide 37

38 Channel reach Status More than 200 new channels 60 % of the way Alfa Laval Slide 38

39 Channel preference The process Understand value Cost of doing business Easy to do business with Alfa Laval Slide 39

40 Channel preference Dynamics of the market place Suppliers Channels End Users Alfa Laval What is value? Preference from the Channel Preference from the End User What is value? Who brings it? Competitor Alfa Laval Slide 40

41 Channel preference Common values Alfa Laval Brand Product portfolio Alliances Number of suppliers Alfa Laval Slide 41

42 Pharma Package Business logic Existing Products LKH Ultra Pure SX pumps BPE fittings + New Products + Alliances Fractional valve Sanijet20 Toftejorg Double wall PHE Surfex Tubes PharmaLine HE Diaphragm valves Alfa Laval Slide 42

43 Channel preference The process Understand what brings value Cost of doing business Easy to do business with Alfa Laval Slide 43

44 Technical PRICE Training Kit Maintenance DISCOUNT Exhibition PRICE DISCOUNT Killer PRICE Sales Videos Support Arguments Presentations PRICE Electronic Catalogs DISCOUNT ExtraNet Outline Dimensional PRICE Drawings On-Line DISCOUNT Track & Trace PRICE On-Line Availability lobal PRICE Catalog 15 Languages DISCOUNT Parts & Reference PRICE Application Sizing DISCOUNT PRICE and Servive Lists Stories Selection Manuals Tools Alfa Laval Slide 44

45 Best To Do Business With Alfa Laval Slide 45

46 Channel Preference Status Strengthened loyalty 50 % of the way Alfa Laval Slide 46

47 Channel Growth Channel volume development FC2004 Alfa Laval Slide 47

48 Channel Growth Volume development, H Contractors + 63 % Distributors + 14 % System Builders + 28 % Alfa Laval Slide 48

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