Equipment division Mr. Svante Karlsson Executive Vice President Alfa Laval Group
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 www.alfalaval.com
Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Comfort & Refrigeration Alfa Laval Slide 4 www.alfalaval.com
Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Marine & Diesel Alfa Laval Slide 5 www.alfalaval.com
Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Fluids & Utility Alfa Laval Slide 6 www.alfalaval.com
Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 OEM Alfa Laval Slide 7 www.alfalaval.com
Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Sanitary Alfa Laval Slide 8 www.alfalaval.com
Focus on customer segments P&S Comfort & Refrigeration Marine & Diesel Fluids Fluids & Utility Utility Sanitary OEM Sales H104 Parts & Service Alfa Laval Slide 9 www.alfalaval.com
Equipment division The strategy model Products Alfa Laval Alfa Laval Slide 10 www.alfalaval.com
Alfa Laval onboard Alfa Laval Slide 11 www.alfalaval.com
Equipment division The strategy model Products Alfa Laval BTDBW Alfa Laval Slide 12 www.alfalaval.com
Business Concept Product quality and performance Innovation Cost-effective Delivery performance Customer relation Alfa Laval Slide 13 www.alfalaval.com
Combi Gas Boiler Alfa Laval Slide 14 www.alfalaval.com
Our main boiler customers V Alfa Laval Slide 15 www.alfalaval.com
Equipment division The strategy model Products Alfa Laval BTDBW Alfa Laval Slide 16 www.alfalaval.com
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 www.alfalaval.com
Equipment division The strategy model Products Alfa Laval BTDBW Alfa Laval Slide 18 www.alfalaval.com
Tank equipment Alfa Laval Slide 19 www.alfalaval.com
Equipment division The strategy model Non Stop Performance Products Alfa Laval BTDBW Alfa Laval Slide 20 www.alfalaval.com
Equipment division The strategy model Non Stop Performance Products Alfa Laval Presence BTDBW Alfa Laval Slide 21 www.alfalaval.com
Focus - selling to the channels Distributors Channel reach Distributors System Builders Channels preference Channel growth Contractors End Users Alfa Laval Slide 22 www.alfalaval.com
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 www.alfalaval.com
Sanitary Segment - multiple sales channels Ole Petersen Manager Sanitary Segment
End User Industries Dairy Food Beverages Pharmaceutical Alfa Laval Slide 25 www.alfalaval.com
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 www.alfalaval.com
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 www.alfalaval.com
Sales Channels 10 Distributors System Builders End Users Distributors Contractors Alfa Laval Slide 28 www.alfalaval.com
Channel Strategy Reach Preference Growth Alfa Laval Slide 29 www.alfalaval.com
Channel reach The process 1) Understand and accept the concept 2) Communicate and Organize 3) Implement and Measure Alfa Laval Slide 30 www.alfalaval.com
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 www.alfalaval.com
Channel reach To establish coverage by Distributor Customer segment Application Geography System Builder Contractors Alfa Laval Slide 32 www.alfalaval.com
Channel reach 2) Communicate and Organize Communicate the advantages Dedicate channel managers Provide the tools Alfa Laval Slide 33 www.alfalaval.com
Channel Profile Tool Alfa Laval Slide 34 www.alfalaval.com
Growability Evaluation Tool Alfa Laval Slide 35 www.alfalaval.com
Channel reach 3) Implement and measure Constant follow up Change measurements Develop tools to make it easy Alfa Laval Slide 36 www.alfalaval.com
Distributor Toolbox Alfa Laval Slide 37 www.alfalaval.com
Channel reach Status More than 200 new channels 60 % of the way Alfa Laval Slide 38 www.alfalaval.com
Channel preference The process Understand value Cost of doing business Easy to do business with Alfa Laval Slide 39 www.alfalaval.com
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 www.alfalaval.com
Channel preference Common values Alfa Laval Brand Product portfolio Alliances Number of suppliers Alfa Laval Slide 41 www.alfalaval.com
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 www.alfalaval.com
Channel preference The process Understand what brings value Cost of doing business Easy to do business with Alfa Laval Slide 43 www.alfalaval.com
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 www.alfalaval.com
Best To Do Business With Alfa Laval Slide 45 www.alfalaval.com
Channel Preference Status Strengthened loyalty 50 % of the way Alfa Laval Slide 46 www.alfalaval.com
Channel Growth Channel volume development 220 210 200 190 180 170 160 150 2001 2002 2003 FC2004 Alfa Laval Slide 47 www.alfalaval.com
Channel Growth Volume development, H1 2004 Contractors + 63 % Distributors + 14 % System Builders + 28 % Alfa Laval Slide 48 www.alfalaval.com