a warm - b2b.ifa-berlin.com...for reliability, innovation and qualtiy. german quality from start to...
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CE China> Power Briefing > 03.05.2018
A warmWelcome
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SEVERIN - a German brand business since 1892
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2015 2017
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SEVERIN companies worldwide
Sales companies_ SEVERIN Elektrogeräte GmbH, Sundern
_ SEVERIN Italia s.r.L., Mailand
_ SEVERIN France Sarl, Straßburg
_ SEVERIN Espana S.L., Madrid
_ SEVERIN Nederland BV, Amsterdam
_ SEVERIN Svenska AB, Stockholm
_ SEVERIN Polska Sp. Z o.o, Warschau
_ SEVERIN Asia Ltd., Hong Kong
_ Sandora Asia Ltd., Hong Kong
_ SEVERIN Elektrogeräte GmbH, Sundern
_ SEVERIN Household Electric Appliances
(Shenzhen) Co. Limited, Shajing
_ Sandora Household Electric Appliances
(Shenzhen) Co. Limited, Shajing
Production companies
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SEVERIN is represented on major international trade shows
National and international
SEVERIN is found worldwide
– Home & Houseware Show (USA)
– IFA (Germany)
– Ambiente (Germany)
– CE (China)
– AWE (China)
Christian Strebl: sales expert and
industry veteran
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Management Team --- Experts from the Industry
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SEVERIN Productportfolio
Focus product groups
Hot beverages / breakfast
Microwave ovens
Cooling & Freezing
Complementary products
SEVERIN branded business
BBQ & Fun Food
HouseholdFloorcare
Personal Care
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Production and Production locations
_ Since1892 in Sundern
_ All Head office central functions
_ Agile product development in
Product Owner Teams
_ Specialized in BBQs / Fun cooking
and Filter Coffee
Made in Germany
Sundern, Germany
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Production and Production locations
_ Since 1995 as 100% w.f.o.
Enterprise
_ Subassembly and final assembly
including in-house suppliers for
plastic injection molding and
painting
_ Specialized for hot beverage
products
Production Shenzhen
Shenzhen, China
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SEVERIN – German Quality and reliability
For over 125 Years SEVERIN stands
for reliability, innovation and qualtiy.
German Quality from start to finish in
design, product design, development,
material selection and processing
Market development
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SEVERIN follows best-in-class Product Strategy
Good Better Best
_ Product Strategy: „The best product at the given price
point.“
_ Benchmarking for all new products
_ SEVERIN product range structured in „Good“, „Better“
and „Best“
_ Promotion products only if other products are listed
_ No promotions with listed products
_ Product range with focus in middle segment, but with
premium hero products
_ Channel optimization in the product portfolio
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SEVERIN Classic
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Coffee & Tea - for over 60 years
individual Indulgence
Whether brewed by hand or with
modern coffee machines. SEVERIN
offers comprehensive coffee and tea
competence and relies on specially
developed innovation technologies
and continuous development.
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SEVERIN‘s position in Germany:Drip coffee makers Milk frother Kettles Toaster
TOP 3 NUMBER 1 TOP 3 NUMBER 1
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Product portfolio: focus product group BBQ & Fun cooking
BBQ & Fun Cooking
− Communicate BBQ as year-round
topic and activity
− Cooking as social event: enjoy
cooking together
− Integrate connected product
groups: BBQ, Raclette, Crêpes
− Completion of the product range
by additive products such as
mixers, vacuum bag sealers and
kitchen machines
− Comprehensive Storytelling to
engage with customer on
emotional level
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BBQ and Funfood- preferably always & everywhere
Not only in summer
Grilling can be so much more.
Whether with friends or alone.
Grilling is always and everywhere.
From a classic bratwurst to a healthy
salmon. We grill year-round and
added a raclette and fondue for your
convenience.
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SEVERIN´s position in Germany: electr. BBQWeak season for BBQ due to rainy summer 2017 – higher value products are trending
Jan-Dec 17 / BBQ
Overall market414.300 units 23,27 Mil. €
- 10,0 % - 5,4 %
Channel units value
Panelmarket 27,3% +1,1% 17,5% +0,5%
El.+I Trad.I/B 31,5% +1,3% 14,8% +2,3%
TecS+El.+IChain 22,6% +1,6% 13,2% +0,0%
DeptS/DistTr-G 30,9% -0,2% 17,8% -1,3%
Hyp/Var/C&C/DIY 26,7% +0,5% 19,4% +1,2%
CSS/OER/TCR 57,9% +37,2% 40,3% +28,5%
units Brand value Brand
1. SEVERIN
(27,3%)
1. SEVERIN
(17,5%)
2. XXXXX(12,0%) 2. XXXXX(16,5%)
3. XXXXX (7,1%) 3. XXXXX (11,2%)
„Wir sind Stadtgriller!“
Summer 2018 campaign
- 5 selected products
- Purchase incentive with coupon
for 3 Heinz BBQ sauces
- Redeem online on SEVERIN
website and receive sauces
- 4 of 5 products are MADE IN
GERMANY
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Product portfolio: focus product group microwave ovens
Microwave Ovens
− TOP focus product group
− Establishing exclusive product
lines for customers
− Communication of SEVERIN
competence
− Integrate microwaves in kitchen
story telling approach
− Re-positioning of product portfolio
to regain market shares
− Entry point betw. SDA and MDA
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Product portfolio: focus product group Cooling & Freezing
Cooling & Freezing
− Restart and invest in product
group
− Leading team consisting of
product manager, sourcing and
sales won by SEVERIN from
competitor
− New division MDA with own
business plan and bottom line
responsibility
− In operation since 01.02.2018
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Product segments for restart in Cooling & Freezing already
identified and in implementation
Division MDA: Cooling &
Freezing
_ Relevant product group for
relaunch Cooling & Freezing:
Combi, Double-Door. Larder
Fridge (w. LTC), Freezer, Mini
Fridge, Mini Freezer, Portable
Cooler, Wine-Cooler, Glass-
Window Cooler, Built-in
Floorcare
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SEVERIN Floorcare
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SEVERIN Floorcare – successful Start-Up within the group
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Strong development at SEVERIN Floorcare
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Marketing
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SEVERIN brand is essential for global growth strategy
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Focus on Online & digital marketing
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Website & Online marketing
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Preview of new Website
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Planned seasonal activities and promotions for the whole
year
Full-year concept
Marketing plan includes high variety of
seasonal relevant topics to create story
telling concepts for our retailers.
The marketing plan is theme oriented,
diverse and well coordinated and allows to
create attractive packages to stimulate
sales and increase customer awareness
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Marketing strategy – support for customer sell-out with POS
concepts
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SEVERIN is currently represented in China by Distributor
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Expansion to China still at the beginning
Potential Partnership in China
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Let‘s talk about our possibilitys for a successful business
Henning Lohmann:
General Manager Severin Asia
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Contact Persons:
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Simon Wong:
Commerical General Manager -
Severin Shenzhen Ltd.
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Contact person:
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THANKYOU!
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