einhell-2013 01 14_company_presentation_en_1
DESCRIPTION
EINHELLTRANSCRIPT
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EINHELL GERMANY AGCompany presentation
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Corporate headquarters are at Einhell Germany AG in Landau/Isar in Germany
Einhell employs around 1400 people worldwide
Einhell is located in over 58 countries worldwide with 36 subsidiaries and various sales partners
The group turnover in 2011 amounted to € 365.3 million
Short profile
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3
1991 2001 2011
92.9
196.3
365.3
110 %
87 %
Sales growthOver the last 20 yearsIn million EUR
Average annual growth of the last 10 years: 8.7 %
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… 58 countries worldwide
Argentina
Australia
Belgium
Bosnia-Herzegovina
Brazil
Bulgaria
Chile
China
Denmark
Germany
Estonia
Finland
France
Greece
Great Britain
Hong Kong
India
Iraq
Iran
Iceland
Italy
Kazakhstan
Kosovo
Croatia
Latvia
Lithuania
Luxembourg
Romania
Russia
Sweden
Switzerland
Serbia
Slovakia
Slovenia
Spain
Sri Lanka
Lybia
Macedonia
Moldowa
New Zealand
Netherlands
Norway
Austria
Poland
Portugal
South Africa
Czech Republic
Turkey
Hungary
United Arab Emirates
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Einhell Germany AG(shares in brackets)
HAFE Trading Ltd. (100%)Hong Kong / China
Hans Einhell (China) Chongqing Co., Ltd. (100%)Chongqing / China
Hansi Anhai Far East Ltd. (100%)Hong Kong / China
iSC GmbH (100%)Landau / Germany
Einhell Holding Gesellschaft m.b.H (100%)Wien / Austria
Hans Einhell (Shanghai)Trading Co., Ltd. (100%)Shanghai / China
Hansi Anhai YOUYANGImport & Export Co., Ltd. (100%)Chongqing / China
Juli 2013
Organisation Chart of the Einhell Group
Einhell Polska Sp. z o.o.(90%)Wrozlaw / Poland
Einhell Ukraine TOV (100%)Kiev / Ukraine
Einhell-Unicore s.r.o. (100%)Karlovy / Czech Republic
Einhell – Intratek Mühendislik ve Dis Ticaret A.S. (85%)Istanbul / Turkey
Einhell Hellas A.E. (96%)Nea Ionia / Greece
Einhell Hungaria Kft. (100%)Budapest / Hungary
Einhell Bulgaria OOD (67%)Varna / Bulgaria
Einhell Romania S.R.L (100%)Bukarest / Romania
Svenska Einhell AB (100%)Göteborg / Sweden
Einhell Slovakia s.r.o. (100%)Pezinok / Slowakia
Hans Einhell Österreich Gesellschaft m.b.H (100%)Wien / Austria
Comercial Einhell, S. A. (100%)Madrid / Spain
Einhell Portugal – Comércio Int., Lda. (100%)Arcozelo / Portugal
Einhell Benelux B.V. (100%)Breda / Netherlands
Einhell UK Ltd. (100%)Birkenhead / Great Britain
Einhell Italia s.r.l. (100%)Mailand / Italia
Einhell Schweiz AG (100%)Winterthur / Switzerland
Einhell Danmark ApS (100%)Silkeborg / Denmark
Einhell France SAS (95%)Villepinte / France
Einhell Croatia d.o.o. (100%)Lepajci / Croatia
Einhell Export-Import GmbH (100%)Tilmitsch / Austria
Einhell BiH d.o.o. (66,7%)Vitez / Bosnia
Einhell d.o.o. Beograd (100%)Belgrad / Serbia
Einhell Norway AS (100%)Larvik / Norway
Einhell Chile SA (90%)Santiago / Chile
Einhell Middle East Trading FZC (100%)Ras Al-Khaima/ United Arab Emirates
Einhell Australia PTY. Ltd. (90%)Melbourne / Australia
Einhell Brasil Ltda. (90%)Campinas / Brasil
Einhell Argentina S. A. (100%)Buenos Aires / Argentina
kwb tools GmbH(100%)Stuhr / Germany
OOO kwb RUS (100%) Moscow/ Russia
Hans Einhell Ukraine TOV (100%)Kiev / Ukraine
Einhell Holding Australia (100%)Melbourne / Australia
Ozito Industries Ltd Pty(100%)Melbourne / Australia
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New Member of the Einhell
Group: KWB
Founded in 1931 by Karl W. Burmeister (= KWB)
System supplier to DIY stores for power tool
accessories and handheld tools
2012: Taken over by Einhell Germany AG
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WHAT will Einhell achieve with KWB ?
Double the turnover
from approx. € 30 million to € 60 million
during the next 5 – 7 years with a
profit margin of 5 %
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HOW do we want to achieve that?
Internationalisation of KWB
Investment in an international sales organisation
Development / modernisation of the purchasing organisation
Strengthening of product management
Establishment of a QM system jointly with Einhell quality management
Investment in logistics and improvement of the complete supply chain process
Implementation of a uniform IT system
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Customers of the Einhell Group
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Distribution channels
DIY stores: 60%Specialised trade: 28%
C&C markets: 3%Consumer stores: 9%
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The path to a quality product
Step by step to success
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The path to a quality product
Fit-for-use tests
Analysis of returns
Pilot productionProduction
Factory audit
Certification
Product management
Inspection
QualityManagement
Development
LaboratoryConcept Contents
Implementation
Benchmarks
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Product managementand benchmarks
Analysis of national and international markets – classic market research
Analysis of competitors
Internal product tests and benchmarking of A-brands to define product requirements
External product tests by independent test institutes (e.g. TÜV)
Customer demands
Sales aspects
Supplier and development prospects
ACTIVE MANAGEMENT OF THE ASSORTMENT
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Development
Drawing Sample (foam)
Mass productionPrototype
3D model
Finished 3D model
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Quality assurance measures before production
Factory audits and quality tests (FFU tests):
For assessment of production centres
Labour:
In total 12 employees evaluate the quality of our products in many thousands of test hours per year in a laboratory with over 1,200m² floor space
Certification:
Cooperation with all internationally approved test centres
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Quality assurance measures during and after production
Pilot production:For trial purposes – gives the finishing touch before
mass productionProduction:Monitored by Einhell employees on-site using qualified
methods Product testing:
Part I: standards test Part II: product test Part III: detail test
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Analysis of returns
External: Customer feedback is checked, evaluated and logged in a database
Internal: In-process testing and benchmarking on a permanent basis
All information is actively channelled into existing and new products
This ensures that Einhell’s know-how (central database) is constantly updated with the latest knowledge
This knowledge gives us a head start for the next product development
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Development, positioning, targets and measures
“Our products are the key to success. With individual design and a first-class price/quality ratio we ensure that each Einhell product leads to the sale of another.“
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Strategic assortment and product policy
Establishing Einhell as an A-brand in the next 5 years
International expansion (Einhell world wide)
Strategy Einhell
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Strategic assortment and product policy
Concentration on core competences– Concentration on core competences
– We can be successful if we focus on our strengths
– Sales, Engineering and Marketing pull together
Our core product categories are:– Power Tools
– Stationary Tools
– Garden
– Water Equipment
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Strategic assortment policy
assortment since 2008
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Strategic assortment and product policy
Power Tools
Our core-competence assortment
Main focus on stragetic product management
Quality (benchmark BOSCH), exclusive design and development
AIM: To be the number 2 right after BOSCH on the DIY market in 5 years
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Strategic assortment and product policy Stationary Tools
Woodworking
Compressors
Welding
Tile and stone cutting machines
Power generators
Wet and dry vacuum cleaners
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Lawn mowers
Scarifiers
Trimmers
Scythes
Hedge trimmers
Chain saws
Vac blowers
Cordless grass and shrub shears
Strategic assortment and product policy Gardening
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Assortment 2012
Energy saving of -15% to -30% with the same flow rate!
Strategic assortment and product policy Eco-concept water equipment
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Sharpening of the brand profile and brand awareness Expansion of listing business with all DIY customers – in Europe and overseasCreation of customer loyalty through joint product development, high quality and high delivery performanceDevelopment of an international service network in order to provide first-class service to our customers in all Einhell countriesOrganic growth through the establishment of 2-3 subsidiaries per year. The focus of the next few years will be on South America, India and Russia
Targets 1
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Further improvement of product quality Development of the most competitive assortment modules in the DIY market Development of competitive products for our core target groups in the DIY market
Concentration on core competences
• Handheld tools
• Stationary tools
• Garden and water products
Enhell‘s entry into the professional specialised trade
Targets 2
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Vision – specialised trade
Achieving a turnover of € 20 million in the specialised trade within 7 years
Gaining 300 specialty retailers in the power tool and motorist area within the next 3 years
Becoming an accepted brand in the specialised trade alongside Bosch blue, Makita, Hitachi and Metabo
We want to offer the best price/performance ratio for the specialised trade
We work with our own sales representatives andapplication technicians
Internationalisation of the specialised trade area starting in 2014
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What are we doing to develop our brand?
1. Specialised magazines
2. Product development and innovations
3. HEP concept
4. POS presentations
5. Product training events
6. Service
7. Brand awareness
8. Price positioning
9. Distribution policy
10. Marketing campaign
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Einhell offers products of high reliability (function, durability, handling).
This is underlined by numerous product tests performed by various DIY magazines:
1. Einhell as a brand in specialised magazines
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1.1 Numerous tests and publications
And 18 abroad: – 4x “Test winner“
– 1x “Favourite“
– 4x “Product of the year“
– 9x “Good purchase“
In total approx. 100 tests (Garden & Tools)
Including 81 in Germany:– 6x “Test winner“
– 66x “Good – very good“
– 7x “Price tip“
– 2x “Tool of the year“
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2000
2005
2008
2013
2. Product and design development
Import product
Design product1st generation
Design product2nd generation
Design product3rd generation
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EinhellRG-EC 2240 MG
BoschAKE 40-19 S
GardenaCSI 4020-X
RSP € 169.99RSP € 179.99 RSP €119.95
WolfAmbition 38 E
RSP € 159.99
EinhellRG-EM 1536 HW
RSP € 139.99
Gardena PowerMax 36 E
RSP € 169.99
2.1 Designs which hold their own
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2.2 More innovations
Over the past five years Einhell has developed numerous innovations and applied for many patents
Eco vacuum cleaner system
Hammer drill suction device
Blower vac cleaning system
Hammer drill press control
“Gooseneck“ rain barrel pump
“Innovations will strengthen the brand“
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2.3 Outlook for 2013 (master battery concept)
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3. The HEP concept
Following measures have been decided to help develop a unique product experience based on design, function and quality:
Strengthening of brand identity and recognition through uniform colouring
Differentiation of performance categories according to the requirements of three target groups (HEP):
-> Home (do-it-yourselfers)
-> Expert (ambitious do-it-yourselfers)
-> Professional
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3.1 HEP overview
HOME EXPERT PROFESSIONAL
BLUE -> HOME RED -> EXPERT PROFESSIONAL
Target group Do-it-yourselfers Expert do-it-yourselfers Professionals
For all jobs around the home and garden, for
the price- and performance-conscious
buyer
For the ambitious handyman who values function,
performance and precision
For contractors who need top-quality products
for long-term work
Product performance
level
FFU satisfactory FFU good / very good Reference Makita
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4. POS presentations
Presentation at the point of sale is an important part of the Einhell brand strategy
We develop individual POS concepts for our customers
Our presentations all have a clear recognition value and boost the brand
Brand identity
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4.1 High-value, self-explanatory packaging
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4.2 Point of sale
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4.3 A brand presents itself as a brand!
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POS
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5. Product training events
We have created a team for training our customers in Germany and abroad
These training events are used above all for benchmark tests with A-brands in order to convince our customers‘ participants that Einhell products are comparable in function and quality
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6. A brand also provides excellent service
The Einhell brand offers a high level of service
RED articles are available as an option with RED SERVICE
RED SERVICE is an extension of Einhell‘s standard service
Relief for local retailers!
RED SEVICE modules:
- Exclusive hotline (free of charge on work days from 8 am to 8 pm)
- Call-back service (within 24 hours)
- Saturday hotline
- Pick up service (within 48 hours)
- Express repair (within 48 hours)
- 10 years service guarantee
- Internet shop
Source: Selbst ist der Mann 02/2012
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Qu
alit
y
Price level in % compared to benchmark (Bosch green)
Bosch
Metabo
-30% to -50%!
Import A
Import B
100
60
40
20
Skil
ProWork
B&D
0% -20% -40% -60%+20% -80%
8.1 Positioning today (2012)
-50% to -70%!
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Qu
alit
y
Price level in % compared to benchmark (Bosch green)
Bosch
Metabo
up to -25%!
Import A
Import B
100
60
40
20
Skil
ProWork
B&D
0% -20% -40% -60%+20% -80%
up to -50%!
HOME
Expert
8.2 Positioning tomorrow (2015)
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9. Distribution policy
Specialised trade
DIY stores Consumer storesC&C markets
Discounters & other stock dealers
Internet &online shops
Einhell Home Reduce Allowed Push Prohibited Allowed
Einhell Expert Allowed Push Allowed Prohibited Allowed
Einhell Professional Push Prohibited Prohibited Prohibited Prohibited
Einhell Grey Allowed Allowed Allowed Prohibited Allowed
Bavaria Prohibited Reduce Allowed Push Allowed
Royal Prohibited Reduce Allowed Push Allowed
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10. Marketing campaign
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Thank you very much for your attention!