patrick nolsen - whirlpool presentatie

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


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


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


Whirlpool History

Single Product, Single Customer, No Brand

Multi-Product and Whirlpool Brand

Multi-Brand, International Expansion

Globalization

1911 - 1948 1948 - 1980 1980s 1990s


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:


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


Whirlpool Europe Strategy


2010 – 2014 – Purpose, Vision, Mission

PURPOSE

Why?

Best consumer productscompany

VISION

Where?

“Every Home,

Everywhere”

MISSION

What?

Loyal Customers

for Life


Four Pillars to Meet Our Strategy

A recognized winning and admired organizationBeyond industry boundariesA recognized winning and admired organizationBeyond industry boundaries


2009 WER

STRATEGY REVIEW

July 28 2009

Whirlpool


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


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


Initiatives Recognized by Institutions

Strong leadership in eco-conception management

Industria 2015

Confindustria premio all’innovazione

Gran Prix de l’Innovation – Foire de Paris

http://www.ifdesign.de/

http://www.ifdesign.de/

http://www.sparkawards.com/



http://www.industria2015.ipi.it/index.php






July 28 2009

Whirlpool


A Well Balanced Brand Portfolio the Most Focused in EMEA

Premium 125%

Mass 100%

Value 90%

Selected Markets EMEA

Super Premium >150%


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


2009 WER

STRATEGY REVIEW

July 28 2009

Whirlpool


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


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


2009 WER

STRATEGY REVIEW

Whirlpool


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


Whirlpool Nederland BV


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


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


FIVE YEAR GOALS 2010 - 2015

Marktleider in het inbouwsegment

Beste kwaliteit in de markt in elke product categorie

Leadership

Innovatie


Whirlpool Partnership with Trade- We Have Strong Aspirations

20102010 20142014

Speed & Innovation, Leadership, Strategic Partnership


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


Whirlpool Ontzorgingsconcept: We Care Pro

- volledige ontzorging tot 20 jaar

- vaste bezoektijden van onze monteur

- training van uw technische dienst

- uitgekiende onderdelenpakket op locatie


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

patrick nolsen - whirlpool presentatie

Documents

whirlpoolstrictly confidential

whirlpool emeastrategy

whirlpool history1911

lt of water

automatic water

balanced brand portfolio

water purity thanks

sense glamour oven