Post on 12-Aug-2020
Equipment divisionEquipment division
MrMr.. Svante KarlssonSvante KarlssonExecutive Vice President Executive Vice President Alfa Laval GroupAlfa Laval Group
© Alfa Laval Slide 3 www.alfalaval.com
Focus on customer segmentsFocus on customer segments
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104Fluids & UtilityFluids & Utility
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Equipment divisionEquipment divisionTo offer a range of highTo offer a range of high--performance performance products and solutions for customers products and solutions for customers who have a wellwho have a well--defined and regular defined and regular need. A multiple sales channel strategy need. A multiple sales channel strategy to reach endto reach end--users.users.
© Alfa Laval Slide 4 www.alfalaval.com
Comfort & RefrigerationComfort & Refrigeration
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104
Fluids & Util ity
Fluids & Util ity
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Focus on customer segmentsFocus on customer segments
© Alfa Laval Slide 5 www.alfalaval.com
Marine & DieselMarine & Diesel
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104
Fluids & Utility
Fluids & Utility
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Focus on customer segmentsFocus on customer segments
© Alfa Laval Slide 6 www.alfalaval.com
Fluids & UtilityFluids & Utility
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104
Fluids & Utility
Fluids & Utility
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Focus on customer segmentsFocus on customer segments
© Alfa Laval Slide 7 www.alfalaval.com
OEMOEM
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104
Fluids & Utility
Fluids & Utility
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Focus on customer segmentsFocus on customer segments
© Alfa Laval Slide 8 www.alfalaval.com
SanitarySanitary
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104
Fluids & Utility
Fluids & Utility
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Focus on customer segmentsFocus on customer segments
© Alfa Laval Slide 9 www.alfalaval.com
Parts & ServiceParts & Service
SanitarySanitary
Marine & DieselMarine & Diesel
OEMOEM
Sales H104Sales H104
Fluids & Utility
Fluids & Utility
P&SP&SComfort & Comfort &
RefrigerationRefrigeration
Focus on customer segmentsFocus on customer segments
© Alfa Laval Slide 10 www.alfalaval.com
Equipment Equipment didivision vision The strategy modelThe strategy model
Alfa Laval
Pro
duct
s
© Alfa Laval Slide 12 www.alfalaval.com
Equipment Equipment didivision vision The strategy modelThe strategy model
Alfa Laval
BTDBWP
rodu
cts
© Alfa Laval Slide 13 www.alfalaval.com
Business ConceptBusiness Concept
•• InnovationInnovation •• CostCost--effectiveeffective
•• Customer relationCustomer relation•• Delivery performanceDelivery performance
•• Product qualityProduct qualityand performanceand performance
© Alfa Laval Slide 16 www.alfalaval.com
Equipment Equipment didivision vision The strategy modelThe strategy model
Alfa Laval
BTDBWP
rodu
cts
© Alfa Laval Slide 17 www.alfalaval.com
•• Invasion of maritime species is one of Invasion of maritime species is one of the four greatest threats to our oceans the four greatest threats to our oceans
•• 12 millions tonnes of ballast water 12 millions tonnes of ballast water transported per yeartransported per year
•• 4500 species are transported4500 species are transported
•• Every 9th week a new specie is Every 9th week a new specie is invadinginvading
Ballast waterBallast water
© Alfa Laval Slide 18 www.alfalaval.com
Equipment Equipment didivision vision The strategy modelThe strategy model
Alfa Laval
BTDBWP
rodu
cts
© Alfa Laval Slide 20 www.alfalaval.com
Equipment Equipment didivision vision The strategy modelThe strategy model
Alfa Laval
BTDBW
Non Stop Perform-
ance
Pro
duct
s
© Alfa Laval Slide 21 www.alfalaval.com
Equipment Equipment didivision vision The strategy modelThe strategy model
Alfa Laval
BTDBW
Non Stop Perform-
ance
Pro
duct
s
Presence
© Alfa Laval Slide 22 www.alfalaval.com
Focus Focus -- selling to the channelsselling to the channels
End Users
Distributors
System Builders
Contractors
Distributors
Channel growthChannel Channel growthgrowth
Channels preferenceChannels Channels preferencepreference
Channel reachChannel Channel reachreach
© Alfa Laval Slide 23 www.alfalaval.com
Focus on customer segmentsFocus on customer segments
Parts & ServiceParts & Service
Fluids & Utility Fluids & Utility
SanitarySanitary
Marine & DieselMarine & Diesel
Sales H104Sales H104 Channel salesChannel sales EndEnd--user salesuser sales
OEMOEM
Comfort & Comfort & RefrigerationRefrigeration
Equipment divisionEquipment divisionTo offer a range of highTo offer a range of high--performance performance products and solutions for customers products and solutions for customers who have a wellwho have a well--defined and regular defined and regular need. A multiple sales channel strategy need. A multiple sales channel strategy to reach endto reach end--users.users.
© Alfa Laval Slide 26 www.alfalaval.com
Installation Mtrl
Valves Pumps
Heat Exchangers
Separators
Tank Equipment
Distributor
Contractor
System Builder
End-User
Tetra Pak
Sanitary Segment
Sanitary
Focus
© Alfa Laval Slide 27 www.alfalaval.com
Beverage 24%
Food 25%
Dairy 36%
Pharma 15%
Sanitary Segment
End-User 10%
Contractor 13%
System Builder 15%
Distributor 30%
Tetra Pak 32%
Separators5%
Tank Equipment 9%
Heat Exchangers 11%
Installation Mtrl 18%
Pumps 20%
Valves 37%
Other 3%
Asia 15%
Americas 28%Europe 54%
Volume mix
© Alfa Laval Slide 28 www.alfalaval.com
Sales Channels
End Users
Distributors
System Builders
Contractors
Distributors
10
© Alfa Laval Slide 30 www.alfalaval.com
Channel reachChannel reach
The process
3) Implement and Measure
2) Communicate and Organize
1) Understand and accept the concept
© Alfa Laval Slide 31 www.alfalaval.com
Channel reachChannel reach
1) Understand and accept the concept
New types of heroes
”What´s in it for me?”
Changing a long-lived culture
© Alfa Laval Slide 32 www.alfalaval.com
Channel reachChannel reach
To establish coverage byTo establish coverage by
GeographyGeographyApplicationApplicationCustomerCustomersegmentsegment
DistributorDistributor
System BuilderSystem Builder
ContractorsContractors
© Alfa Laval Slide 33 www.alfalaval.com
2) Communicate and Organize
Channel reachChannel reach
Dedicate channel managers
Provide the tools
Communicate the advantages
© Alfa Laval Slide 36 www.alfalaval.com
3) Implement and measure
Channel reachChannel reach
Change measurements
Constant follow up
Develop tools to make it easy
© Alfa Laval Slide 38 www.alfalaval.com
Status
Channel reachChannel reach
More than 200 new channels
60 % of the way
© Alfa Laval Slide 39 www.alfalaval.com
Channel preferenceChannel preference
The process
Easy to do business with
Cost of doing business
Understand value
© Alfa Laval Slide 40 www.alfalaval.com
SuppliersSuppliers End UsersEnd UsersChannelsChannels
What is value?Who brings it?
What is value?
Preference from the End User
Competitor
Channel preferenceChannel preference
Dynamics of the market place
Preference from the Channel
Alfa Laval
© Alfa Laval Slide 41 www.alfalaval.com
Alfa Laval Brand
Channel preferenceChannel preference
Product portfolio
Number of suppliers
Common values
Alliances
© Alfa Laval Slide 42 www.alfalaval.com
Pharma Package
Existing Products
LKH Ultra PureSX pumpsBPE fittings
New Products
Fractional valveSanijet20 ToftejorgDouble wall PHE
+ Alliances
Surfex TubesPharmaLine HE
Diaphragm valves
+
Business logic
© Alfa Laval Slide 43 www.alfalaval.com
Channel preferenceChannel preference
The process
Easy to do business with
Cost of doing business
Understand what brings value
© Alfa Laval Slide 44 www.alfalaval.com
DISCOUNTPRICEDISCOUNT PRICEPRICE
PRICEDISCOUNT DISCOUNT PRICEPRICE
PRICEDISCOUNT DISCOUNT PRICEPRICE
Sales Presentations
Killer Arguments
Technical Training
Kit
ExhibitionSupport
MaintenanceVideos
ElectronicCatalogs On-Line
AvailabilityExtraNet
On-LineTrack &Trace
ReferenceLists
Parts & Servive Manuals
Application Stories
Sizing and Selection
Tools
Global Catalog15 Languages
OutlineDimensional
Drawings
© Alfa Laval Slide 46 www.alfalaval.com
Strengthened loyalty
Channel PreferenceStatus
50 % of the way
© Alfa Laval Slide 47 www.alfalaval.com
Channel Growth
150
160
170
180
190
200
210
220
2001 2002 2003 FC2004
Channel volume development
© Alfa Laval Slide 48 www.alfalaval.com
System Builders + 28 %
Channel Growth
Contractors + 63 %
Distributors + 14 %
Volume development, H1 2004