CMD04 SvanteKarlsson F - Alfa Laval · Equipment division Mr. Svante Karlsson Executive Vice...

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.


Comfort & RefrigerationComfort & Refrigeration

SanitarySanitary


OEMOEM

Sales H104Sales H104

Fluids & Util ity

Fluids & Util ity






SanitarySanitary


OEMOEM


Fluids & Utility

Fluids & Utility





Fluids & UtilityFluids & Utility

SanitarySanitary


OEMOEM


Fluids & Utility

Fluids & Utility





OEMOEM

SanitarySanitary


OEMOEM


Fluids & Utility

Fluids & Utility





SanitarySanitary

SanitarySanitary


OEMOEM


Fluids & Utility

Fluids & Utility





Parts & ServiceParts & Service

SanitarySanitary


OEMOEM


Fluids & Utility

Fluids & Utility





Equipment Equipment didivision vision The strategy modelThe strategy model

Alfa Laval

Pro

duct

s


Alfa Laval onboardAlfa Laval onboard



Alfa Laval

BTDBWP

rodu

cts


Business ConceptBusiness Concept

•• InnovationInnovation •• CostCost--effectiveeffective

•• Customer relationCustomer relation•• Delivery performanceDelivery performance

•• Product qualityProduct qualityand performanceand performance


Combi Gas BoilerCombi Gas Boiler


V

Our main boiler customersOur main boiler customers



Alfa Laval

BTDBWP

rodu

cts


•• 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

BTDBWP

rodu

cts


Tank equipmentTank equipment



Alfa Laval

BTDBW

Non Stop Perform-

ance

Pro

duct

s



Alfa Laval

BTDBW

Non Stop Perform-

ance

Pro

duct

s

Presence


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



Parts & ServiceParts & Service

Fluids & Utility Fluids & Utility

SanitarySanitary


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.

Sanitary Segment- multiple sales channels

Ole PetersenManagerSanitary Segment


End User Industries

Dairy BeveragesFood Pharmaceutical


Installation Mtrl

Valves Pumps

Heat Exchangers

Separators

Tank Equipment

Distributor

Contractor

System Builder

End-User

Tetra Pak

Sanitary Segment

Sanitary

Focus


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


Sales Channels

End Users

Distributors

System Builders

Contractors

Distributors

10


Channel StrategyChannel Strategy

Reach

Growth

Preference


Channel reachChannel reach

The process

3) Implement and Measure

2) Communicate and Organize

1) Understand and accept the concept



1) Understand and accept the concept

New types of heroes

”What´s in it for me?”

Changing a long-lived culture



To establish coverage byTo establish coverage by

GeographyGeographyApplicationApplicationCustomerCustomersegmentsegment

DistributorDistributor

System BuilderSystem Builder

ContractorsContractors


2) Communicate and Organize


Dedicate channel managers

Provide the tools

Communicate the advantages


Channel Profile Tool


Growability Evaluation Tool


3) Implement and measure


Change measurements

Constant follow up

Develop tools to make it easy


Distributor Toolbox


Status


More than 200 new channels

60 % of the way


Channel preferenceChannel preference

The process

Easy to do business with

Cost of doing business

Understand value


SuppliersSuppliers End UsersEnd UsersChannelsChannels

What is value?Who brings it?

What is value?

Preference from the End User

Competitor


Dynamics of the market place

Preference from the Channel

Alfa Laval


Alfa Laval Brand


Product portfolio

Number of suppliers

Common values

Alliances


Pharma Package

Existing Products

LKH Ultra PureSX pumpsBPE fittings

New Products

Fractional valveSanijet20 ToftejorgDouble wall PHE

+ Alliances

Surfex TubesPharmaLine HE

Diaphragm valves

+

Business logic



The process

Easy to do business with

Cost of doing business

Understand what brings value


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


Best To Do Business

With


Strengthened loyalty

Channel PreferenceStatus

50 % of the way


Channel Growth

150

160

170

180

190

200

210

220

2001 2002 2003 FC2004

Channel volume development


System Builders + 28 %

Channel Growth

Contractors + 63 %

Distributors + 14 %

Volume development, H1 2004

CMD04 SvanteKarlsson F - Alfa Laval · Equipment division Mr. Svante Karlsson Executive Vice...

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Transcript of CMD04 SvanteKarlsson F - Alfa Laval · Equipment division Mr. Svante Karlsson Executive Vice...