VIVENDI WATER SYSTEMS September 17-19, 2002. VIVENDI WATER SYSTEMS ORION ® «A Star is born» A new...

VIVENDI WATER SYSTEMSSeptember 17-19, 2002

VIVENDI WATER SYSTEMS

ORION® «A Star is born»A new Products Range

for the pharmaceutical Market

Vincent Moulin Wright


An Overview of the European Pharma Market Key Drivers

(* Sources = Frost & Sullivan)

•A worldwide market estimated at $ 430 billion in 2002*

•Europe 40% of production, USA 30%, Japan 20%

•Regulatory forces will provide sustained growth of 5% per year

•Microbial control is key driver for new technology(heat sanitisable systems)

•Wastewater also identified as an areaoffering significant opportunity driven by legislation

•New plant market maturing, replacement and upgrades


European Water Treatment Equipment Market for Biopharma Industry (1)

TOTAL Market Europe*

= 140 M€

Process Water= UPW / HPW

= 80 M€Ex : Orion®, Osmotron®,

Ionpro +, …

Growth rate : + 4 to + 5 % / Year

* Sources : Frost & Sullivan, internal VWS data, does not include LabWater and Hospital dialysis

Waste Water= 60 M€

57%

43%


ORION® – The Starting Point (2000)

•Bio-Pharmaceutical = key market for VWS(€ 36M annual revenues)

•No new products for the last 3 years

•Significant quality issue with the past«Pharma CDI»

•Each country had its own offering and validation package

•Increased competition from Christ (BWT Group) = decreased market share and profitability


•Create a global range of standard water treatment systemsfor the Pharmaceutical Industry based on the recently launchedCDI-LX

•Offer differentiating advantage = hot sanitisation

•Reduce production and validation costs

•Use the «ELGA» approach (standard products for laboratories, etc.)

•Recover our market share – increase profitability

•Facilitate maintenance / service intervention

ORION® – The Objectives


•Hot Water Sanitisable

•Latest CDI Technology

•Stainless Steel Construction

•Modular Construction

•Standardised Design / Gamp& 21CFR 11 compatible

•Reduced Installation & Commissioning

•Wide Range 0.5 – 5.0 m3/h standard

ORION® – The customer’s benefits


•Creation of a European task force Jan 2001

•Product brief March

•Aventis (SPAIN) bought the ORION® concept in DBI (SPAIN) May

•Product / range design July

•Prototype Oct

•European launch Nov

•Appointment of a Product Manager / creation of an ORION® platform Nov 2001

•Extension to International Asia & Latin AmericaJune 2002

•Development cost = €600 K

ORION® – The Main Development Stages


•From Project … to Product Management :a real achievement !

•From budget … to real sales :

8 units sold (UK, Finland, Norway, Ireland, Spain, Italy, etc.) + 5 ORION® HS sold in Spain + more than 20 offers

= a year-to-date turnover of more than €3,6 M

•A visible comeback on the Pharma Market is now underway

ORION® has become a reality !


* Including ESI & DBI, excluding Services contracts

ORION® Sales Development

Year to date Revenue *(K €)

3,6 M€


•A “British” Product Manager : Gary Walters

•A “German” Market Manager : Tanja Loehe

•A Team of experts from 10 various countries and BUs

•An extension to International Markets :

- Latin America, Asia, Eastern Europe…

• A direct link to USFilter : Jeff Okun’s team, etc.

ORION® a pan-European Success


•Research from Lowell and Colorado Springs (USA)

•Development (UK, Spain, Nordic countries, France, etc.)

•Industrial scale-up and production (Wythenshawe)

•Marketing

•Sales

•Management

ORION® a Multi-Expertise Effort


International Working Teams Composition

G. Walters (UK) D. Dolphin (UK) P. Berardo (F)P. Soria (Sp)

A. Kalvemark (Scan)T. Loehe

(Pharma Market Manager Europe)I. Lemaître

(Tech. Dept St-Maurice)

V. Moulin Wright (Marketing)

G. Walters (UK) D. Dolphin (UK) P. Berardo (F)P. Soria (Sp)

A. Kalvemark (Scan)T. Loehe

(Pharma Market Manager Europe)I. Lemaître

(Tech. Dept St-Maurice)


Marketingand Sales Commitee

Marketingand Sales Commitee

Technical Steering Committeeand Engineering Group

Technical Steering Committeeand Engineering Group

P.Jordain (UK)

L. McPhail (UK)

P. Darnes (UK)

A. Garcia (UK)

R. Layton (UK)

P. Springthorpe (UK)

A. Booker (UK)

S. Dupont (Fr)

P. Soria (Sp)

T. Loehe(Pharma Market Manager Europe)

LEADERS :


K. Rippington (UK)

J.A. Legaz (Sp)

P.Jordain (UK)

L. McPhail (UK)

P. Darnes (UK)

A. Garcia (UK)

R. Layton (UK)

P. Springthorpe (UK)

A. Booker (UK)

S. Dupont (Fr)

P. Soria (Sp)

T. Loehe(Pharma Market Manager Europe)

LEADERS :


K. Rippington (UK)

J.A. Legaz (Sp)


• The example model :

- Aqua Pharma ORION®

• The «followers» :

- Aqua Food PUR’BEV®

- Aqua Power SIRION®

- Aqua Ref

- Aqua Paper ?

- Aqua Waste

Apply the same «Engineered Systems» model

ORION®, an Example for other VWS Marketing Groups


ORION®, Monitored by a SpecificInterco Platform (1)

• Like other «Business Platforms» :E.g.: Elga Lab Water

WTC (Hydrex®)

ORION®’s development will be managed via :

- A specific cell, to monitor the profitability and trace sales

- An Interco platform devoted to international sales


*Aftersales services and DBI not included

Revenues*(M€)

2002

2002Budget

Q1+Q2 sales

2002Revenues

2.5

0.6

Q3+Q4

estimation

2.31.7

+ =




*Aftersales services and DBI not included

0

1

2

3

4

5

Revenues*(M€)

2002

2002Sales 2002

Budget2003

budget

2.3

5

40 units

2.5

20 units


ORION® : Preliminary Business Case(in June)

*GM including local and platform mark-ups, services contracts not included**Net margin including after sales services contracts

VIVENDI WATER SYSTEMS September 17-19, 2002. VIVENDI WATER SYSTEMS ORION ® «A Star is born» A new...

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