products & marketing - husqvarna groupcorporate.husqvarna.com/files/.../productsmarketing... ·...
TRANSCRIPT
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Products & MarketingMartin Bertinchamp
EVP, Head of Products & Marketing
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AgendaNew organizationBrand strategyProduct strategyStrategy going forward
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3* Manufacturing quality** Product quality
• Manufacturing
• Purchasing
• Demand &Supply chain
• Quality*
• Global Categories**
• Brands
• Marketing
• Design
• R&D
• Sales & Service
• Demand chain
• Trade marketing
• Product care
• Sales & Service
• Demand chain
• Trade marketing
• Product care
• Sales/service
• Global categories
• Trade marketing
• Operations NA
• Joint venture China
EVP Supply chain
EVP Products & Marketing
EVP Europe / A/PSales
EVP NA / LA Sales
EVP Construction
Thomas Andersson Martin Bertinchamp Hans Linnarson Michael Jones Anders Ströby
Communication & IRBoel Sundvall
HRLars Worsøe-Petersen
Finance & ITBernt Ingman
Legal AffairsOlle Wallén
CEOMagnus Yngen
New organization as of January 2010
New organization
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New organization Products & Marketing
Global approachAlways acting strategicallyand internationally towards further integration and withintegrated actions
New organization
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New organization Products & Marketing
Customer firstCentralized global and strategic marketing• Strengthen consumer
insight (outside-in view) • Increase coordination
of marketing efforts
No. 1 in businessCoordinated productcategory management• Advanced portfolio and
product management
New organization
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New organization Products & Marketing
Innovation leader• Reinforced Research & Development• Primary Development independent from
specific new product projects for exploring advanced technologies
– Think “future”!
• Own development resources per category– Shorter time-to-market– Think “customer first”!
New organization
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Husqvarna brand strategy
• Number of brands need to be reduced
• Focus on core brands
• Innovations always first in core brands
• Depriorisation of tactical brands
Brand strategy
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• Branding - commitment in consistency and investments
• Increased marketing to strengthen core brands
• Globally coordinated and concerted marketing
activities to ensure the highest possible impact
Husqvarna brand strategy
Brand strategy
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• Consistency around the brands needed
• Uniform global market approach:
– across all channels
– across all regions
• Objective - global brand portfolio
Husqvarna brand strategy
Brand strategy
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Significant Core Brands
Tactical Brands:
Regional Brands:
Future brand classification
Brand strategy
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Targeted development:
51%
10%
Net sales share 2009 per brand cluster:
Significant Corebrands
Regional brands15%
24%
Tactical brands
Others
Brand strategy
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Size of the target group > 60 years is growing• power and mobility are more often restricted • they are often not able / not willing to maintain
especially bigger gardens manually
More and more double income families• enough money, but no time for garden care
Climate is changing• dry periods are getting longerEcological awareness is increasing• influence on the buying decision
Consumer trends
Product strategy
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convenient
Consumer trends
eco-friendly automated solutions
Offering comfort and mobility
The Gardener will seek for
Brand strategy
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Product strategy based on consumer trends
With ratchet function for more power to cut.
NEW 2010
230 –410 cm
Up to 6.5 m -without ladder,safe and comfortable!
TechLite Barwith ~20% less weight
Ratchet Helmeteasy to adaptto individual size
of head
optimummanoeuvrability
Uncutcircleapprox. 30 cm
the powerfulconvenient waygettig rid of the snow
convenient eco-friendly automated solutions
NEW 2011
Brand strategy
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Product strategy based on consumer trends
convenient eco-friendly automated solutions
Cordless, battery driven products
Brand strategy
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Product strategy based on consumer trends
convenient eco-friendly automated solutions
Automatic product solutions
Husqvarna can offer an Automated Garden package which combines
Automated Garden irrigation systems
Husqvarna Automower®+
Brand strategy
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Husqvarna
Husqvarna offers an exceptional broad range of products
Stihl / Viking
Toro
MTD/ Wolf
John Deere
GGP
Bosch
Rideon
Walkbehind
Hand-held
Water-ing
Acces-sories
Hand-tools
= relevant product range
Brand strategy
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Products & Marketing strategy going forward
Increased level of innovation
Focus on reducing technical platforms and increasingmodularityConsolidation
of brands incl. transition plans for phasingout to avoid loosing business
Focus on long term consumer trends as there are:• Ecology• Convenience• Automated solutions
Uniform global market approach:• Across all channels• Across all regions
Strategy going forward