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Outline www.us.kohler.com History Communication Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s.

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Presentation on theme: "Outline www.us.kohler.com History Communication Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s."— Presentation transcript:

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2 Outline History Communication Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

3 Outline History Communication Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

4 Electric kitchen sink Toilets wash- basins of vitreous china 1926 Complete bathroom sets with matching colours 1927 Kohler foundet 1873 First enamel bath tub 1883 One-piece built-in bath-tub 1911 Brass faucets 1920 Enters electric generator market Starts manufact. faucets + brass accessories Kohler history in detail: industry + product development

5 New colours for plumbing fixtures 1965 „Bold look of Kohler“ ad theme 1965 Investm. in cast iron product. facilities anni- versary 1973 Acqui. of Sterling Faucets 1984 Acqui. of 1st Furnit. Comp Sales by 1 m $ Vitreous china plant opens in MEX 1995 Joint Venture in China Sales by 2 m $ 1996 rapid expansion The 1990ties Master suite concept Product design Innov. toilet and showers Luxury whirlpool bath Kohler history in detail: industry + product development

6 Communication

7 Form and Function The Bold Look of Kohler Art, Inno- vation, Life Internal and external growth ´s1990´s Introduction of functional and technical innovations (bath, kitchen) Establishing Kohler as a full-line manufacturer of bath products Concern for aesthetics and manufacturing improvement The four seasons of Kohler´s brand awakening

8 Form and Function The Bold Look of Kohler Art, Inno- vation, Life Internal and external growth ´s1990´s Launch of exciting, new plumbing products in vivid accent colors with significant advertising campaign titled „THE BOLD LOOK OF KOHLER“ Campaign also solidifies Kohler´s culture and attitude (inside company) Further lines followed: - Whirlpool baths in an array of shapes and sizes - Big kitchen sinks for big homes, and compact models for small apartments - Lightweight, easy to clean fiberglass shower modules - Faucets with interchangeable handle inserts The four seasons of Kohler´s brand awakening

9 The Bold Look of Kohler adv campaign

10 Form and Function The Bold Look of Kohler Art, Inno- vation, Life Internal and external growth ´s1990´s Kohler answers the trend towards increased luxury with it´s Master Suite Concept answers trend towards increased luxury (console tables + bath vanities + bedroom furnishings) Electronics and other technological improvement as for example: - stylish toilets - faucets - water saving shower heads - innovative showering products and luxury whirlpools As consumers spend more quality time at home, Kohler continues to meet these needs with a fresh design approach Decorative fixtures, textured surfaces and expressive colors The four seasons of Kohler´s brand awakening

11 Form and Function The Bold Look of Kohler Art, Inno- vation, Life Internal and external growth ´s1990´s In 1984, Kohler starts an expansion program based on: - internal growth with new materials, products and markets - synergistic manufacturing facilities - direct access to new markets. Currently Kohler encompasses an extensive business worldwide in the field of - plumbing products, cabinetry and tile - under a variety of brands The four seasons of Kohler´s brand awakening

12 Kohler „ Improving the level of gracious living for each person who is touched by our products and services.“ Mission

13 Kohler focus on design: improving the level of gracious living Stylish, lifestyle-oriented Kohler point out a high standard of quality and manufacturing know-how that promotes to be innovative in terms of product design (colours, materials) and aspects of comfort in the bathroom. Kohler looks back at great advertising campaings The Bold Look of Kohler Communication Conclusions

14 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

15 Turnover & Income statement Estimated turnover 2005 : 3.1 Billion $ Estimated number of employees

16 Turnover 1997 by Group

17 Structure of Business Families

18 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

19 UK India China New Zealand France Thailand furniture tiles csw baths factory taps enclosure showers plumbing fixtures kitchen faucets, baths, whirlpools, lavatories, toilets,showers * * tiles cws taps bathfurniture wellness US Mexiko Marocco Acquisitions

20 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

21 CSW production located all around the world. Weakness in Europe will be remedy with the new Russian factory

22 14 production locations for CSW Total capacities: Europe: 1,9 mln pcs World: 19,0 mln pcs (New plants planned: MX, RU, IN=> >5 mpc) CSW production located in such a way, that allows a locally presence in our (future) markets, and at the same time assure an access to low-cost sourcing

23 Non CSW production covers all the product categories that are part of our strategy Industrial restructuration of non profitable operations in Europe already planned

24 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

25 Overview Brands / Product fields Tiles Taps & Mixers FurnituresShower TBathtubsCSW Info about Karat uncompleted Core business %

26 Overview Brands / Price positioning Each brand is available through the regional Kohler sales manager Prof. middle US - CanadaEurope / middle eastAsia / pacific Price Karat upper High end

27 Brand architecture Core brand Kohler Main brand for worldwide use; covers entire spectrum Regional brand Jacob Delafon (F,E)* Englefield (AUS) Karat (THAI) Kallista*(US) Sterling*(US) Ann Sacks*(US) *Regional brands with complete offer Specialist brand Sanijura (F) Mira (UK) Daryl (UK) Robern(US) Local brands with special offer

28 Kohler has long encouraged an ongoing dialogue with the art community. Kohler works with international designers and architects for: –product development (2006, launch of 3 Artists Editions ‘Top Art Collection’) –bathrooms arrangement, to show customers how a dream Bath from Kohler could appear (www.kohler.com). –in the Kohler Design Center in east central Wisconsin, where they offer educational seminar series, design services, showroms with current range and a museum

29 Kohler wants to be state-of-the-art. –Acquisitions of innovative companies (hightec, mira, etc.), –Launch of innovative products, that combine state-of- the-art design with innovative technologies and take care to save water (performance flush technology, urist mirror with faucet, C3 Toilet Seats) Kohler offers end consumers many ideas and services to arrange their bathroom to a dream space for a higher level of gracious living.

30 - complete bath offer

31 - Product Overview Offers complete bathrooms -15 bath collections with a clear focus on classic lifestyle, with the exeption of purist (2003) and the novelties 2006 Wide range of single lavatories and customizable products (51 decorated washbasins, modern washbasins, etc.), toilets, bidets, faucets, baths, furniture, kitchen sinks (171 models) etc. Materials: vitreous china & fireclay, cast iron, glass, marble, stainless steel Wide range of colours - up to 50 colours (depending on the material) Price level: focus on mainstream and premium

32 - complete bath offer

33 - Product Overview Designer products, 8 collections in 3 Lifestyles (city life, country life, retro) for different target groups. Wide but not deep product range: whirlpools/baths, lavatories, furniture, toilets, bidets, accessories, kitchen sinks. Materials: ceramic, copper, etc. Colours: 1 to 3 colours for a product, hand painted designs Price level: premium to high ( USD per Lavatory)

34 - core business tiles & stones

35 - Product Overview Assortment: focus on tiles, offers also stones, mosaics, plumbing, lighting and designer collections (like Kallista) Materials: tiles from ceramic, glass, metal, leather, wood & concrete; basins from art glass, cast bronze, copper, stone, concrete, spun metal, vitreous china Very wide colour range (depending on the material) Price level: premium too high

36 - complete bath offer

37 - Product Overview 15 bath collections in 4 lifestyles, mostly as complete offer (CSW, tube, shower tray, furniture, taps, accessories and front-wall elements) as well as a wide range of furniture washbasins, many specials for projects, 3 of the Kohler high end vessel lavatories and 47 kitchen sinks Product ranges are made of the key models for European needs (product types, sizes) and offer in total a wide assortment of standard functions and standard shapes. Wide range of offered materials pro productfield. Wide range of colours (CSW 8 colours, tubes: from 18 to 37 colours, depending on material) Price range from high end to professional

38 - Showers, enclosures, trays, brassware Mixing valves, accessories, pumps

39 Deep shower systems range (electric, mixer, power, contract showers), shower enclosures and trays, brassware Rada Controls offers the most extensive product range available, for hand washing, showering, bathing, urinal and industrial/commercial applications, including the widest range of UK Healthcare approved - Product Overview

40 - Bathtubs and Showers Hydrolux® Whirlpools Hydrolux® Air jet Systems

41 Small assortment: only showers, baths, receptors tilewalls Material: acrylic and gelcoat 17 Colours Options: knockdown system, whirlpool, air jets, crab bar options, kits, fold-up seat, stainless steel curtain rod, removable headrest, extra reinforcement - Product Overview

42 Toilet suites / Showers / Plain baths / SPA baths / Vanities

43 - Product Overview Englefield - one of the two brands manufactured by Kohler Co. Australasia for both the Australian & New Zealand markets Relative small assortment: no collections, single toilets (only pan - close - coupled), washbasins from vitreous china, plain baths, spa baths and vanities Price level : low* * assumption

44 * < 100 USD / lavatory - Product Overview Bath / Shower moduls and doors / wirlpools, sinks, toilets

45 No collections, single brands for the different product lines 27 bath sinks from stainless steel, vikrell or vitreous china, 52 kitchen sinks 30 toilets (only pan - close - coupled) discontinues faucet brands and recommends Kohler faucets Focus on bath & shower modules / doors / receptors / kits : innovations for integrated storage shelves, quick install technology small colour diversity Price level: low* (lavatories for below 100 USD) * < 100 USD / lavatory - Product Overview

46 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy

47 As Kohler itself, most of our international competitors cover almost the entire spectrum of bathroom products Source: Kohler research Legend:X = minor weight in sales of company XX= medium weight in sales of company XXX= great weight in sales of company

48 Global presence of the main competitors in CSW (2004) Kohler : Good presence in America, limited presence in Europe

49 Total value as basis: 5,2 billion Euro (ASP) * Due to lacking data inclusive ceramic shower trays and kitchen sinks Source: BSRIA - Consult - Kohler research * V&B incl. Vitromex, Roca incl. acquisitions 2006 World-wide shares of main suppliers of CSW* - year 2003; coverage ca. 80% of total world market On the world ranking list, we estimate that we rank #2

50 Total value as basis: 2,2 billion Euro (ASP) *Ceramic Sanitaryware exclusive ceramic shower trays and kitchen sinks Source: Consult and Kohler research * Inclusive acquisitions of Roca 2006 Shares of the main supliers of CSW* in Europe - year In Europe however we are still relatively weak at #6

51 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT (only Kohler team) Strategy

52 Strengths and Weaknesses STRENGTHS Internationality –Industrial and market presence in 3 continents Strong presence in the US market in several bathroom product categories Complete offer for the bathroom (and Interior Design competence) –including material diversification WEAKNESSES Limited international presence of core brand Weak presence in Europe –Failure to enter the German market –No success in transferring ranges from one country to another (Delafon/F vs Kohler/D) –Specialist brands have only local presence (Mira, Sanijura)

53 Strengths and Weaknesses STRENGTHS Family owned company (long term objectives and outlook, less short term pressure) Experience with acquisitions and investment minded WEAKNESSES Complexity of organisation –factories –brands –countries

54 Opportunities and Threats OPPORTUNITIES Fast growth of the Asian market will benefit to the Kohler local presence Ceramic acquisition or alliance in Europe THREATS Concentration in industry & trade

55 Outline History Financials Past acquisitions Current and planned industrial presence The product ranges Kohler and it’s competitors SWOT Strategy (Current)

56 Current strategy Expansion of all kinds –Geographically (Markets and production facilities) Asia : China, India, Thailand America : Mexico and US –By product and material categories –for sourcing reasons

57 Current strategy Reinforcing of the core Brand and establishing sub-brands to cover all market segments –Enlarge/improve the core brand Kohler by taking control of the quality of our distribution in the US (Showroom programs. The Kohler Store) (US) Art’s involvement (Product, communication) –Other brands: Creation of Kallista and Ann Sacks as a luxury brand (US) Be present in the lower segment with Sterling (US) Use specialist brands (Europe/US)


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