EINHELL GERMANY AG - Company Presentation

EINHELL GERMANY AG
‐ Company Presentation ‐
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13.10.2015
Short Profile
Einhell Germany AG located in Landau a. d. Isar is the headquarters of the Einhell group. Einhell employs approx. 1300 people worldwide. There are 40 subsidiaries and various sales partners in over 82 countries around the world.
The turnover in 2014 amounted to € 416,4 million. 2
Einhell ‐ Well done since 1964
1963 – 1968 From an installation business to a dynamic industrial concern – early years with the uncle‘s name ‐ Foundation of Hans Einhell GmbH 1969 – 1986 From Landau to the whole world – a pioneer in globalization 1986 – 1989 From owner‐managed family business to listed corporation
1990 – 2003 Handing on the company at a time of change 2004 – to today Internationalization and consolidation – Einhell becomes a global brand
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Turnover development in the last 20 year
in mio EUR *2005 incl. Weka – sold in 2006
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…82 countries worldwide
Afghanistan Algeria Argentina
Armenia Australia
Austria
Azerbaijan Bahrain Belarus Belgium
Bolivia Bosnia‐Herzegovina
Brazil
Bulgaria
Chile
China
Croatia
Czech Republic
Denmark
Egypt Equatorial Guinea
Estonia
Finland
France
Georgia Germany
Great Britain
Greece
Hong Kong
Hungary
Iceland
India
Iran
Iraq
Israel Italy
Jordan Kazakhstan
Kosovo
Kuwait Latvia
Lebanon Libya
Lithuania
Luxembourg
Macedonia
Malaysia Mexico Moldova
Mongolia Morocco
Netherlands
New Zealand
Norway
Oman Pakistan Peru Poland
Portugal
Qatar Romania
Russia
Saudi Arabia Serbia
Slovakia
Slovenia
South Africa
Spain
Sudan Sweden
Switzerland
Syria Togo Tunisia Turkey
Turkmenistan Ukraine
United Arab Emirates
Uruguay Uzbekistan
Yemen 5
Group structur of Einhell group
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Sales channels
Traditional Trade
C&C
6 %
22,5 %
39,5 %
DIY‐Stores
17 %
Discounter
11 %
E‐Commerce
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Strategic development Einhell 1. Strategic assortment and product
policy
2. Einhell becoming an A‐Brand
Brand Quality at the Best Price
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Strategic development Einhell 9
1. Strategic assortment and product policy
Power Tools
Stationary Tools
Screwing
Wood working
Drilling & Stiring
Compressors
Cutting
Welding
Milling & Planing
Tile cutting machines
Sawing
Table saws
Sanding
Power generators
Wet and dry cleaners
High pressure cleaner
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1. Strategic assortment and product policy
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1. Strategic assortment and product policy
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1. Strategic assortment and product policy
Care of lawn, trees and shrubbery
Water technology
Lawn mowers
Dirt water Pump Scarifies/aerators
Submersible pumps
Lawn trimmers
Rain barrel pump
Scythes Submersible pressure pump Hedge trimmer
Deep well pump Chain saws
Garden pump
Leaf blow‐vac
Automatic waterworks
Cordless grass and shrub shears Waterworks
Petrol water pump 13
1. Strategic assortment and product policy
massive reduced number of product categories – therefore we specialise and focus on product innovation and quality in our core competence product
categrories.
strategic Product management in our competence product categories
quality (Benchmark BOSCH), exklusive, modern design and own innovative product development
our aim: With „brand quality at the best price“ being the best alternative to the market leader
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Power X‐Change – Initial situation
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Power X‐Change Master battery plattform conzept is not merchandised professionally in Europe by
any competitor
End customers are not informed properly about the performance of Li batteries
Had bad experience with accu products in the past refering to durability /
charging time of NiCd accus.
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Power X‐Change End customer wants no cable for his work in and
around the house or garden
The cable makes working unflexible and
the products are hard to handle
= offering the end customer a
solution for doing all the work in the house and in the garden with one battery
and charging system.
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Power X‐Change Einhell can stand for
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Advantages ‐ Power X‐Change 19
Power X‐Change The innovative Power X‐Change Accu system – One for all
One system for tools and garden Maximum power thanks to TWIN PACK©:
2 x 18 V batteries in one lawn mower (= 36 V)
The Einhell‐ABS – Active Battery Management System ‐
sets new standards in terms of safety Ultra‐fast charging times (30 min)
Maximum battery life Power X‐Change‐System‐Battery from 1.5. – 5.2 AH
1,5 Ah – Standard capacity 3,0 Ah – Double capacity (ambitious projects)
5,2 Ah – 4 times the capacity for maximum endurance ‐
unequalled in the DIY‐sector 20
Power X‐Change More Performance for a more reasonable price:
TÜV-comparison tests:
example:
116 percentage more
Performance, for 24
percentage of a more
reasonable price!
Independent testresults
„German Designed Quality“
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Power X‐Change Einhell philosophy: 1 Skin (product without
battery and charging station) always costs about
the same as the comparable Einhell cable
product with the same performance and accessories. Comparable tools for the same price! PLUS: all advantages of the system battery products! 22
Power X‐Change Product development
We are pushing PXC with all our power in order to support the house and garden owner´s work in his/her house and garden without having a cable. Our aim is to offer new and cordless solutions for the enduser´s work. (e.g.
first one with scarifiers)
Battery technology with more and more high‐performance cells that can be
charged in a shorter time will replace the cable for sure.
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Power X‐Change Garden 2016
Chain saw
Mower 43cm
Mower 33cm
scarifier
2017
Grass shears
Grout cleaning
machine
Leaf blower
Hedge trimmer
pole‐mounted
pruner
2018
Roboter mower
Brush cutter
Tiller
Grass trimmer
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Power X‐Change ‐ Tools 2015
Accu‐
Screwdriver
Accu‐Drill
Accu‐
radio
Accu‐
lamp
USB‐
Charger
2016
Accu cordless drill
BRUSHLESS
Accu‐cordless impact
drill BRUSHLESS
Accu circular hand saw Accu cordless drill with
electronic torque
regulation
Accu‐cleaner
2017/2018
18 V Multitool
18 V Orbital Sander 18 V Nailer
18 V Cleaner
18 V Air‐Inflator
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Strategic development Einhell 1. Strategic assortment and product
policy
2. Einhell becoming an A‐Brand
Brand Quality at the Best Price
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2. Einhell becoming an A‐Brand
What are we doing in order to become an A‐Brand? 1. POS
5. Product news
2. Print
6. Service
3. Online
7. Positioning
4. Product trainings
8. Quality
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2.1. POS
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2.1. POS
Our POS‐solutions have been optimized with the “Gruppe Nymphenburg” corresponding the latest findings of Neuromarketing
Consequently, there is a high‐attention POS and best sales guaranteed due to optimum communication
Emotional application pictures for higher attention.
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2.2 Print – Fachzeitschriften
Einhell as a brand in journals
Einhell offers products with a high reliability
(function, durability, handling)
This shows various product tests that were done
by the leading DIY‐ journals
2.2 Testreports
In total more than 100 tests
(garden & tools)
81 out of 100 in Germany:
–
–
–
–
6x „test winner“
66x „good – very good“
7x „Price advice“
2x „tool of the year“
and 18 abroad:
–
–
–
–
4x „test winner“
1x „FAVORIT“
4x „Product of the year“
9x „Good choice“
2.3. Online‐Marketing
Attractive banner‐
advertisment
No 1 in search results! introduction offer
2.3. Social Media Drilling campaign 2015
Einhell Facebook Fansite
Einhell Blog
Marketing Joint Ventures
Einhell @ Instagram
Einhell YouTube Channel
‐ Product videos
‐ Training videos
‐ Practise advice
‐ Presentation Power X‐Change
Power X‐Change campaign2015
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2.3. Product tests
Advertising with test logos All new devices are trialled with individual tests by renowned test magazines. 2.3. review management
2.4. Produkttrainings
We have an own training team that trains our customers in Germany as well as
abroad. Content of these trainings is firstly comparison tests with A‐brands in order to show the comparison with them and to convince our customers of our quality. 36
2.5. Produktentwicklung
Design product
2nd Generation
Design product
4th Generation
Design product
3rd Generation
2016 further products follow….
Brushless technology
Design product
1st Generation
Accu drill
2013
Accu ciruclar hand saw
2008
Electric circular hand saw
Import
product
2005
…
2000
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2.7. Markenpositionierung
Markenpositionierung
Because of our core competences in product management, service, sales, purchase
and technology Einhell offers real brand quality.
By optimizing all processes and products according to our philosophy „Keep it simple“
we achieve maximum efficiency in all our business sectors. This ensures that it can
always be offered the best price.
This results in the positioning of Einhell brand:
Brand Quality at the Best Price
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2.7. Positioning
Metabo
100
bis -25%!
Bosch
bis -50%!
B&D
60
Skil
40
Bavaria
Qualität
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Import A
Preisniveau in % gegenüber Benchmark (Bosch grün)
+20%
0%
-20%
-40%
Import B
-60%
-80%
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2.8. Einhell Quality Management 40
2.8. Einhell Quality Management We are convinced of our quality and therefore we offer: Warranty extension and 100% satisfaction warranty
2+1 extension of warranty (DE & AT only) For all RED* products at online registration until 16 weeks after purchase date
Satisfaction warranty (D & AT only) – NEVER AGAIN CABLE We are convinced of our quality – If your costumer is not satisfied with the purchased Power X‐Change device he/she will get his / her money back!
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