分析案例教案07.anz kohler nps2014v4final-25july14

1、Kohler 2014 ANZ NPS 1 IndexToilet/WH/WF 03Basin 30Bathing 42Shower 55Bathroom furniture 66Kitchen Sink 82 2ANZ Toilet/WH/WF/Integrated/Bidet34Australia VC Toilet & BasinFinancial Summary5New Zealand VC Toilet & BasinFinancial SummaryAustralia & New Zealand Toilet/WH/WF/UrinalFinancial Su

2、mmaryNew ZealandAustralia Kohler Sales Toilet20092010201120122013Year 09-13201420152016 Year 15-19CAGR 201720182019CAGR Sales Value (USD MM)1.40.2-48%40%Sales Value (AUD MM) 1.60.2-48%0.51.01.52.02.42.840%Unit Shipment (000) 9.58.0-45%8.09.611.34

3、5%Market Size Toilet20092010 20122013Year 09-13201420152016 Year 15-192011CAGR 201720182019CAGR Value Size(AUD MM) 177174163166171-1%1781851952062192305%Value Market Share 1.6%1.2%1.2%0.9%0.1%0.3%0.6%0.8%1.0%1.1%1.2%Unit Size(000) 983964906924952-1%9901,0301,0711,1191,1691,2284%Units Market Share 1.

4、0%0.8%0.9%0.9%0.1%0.2%0.4%0.6%0.7%0.8%0.9%Kohler Sales Toilet20092010201120122013Year 09-13201420152016 Year 15-19CAGR 201720182019CAGR Sales Value (USD MM)0.60.4-10%0.81.01.253%Sales Value (NZD MM) 0.80.5-10%1.01.21.553%Unit Shipment (000) 2.11.5-13%0.62

5、.5.755%Market Size Toilet20092010 20122013Year 09-13201420152016 Year 15-192011CAGR 201720182019CAGR Value Size(NZD MM) 42403839483%5152525353531%Value Market Share 1.8%1.4%1.2%2.0%1.0%0.3%1.2%1.6%1.9%2.3%2.8%Unit Size(000) 1141081031041314%1381391411431431431%Units Market Share 2.3%2.0%1.

6、5%2.0%1.1%0.5%1.7%2.2%2.7%3.3%4.0%6Australia & New Zealand - ToiletTrends & Competitor AnalysisBack to wall design is high preference . BTW makes up over 80% of all sales retail & Commercial . Opp is still falling AUD $399, NZD $449CaromaAdesso Urban ParisiFowlerStylusV&B7Australia &

7、amp; New Zealand - ToiletSkirted apron design is preferred by architects and designers at the mid to premium price point, Increasing demand for compact solutions for high-density residential projects. 610mm projection.DuravitParisiFowlerCaromaCaroma-WFDuravit-WHParisi-WFTrends & Competitor Analy

8、sis8Australia & New Zealand - ToiletTrends & Competitor Analysis9Project Lost: Lonsdale Apartments x 400 Bedrooms + 3000 more rooms in projects around Au with Far East Consortium Toilet: BTW, 610mm Projection, non Skirted $200 lost to Caroma/Reece “Posh Dominique”, end result , Kohler ANZ co

9、uldnt quote, full skirt compactAustralia & New Zealand - ToiletFull Apron Design BTW Toilet* - More luxury look higher priceTrends & Competitor Analysis10* Reece AustraliaAustralia & New Zealand - ToiletRimless bowl design emerges in Europe/USA/Australia to offer better solution for hygi

10、eneDuravit Happy D.2Roca Rimless & 600mm CompactV&B Subway 2.0 Directflush rimless with ledgeTrends & Competitor Analysis11Australia & New Zealand - ToiletFierce price competition in back to wall toilet at core price segment AUD200-250 in project market Paco JohnsonNex GenAUD 220Styl

11、usBanksiaAUD 210 Trends & Competitor AnalysisAdesso UrbanAUD 200 12Innova Zana 610mm ProjectionAustralia & New Zealand In Wall TankMore choices of faceplates are required to compete in the WH/WF market.Robust faceplates are required for commercial environmentFlexible installations are needed

12、 to compete with Geberit and Caroma (e.g. Under-Counter/Top mount, Remote, etc.)Trends & Competitor AnalysisUnder-Counter VS Front13Under-Counter InstallationRemote InstallationAustralia & New Zealand In Wall TankCaroma Invisi II In Wall Tank for Wall Faced ToiletTrends & Competitor Anal

13、ysis1415Australia & New Zealand In Wall TankCaroma Invisi II In Wall TankTrends & Competitor AnalysisKohler Exiting In Wall Tank16Prioritized Category Needs1Minimalist design (fully skirted apron/soft edges) to ride on the design trend at mid price point. Good project prospect. Must be small

14、 projection 600 610mm2Entry level back to wall toilet to address the volume-driven segment at AUD 210 for residential market & compete for multi residence. Price Support Reach? Or Redevelop Cheaper Suite3All Kohler toilets need to be upgraded to a minimum standard or Soft Close, Full chrome hing

15、e and Covers & easy click removal4Complete solution for urinal with distinctive design of the flushing system5Flexible IWT system with choices of faceplate including new looks and types of activation focusing on commercial & high-density residential market6Introduction flagship toilets (Numi

16、, Veil) into ANZ targeting high-end market sector, (Prem project & retail must haves) and create brand profile for Kohler with Key identity product need speed to marketToilet/WF/WH17Category StrategyANZToiletSTRATEGIC PLANSACTIONS / INITIATIVES / TACTICSPROJECTS Strategy #1 & 2:Minimalist de

17、sign Mid Price Point ToiletOPP-mid PP BTW toilet Reinforce price competitiveness AUD 220-250 at core project price segment Compact toilet design to address needs of space saving for small bathroom Strengthen the position at mid to high end market (AUD 600 + ) with novel design and functionality.Reac

18、h BTW (2014)Ove one piece BTW(2015)New Parliament BTW with rimless bowl (2015)Veil WH(2016)Need new Back to wall straight skirt 600-610mmStrategy #3 & 4:Complete solution for urinalFlexible IWT system with new faceplates Provide wider product offering to address the needs of variety of installat

19、ion and aesthetics preference Offer complete solution for urinal with distinctive simply design to differentiate with local player to cater for preference of designer.New IWT system (2016)Alternative faceplates(2015) Stainless steel faceplate (2015)- WH urinal with flushing sensor (2015)Strategy #5:

20、Introducing flagship toilets into ANZ targeting high-end market sector Involve in early development to ensure that new projects are suitable for ANZ - fully complied with local codes/standards. Shorten the lead time of NPD-Numi Release (2015) -Veil Integrated toilet ( 2016)Objectives: Australia :Gro

21、w toilet sales from USD0.5MM in 2014 to 2.5MM in 2019 with 40% CAGR. Grow value share from 0.3% in 2014 to 1.2% in 2019. New Zealand: Grow toilet sales from USD0.1MM in 2014 to 1.2MM in 2019 with 53% CAGR. Grow value share from 0.3% in 2014 to 2.8% in 2019.RRP (AUD $) mend Retail PriceAustralia &

22、; New Zealand CC & BTW & Integrated ToiletLineup AnalysisReach BTW $4993rd Year:3,0002014New Parliament BTW $6993rd Year:5,000Opiaz BTW $6692013: 19$250-499$500-999$1,000+Panache CC $3992013:200Parliament BTW $5992013:2070Escale BTW $9902013: 85Reve BTW $1,2992013: 102015Ove One PieceBTW$799

23、3rd Year:50020152015Numi $8,0003rd Year:502016Veil $6,0003rd Year:7518Project Price FighterBTW Straight SkirtCompact2016RRP (AUD $) mend Retail PriceAustralia & New Zealand WH/WF ToiletLineup AnalysisPanache $5802013: 6Ove $9382013: 15$500-999$1,000+Ove$8422013: 11Reve $1,3502013: 0Escale $1,051

24、2013: 58Reve$ 1,4022013: 2Viragio$1,3202013 : 0Wall FaceWall HungVeil$9503rd year:4002015Rimless WH$9993rd year:350201719RRP (AUD $) mend Retail PriceAustralia & New Zealand Faceplate Lineup Analysis$10- 49$50-2002016Stainless steel215*150mm$100Wave activated 215*150mm$TBC2015Oval215*150mm$ 42Be

25、vel215*150mm$ 42New Design215*150mm$ 502015Disability Faceplate215*150mm$ 100201720RRP (AUD $) mend Retail PriceAustralia & New Zealand UrinalLineup AnalysisSteward $6232013: 0$300-499$500-999Patio $5192013: 12New urinal sensor is under development for Patio Urinal in order to provide complete s

26、olution21New Parliament BTW ToiletProject ObjectiveDevelop new Parliament BTW toilet with premium skirted apron and rimless bowl design to address the needs of hygiene and aesthetics preference from the market at mid to high price point.3rd Yr Units Est.3rd Yr Net Sales $s Est.ANZ5,000$1,293,118 AUD

27、Strategy, Summary and Rationale Ensure meets minimum WELs Dual Flush 4 Star Rating (4.5/3L) Ensure meets AU WaterMark Standards Fully skirted apron Invisible floor fixing design Setout distance 90-230mm Valve Trim, R&T flush and side entry fill valves Rear water inlet as standard Achieve high yi

28、eld up to 70%KohlerProduct & Price PositioningAU RRP $699KohlerNew Parliament BTWAU RRP $627CaromaMilan BTWCompetitorRequirement 1 Models / 2 SKUs Strengthens Kohlers position in Mid Price Point segment vs. competitors Can be paired with matching range of basins to broaden “Suite” offeringsTarge

29、t Launch Q2 2015 Proposed Projects 2014 - 2016AU RRP $595CaromaOpal BTW22Alternative FaceplateProject ObjectiveProvide a greater range of faceplates to the customer to compete with Caroma & Geberit.Strategy, Summary and Rationale Focus on strength of contemporary design through various button sh

30、apes, colours, textures & actuation to generate sales focused on high volume commercial business Tradition push faceplate (mechanics) Wave activated faceplate (sensor) Used (215*150mm size) on existing In Wall Tank SystemRequirement 2 SKUs Competes with market leaders Caroma and GeberitTarget La

31、unch Q3 2014 Mechanics &Wave activated3rd Yr Units Est.3rd Yr Net Sales $s Est.NZTBC$ TBC NZDAUTBC$TBC AUDProposed Projects 2013 - 201523Stainless steel FaceplateProject ObjectiveProvide stainless steel flushplates for commercial market which requires a more robust product due to heavy nature of

32、 wear and tear i.e. gym environment .Strategy, Summary and RationaleStainless steel faceplatesUsed (215*150mm) on existing In Wall Tank SystemRequirement 1 SKUs Competes with market leaders Caroma and GeberitTarget Launch Q3 2015 Stainless steel3rd Yr Units Est.3rd Yr Net Sales $s Est.NZTBC$ TBCNZDA

33、UTBC$TBC AUDProposed Projects 2013 - 201524Australia & New Zealand Integrated Toilet & BidetProduct Introduction to ANZ25The Current Market: Immature market, low penetration:ConsumerElderly, Care/DisabledCultural bias, East Asian preference, Southern European more traditional BidetCommercial

34、 Premium, low volume, e.g. Presidential Suite (integrated Toilet)Channel to Market: Predominantly on-line, limited displays/stockists. Direct Import Ex China (desire for known brand)5 stores have on display AUIndent Only Au 16 Stockists in NZ Only 2 are bathroom specialists, 14 Are Special Needs Equ

35、ipment ProvidersAustralia & New Zealand Integrated Toilet & BidetProduct Introduction to ANZ26Competitors: Shared ANZ Majority of product supplies “Function over Form” Cleanlet Bidet Seat OnlyVOVO /Hyundai RangeTOTOCowayPanasonic - Direct ImportAustralia & New Zealand Integrated Toilet &

36、amp; BidetProduct Introduction to ANZ27Challenges/Issues Integrated ToiletPremium product, limited marketInstallation Training and support infrastructure AUTime to market for A VariantLow product awarenessBidet SeatLow product awareness educationGeneral resistance to aesthethic from general populati

37、on perceived as disability toilet, of culturally preferredInstallation Training and support infrastructure AUFirst time to Market in NZ strong promotion requiredTime to market for A Variant need more standard seat nothing in production currentlyAustralia & New Zealand Integrated Toilet & Bid

38、etProduct Introduction to ANZ28Opportunity Integrated ToiletVery little currently on the marketCreate a point of difference with Veil & Numi, Hi tiered product available for premium modation. Commercial indefensible strategy ability to offer Asian investors the ability to upgrade on new multi re

39、sidential purchases, integrated with whole of offer from Kohler.Aspirational product for the few qualified who can afford it or must have.Bidet SeatCurrent Kohler Bidet Seat Range and in development is based on elongated profile therefore unsuitable for the ANZ market. However secondary brand Englef

40、ield are due to release product Q4 2014, and will be used as a potential market indicator - Key opportunity in NZ total lack of well known branded product prompting chinese to import brands direct but without warranty*Asian (incl Indian) Population in NZ, over 500,000 making up over 12% of total pop

41、ulation - Australia & New Zealand Integrated Toilet & BidetProduct Introduction to ANZ29Strategy to Introduce to ANZ Integrated ToiletPromote to designers and specifiers & Architects in ANZ, particularly those with technical preferencesFormal product launch, robust training, and product

42、supportShowcase at selected premium resellers as key “identity product”Include in all Kohler Product Catalogues collateral printed and online as aspirational productInclude as a upgrade in all projects targeting Chinese investors, point of difference “whole of Kohler”Showcase first installations, pr

43、omote above the line in selected house/trend/architectural publicationsBidet Seat*Englefield productTargetted approach tackle the qualified customers first.Strong Brand promotion create awareness and demand through non traditional media specifically targetting Chinese/Korean “Englefield by Kohler No

44、vita”Exclusive release to resellers with targetted customer base B2B business development with East Asian builders, and residential builders in key locationsBasin30Australia & New Zealand - BasinTrends & Competitor AnalysisIntegrated all-in-one solutions for the grooming space are growing ex

45、ponentially. New competitors are constantly entering the complete solution market. Market leaders provide multiple configurations of basin size (families of basins, drawers/cupboard vanities, countertop surfaces, finishes, and handles for complete customization by the customer. ANZ is very vanity &a

46、mp; top driven market , with full storage solutions a mustRetail market 80%+ Vanity versus basin.Commercial 80% + Basin Market - (Wall Hung) - space saving critical eg conjoined basin/laundryST. MichelADP3132Australia & New Zealand - BasinNo Tap Hole Wall Hung BasinOffset Wall Hung BasinLAUFEN P

47、alomba 1200mm AU$1585Caroma Pearl 700mm AU$650Alape WT.Q3 Coated Steel 450mm AU$950Caroma Liano Self-Riming 415mm AU$350Trends & Competitor Analysis33Australia & New Zealand Basin Trends & Competitor AnalysisBasins created in ”Families” of products - Designer/Specifiers PreferenceMore Fl

48、exibility for Vanity options 600/750/900/100-1200Australia & New Zealand - ToiletTrends & Competitor Analysis34Project Lost: Lonsdale Apartments x 400 Bedrooms + 3000 more rooms in projects around Au with Far East Consortium Basin : 400W with Min 10L capacity for Laundry (building Code Au) $

49、115-125 AUDCaroma CubusAustralia & New Zealand BasinFinancial SummaryNew ZealandAustralia Kohler Sales Basin20092010201120122013Year 09-13201420152016 Year 14-19CAGR 201720182019CAGR Sales Value (USD MM) 0.20.3-30%0.91.01.249%Sales Value (AUD MM) 0.30.3-30%0.9

50、1.11.349%Unit Shipment (000) 10.62.6-30%49%Market Size Basin20092010 20122013Year 09-13201420152016 Year 14-192011CAGR 201720182019CAGR Value Size(AUD MM) 22.121.720.420.821.4-1%22.323.024.025.226.327.34%Value Market Share 6.2%5.7%4.7%1.3%1.6%0.8%2.0%2.9%3.7%4.3%4.9%Unit

51、Size(000) 245241226231238-1%2472572672792923034%Units Market Share 4.3%4.6%2.9%0.8%1.1%0.5%1.3%1.8%2.3%2.6%3.0%Kohler Sales Basin20092010201120122013Year 09-13201420152016 Year 14-19CAGR 201720182019CAGR Sales Value (USD MM) 0.10.34%29%Sales Value (NZD MM) 0.20.34

52、%29%Unit Shipment (000) 1.01.7-7%24%Market Size Basin20092010 20122013Year 09-13201420152016 Year 14-192011CAGR 201720182019CAGR Value Size(NZD MM) 2.12.08%1%Value Market Share 13.5%11.3%15.4%8.0%11.4%5.0%7.0%9.6%12.0%14.4%17.3%

53、Unit Size(000)1919192020201%Units Market Share 17.5%23.6%30.9%8.7%9.6%7.0%8.3%11.3%14.2%17.0%20.4%3536Prioritized Category Needs1Need no hole basin in clean minimalist 400-600 with 10/12L capacity for project market with high preference for wall mounted basin mixer meet building code2 F

54、amilies of Products available in a range of sizes.3Enrich semi-recessed basin and under counter basin offering for commercial market, semi recessed for vanity with less wall to front space in residential, & Under Counter for flexibility in custom vanity market & Kohler Vanity MarketBasin37Ca

55、tegory StrategyANZBasinSTRATEGIC PLANSACTIONS / INITIATIVES / TACTICSPROJECTS Strategy #1:Develop no hole basin range for project market Develop no hole basin market to provide full solution for projects driven by wall mount basin mixer Extend forefront product line to address the high volume demand

56、 from commercial market Forefront vanity top (2015)Strategy#2:Need WM basin compact rectangle, High aesthetic with min of 10L capacity to meet building code for AU Multi residence Offer the new Wall Mount basins that complied with AU building codes-Reach 700 & Reach 1050 WH (2015)Strategy#3:Enri

57、ch semi-recessed basin and under counter basin offering for high volume commercial market Leverage the popular design and expand into the new type of basin- Forefront Under-counter (2015)Objectives: Australia :Grow basin sales from USD0.2MM in 2014 to 1.2MM in 2019 with 49% CAGR. Grow value share fr

58、om 0.8% in 2014 to 4.9% in 2019. New Zealand: Grow basin sales from USD0.1MM in 2014 to 0.5MM in 2019 with 29% CAGR. Grow value share from 5.0% in 2014 to 17.3% in 2019. Australia & New Zealand - Wall HungLineup AnalysisRyhthmik $4252013: 1 Presquile$3632013: 11Ove $2722013: 12Escale $4992013: 4

59、5RRP (AUD $) mend Retail PriceSpherik $5192013: 0Reve600mm $5192013: 28Reach 500 $2072013: 326Reve-1,000mm $8392013: 10Reve-800mm $7292013: 32$200-399$399-999Rondik $4152013: 0Reach 650 $2992013: 02014Reach 700$4993rd Year: 5002014Reach 1050$7993rd Year: 35038Australia & New Zealand - Under Coun

60、ter BasinLineup AnalysisVerticyl RD$1972013: 0Verticyl OV $2072013: 0Ladena $2572013: 652Forefront$2593rd Year: 1,200RRP (AUD $) mend Retail Price2015$100-199$200-499Verticyl RT$2192013: 039Australia & New Zealand Vanity Top & Vessel BasinsLineup AnalysisForefront 1TH $3082013: 173Chalice $2

61、162013: 1Ove $2592013: 0Forefront Sq $2362013: 1,276Conical Bell$3602013: 383Reve $4672013: 0Escale $4992013: 253Leaf$5712013: 140RRP (AUD $) mend Retail PriceEscale 1010mm $9992013: 105Escale-650mm $5992013: 0Parliament$2572013: 73Forefront SR $2993rd Yr: 2,5002014Forefront Vanity top$3993rd Yr:5002015Forefr