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CE China> Power Briefing > 03.05.2018

A warmWelcome

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SEVERIN - a German brand business since 1892

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2015 2017

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SEVERIN companies worldwide

Sales companies_ SEVERIN Elektrogeräte GmbH, Sundern

_ SEVERIN Italia s.r.L., Mailand

_ SEVERIN France Sarl, Straßburg

_ SEVERIN Espana S.L., Madrid

_ SEVERIN Nederland BV, Amsterdam

_ SEVERIN Svenska AB, Stockholm

_ SEVERIN Polska Sp. Z o.o, Warschau

_ SEVERIN Asia Ltd., Hong Kong

_ Sandora Asia Ltd., Hong Kong

_ SEVERIN Elektrogeräte GmbH, Sundern

_ SEVERIN Household Electric Appliances

(Shenzhen) Co. Limited, Shajing

_ Sandora Household Electric Appliances

(Shenzhen) Co. Limited, Shajing

Production companies

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SEVERIN is represented on major international trade shows

National and international

SEVERIN is found worldwide

– Home & Houseware Show (USA)

– IFA (Germany)

– Ambiente (Germany)

– CE (China)

– AWE (China)

Christian Strebl: sales expert and

industry veteran

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Management Team --- Experts from the Industry

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SEVERIN Productportfolio

Focus product groups

Hot beverages / breakfast

Microwave ovens

Cooling & Freezing

Complementary products

SEVERIN branded business

BBQ & Fun Food

HouseholdFloorcare

Personal Care

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Production and Production locations

_ Since1892 in Sundern

_ All Head office central functions

_ Agile product development in

Product Owner Teams

_ Specialized in BBQs / Fun cooking

and Filter Coffee

Made in Germany

Sundern, Germany

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Production and Production locations

_ Since 1995 as 100% w.f.o.

Enterprise

_ Subassembly and final assembly

including in-house suppliers for

plastic injection molding and

painting

_ Specialized for hot beverage

products

Production Shenzhen

Shenzhen, China

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SEVERIN – German Quality and reliability

For over 125 Years SEVERIN stands

for reliability, innovation and qualtiy.

German Quality from start to finish in

design, product design, development,

material selection and processing

Market development

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SEVERIN follows best-in-class Product Strategy

Good Better Best

_ Product Strategy: „The best product at the given price

point.“

_ Benchmarking for all new products

_ SEVERIN product range structured in „Good“, „Better“

and „Best“

_ Promotion products only if other products are listed

_ No promotions with listed products

_ Product range with focus in middle segment, but with

premium hero products

_ Channel optimization in the product portfolio

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SEVERIN Classic

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Coffee & Tea - for over 60 years

individual Indulgence

Whether brewed by hand or with

modern coffee machines. SEVERIN

offers comprehensive coffee and tea

competence and relies on specially

developed innovation technologies

and continuous development.

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SEVERIN‘s position in Germany:Drip coffee makers Milk frother Kettles Toaster

TOP 3 NUMBER 1 TOP 3 NUMBER 1

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Product portfolio: focus product group BBQ & Fun cooking

BBQ & Fun Cooking

− Communicate BBQ as year-round

topic and activity

− Cooking as social event: enjoy

cooking together

− Integrate connected product

groups: BBQ, Raclette, Crêpes

− Completion of the product range

by additive products such as

mixers, vacuum bag sealers and

kitchen machines

− Comprehensive Storytelling to

engage with customer on

emotional level

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BBQ and Funfood- preferably always & everywhere

Not only in summer

Grilling can be so much more.

Whether with friends or alone.

Grilling is always and everywhere.

From a classic bratwurst to a healthy

salmon. We grill year-round and

added a raclette and fondue for your

convenience.

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SEVERIN´s position in Germany: electr. BBQWeak season for BBQ due to rainy summer 2017 – higher value products are trending

Jan-Dec 17 / BBQ

Overall market414.300 units 23,27 Mil. €

- 10,0 % - 5,4 %

Channel units value

Panelmarket 27,3% +1,1% 17,5% +0,5%

El.+I Trad.I/B 31,5% +1,3% 14,8% +2,3%

TecS+El.+IChain 22,6% +1,6% 13,2% +0,0%

DeptS/DistTr-G 30,9% -0,2% 17,8% -1,3%

Hyp/Var/C&C/DIY 26,7% +0,5% 19,4% +1,2%

CSS/OER/TCR 57,9% +37,2% 40,3% +28,5%

units Brand value Brand

1. SEVERIN

(27,3%)

1. SEVERIN

(17,5%)

2. XXXXX(12,0%) 2. XXXXX(16,5%)

3. XXXXX (7,1%) 3. XXXXX (11,2%)

„Wir sind Stadtgriller!“

Summer 2018 campaign

- 5 selected products

- Purchase incentive with coupon

for 3 Heinz BBQ sauces

- Redeem online on SEVERIN

website and receive sauces

- 4 of 5 products are MADE IN

GERMANY

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Product portfolio: focus product group microwave ovens

Microwave Ovens

− TOP focus product group

− Establishing exclusive product

lines for customers

− Communication of SEVERIN

competence

− Integrate microwaves in kitchen

story telling approach

− Re-positioning of product portfolio

to regain market shares

− Entry point betw. SDA and MDA

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Product portfolio: focus product group Cooling & Freezing

Cooling & Freezing

− Restart and invest in product

group

− Leading team consisting of

product manager, sourcing and

sales won by SEVERIN from

competitor

− New division MDA with own

business plan and bottom line

responsibility

− In operation since 01.02.2018

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Product segments for restart in Cooling & Freezing already

identified and in implementation

Division MDA: Cooling &

Freezing

_ Relevant product group for

relaunch Cooling & Freezing:

Combi, Double-Door. Larder

Fridge (w. LTC), Freezer, Mini

Fridge, Mini Freezer, Portable

Cooler, Wine-Cooler, Glass-

Window Cooler, Built-in

Floorcare

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SEVERIN Floorcare

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SEVERIN Floorcare – successful Start-Up within the group

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Strong development at SEVERIN Floorcare

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Marketing

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SEVERIN brand is essential for global growth strategy

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Focus on Online & digital marketing

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Website & Online marketing

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Preview of new Website

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Planned seasonal activities and promotions for the whole

year

Full-year concept

Marketing plan includes high variety of

seasonal relevant topics to create story

telling concepts for our retailers.

The marketing plan is theme oriented,

diverse and well coordinated and allows to

create attractive packages to stimulate

sales and increase customer awareness

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Marketing strategy – support for customer sell-out with POS

concepts

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SEVERIN is currently represented in China by Distributor

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Expansion to China still at the beginning

Potential Partnership in China

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Let‘s talk about our possibilitys for a successful business

Henning Lohmann:

General Manager Severin Asia

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Contact Persons:

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Simon Wong:

Commerical General Manager -

Severin Shenzhen Ltd.

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Contact person:

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THANKYOU!