Ola Weidenberg Executive Vice President ... - Region Blekinge
Ola Weidenberg Executive Vice President ... - Region Blekinge
Ola Weidenberg Executive Vice President ... - Region Blekinge
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© Roxtec International AB<br />
<strong>Ola</strong> <strong>Weidenberg</strong><br />
<strong>Executive</strong> <strong>Vice</strong> <strong>President</strong>, Marketing<br />
2012-06-13
History<br />
© Roxtec International AB
Alla goda entreprenörshistorier börjar i någons garage. Det har inte förändrats. Men en<br />
ny generation svenska världsstjärnor har visat att med den digitala distributions- och<br />
marknadsföringsplattform som stavas internet, går det att uppnå det som förut tog en<br />
generation eller två på några månader.<br />
Den svenska inställningen till entreprenörskap är inte okomplicerad. Alla bedömare är<br />
överens om att det är i små- och medelstora företag de nya jobben och tillväxten ska<br />
skapas, när de gamla svenska nationalklenoderna rationaliserar och sprider sig över<br />
världen, för att möta den globala konkurrensen. Källa: VA Maj 2012<br />
© Roxtec International AB
Topics<br />
Where do we come from<br />
© Roxtec International AB<br />
– Invention – product – solution – core values<br />
Ambition<br />
– The world is our market<br />
Segmentation<br />
– A two dimensional approach<br />
The brand<br />
– A strength and a challenge<br />
Conclusion
© Roxtec International AB<br />
The Story<br />
The Invention<br />
The Multidiameter TM concept<br />
”The unexpected but self-evident solution”<br />
The Cultivation<br />
Development of a marketable product<br />
and a long-term, value-based business concept<br />
The Success<br />
World-leading supplier within 4 years
The Multidiameter TM<br />
invention<br />
- Safety<br />
- Reliability<br />
- Superior installation<br />
- TCO<br />
- Value<br />
© Roxtec International AB
© Roxtec International AB<br />
Roxtec Core Values<br />
Roxtec_Core_Values.mpg
© Roxtec International AB<br />
Roxtec Core Values<br />
1. Market creators - Better to “own” a market than a factory.<br />
2. Satisfaction - Make each customer feel special<br />
3. Trust - Face the customer openly<br />
4. Globally local - The world is our market<br />
5. Flexible - Fast and flexible<br />
6. Profitable - Save money for the customer<br />
7. Simplicity - Simplicity is our motto
Extensive training programme<br />
Basic training<br />
© Roxtec International AB<br />
– 5 days in Karlskrona, all employees<br />
Product training<br />
– 4 days extended technical training in Karlskrona<br />
Value Added Sales training<br />
– 3 days sales training focusing on VAS<br />
– HQ or locally<br />
Segment specific sales training<br />
– 2-3 days sales training segment specific<br />
– HQ or locally
Implement a Value Added approach<br />
Passion sells, Enthusiasm is contagious<br />
and Knowledge is power<br />
To sell our Value Added, you must first<br />
know our Value Added<br />
© Roxtec International AB<br />
Tom Reilly, from the book Value added selling
© Roxtec International AB<br />
How broad is our offer?<br />
Double generalist Market generalist Market specialist Double specialist<br />
”Everything<br />
for everyone”<br />
How broad is our target group?<br />
”A certain thing<br />
for everyone”<br />
”Many things<br />
for a few”<br />
”A certain thing<br />
for a few”
Our Sales & Marketing Matrix<br />
Marine<br />
Oil & Gas<br />
offshore<br />
Process<br />
Industries<br />
Telecom<br />
© Roxtec International AB<br />
Construction<br />
Power<br />
OEM<br />
Geographical Market Units<br />
GEOGRAPHY<br />
Sales<br />
Drive<br />
SEGMENT<br />
Marketing &<br />
Concept Drive<br />
The Geographical Sales, is responsible<br />
for CREATING LOYAL CUSTOMERS<br />
hence customer relations, sales, sales<br />
people with a 1-2 year drive.<br />
The Segment is responsible for<br />
Growth Investments and Offer,<br />
the definition of the market, potential,<br />
targets, needs analysis, product, pricing<br />
and marketing concept with a 2-4 year<br />
mindset.
Business Fit Score<br />
80<br />
75<br />
70<br />
65<br />
60<br />
55<br />
50<br />
45<br />
Global Potential and MIA<br />
Low/Low<br />
40<br />
40 45 50 55 60 65 70<br />
Market Attractiveness Score<br />
75 80 85 90<br />
© Roxtec International AB<br />
High/High
Our Sales & Marketing Matrix<br />
Marine<br />
Oil & Gas<br />
offshore<br />
Process<br />
Industries<br />
Telecom<br />
© Roxtec International AB<br />
Construction<br />
Power<br />
OEM<br />
Geographical Market Units<br />
GEOGRAPHY<br />
Sales<br />
Drive<br />
SEGMENT<br />
Marketing &<br />
Concept Drive<br />
The Geographical Sales, is responsible<br />
for CREATING LOYAL CUSTOMERS<br />
hence customer relations, sales, sales<br />
people with a 1-2 year drive.<br />
The Segment is responsible for<br />
Growth Investments and Offer,<br />
the definition of the market, potential,<br />
targets, needs analysis, product, pricing<br />
and marketing concept with a 2-4 year<br />
mindset.
International expansion<br />
1990 – start in Karlskrona<br />
1997 – China and US<br />
1998 – Germany<br />
2000 – Finland, Italy and Spain<br />
2002 – Brazil<br />
2004 – South Korea and UAE<br />
2005 – India and UK<br />
2006 – acquisition GK Marine (Germany)<br />
2007 – Japan<br />
2010 – Singapore and Mexico<br />
2011 – Australia and France<br />
2012 – acquisition of Sleev-it and est Denmark and Croatia<br />
© Roxtec International AB
© Roxtec International AB
© Roxtec International AB
© Roxtec International AB
1 200<br />
1 000<br />
800<br />
600<br />
400<br />
200<br />
MSEK<br />
© Roxtec International AB<br />
109<br />
125<br />
152<br />
184 181 175<br />
54<br />
6 6 6 11 17 23 31<br />
1 1 1 1 1 1 1 2 3 3 6 6 7 7 9 11 12 13 13 13 13 17 20<br />
1990<br />
1991<br />
1992<br />
1993<br />
1994<br />
1995<br />
Sales Roxtec Group from 1990<br />
1996<br />
1997<br />
1998<br />
1999<br />
2000<br />
2001<br />
2002<br />
2003<br />
166<br />
2004<br />
198<br />
2005<br />
263<br />
2006<br />
315<br />
2007 (6 months)<br />
362<br />
2007/2008<br />
439<br />
2008/2009<br />
479<br />
2009/2010<br />
510<br />
2010/2011<br />
Empl.<br />
535<br />
FC 2011/2012<br />
600<br />
500<br />
400<br />
300<br />
200<br />
100<br />
0
South East<br />
Asia & Pacific<br />
14%<br />
Middle East &<br />
Africa<br />
6%<br />
China<br />
12%<br />
© Roxtec International AB<br />
Roxtec Sales YTD, by Geography<br />
Latin America<br />
1%<br />
India<br />
3%<br />
Brazil<br />
2%<br />
Europe North,<br />
South and<br />
West<br />
26%<br />
Sales Roxtec Group YTD 1205<br />
US and<br />
Canada<br />
19%<br />
Central Europé<br />
17%<br />
Construction<br />
8%<br />
Power<br />
9%<br />
OEM<br />
16%<br />
Roxtec Sales, YTD by Segment<br />
Telecom<br />
9%<br />
Other<br />
1%<br />
Process<br />
Industries<br />
10%<br />
Marine<br />
28%<br />
Oil & Gas<br />
Offshore<br />
19%
Conclusions factors of success<br />
Focus from the start<br />
Affiliation from local markets<br />
Keep entrepeneurial spirit<br />
Clear segmentation<br />
Value-based sales approach<br />
Consistent brand image<br />
© Roxtec International AB
© Roxtec International AB
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