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B U S I N E S S A N D S U S T A I N A B L E D E V E L O P M E N T R E P O R T 2010 SETTING TRENDS In mature markets with a high level of existing home equipment, rival offers are standardized and competition is rife. In this context, Groupe SEB stands out for its innovative solutions and differentiated approach. Although industrialized countries were badly affected over the last three years by a serious economic crisis, consumer demand held up well, notably in small domestic equipment. With 4% growth in sales, Groupe SEB generally out-performed the market in developed countries. While this was indeed helped by continued robust trading in small domestic equipment and cookware, the Group also took advantage of public receptiveness to innovation and new consumer trends. B R E A K D O W N O F 2 0 1 0 S A L E S Mature markets: 56% INNOVATION, A DRIVER Of GROWTH In countries with high existing levels of equipment, the Group stimulates demand for replacement products. This gives it the opportunity to entice people to buy higher added-value products that offer extra user benefits. Popular themes for spurring new sales include time-saving, preserving the nutritive value and tastiness of food, ergonomics and attractive design. A good example in the European linen-care sector was the Group’s role in leading a shift from irons to steam systems, which are faster and more efficient. This trend gathered pace in 2010, notably in France, thanks to the ingenuity of the Anti-Calc scale protection system, which also improved the Group’s product mix and achieved market share gains. Emerging markets: 44% HIGHLIGHT ! PRODUCTS HAILED fOR PERfORMANCE AND QUALITY Comparison tests by consumer magazines are a strong recommendation for our products. Numerous models were acclaimed in this way during 2010. Calor and Rowenta steam systems came out top in trials by Belgium’s ‘Test Achats’ and France’s ‘60 millions de consommateurs’. Britain’s ‘Which? Magazine’ awarded its Best Buy distinction to a Tefal iron, and to the Jamie Oliver blender. Ingenio frying pans (non-PFOA) scored 19/20 in tests by France’s ‘60 millions de consommateurs’. Nutricook was hailed in Germany by ‘Test Magazin’, while a T-Fal pan was “highly recommended” by the American magazine, ‘Cook’s Illustrated’. These distinctions offer a springboard for our sales.
O P E R A T I O N S 40-41 I N T E R N AT I O N A L / M AT U R E M A R K E T S A promotional event in Seoul for Tefal’s mini blender. The Group’s dynamism also lies in its ability to deliver breakthrough innovations that stand out from rival offers and create added value. With products like the Actifry minimal-oil fryer, the Air Force cordless and bagless vacuum cleaner, and the Fresh Express grater-chopper, the Group changed ways of doing things, which helped it to conquer market leader positions in many European countries. ‘Product of the Year’ awards in Spain for the Actifry family, Silence Force and Double Liss. BREAKING NEW GROUND The Group continues to expand its business and strengthen market positions in countries where it is not yet strongly established. In Canada, for example, it has increased its presence by launching hair-care products through a network of hair salons, before releasing them onto the open market. In South korea, having established its dominance in nonstick cookware, steam irons and kettles, the Group has now introduced two more relays for growth: beauty products and food preparation, which are already doing very well. New profitable trends which began in mature markets, have been gathering pace around the world: home cooking, informal meals, a return to tradition, multi-beverage choice, breadmakers, water treatment... SD SPOTLIGHT r NUTRITIOUS & DELICIOUS: HEALTH & PLEASURE COMBINED Valérie Vuillemot, Strategic Marketing Manager, Nutrition and Cooking “All the products in the Nutritious & Delicious line (Actifry, Vitacuisine steam cooker, Nutricook pressure cooker, etc.), have the same aim: to meet desires for healthy eating without having to give up the pleasure of tasty food, and without getting involved in complicated cooking. All this, plus the use of eco-designed utensils made specially for cooking wholesome local produce. Today, we continue to explore new avenues with experts in nutrition, particularly around the concept of the Actifry. In the United States, for example, we collaborate with dietary centres, while in Canada we work in partnership with the Canadian Diabetes Association. As a result, we have developed specific recipes for people with diabetes, and take part in cookery classes at some thirty clinics”.
Page 1 and 2: BEYOND LIMITS B U S I N E S S A N D
Page 3 and 4: B U S I N E S S A N D S U S T A I N
Page 5 and 6: 1 Chairman’s message A BUSINESS M
Page 7 and 8: C H A I R M A N ’ S M E S S A G E
Page 9 and 10: G O V E R N A N C E 04 - 05 ACTIVE
Page 11 and 12: G O V E R N A N C E 06 - 07 THE GRO
Page 13 and 14: G R O U P E S E B I N F I G U R E S
Page 25 and 26: TRANSfORMATION G R O U P E S E B I
Page 27 and 28: O P E R A T I O N S 22-23
Page 29 and 30: O P E R A T I O N S 24-25 T R E N D
Page 31 and 32: O P E R A T I O N S 26-27 B R A N D
Page 33 and 34: O P E R A T I O N S 28-29 20 EMBLEM
Page 39 and 40: O P E R A T I O N S 34-35 THERMO-SP
Page 43: O P E R A T I O N S 38-39 PRESENT I
Page 47 and 48: O P E R A T I O N S 42-43 I N T E R
Page 55 and 56: E X P E R T I S E 50-51
Page 57 and 58: E X P E R T I S E 52-53 WORKING IN
Page 59 and 60: E X P E R T I S E 54-55 OUTSOURCING
Page 61 and 62: E X P E R T I S E 56-57 O P E R AT
Page 63 and 64: E X P E R T I S E 58-59 O P E R AT
Page 65 and 66: E X P E R T I S E 60-61 H U M A N R
Page 71 and 72: S U S T A I N A B L E D E V E L O P
Page 75 and 76: E X P E R T I S E 70-71 E T H I C S
Page 89 and 90: ACKNOWLEDGMENTS This document was p

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