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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
A LOCALLY
ADAPTED OffER
from Asia to South America, from the Middle East to Eastern Europe,
the proles of emerging markets vary widely and call for special
understanding of the different challenges involved. The Group is very
alert and pragmatic in responding to the realities of these markets.
MEETING THE NEED fOR BASIC EQUIPMENT
In emerging markets, the Group is, first and foremost, responding
to a basic and urgent need for equipment. These new consumers,
whose purchasing power is on the rise, want to equip their homes
and improve their living environment. Small domestic equipment,
which sells at moderate average prices, is at the forefront of this
new accession to home comforts. Cookware and electric irons often
serve as forerunner products for the Group, which then goes on to
penetrate these markets with an adapted offer.
PROPOSING AN ADAPTED OffER
For Groupe SEB, diversity in local usage and culinary traditions
brings new opportunities. Indeed, our daily concern is to develop
a product offer that corresponds to the eating habits of all kinds
of consumers... because people do not eat rice in China in the
same way as they do in Peru, because bread in Turkey is not the
same as in Russia. This rich diversity generates value for the
Group.
The matching of products to needs can also mean adapting
accessories. In the Middle East for example, the Moulinette
shredder has a special blade for chopping spices – very popular in
these countries – while in Brazil, blenders are equipped with
accessories for exotic fruits. The Group also offers special products
and novel features to meet specific local needs. Some examples
are an anti-mosquito fan for the warm countries of South
America, or a soya milk extractor for China, while, in Russia,
a real favourite is our special meat mincer designed for the needs
of traditional local recipes.
ENTICING MARKETS UP-RANGE
However, in addition to its adapted local offer, the Group also
targets all the world’s markets with its high added-value star
products, which respond equally to the desires of mature and
emerging markets. For example, we have successfully launched
steam systems in Turkey, while the Actifry is also a number
1 seller in the Middle East, Poland and Turkey; the Dolce Gusto
– in partnership with Nestlé – was an instant success in Brazil,
where it brought new vitality to the entire coffee-pod market;
meanwhile, in China, Supor is now a specialist in induction
cooking hobs.