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Business units
18
FUNDAMENTALS
Whether global or local, brands are at the very heart of the trust we have built up, both with
our consumers all over the world and with our retailers. Brands provide a solid and coherent basis
for the growth of the Group and its products, and now also provide a basis for today's new order –
digital communications.
A leading global and
local portfolio With 24 brands, the Group has the most powerful portfolio in its
sector. Its 6 international brands – All-Clad, Krups, Lagostina,
Moulinex, Rowenta and Tefal – all have a strong identity and a distinct positioning
nurtured by values that are recognised and appreciated by consumers
all over the world. The worldwide leader, the Group also aims to develop and
consolidate its local positions, by capitalising on 18 brands that have a very
strong image in their markets and rely on the same platforms as global
brands (vision, values, positioning). The acquisitions made over the past few
years have in fact enriched our portfolio of brands, in particular in countries
where the Group previously had a weak presence or was not very
diversified.
A multi-segment strategy
The complementary nature of these brands enables the Group
to conduct a coherent product development and distribution policy and
encourages the segmentation of the product offer. In fact the Group's aim
is to occupy a broad territory, which extends from a tactical presence
at entry-range level to a strong and structured mid-range positioning and a
targeted positioning in the "premium" sector.
The generalist global brands provide the ideal "bridge heads" for introducing
one or more product families to the market under a brand name that is
already recognised in a category. For example, in order to accelerate its
growth, Tefal relies on its strong brand image in cookware to promote
the launch of families of small electrical appliances, especially in kitchen
electrics and linen care. Rowenta bases its growth on the worlds of home
care, linen care and personal care. Another flagship brand, Moulinex, which
is firmly oriented towards food preparation, also finds a strong legitimacy in
other areas of cooking, such as beverage preparation and electrical
cooking.
open food SyStem,
the future iS invented together
Initiated and coordinated by Groupe SEB, Open Food System is a collaborative research
programme, bringing together 26 partners, half of which are involved in human sciences.
The objective of this project, which combines hardware and software, is to devise and develop
third generation solutions for the kitchen. In other words, to be able to provide tomorrow's
consumers with more than just appliances, offering them complete solutions instead. This process
will take place through an intelligent digital platform, combining all the content and services
required by consumers in order to facilitate and improve their cooking on a daily basis. Approved
by 6 competitive clusters in France, Open Food System benefits from state financing as part
of the "Investments for the future" (Investissements d’avenir) policy.