MARKET PENETRATION THROUGH EXPANSION OF DISTRIBUTION CHANNELS
Transcript of MARKET PENETRATION THROUGH EXPANSION OF DISTRIBUTION CHANNELS
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MARKET PENETRATION THROUGH EXPANSION OF DISTRIBUTION CHANNELS
BRUNO JEREZ, HEAD GLOBAL DISTRIBUTIONSIKA CAPITAL MARKETS DAY 2018
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1. RETAIL BUSINESS SIKA USA
2. GROWTH OPPORTUNITIES AND INITIATIVES
3. EXAMPLES OF SUCCESSFUL RETAIL PRODUCTS
TABLE OF CONTENTS
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1. RETAIL BUSINESS SIKA USA
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The Home Depot Lowe's Menards Lumber Yards
Home Improvement USA is organized by category management.
Sika is present in “Concrete Repair Category”
Target is to reach above USD 100 million sales in the next three years in Concrete Repair Category
Starting initiatives in new categories:
1. Sealants & Adhesives
2. Home envelope supplier
RETAIL BUSINESS SIKA USARETAIL MARKETSCAPE IN THE USA AND SIKA’S MARKET PENETRATION
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Home Depot and Lowe’s hold
70% of US Home Improvement market
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2014 Sika active in The Home Depot (concrete repair section)
2015 Sika entered concrete repair section at Lowe’s
2016 revamping of Sika proposition to Home Depot with a “Pro-Bay” test included self-levelling mortar
2017 rollout of self-levelling mortar in 1200 Home Depot stores
2017 introduction of new products and innovation included Sika Post Fix in all Home Depot stores and 900 Lowe’s stores
2017 Rmax acquisition – access to thermal insulation category
2018 rollout of Post Fix in all Lowe’s store and through lumber yards stores
2018 key account management for lumber yard and acquisition of business among large regional players
RETAIL BUSINESS SIKA USAKEY FIGURES/MAJOR MOVES
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Home Improvement Customer – White Van Man - general contractor fixing everything from roof to floor
Sika as a One Stop Shop has a competitive advantage versus the competition – all areas of expertise
RETAIL BUSINESS SIKA USA SIKA’S TARGET GROUP FOCUS
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LACK OF SKILLED LABOR FORCE Specialists refuse work and concentrate on core
job Long waiting list for end-users
INFLATION OF REAL ESTATE Young people rent or refurbish old houses Refurbishment cut down into smaller projects
GROWTH POTENTIAL FOR FOCUS TARGET GROUPS
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2. GROWTH OPPORTUNITIES AND INITIATIVES
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OPPORTUNITIES IN BIG BOX – HOME DEPOT/LOWE’S/MENARDS
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Target: 100% store
penetration by 2021
3,737 storeswhere Sika is currently active
4,741 storestotal potential of big box stores
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OPPORTUNITIES IN LUMBER/MASONRY YARDS & HARDWARE
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40% annual growth
expected next 3-5 years
800 storeswhere Sika is currently active
over
20,000 stores
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PULL STRATEGYBUILDING BRAND AWARENESS
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Each year over 6,000product demos performed and
60,000 people trained
BRAND BUILDINGOver 40 tradeshows and events per year
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Pull and Push activities with White Van Man customers at the POS through demos
Create relationship with store associates
Gain additional space in store to increase brand awareness and increase rotation
GMROI (Gross Margin Return on Investment) improvement for the retailer
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PULL STRATEGYBUILDING BRAND AWARENESS
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Management of product information and price
Step-by-step expansion of product portfolio
Extension of the product shelf –more choices
Omni-channel experiencea must!
EXPANSION THROUGH E-COMMERCE
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53% OF GLOBAL INTERNET
USERS MADE AN ONLINE PURCHASEIN 2017
Omni-channel customers spend
208% more than customers who shop in store only
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3. EXAMPLES OF SUCCESSFUL RETAIL PRODUCTS
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Sika® Post Fix FENCE POST MIXEXPANDING POLYURETHANE FOAM FOR POST INSTALLATION
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Sets in as fast as 3 minutes
Replaces two 50 lb. bags of concrete
No water needed
Easy mixing in the bag
For mailbox, fence and sign posts
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SikaQuick® PatchHIGH PERFORMANCE PATCH FOR CONCRETE
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Sets in 10 to 20 minutes
Can drive over in 1 hour
Simple application
No primer needed, just damp surface
Polymer modified for increased strength
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THANK YOU FOR YOUR ATTENTION