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•2
Content
1. LOGSTOR Vision
2. Facts and figures about LOGSTOR
3. Product range – system sales
4. LOGSTOR sales organization
5. Competitive situation
6. Market overview
7. Competitive situation
8. LOGSTOR Value proposition
•3
Who We Are & Our Vision
To make the World's energy supply more efficient and reduce the global energy loss with leading insulation products, improving the environment for the populations in all continents.
The world’s leading
manufacturer of pre-
insulated pipes for
energy efficient
transportation of
gases and liquids for
district energy.
Sales
Production
Distributor
Mobile Plant
Joint venture
8 plants in Europe, 1 in Asia, 2 mobile production units
14 Sales units
Joint ventures in China and Dubai
Distributors in more than 30 countries
A result of several mergers and aquisitions
More than 5,000 km pre-insulated pipes every year
More than 185,000 km LOGSTOR pipe supplied to date
Headquarters in Denmark 1,500 employees Annual turnover > 250 MEUR Owner: Triton Fund III
The LOGSTOR Group & our global presence
•6
Integrated Solutions & Systems
• One integrated solution for the whole pipe system
• Designed to minimize installation & operating costs
• Optimum insulation ensures low operating costs
Reduces heat loss
Improve energy efficiency
Reduces CO2 emissions
Reduce maintenance costs
• Service before, during and after installation
• Quality, durability and lifetime beyond 30 years
• +50 years of experience inventing pre-insulated pipe technology
•7
The global leader in high quality pre-insulated solutions
• Product range and capacity
• Pre-insulated pipesystems for temperatures from: -200 to +250°C
Straight pipes, from DN 20 to DN1200
– More than 10,000 km
• Flexible pipes, from DN15 to DN110
– More than 3,000 km
• Joints (mechanical, shrinkable & weldable)
– More than 1,000,000 units
• Pre-insulated fittings
– More than 250,000 units
•8
Sales organization,
District Energy &
Industry
Mats Gärdfors, EVPCommercial, District Energy & Industry
Tobias LangerRegion Central
Stefano De SalvatoreSweden
Norway
Luca BovolentaRegion South
Paweł DykowskiDemand Planning
GermanyAustriaBenelux
ItalyFrance
Switzerland
Christian Schrøder
Denmark
UK
Troels HansenService
Jesper Frank,Industry
Mats GärdforsActing
Region CEE
Baltics
Lithuania
Finland
Poland
Romania/Balkan
Bulgaria
Jorgen Aegidius
Export & Distribution
Jesper FrankMarketing
CVM
Anne Maj Overgaard
Customer Service
and Technical Design
Department
Customer Service
Sweden
Customer Service
Denmark
Customer Service
(PL)
Multilingual team
Process CS
Anette Jensen
RoWDistributors &
District Cooling
Technical Design Department
•9
Distributors overview
LOGSTOR Distributors Distributor client no. Daily contact ASM
Market Company name SAP
Ireland IE Noel Walshe Dublin 10840 Noel Walshe CHJ
Kosovo XK K-WE Pristina 16149 Arben Jashari JAE
Latvia LV Sia Bek Riga 10364 Ivars Bekmanis TOL
Macedonia MK Energo Sistem DOO Skopje Boban Stojanovski AOB
Norway NO SGP Varmeteknikk Oslo 14269 Jo Helge Gilje CHJ
Oman OM Shamel Moscat 10360 Avinash JAE
Serbia RS Termonet Belgrade 14549 Branko Crncevic AOB
Serbia RS Energy Pro Novi Sad 16739 Aleksandar Milinski AOB
Slovakia SK Tenza Nitra 13905 Marta Babikova JAE
Slovenia SI ESTA Ljubliana 10365 Matija Rustja AOB
Spain & Portugal ES Efiterm Madrid 16699 Daniel Herdin TOL
Turkey TR Bilek Energy Fethia 16299 Haluk Bilek JAE
Ukraine UA ITRES Kiev 16900 Boris Bondar NIT
LOGSTOR Distributors Distributor client no. Daily contact ASM
Market Company name SAP
Ireland IE Noel Walshe Dublin 10840 Noel Walshe CHJ
Kosovo XK K-WE Pristina 16149 Arben Jashari JAE
Latvia LV Sia Bek Riga 10364 Ivars Bekmanis TOL
Macedonia MK Energo Sistem DOO Skopje Boban Stojanovski AOB
Norway NO SGP Varmeteknikk Oslo 14269 Jo Helge Gilje CHJ
Oman OM Shamel Moscat 10360 Avinash JAE
Serbia RS Termonet Belgrade 14549 Branko Crncevic AOB
Serbia RS Energy Pro Novi Sad 16739 Aleksandar Milinski AOB
Slovakia SK Tenza Nitra 13905 Marta Babikova JAE
Slovenia SI ESTA Ljubliana 10365 Matija Rustja AOB
Spain & Portugal ES Efiterm Madrid 16699 Daniel Herdin TOL
Turkey TR Bilek Energy Fethia 16299 Haluk Bilek JAE
Ukraine UA ITRES Kiev 16900 Boris Bondar NIT
•10
Distributors responsibility
• In general long term cooperation with distributors some > 20 years
• Distributor markets are all project markets, which are financed by public funding, EU, EBRD, KfW
• All projects are out for public tendering => very competitive markets
• Distributor is responsible for all sales activity and communication with the clients
• Highly important to get into the spec’s differentiate to competitors
• Convince client to give priority to Total Cost of Ownership in tender evaluation
• Preparation and submission of tenders to clients in the market is
• Annual agreement on sales target, price level (discount on gross price list)
• For the major projects a close dialogue between ASM and distributor
• Distributor is supported by ASM sales phase and by CS organization in execution phase
•11
The market & players in preinsulated pipesystems for District
Energy
• Market for preinsulated pipesystems for District Energy approx. 750 MEUR
• Global Players – a handful
• Regional players – 2-3 handfuls, a few examples
• Local players - numerous
+200 others
• End User • Consulting Engineer• Contractors
• Main Focus:
1. Price
2. Delivery
performance
3. Product Quality,
min. compliance
w. standards
• Main Focus:
1. TCO
2. Product Quality,
best in class
3. Price
4. Delivery
Performance
• Main Focus:
1. Product Quality,
best in class
2. TCO
3. Price
4. Delivery
Performance
Market overview, Customer Segments
•13
General sales strategy
• Gain profitable marketshare – in a flat market (at present)
• Value based sales
– Lowest Total Cost of Ownership, reduction of energy loss and emissions, ROI tools
– Effective installation and maintenance, design & joints
– Secure technical lifetime, surveillance systems & services
– Customer excellence, delivery service, accountability
• Differentiation
Customer satisfaction
•14
Total Cost of Ownership / Lifetime costs
1. Investment costs (Non-recurrent costs)
– Purchase costs, components
– Installation costs
– Costs of planning and commissioning
2. Operating costs (annual costs)
– Costs of energy & heat loss
– Costs of maintenance
– Costs of repairs
– Costs of poor quality
3. Total costs of the solution
Investment Cost
Operating Costs
30 years
Acknowledged to include energy savings in evaluation of tenders in
Scandinavian markets – but still neglected in most other markets
•15
LOGSTOR Value Proposition
Lowest total cost of operation
• Insulation Technologies
• Lifetime Insulation protection
• Integrated Solutions
Effective installation
• LOGSTOR Joints
• LOGSTOR Design Services
• Documentation & Certification
Longest life time
• Surveillance
• LOGSTOR Calculator
• LOGSTOR Services
Customer Excellence
• Responsiveness
• Transport & Delivery Accuracy
• Accountability
Evaluation of the Value Propositions
•16•20/11/2015
0
1
2
3
4
5
6
7
8
9
VP1:Minimum heat loss
VP2: Insulation technology
VP3: Optimum Solution
VP 4:Joint system
VP5: Optimum Design
VP 6: Documentation
VP7: Surveillance
VP8: Software & Measuring
VP9: Service offering
VP10: Responsiveness
VP 11: Transportation
VP 12: Customer service
Market or clients requirements / LOGSTOR & competitor performance
LOGSTOR
Close the gaps
•17
Entering new markets – quite traditional:• Normally it starts with opportunistic selling
• Market research
– Accessible market value, competition, trends/macro economics, projects in pipeline etc.
• Participation in export promotion events, DBDH and others
• Local partner search
• Evt. strategic partnerships with DK/EU companies
• Presentation and approval of business plan
• Training of local rep
• Sales meetings, quotations follow up
• Arrange seminars for target clients and designers
• Participation in relevant exhibitions
• System export sales – we do not have the structure and driver - yet
• Mobile production vs. permanent production set up if > 50 – 100 MDKK
• Export focus areas outside core European markets: TR, UA, NA
• And then only remains to:
Thank you for
your attention !
www.logstor.com
•20/11/2015