Seb Sa · EURONEXT:SK
Seb Sa — Groupe SEB — Investor Day (November 2019)
97 slides from Seb Sa's investor day presentation, Nov 13, 2019
Slide 1: Investor Day: From Market to Plate
INVESTOR DAY FROM MARKET TO PLATE PARIS – 13 NOVEMBER 2019
Slide 2: Agenda
1. Introduction 8:00 – 8:15 2. Groupe SEB cooking expertise 8:15 – 8:45 Nathalie Lomon – Senior Executive VP, Chief Financial Officer 8:45 – 9:10 AGENDA 3. Culinary trends: food for thought Isabelle Posth – VP Financial Communication & IR 4. Digital trends and Groupe SEB digital vision 9:10 – 9:40 G
Slide 3: Introduction
01 INTRODUCTION
Slide 4: Groupe SEB Cooking Expertise
02 GROUPE SEB COOKING EXPERTISE
Slide 5: Cooking: a €43 billion market growing ~5% p.a.
Cooking: a €43 billion market growing ~5% p.a. Small Kitchen Electrics € 20 billion Cookware € 23 billion € 8 bn € 6 bn € 6 bn € 10 bn € 13 bn Electrical Beverages Food Pots & Pans, Kitchen tools cooking preparation Pressure Cookers and utensils GROUPE SEB IS THE WORLWIDE LEADER IN COOKING #1 #2 # 2
Slide 6: Cooking: ¾ of Groupe SEB's Consumer business
Cooking: ¾ of Groupe SEB’s Consumer business 40% 35% 25% Kitchen electrics Cookware & Kitchenware Home & Personal Care • Electrical cooking 50% • P&P, PC* 80% • Food prep 20% • Kitchen tools & ustensils 20% • Beverage 30% 6 13/11/2019 Investor Day – Paris – 13 November 2019 * Pots & Pans, Pressure C
Slide 7: Cooking: keeping alive the pioneer spirit of early days
Cooking: keeping alive the pioneer spirit of early days 1953 1954 1962 1969 1973 1977 1978 1995 Seb Pressure Tefal Seb electrical Seb Odorless Grille « tout Seb Tefal Arno auto-clean Cooker non stick pan coffee maker electrical fryer pain » Seb mini mincer Raclette gril blender 1996 Ingenio Tefal Th
Slide 8: Cooking: from regional roots to a global leadership position
Cooking: from regional roots to a global leadership position Purchase of the 1857 1944 1953 1968 1975 1997 Brazilian company Arno Antoine Lescure founds a The company Launch of the SEB Super Acquisition of Tefal The SEB share is listed on tinsmithing shop in Selongey becomes S.E.B. Cocotte pressure
Slide 9: Cooking for good: leadership through expertise and legitimacy
Leadership in the cooking industry is about expertise and legitimacy ▪ Featuring the largest product portfolio, both in cookware and kitchen electrics • Covering all segments and pricing points ▪ Leveraging a strong and sustainable brand equity in cooking • Via global and local brands ▪ Rolling-out
Slide 10: The largest product portfolio – Cookware & Kitchenware
The largest product portfolio in the industry – Cookware & Kitchenware COOKWARE KITCHENWARE 10 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 11: The largest product portfolio – Kitchen Electrics
The largest product portfolio in the industry – Kitchen Electrics ELECTRICAL COOKING BEVERAGES FOOD PREPARATION 11 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 12: A strong and sustainable brand equity
A strong and sustainable brand equity / THE worlwide iconic cookware brand Fixed handle P&P Stackable P&P (Ingenio) Cookware: > 60% of Tefal ww revenue 12 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 13: A strong and sustainable brand equity: wide product offering
A strong and sustainable brand equity / THE worlwide iconic cookware brand ➔ A wide product offering: multi-materials, coated/non coated… 13 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 14: Tefal, a meaningful brand
A strong and sustainable brand equity Tefal, a meaningful brand ➔ Innocuity of products ➔ Recycled materials 14 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 15: Tefal, our global flagship brand in Kitchen Electrics
A strong and sustainable brand equity Tefal, our global flagship brand in Kitchen Electrics 15 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 16: A strong and sustainable brand equity
A strong and sustainable brand equity #1 in Cookware #2 in Small Kitchen Electrics Enjoying the best brand awareness in Small Kitchen Electrics 16 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 17: Our brands are references in cooking expertise
A strong and sustainable brand equity Our brands are references as for cooking expertise and ranking # 1 or # 2 in our Top-20 countries or in their native markets 17 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 18: Groupe SEB is Japanese in Japan…
A global and multi-local strategy Groupe SEB is Japanese in Japan… 18 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 19: Groupe SEB is Turkish in Turkey…
A global and multi-local strategy Groupe SEB is Turkish in Turkey… 19 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 20: Groupe SEB is Indian in India…
A global and multi-local strategy Groupe SEB is Indian in India… 20 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 21: Groupe SEB is Colombian in Colombia…
A global and multi-local strategy Groupe SEB is Colombian in Colombia… 21 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 22: Groupe SEB is Thai in Thailand…
A global and multi-local strategy Groupe SEB is Thai in Thailand… 22 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 23: Groupe SEB is Czech in the Czech Republic
A global and multi-local strategy Groupe SEB is Czech in the Czech Republic 23 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 24: Since the 1953 Super Cocotte…
Innovation Since the 1953 Super Cocotte… 1956 Françoise Bernard’s first recipe book for the Seb pressure cooker More than 30 editions published More than 10m copies sold 24 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 25: … And the launch of a new concept by Tefal…
Innovation … And the launch of a new concept by Tefal… 25 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 26: We have continuously been committed to innovation
Innovation … We have continuously been committed to innovation Overall, close to 500 patents filed ww / year ➔ More than half of them in the cooking segment ➔ Homemade healthy and tasty food, safe and reliable products, respect for the environment 26 13/11/2019 Investor Day – Paris – 13 November 201
Slide 27: 29 industrial sites manufacturing Kitchen Electrics/Cookware
Industrial and technological know-how 29 industrial sites manufacturing Kitchen Electrics/Cookware Rumilly Mayenne Emsa Emsdetten 27 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 28: One shared mission
One shared mission Make consumers’ everyday lives easier and more enjoyable… … cook for good and contribute to better living around the world 28 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 29: Culinary Trends: Food for Thought
03 CULINARY TRENDS : FOOD FOR THOUGHT
Slide 30: One shared mission to serve many different consumer types
One shared mission to serve many different consumer types 30 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 31: Because consumers are different and paradoxical
Because consumers are different and paradoxical 31 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 32: Everyday lives have been changing rapidly
And their everyday’s lives have been changing rapidly SIMPLIFICATION WELL-BEING NEW BEHAVIOURS ENGAGEMENT DIGITALIZATION Smaller kitchens Valorization of Rich consumer experience Naturality, organic E-commerce Less time to cook homemade dishes Traditional & multicultural food Apps Seamless cooking H
Slide 33: Smaller kitchens: multifunction appliances
In large cities, kitchens are getting smaller and smaller -10% space in 10 years* ➔ Multifunction appliances and stackable P&P 33 13/11/2019 Investor Day – Paris – 13 November 2019 Paris, Enquête logement 2017
Slide 34: Time flies… Cookeo+
Time flies… Time spent cooking -35% in 30 years ➔ COOKEO+ 120 recipes ready in less than 15 minutes 34 13/11/2019 Investor Day – Paris – 13 November 2019 France, Euromonitor 2019
Slide 35: Cooking is a task
Cooking is a task 35 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 36: Easy to use products
Preparing meals is a daily (tedious) task Out of home meals +12% in 3 years (ww) ➔ Easy to use products 36 13/11/2019 Investor Day – Paris – 13 November 2019 Source: Kantar Worldpanel
Slide 37: From the sole product to an integrated cooking solution
Cooking know-how has been losing ground Technical features and apps replacing cooking skills to ensure scrumptious dishes ➔ From the sole product to an integrated cooking solution 37 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 38: Cooking is also a pleasure
Cooking is also a pleasure 38 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 39: Best results require the best tools
Cooking as experts Best results require the best tools 39 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 40: Reinforcing our leadership in convivial cooking
Fun-cooking Reinforcing our leadership in convivival cooking 40 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 41: Food is about shared moments, emotions and experiences
Food is about shared moments, emotions and experiences… 41 ➔ Clear 13/11/2019 correlation between social eating and social bonding and happiness Investor Day – Paris – 13 November 2019
Slide 42: … and belonging to a community
… and belonging to a community 42 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 43: Consumers are overall more engaged
Slide à faire ▪ Markets’ insights • Collecting, crunching, using data ▪ InternationalizedConnected products including: • Apps • Communities… ▪ E-commerce • ~25% of Group consolidated sales ▪ Growth drivers (ATL and BTL) • > 40% digital ▪ Towards 4.0 factories Consumers are overall more engaged 43 13
Slide 44: Traceability, transparency, short-supply circuits
They are more informed and more concerned about what they eat ➔Traceability, transparency (pesticides, additives…) ➔ Short-supply circuits 44 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 45: They want to choose their food…
They want to chose their food… ➔ Allergen-free ➔ Special diets: vegan, vegetarian, flexitarian… ➔ Nutritional interest and health benefits 45 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 46: Digital Trends and Groupe SEB Digital Vision
04 DIGITAL TRENDS AND GROUPE SEB DIGITAL VISION
Slide 47: In less than 15 years, digital has transformed the world
In less than 15 years, digital has transformed the world Internet users x 4 E-commerce platforms have boomed ➔ ww Amazon sales x 33 1 billion 2005 Amazon worldwide turnover from 2004 to 2018 (in USDm) 2010 2015 4 billion 2018 Source: Statista 2019 47 13/11/2019 Investor Day – Paris – 13 November 201
Slide 48: Giving consumers access to infinite content
Giving consumers the opportunity to access infinite content 48 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 49: Giving brands the opportunity to get infinite information
Giving brands the opportunity to get infinite information on their markets By 2025, skyrocketing datasphere… = 20 per capita 33 ZB … paving the way for a future in-depth understanding of consumers 49 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 50: Consumers' engagement is an opportunity to collect data
Consumers’ engagement in our categories is an opportunity to massively collect data Systematize data collection Build products with associated across our touchpoints services i.e. service-based offer 50 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 51: Capitalize on data to build a virtuous circle
Capitalize on data to build a virtuous circle 51 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 52: Food / Cooking is impacted by digital transformation
Food / Cooking is particularly impacted by the digital transformation Food is becoming a service Meal delivery 2019 ww est. revenue: USD 107bn Uber Eats, Deliveroo, +17% yoy Foodcheri, Frichti… Number of users (2019): ~ 1 bn +15% yoy 52 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 53: Cooking is impacted by the digital transformation
Cooking is particularly impacted by the digital transformation BEFORE PURCHASE 30% of media consumption is digital (x3 vs 2010) 75% of SDA purchases are influenced by a digital touchpoint DURING PURCHASE 35-40% of SDA purchases are made online Cooking/food ➔ Main center of interest on internet AFTE
Slide 54: Consumers look for other users' opinions
Consumers are increasingly looking for other users’ opinions 54 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 55: New intermediaries are prevailing
New intermediaries are prevailing GAFA are the starting point Google and Facebook capture 70% of of ~85% of product search digital media spend and 90% of the growth 55 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 56: Frontiers are blurred between offline and online worlds
Frontiers are blurred between offline and online worlds 60% of US consumers regularly use their mobile in Brick & Mortar retail 56 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 57: Build hybrid communication strategies
Build hybrid communication strategies 57 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 58: Understand GAFA (&BATX) at the heart of their algorithms
Understand GAFA (&BATX) at the heart of their algorithms 58 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 59: Social by design
Social by design Influence marketing Communities 59 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 60: Growing investments in digital marketing and communication
Growing investments in digital marketing and communication Leading to increased impact on consumers’ engagement Share of digital Improved reach Decreasing cost per session in total media spend Number of sessions (in M) (in €) 60 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 61: Engaging consumers before, during and after purchase
Engaging directly and personally consumers before, during and after their purchase 61 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 62: Break
BREAK
Slide 63: Consumer Journey: A 360° Experience
05 CONSUMER JOURNEY: A 360° EXPERIENCE
Slide 64: In such a context, how do we…
In such a context, how do we… Transform our consumers into ambassadors Optimize user satisfaction Ensure visibility, noticeability & and frequency of use memorization Maximize transformation Differentiate & trigger into buying acts preference 64 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 65: Being consumer centric
Being consumer centric ▪ Understanding consumers’ journeys (insights & touchpoints) in all their specificities ▪ Identifying and selecting the most relevant touchpoints to initiate conversion with our consumers ▪ Communicating through the most appropriate formats and messages in an engaging way ▪ Ke
Slide 66: It all starts from an insight
It all starts from an insight 66 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 67: From a product promise to a marketing strategy
From a product promise to a marketing strategy 67 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 68: Based on an in-depth analysis of consumers' habits
Based on an in-depth analysis of consumers’ habits 68 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 69: Build-up of the Consumer Journey
Build-up of the Consumer Journey Touchpoints Key messages Questions Steps Actions do to - TV “With OptiGrill Elite, I want to please my Position OptiGrill Elite as - OLV experience perfect friends and family with grilling results, from perfect grilling results but ATTENTION THE reference for a new -
Slide 70: Asset development and activation plans
Asset development and activation plans TV campaign + OLV Partnerships Partnership with influencers Sponsored posts ATTENTION Always on: with meat/food brands & Griling communities (Owned Social Media) Build awareness Social media (FB, IG, YT) Conextualized 1 Chef endorsement : co-branded Traditional
Slide 71: Road to market guidelines for a perfect local execution
Road to market guidelines for a perfect local execution 71 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 72: Create for tomorrow a seamless Consumer Experience
Create for tomorrow a seamless Consumer Experience 72 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 73: Business Cases: Cake Factory & Cuisine Companion
06 2 BUSINESS CASES: CAKE FACTORY & CUISINE COMPANION
Slide 74: Cake Factory, the Group's first 100% digital launch
Initiate conversation & recommendation via micro-influencers... Cake Factory, the Group’s first 100% digital launch 50 micro-influencers 1 million people reached > 50 pictures Generation of user content/conversation > 300 stories ² Influence 74 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 75: Building up a strong recommendation flow
… building-up a strong recommendation flow ² Influence 75% of web surfers already did their purchase after having seen an influencer content 75 13/11/2019 Investor Day – Paris – 13 November 2019 *Argus de la presse – juin 2017 – 1003 personnes interrogées
Slide 76: The Cake Factory Facebook community
The Cake Factory Facebook community « Cake Factory – pâtisserie, recettes et astuces » ² Influence ▪ User understanding Community ▪ Recommendation ▪ First step of the consumer journey for 50% of the followers Internal administrators 76 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 77: The community, a very strong start
The community, a very strong start Within two months after launch ² ▪ 20,000 members Influence Community ▪ Over 15,000 posts, 1 post each 5 min! ▪ 4,000 interactions/day 77 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 78: The community, key learnings
The community, key learnings ▪ Daily direct contact with users/followers ▪ Identify recipes and accessories the followers would like to have Community ▪ More than consumers ➔ Followers become real ambassadors / prescriptors 78 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 79: Media plan – Identify prospects
Media plan – Identify prospects Use data to precisely target the best prospects to maximize the impact of our media plan Digital Mums + Digital Senior Community Gift Intentionnists Media Plan Cooking enthusiasts 79 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 80: Media plan – Address prospects with the right assets
Media plan – Address prospects with the right assets at the right moment Consideration banners Collection Video Insta stories Purchase banners Page Post Carrousel Enriched content 80 13/11/2019 Investor Day – Paris – 13 November 2019 Canvas
Slide 81: Media plan – Generate traffic to the PoS
Media plan – Generate traffic to the PoS How does it work? Community Media Plan Démolocator Print the display to the hot prospect close to a store with a product demonstration. 81 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 82: Media plan – Generate traffic to the PoS
Media plan – Generate traffic to the PoS Community Media Plan Journey 1. The surfer clicks on extension 2. And is redirected to a retailer mapping 3. Retailer description appears 82 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 83: Instore promotion
Instore promotion Product demonstration, visibility and sales conversion ▪ > 1,000 POS, > 50% Weighted Distribution ▪ 80% with POSM Communauté ▪ Demonstration on Retailer’s initiative ▪ #1 convivial cooking hitlist Instore Promotion 83 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 84: The virtuous circle of recommendation
The virtuous circle of recommendation FACEBOOK COMMUNITY INFLUENCE MEDIA PLAN INSTORE PROMOTION 84 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 85: Business Cases: Cake Factory & Cuisine Companion
06 2 BUSINESS CASES: CAKE FACTORY & CUISINE COMPANION
Slide 86: The Companion open system: a unique value proposal
The Companion open system : a UNIQUE value proposal ▪ Cooking food processors: a rapidly developing segment ▪ A competitive segment ▪ The open system: a differenciating asset 86 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 87: The free app at the heart of the Companion open system
The free app at the heart of the Companion open system INTUITIVENESS All the Companion users download the App 50% use the App 3x a week COMMUNITY 50% download it before purchase 4.6 on iOS INSPIRATION 87 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 88: From usage to experience
From usage to EXPERIENCE Live the immersive and unique Companion experience 88 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 89: A daily experience to solve the customer's daily concerns
A daily experience to solve the customer’s daily concerns « I want to keep control of what my family eats as much as possible » « I often lack time during weekdays and yet I do not want to serve ready-to-use food » « I try to always cook home made meals with fresh ingredients ✓ +30 years old but it
Slide 90: A daily source of cooking inspiration
A daily source of cooking inspiration « I have no idea what to cook tonight! » Over 1,500 step by step recipes Personnalized recommendation of recipes « What could I cook Recipe suggestion « in my fridge » with the stuff in my fridge? » 90 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 91: An intuitive experience to simplify daily cooking
An intuitive experience to simplify daily cooking NO IDEA SHOPPING CART? HOW TO COOK? DIRTY HANDS Recipe Service Step by step Vocal suggestion shopping list recipe assistant 91 13/11/2019 Investor Day – Paris – 13 November 2019
Slide 92: Communities to share tips or recipes
Communities to share tips or recipes « I got a super curry « I look for a crazy idea for my recipe, I wanna share it» son birthday cake» Facebook communities UGC* in the App represents > 150k members almost 1/3 of our recipe database « I want to know how to look after my Companion? » Thousands of Co
Slide 93: The Moulinex loyalty program
« Moulinex never stops guiding and inspiring me» The Moulinex loyalty program Registered in the Moulinex Database 700k Moulinex contacts 25% email opening rate Welcome: first email to help me discover my Companion 4% of the overall Companion revenue It’s my Birthday: offers on accessories are genera
Slide 94: A precious source of customer knowledge
The Companion open system: a precious source of customer knowledge Source of nominative and behavioral data ➔ Better understand our customers ➔ Opportunities: Personnalization to optimize the engagement and ambassadorship Media optimization: look alike of users, predictive models.. 94 13/11/2019 Inv
Slide 95: Conclusion
07 CONCLUSION
Slide 96: Key take-aways from this Investor Day
Key take-aways from this Investor Day ▪ The Cooking market overall is promising, fast changing and multi-trends ▪ End-consumers are manifold, complex and increasingly digital ▪ Groupe SEB is the global #1 and THE expert in Cooking ➔ Multi products, multi brands, multi local, multi channel ➔ Going be
Slide 97: Thank You – Q&A
08 THANK YOU Q&A