Transcript Diapositiva 1 - :: Moneta Korea

2007 Company Profile
2007 Company Profile
The great specialization
Alluflon designs and produces cookware that exports in more than 50 countries all
over the world.
The company is specialized in the research and design of new and innovative
solutions in order to keep track of the fast changing needs of contemporary
customers.
A strong company and its growth
Alluflon is an industrial organization that has been operating in the non-stick
aluminium cookware for the last 35 years.
The plants of production, warehouses and the offices are located on a surface of
40.000 sqm. of which 28,000 covered.
Alluflon employs 278 people (2006 average).
2007 Company Profile
Company biography
1970 Alluflon was founded on June 6th
1975 the roller coating plant was conceived and set up
1986 the Moneta brand and plants were taken over
1986 the Du Pont license was obtained
1996 Alluflon achieved full compliance to the ISO 9002 standard
2004 Alluflon started with a new coating technology: the OCS
(Original Curtain System)
2007 Company Profile
How to Reach Us
The offices and production plants
are located in Mondavio,
in the province of Pesaro, just a
few kilometers from the MarottaMondolfo highway exit or
Marotta railway station.
The nearby Falconara (Ancona)
airport provides daily links to the
airports of Rome and Milan and
major european airports.
2007 Company Profile
X
The Quality System
Since 1996 Alluflon implemented a certified Quality Management System (QMS) in
according to ISO 9000 standards. From 2002 the QMS is in compliance with the
standard ISO 9001:2000 and is fully applied throughout the entire manufacturing
cycle and remaining processes (sales, purchase, etc…). Alluflon is able to follow, on
demand or specific request of Customer the major and severe quality control
standards nowadays know.
Q
2007 Company Profile
Turnover 1990-2006
60
53,10
48,10
50
40
47,80
49,28
48,90
43,90
35,65
30
20
10
0
1999
2000
Italy
2007 Company Profile
Export
2002
Total
2003
2004
2005
2006
Sales Distribution
22%
Europe
Italy
non european
countries
30%
30% of sales are for the domestic market , the remaining 70% comes from sales in
the foreign markets.
2007 Company Profile
48%
Technical investments trough the years
35
1,7
30
1,9
25
3,04
20
15
2,53
10
8,25
5
27,08
23,84
17,56
0
1995
2000
2003
accumulated
Included leased goods
2007 Company Profile
annual
2006
Company Brands
The company operates with three own brands: Alluflon, Moneta and Iuno Moneta.
The products are distributed by its sales force in many countries.
2007 Company Profile
2007 Company Profile
Moneta’s history
With a long history started in 1875 and thanks to a successful brand relaunch after
Alluflon’s takeover , Moneta has become Italy’s most recognized cookware brand.
During the last 130 years Moneta helped Italians everyday in their kitchens with a
series of products that became part of their habits. Now Moneta is commonly
perceived as a design and big value brand.
2007 Company Profile
Families buy Moneta
20,0%
18,0%
15,4%
16,0%
14,0%
12,0%
10,0%
9,7%
9,1%
8,0%
6,0%
4,0%
1,6%
2,0%
Moneta is a market leader for brand
awareness and market share.
Moneta is the most known no stick
cookware brand in Italy.
ta
ne
o
M
ine
nd
o
R
ti
let
a
i
B
ni
ari
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l
Ba
No Stick Cookw are Ow ned
15.4% of Italians owns at least a
Moneta product.
Nomesis 2006
That means that millions of Italians
cook everyday with a Moneta product.
2007 Company Profile
Families buy Moneta because they know us
14,0%
10,5%
12,0%
10,0%
8,4%
8,0%
6,9%
6,0%
4,3%
4,0%
2,0%
With a 130 year long history Moneta is
the most known cookware brand in
Italy
Mo
ta
ne
le
Bia
tti
n
Ro
din
e
fa l
Te
Top of mind brand
In fact it’s the top of mind cookware
brand among italian consumers
Nomesis 2006
2007 Company Profile
2007 Market Share
Italian Market Share
17%
Global Market share in Italy
(Mln €)
Hypermarkets and supermarkets
13%
Market share (Mln €)
Alluflon is the second cookware
company in the italian market with
a market share of 17%
Alluflon is also the second
company in Italy for sales in the
supermarkets and hypermarkets.
11.5%
Market share (Mln €)
Moneta brand has a 11.5% market
share in supermarkets and
hypermarkets.
Nielsen-Scantrack 2007
2007 Company Profile
Moneta’s ranges
portfolio
Moneta understands contemporary customers’ needs and gives
them a wide product offer. In fact, Moneta designed many
cookware ranges conceived to help people with different needs
and cooking lifestyles.
Moneta pots and pans are beauty for their design, precious for
their quality and useful thanks to their performances.
2007 Company Profile
Major domestic retailers
Moneta products are available at major retailer s and specialty stores while Iuno Moneta
products are available only in selected stores and wedding list specialists.
Here’s a brief list of major Moneta retailers:
Auchan/Gruppo Rinascente
Carrefour/Finiper/Gs
COOP Italia
Conad/Leclerc
Metro
Gruppo Pam
Bennet
Despar
Conforama
2007 Company Profile
International Markets
International Markets.
29%
3%
68%
Europe
American countries
Others
Traditionally, European markets are a stronghold for Alluflon.
Recently overseas markets increased their importance thanks to a series of partnerships in the
USA.
2007 Company Profile
Customers portfolio
51%
49%
Wholesalers
Reteiler chains
Alluflon sales are usually concentrated in the major retail chains, which
are served with a specific sales force.
2007 Company Profile
Major foreign customers
Carrefour/Champion
Auchan
Sisteme "U"
Intermarchè
GB Supermarket
Eroski
Al Campo
Albert Heijn
Anttila/Kesko
Aldi
Lidl
Orphanides
Metro/Makro
Tengelmann (Plus)
Kaufland
Globus
Manor
Ahold/Albert Stores
Tesco/ Kipa
Fortunoff
Hildhrets
Bed Bath & Beyond
Costco*
Wal Mart-Sam's Club*
Product labeled with Tramontina brand
2007 Company Profile
Cookware world today: trends in review
2007 Company Profile
Pro Approach
Nowadays gourmet food is no more consumed just in
restaurants but also at home. Thousands of hobbyist love to
cook classy meals in their kitchens. To prepare complex
recipes they need a new kind of instruments, similar to the
ones used by professional chefs.
Meanwhile TV broadcast dozen of programs about food and
cooking, transforming some chefs into celebrities.
The result?
Several new series of pro-style cookware endorsed by
famous chefs like Gordon Ramsay or Jamie Oliver.
2007 Company Profile
Pro Approach
PRO Moneta
Alluflon have chosen as testimonials for its PRO Moneta range a couple of
young Italian chefs: Ciccio Sultano and Massimo Bottura, both awarded by
the Michelin Guide with two stars.
Pro is a range of product specifically designed for who looks for professional
performances in the kitchen with a state of the art technology combined
with unique Italian design.
Next months the new Gordon Ramsay’s hard anodized range will be in UK
stores branded by Moneta.
2007 Company Profile
Functional Approach
Alluflon studied with a survey consumers’ point of view about cookware
merchandising in superstores. The results show that shoppers would like a
different way to merchandise and communicate products in the shelves.
Traditional placement with products listed by diameter and shape is considered
anonymous and not helpful. Consumers would like products that communicate
their function, for example which way of cooking or what kind of foods certain
pans and pots are suited for .
2007 Company Profile
Functional Approach
Recipe
suitable for
this product
Number of
servings you
can prepare
with this pan
Product
specifications
An example of Moneta “Le Specialiste” packaging
Alluflon followed consumers’ suggestions designing its new Moneta “Le Specialiste” range.
With this new approach products are merchandised for their suggested use.
In fact, in “Le Specialiste” range there aren’t pans of different diameter but, for example, a pan
for 4 servings of french fries and pan for 2 servings of omelette.
2007 Company Profile
Market Segmentation
There isn’t one kind of customer. There are many, everyone with different
needs, tastes and desires.
So cookware has to be designed in different ways to meet the needs of
different groups of customers.
2007 Company Profile
Market Segmentation
Moneta JungleFever
Alluflon projected new ranges of products specifically
intended for certain group of customers.
With Moneta Jungle Fever promotional range, Alluflon
designed a set of cookware with shapes, colours and
decorations intended for “first meals”.
Moneta X1 range, instead, is a new promotion conceived
for urban singles, with a trendy and young look and
shapes optimal for 1-2 servings.
Moneta X1
2007 Company Profile
Aesthetic
Modern customer doesn’t want a product that works, he wants a
beautiful product that works.
It means that when it’s time to design a new product a
manufacturer must care as much about functional performance
as about design.
Iuno Moneta Leda
2007 Company Profile
Aesthetic
All Alluflon products are manufactured according to the principles of
Italian industrial design aiming to create items that combine beauty,
effectiveness and usability.
PRO Moneta
2007 Company Profile
Fashion
Seasonally fashion changes. Colours and decorations are
substituted by others, different trends inspire every year
industrial design. Even in a traditional industry as
cookware production, firms must be ready to change and
adapt their offer to a fast paced and fast changing taste.
Moneta Tentazioni
2007 Company Profile
Fashion
Moneta NaturalColor
In a fast changing environment Alluflon manages to
keep track of this changes thanks to its proactive
product design attitude and its industrial know-how that
guarantees a short “time to market” for its products.
Every season Alluflon presents new cookware designed
to capturing the spirit of time.
2007 Company Profile
Private labels
2007 Company Profile
“Private labels”
Alluflon has been chosen by several major retail groups as privileged partner
and manufacturer of “private label” products.
Alluflon has a real ‘complete package’ service to offer even to the most
demanding retailer willing to develop its own custom brand, including
preliminary marketing and merchandising analysis including, for example,
issues like:
Market analysis;
Product range analysis and positioning
Packaging design.
2007 Company Profile
“Private labels”
Alluflon produces "private label“ ranges for the
following retail chains:
Carrefour
Champion
Auchan
Sisteme "U"
Intermarchè
Eroski
Al Campo
Metro
Ahold
other customers are served under “exclusive” brand
names
2007 Company Profile
Cookware world today: Techniques and Materials
2007 Company Profile
Curtain Coating
Curtain coating is a new way to varnish aluminum disc with non stick coatings.
With this system the non stick coating flows out of a slit and falls under gravity
onto a conveyor belt . The result is a smoother surface and a higher
thickness of the internal coating in comparison with standard roller coated
application.
Alluflon uses its own patented curtain coating system called OCS in several of its
new ranges.
Laboratory tests certifies that OCS guarantees better non stick performances,
higher resistance to scratches and abrasions and a smoother surface.
2007 Company Profile
Induction
Induction hobs are becoming everyday more popular as the state of the art
cooking appliances.
Loved by architects for their hi-tech look and by gourmands for their
performances, induction is recognized as the new way of cooking.
Alluflon created a new range of products, Moneta Magnetica, for the people who
want to mix the benefits of induction with the boost and convenience of non
stick aluminium cookware.
2007 Company Profile
Thermal Sensors
The issues of energy saving and environmental sustainability are becoming
everyday more crucials in contemporary world.
Also in cookware something could be done to avoid the waste of resources.
Alluflon designed an innovative thermal sensor “The Energysaver”, a colour
change flameguard, that communicate when a pan or a pot reaches the optimal
cooking temperature enabling people to turn down the heat avoiding the
misspending of energy, along with perfect cooking performances.
Thermal sensor contributes also to increase the life of cookware avoiding
thermal shocks and overheat that could damage it.
2007 Company Profile
Silicone Handles
Silicone is the material that is changing the handles design in cookware
today.
This material with its features mixes the stay cool benefits of bakelite
with the versatility of stainless steel, in fact, silicone is oven safe.
Also silicone handles with their softness have greater ergonomics and
contribute to a better cooking experience.
Alluflon uses silicone handles in some of its high end produtcs like PRO
Moneta.
2007 Company Profile
The production system
2007 Company Profile
The production system
Alluflon is, first of all, a manufacturing company that based its growth and
success on the constant introduction of new technologies and products
with the final goal to provide our customers with long term business
opportunities and the end users with the best products for their needs
Alluflon uses today three separated production lines depending on the type
of coating applied:
the Roller coating line
the Spraying line
and the new OCS production line
2007 Company Profile
Materials
All our kitchenware is made in pure aluminium (99,5%) suitable for food;
Depending on the use, our products span through the widest spectrum of
aluminium gauges, from the lowest (suitable for bakery) to the highest
(6 mm).
All our accessories, often unique in their proprietary shapes, are
manufactured with the best materials, ranging from bakelite,
black or colored, to silicone and the best quality stainless steel.
2007 Company Profile
Internal coating
Alluflon non-stick coatings cover the widest range of applications:
Artech® & Artech Plus®, the classic 2/3 layer non-stick coating
Durek® - the new reinforced three layer coating with an outstanding scratch
resistance, ensuring the best mix between surface hardness and non-stick
features.
DuPont® - Alluflon is DuPont licensee. A significant share of our product is
coated with a complete range of DuPont non stick coatings from Teflon
Classic to Teflon Platinum Pro on Titanium Base (Plasma Spray Technology)
Original Curtain System ® - The exclusive technology for the application of
PTFE which makes the non-stick surface tougher and smoother
2007 Company Profile
Contacts
Alluflon S.p.A.
Località Pianacci
P.O. Box 12
61040 Mondavio (PU) - Italy
Phone +39 0721 9801
Fax +39 0721 979810
E-mail: [email protected]
http://www.alluflon.com
June 2007 edition
2007 Company Profile