VIVENDI WATER SYSTEMS September 17-19, 2002. VIVENDI WATER SYSTEMS ORION ® «A Star is born» A new...
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Transcript of VIVENDI WATER SYSTEMS September 17-19, 2002. VIVENDI WATER SYSTEMS ORION ® «A Star is born» A new...
VIVENDI WATER SYSTEMSSeptember 17-19, 2002
VIVENDI WATER SYSTEMS
ORION® «A Star is born»A new Products Range
for the pharmaceutical Market
Vincent Moulin Wright
VIVENDI WATER SYSTEMS
An Overview of the European Pharma Market Key Drivers
(* Sources = Frost & Sullivan)
•A worldwide market estimated at $ 430 billion in 2002*
•Europe 40% of production, USA 30%, Japan 20%
•Regulatory forces will provide sustained growth of 5% per year
•Microbial control is key driver for new technology(heat sanitisable systems)
•Wastewater also identified as an areaoffering significant opportunity driven by legislation
•New plant market maturing, replacement and upgrades
VIVENDI WATER SYSTEMS
European Water Treatment Equipment Market for Biopharma Industry (1)
TOTAL Market Europe*
= 140 M€
Process Water= UPW / HPW
= 80 M€Ex : Orion®, Osmotron®,
Ionpro +, …
Growth rate : + 4 to + 5 % / Year
* Sources : Frost & Sullivan, internal VWS data, does not include LabWater and Hospital dialysis
Waste Water= 60 M€
57%
43%
VIVENDI WATER SYSTEMS
ORION® – The Starting Point (2000)
•Bio-Pharmaceutical = key market for VWS(€ 36M annual revenues)
•No new products for the last 3 years
•Significant quality issue with the past«Pharma CDI»
•Each country had its own offering and validation package
•Increased competition from Christ (BWT Group) = decreased market share and profitability
VIVENDI WATER SYSTEMS
•Create a global range of standard water treatment systemsfor the Pharmaceutical Industry based on the recently launchedCDI-LX
•Offer differentiating advantage = hot sanitisation
•Reduce production and validation costs
•Use the «ELGA» approach (standard products for laboratories, etc.)
•Recover our market share – increase profitability
•Facilitate maintenance / service intervention
ORION® – The Objectives
VIVENDI WATER SYSTEMS
•Hot Water Sanitisable
•Latest CDI Technology
•Stainless Steel Construction
•Modular Construction
•Standardised Design / Gamp& 21CFR 11 compatible
•Reduced Installation & Commissioning
•Wide Range 0.5 – 5.0 m3/h standard
ORION® – The customer’s benefits
VIVENDI WATER SYSTEMS
•Creation of a European task force Jan 2001
•Product brief March
•Aventis (SPAIN) bought the ORION® concept in DBI (SPAIN) May
•Product / range design July
•Prototype Oct
•European launch Nov
•Appointment of a Product Manager / creation of an ORION® platform Nov 2001
•Extension to International Asia & Latin AmericaJune 2002
•Development cost = €600 K
ORION® – The Main Development Stages
VIVENDI WATER SYSTEMS
•From Project … to Product Management :a real achievement !
•From budget … to real sales :
8 units sold (UK, Finland, Norway, Ireland, Spain, Italy, etc.) + 5 ORION® HS sold in Spain + more than 20 offers
= a year-to-date turnover of more than €3,6 M
•A visible comeback on the Pharma Market is now underway
ORION® has become a reality !
VIVENDI WATER SYSTEMS
* Including ESI & DBI, excluding Services contracts
ORION® Sales Development
Year to date Revenue *(K €)
3,6 M€
VIVENDI WATER SYSTEMS
•A “British” Product Manager : Gary Walters
•A “German” Market Manager : Tanja Loehe
•A Team of experts from 10 various countries and BUs
•An extension to International Markets :
- Latin America, Asia, Eastern Europe…
• A direct link to USFilter : Jeff Okun’s team, etc.
ORION® a pan-European Success
VIVENDI WATER SYSTEMS
•Research from Lowell and Colorado Springs (USA)
•Development (UK, Spain, Nordic countries, France, etc.)
•Industrial scale-up and production (Wythenshawe)
•Marketing
•Sales
•Management
ORION® a Multi-Expertise Effort
VIVENDI WATER SYSTEMS
International Working Teams Composition
G. Walters (UK) D. Dolphin (UK) P. Berardo (F)P. Soria (Sp)
A. Kalvemark (Scan)T. Loehe
(Pharma Market Manager Europe)I. Lemaître
(Tech. Dept St-Maurice)
V. Moulin Wright (Marketing)
G. Walters (UK) D. Dolphin (UK) P. Berardo (F)P. Soria (Sp)
A. Kalvemark (Scan)T. Loehe
(Pharma Market Manager Europe)I. Lemaître
(Tech. Dept St-Maurice)
V. Moulin Wright (Marketing)
Marketingand Sales Commitee
Marketingand Sales Commitee
Technical Steering Committeeand Engineering Group
Technical Steering Committeeand Engineering Group
P.Jordain (UK)
L. McPhail (UK)
P. Darnes (UK)
A. Garcia (UK)
R. Layton (UK)
P. Springthorpe (UK)
A. Booker (UK)
S. Dupont (Fr)
P. Soria (Sp)
T. Loehe(Pharma Market Manager Europe)
LEADERS :
V. Moulin Wright (Marketing)
K. Rippington (UK)
J.A. Legaz (Sp)
P.Jordain (UK)
L. McPhail (UK)
P. Darnes (UK)
A. Garcia (UK)
R. Layton (UK)
P. Springthorpe (UK)
A. Booker (UK)
S. Dupont (Fr)
P. Soria (Sp)
T. Loehe(Pharma Market Manager Europe)
LEADERS :
V. Moulin Wright (Marketing)
K. Rippington (UK)
J.A. Legaz (Sp)
VIVENDI WATER SYSTEMS
• The example model :
- Aqua Pharma ORION®
• The «followers» :
- Aqua Food PUR’BEV®
- Aqua Power SIRION®
- Aqua Ref
- Aqua Paper ?
- Aqua Waste
Apply the same «Engineered Systems» model
ORION®, an Example for other VWS Marketing Groups
VIVENDI WATER SYSTEMS
ORION®, Monitored by a SpecificInterco Platform (1)
• Like other «Business Platforms» :E.g.: Elga Lab Water
WTC (Hydrex®)
ORION®’s development will be managed via :
- A specific cell, to monitor the profitability and trace sales
- An Interco platform devoted to international sales
VIVENDI WATER SYSTEMS
*Aftersales services and DBI not included
Revenues*(M€)
2002
2002Budget
Q1+Q2 sales
2002Revenues
2.5
0.6
Q3+Q4
estimation
2.31.7
+ =
ORION®, Monitored by a SpecificInterco Platform (2)
VIVENDI WATER SYSTEMS
ORION®, Monitored by a SpecificInterco Platform (3)
*Aftersales services and DBI not included
0
1
2
3
4
5
Revenues*(M€)
2002
2002Sales 2002
Budget2003
budget
2.3
5
40 units
2.5
20 units
VIVENDI WATER SYSTEMS
ORION® : Preliminary Business Case(in June)
*GM including local and platform mark-ups, services contracts not included**Net margin including after sales services contracts