Electric Cooktops Product Sales Training 2008

Transcription

1 Electric Cooktops Product Sales Training 2008

2 Contents Training Objective Product Line Overview Compare current with 2008 Design Flexibility Cooking & Performance Features and Benefits Recommended Ventilation Competitive Analysis

3 Training Objective: Communicate Key selling points Consumer benefits of: Design Flexibility Cooking Performance Convenience Ease of use Safety Increase product knowledge Improve comfort levels to enable you to better serve your customer

4 Product Overview Current vs. New Model 30 Current New Largest element: 9 Touch control w/ 10 setting, red display Plastic knobs (CEM models) Pot sensing Keep warm setting (all elements) Stainless steel front trim 40 amps 12 elements Touch control w/ 17 settings, blue display Metal knobs (CEM models) Exclusive Sensor Dome cooking with CookSmart (CES models) Keep Warm on all elements Full stainless steel frame Masterpiece design Automatic shut-off timers Child lock 40 amps

5 Product Overview Current vs. New Model 36 Current New Largest element: 9 Touch control w/ 10 setting, red display Pot sensing Keep warm setting (all elements) Stainless steel front trim 40 amps 13 round element largest on the market Most Powerful Touch control w/ 17 settings, blue display Exclusive Sensor Dome cooking with CookSmart Keep Warm on all elements Full stainless steel frame Masterpiece design Automatic shut-off timers Child lock 50 amps

6 All New Design & Features

7 Classic Design Edgy design full metal frame Family look, one piece, fully tooled, stainless steel frame eliminated seams Real metal knobs Quality look and feel that is more durable than plastic (CEM Models) Glass trapezoid control panel Blue Illuminated controls Family look that ties together kitchen design

8 New Touch Control 17 Power Settings Multiple settings for flexible cooking options. Customized cooking with 17 power levels. Double 7 segment display Blue illumination Blue illumination matches other Thermador products for a coordinated Masterpiece kitchen design.

9 New Touch Control Special Functions Special Functions: Keep Warm, Fast Preheat, Shut-off Timers, Panel Lock. Keep Warm option on every element helps coordinate entire meals. Save heat up time with Fast Preheat Function. Power is increased for a set amount of time, then reverts to the standard cooking level that was selected. Avoid unwanted use of cooktop with Panel Lock Function. More visible user interaction with double segment display. Avoid overcooking and boiingl over with auto shut-off timers.

10 4000 Watt 13 Element Thermador Exclusive! We now have the largest, most powerful round element in the entire industry! 13 Our new 13, 4000 watt element can be used with a 16 skillet with no loss of heat transfer efficiency! CES365FS

11 4000 Watt 13 Element 13 CES365FS Largest, most powerful round element available in the market. Only element that can truly be used with a 16 skillet or the largest stock pots, without sacrificing performance. Offers the fastest heat-up time in the market. Positioned in middle for most convenient cookware placement.

12 Sensor Dome

13 Sensor Dome Sensor measures infrared beam from pot. Dome has blue illuminated ring metal cap and base. No more guessing temperatures with radiant cooktops. Eliminates need to constantly adjust power levels. Professional results without effort. Time savings due to optimized and programmed cooking times.

14 Cooking Without Sensor Dome Does this look familiar? Ever had a pot boil over? Do you remember the mess? Do you remember the bad smell in your kitchen?

15 Cooking Without Sensor Dome and the fun cleaning after?

16 Never Boil Over Again! That is history! The over boiling mess is the past Sensor Cooking is the future!

17 How Does Sensor Dome Work? 1.) The Sensor measures the infrared beam from the pot (sticker) food Sticker/Sensor Pot/ Enameled Pot setpoint Sensor Dome (Thermopile) 2.)The electronic circuit compares the actual value of the beam and the setpoint value (program or selected temperature) 3.)Once the setpoint is reached the relay turns off the heater electronic circuit heater relay power supply

18 Eye of the Sensor The Infrared Beam is measured it works like a motion detector The Sensor measures the heat outside of the pot (example shown using the Sensor Strip).

19 Sensor Sticker Select 1 of 9 Cooking Programs Sensor Sticker: Can be stuck on any pot Must be stuck on non-enameled pots and non sensor pots Dishwasher safe Benefits: Temperature can be measured more accurate through sticker Avoid boil-overs and clean-up Cheat Sheet for cooking programs

20 Two ways to Sensor cook Option A Option 1: Select 1 of 5 Temperature Settings

21 Sensor Cooking Details Option A Step 1: Press and release the temperature sensor to cause the sensor to extend out Step 2: Place food in the pot and add a minimum of 1 ¼ of liquid Step 3: Place the pot in the center of the heating element and cover with a lid Step 4: Select the heating element. A0 will appear in the display Now, you are ready to select temperature ranges or cooking program.

22 Sensor Cooking Details Option A continued The user can select one of the five standard cooking processes Thawing/Heating, Cooking/Soaking, Boiling/Braising, Cooking in Pressure Cooker and Deep Frying

23 Sensor Cooking Details Option A continued Touch the desired temperature range in the setting area, e.g. A5 The temperature setting is activated. The selected temperature range will appear in the display along with a dot which will stay lit until the desired temperature has been reached.

24 Sensor Cooking Details Option A Results The cooktop will now keep the temperature constant. Sensor cooking offers ultimate temperature precision Prevent overcooking Retain nutrients with stable temperature Eliminate boiling over The cooking process is stopped manually (no automatic shut-off) Use of timers will automatically shut the element off.

25 Sensor Cooking Option B CookSmart Automatic Cooking Programs 9 pre-programmed modes for various types of foods. Based on temperature ranges within the standard settings. Programmed food types: Pasta, Potatoes, Rice, Dumplings, Vegetables, Sausages, Milk, Rice Pudding and deep frying. Food cooked to perfection without any monitoring of recipe. Variety of programs to meet a variety of tastes. Eliminates need to constantly adjust power levels.

26 Option B: Using the 9 Pre-Programmed settings This setting enables the user to select one of the nine food programs (e.g. milk, pasta, rice, etc.) Step 1: Touch COOKING PROGRAMS, P0 will appear in the display Step 2: Touch the desired program in the setting range. (9 different cook programs, e.g. P4= Dumplings The Sensor Dome is now pre-programmed and will automatically prepare your meal once a setting is selected.

27 Sensor Cooking Option B Results The cooktop will now maintain a consistent temperature. Takes the guess work out of cooking Prevent overcooking Time and energy savings Retain nutrients with stable temperature Less cleaning The cooking process is stopped manually.

28 Sensor Dome Cooking Live Healthy! Gentle cooking with the optimal temperature Nutriments will keep alive No overcooking Reduction of Acrylamid during deep frying process and much better taste!

29 Sensor Dome Customer Survey

30 BSH USP World Wide! Huge Customer Impact! CUSTOMER SURVEY: What is the Best Feature in Your Cooktop? Rank Description 1 Sensor Cooking 2 Design 3 Easy Operation 4 Dimensions of Elements 5 Ease of Cleaning 6 Timer 7 Speed 8 Clear Display 9 Misc % *Customer Focus Group with 200 Sensor Users

31 Customer Survey User Feedback = Convenience...just relax! No Over boiling Less Attention required Less Cleaning correct not correct n/a correct not correct n/a correct not correct n/a *Customer Focus Group with 200 Sensor Users

32 Customer Survey User Feedback = Saves Energy Green Benefits No waste of energy 200 Lid stays always on pot Exact amount of energy for perfect food results correct not correct n/a *Customer Focus Group with 200 Sensor Users

33 2008 Line Up

34 Product Lineup Electric Cooktops Masterpiece Masterpiece Deluxe Thermador metal knobs Stainless frame LR: 6/ watt RR: 5/7/ watt LF: watt RF: watt CEM304FS $ Warming zones + Child Lock + Touch control Stainless frame LR: 6/ watt RR: 5/7/ watt LF: watt RR: watt CET304FS $ Auto Shut-off Timer ++ Sensor cooking ++ LR: 6/8/ watt ++ RF: 5/ watt + 4 Warming Zones + Child Lock + Touch control Stainless frame LF: watt RR: watt CES304FS $1599

35 Product Lineup Electric Cooktops Masterpiece Masterpiece Deluxe CEM365FS CET366FS CES365FS CES366FS $1299 $1499 $1699 $1899 Metal knob Stainless Frame CT: 6/ w LF: w LR: 5/ w RF: w RR: w + Bridge Element + Child lock + Touch Control Stainless Frame CT: 6/9/ w LF: w LR: 6/ w RF: 5/ w RR: w 43 Amps Sensor cooking Auto shut-off timer CT: 8/11/ w + Child Lock + Touch Control Stainless Frame LF: 5/ w LR: 5/ w RF: 6/ w RR: w 46 Amps Sensor cooking Auto shut-off timer + Bridge Element + Child lock + Touch Control Stainless Frame CT: 5/7/ w LF: 6/ w LR: w RF: 5/ w RR: w 41 Amps

36 ACCESSORIES

37 Accessories for Masterpiece Electric Cooktops Premium Sensor Pots Optimized for CookSmart Sensor Dome Cooking. Works with Electric/Gas/Induction cooktops. Several layers of very standard heat-resistant high-tech ceramic. Glass lid for full viewing cooking and energy savings. Ergonomic, heat-insulated and ovenproof stainless steel handles. Three layered base. Suitable for all types of cooking surfaces and ovens. Easy to clean. Anti-bacterial and nickel-free. 10 year guarantee.

38 Accessories Sensor Strips SKU # SENSORSTRP 12 Strips per package Can be stuck on any pot Must be stuck on non-enameled pots and non sensor pots Dishwasher safe Reusable

39 Accessories Sensor Pots SKU # SENSORPOTH qt. sensor pot w/ one long handle and lid SKU # SENSORPOT qt. sensor pot w/ see through lid SKU # SENSORPOT qt. sensor pot w/ see through lid SKU # SENSORPOT qt. sensor pot w/ see through lid

40 ACCESSORIES Chef s Pan 16" Chef s pan for 13" element Works with induction, electric and gas Anti-Stick Teflon-Platinum material SKU: CHEFSPAN13 Not a sensor pot

41 Cooktop Nomenclature C E T F S C= ceramic S= Steel E= Electric G= Gas S= Stainless F= 2008 Launch M= Elec Mechanical T= Elec Touch S= Elec Sensor GS= Gas non deluxe GSX=Gas deluxe Product Width in Inches # of elements/burners

42 Thank You for your participation!

43 Competitive Comparison

44 Competitive Positioning 30 Electric Cooktops $1600 $1500 $1599 Triple 12 Cooking sensor Touch Control $1649 Dual elements Touch Control Red illumination $1400 $1300 $1399 2Dual elements Touch Control Blue illumination $1200 $1100 $1000 $ Dual elements Metal knobs Stainless Frame $1199 $ Dual element 1 Dual element Bridge element Bridge element Metal knobs Metal knobs $ Dual elements Touch Control S/S Frame $900 THD Wolf Viking GE Monogram

45 Competitive Positioning 36 Cooktops $1800 $1700 $1600 $1899 Triple dual elem Bridge Element Touch Control Sensor x 2 $1699 Triple 13 3 dual element Touch Control Sensor x 1 $1849 Triple 12 Touch Control Red illumination S/S Frame $1500 $1400 $1499 Triple dual elem Bridge Element Touch Control Blue illumination $ Dual element Bridge element Metal knobs $ Dual elements Touch control S/S Frame $1300 $1200 $1100 $1199 2Dual elements Metal Knobs S/S Frame $ Dual element Bridge element Metal knobs $1099 Triple 12 Bridge element Metal Knobs S/S Frame THD Wolf Viking GE Monogram

46 Additional Information

47 Showroom or Customer Show Activate Demo Mode Make sure Sensor Domes are popped out Program mode is activated Demo Mode Achieve Maximum Attention Through Lit Up Sensor Domes

48 Pan Sizes Suitable for Operation 1. Perfect Pot Size

49 Pan Sizes Suitable for Operation 2. Insufficient Results: Heat from open part of element influences the measured results

50 Pan Sizes Suitable for Operation 3. Pot Size can Extend Element Size Pro: More Flexiblity Con: Longer Heat Up Time

51 April 2008, Industry/Retail Magazine Kitchen+Bath&Business

52 March 2008, Los Angeles Times Newspaper

53 April 2008, HGTV KBIS Special 90 Seconds Coverage at begin of Show Nationwide Prime Time 8pm on Week Ends HGTV HGTV - KBIS Special - Thermador Sensor Cooktop. Full movie: <file://\\htbwfs02\shares\marketing\media Relations\2008\HGTV KBIS Special.wmv>

54 April 2008, The Wall Street Journal Newspaper

55 April 2008, Consumer Reports Website ConsumerReports

56 April 2008, Appliance Advisor Website

57 April 2008, CBS2 Chicago Television Show CBS Chicago - KBIS Highlights Thermador Sensor Cooktop. Full movie: <file://\\htbwfs02\shares\marketing\media Relations\2008>

58 April/May 2008, Marketing News Industry/Retail Magazine

59 May 2008, Appliance Magazine (pg. 1 of 2) Industry/Retail Magazine

60 May 2008, Appliance Magazine (pg. 2/2) Industry/Retail Magazine

61 June 2008, Coastal Living Consumer Magazine