qt1launch package - feb 2012
TRANSCRIPT
3M CONFIDENTIAL
QT-I: Low Tier
MV Termination
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3M CONFIDENTIAL
MV Termination Tier Strategy
QT- I
QT-II
M-sealTape
Terminations
QT-III
Strategy: Protect and grow the core with full medium voltage termination portfolio
• Existing QT-II business at good margins (> 50%) in US, Europe (11M$) & Latin America (6M$)
• Some large utility business won by heat shrink and push-on competitors at very low prices
– Good growth opportunity, but:• Low margin if compete with QT-II• Risk eroding good margin QT-II business
• Need Lower Tier product that meets customer specs but has lower Factory Cost than QT-II
– Market QT-I to customers we are NOT selling to or have lost to lower priced competitors
– Gain incremental new business and gain customer intimacy
• Need a QS-2000E for our termination portfolio!– Need product to facilitate transition from heat shrink to cold shrink– Push-on technology accepted and widely used in many countries
Low Tier MV Termination to protect and sustain high margin QTII / QTIII salesQT-I to penetrate Utility market segment against HS and Slide-on tech.
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3M CONFIDENTIAL
3M Share Target 2011: 0.2% 2012: 2.5% 2013: 10% 2014: 15% 2015: 20%
WW Low Tier Termination Market: $130 mil
WW Addressable Market: $60mil
Competitors: Current Market Share Raychem: 50% Nexans: 15% Cellpack: 10% Prysmian: 10% Sudkabel: 5% REPL & Others: 10%
South Asia; $14
Latin America; $4
MEA; $12E-Europe; $10
W-Europe; $19
WW Low Tier Addressable Market identified 60 M$.3M Market Share Target from 2% to 20% in five years
Low Tier Termination Market(HS & Push-on)
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3M CONFIDENTIAL
Construction:– Stress Control: Extruded Silicone Tube – Insulator: Molded Silicone
Advantages:– Can be sold to:
• Heat shrink customers • Customers who will not use heat shrink
– Easier future sell-up to Cold Shrink: QT-I represents an intermediate step to sell-up from HS to QT-II (with good margin). QT-I targeted to be close in price to HS to enable customers to switch.
Disadvantages:– Need specific training for proper installation
QT-I Product Design: Push-On
QT-I Product Design
Indoor Outdoor
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3M CONFIDENTIAL
Country and Customers:– Germany (RWE, E.ON), Italy (AlpiQ , Elettrica System, Boffetti Impianti), Thailand (MEA, SAC Supply), Malaysia (Tenaga
Nasional Berhad TNB), Indonesia (Perusahaan Listrik Negara PLN), Australia (Ergon, Energex, Energy Australia & Integral Energy), Argentina (Edenor, EDET), Peru (Luz del Sur, Edelnor), Brazil (Alex Barbosa Tabisz, Electrocamp/Cet)
Positive Feedback (main reported)– QT-I easy to install, intermediate version between Heat Shrink and Cold Shrink. No needs
of Tools (torch).– Fire risk and complex installation avoidance against HS product.– Like 1 piece design– Several customers will not use QT-III due to price but would consider a cheaper push on
such as the QT-I
Improvement Feedback (main reported)– Sample hard to slide over larger size insulations– Need push-on support tool– Improve base to get better seal– Want inverted version (3% of their applications)
VOC InputQT-I Product Design
QT-I Product design has been validated through extended VOC.“One piece design” and No need for specific Tools (torch) have been
confirmed as main advantages vs HS solution 5
3M CONFIDENTIAL
Improvements based on VOC:– Increased insulation thickness on top of stress
control– Changed installation sequence
• Slide on termination before lug attached– Developing a supporting tool (see below section)
• Reduces force needed to slide on termination– Investigating meeting wider conductor ranges
• Easier installation requiring less force• Insures that the grease remains where it should be• Innovative, simple and inexpensive using 3M supplies• Decision not to be Patented. To be published in order to have freedom to practice.
Improved Installation Process
QT-I Product Design
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3M CONFIDENTIAL
QT-I Product Design
Differentiated Color with QT-III and QT-II7
3M CONFIDENTIAL
QT-I Test PlanElectrical Test Status
Internal electrical feasibility tests done‒ AC/DC, PD, Impulse, Salt fog test‒ Various cable types and cross sections
10kV Internal type test done
20kV External type test ongoing (wk 10) Type test done Humidity test done Salt fog test ongoing
30kV External type test ongoing (wk 14) Internal short term test done Humidity test done
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3M CONFIDENTIAL
3M QT-I, QT-II, QT-III Feature & Benefit
Meet ROHS and REACH requirements Contain no SVHC
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3M CONFIDENTIAL
Competitors Overview
Documentation included in the QT-I Launch Package10
3M CONFIDENTIAL
QT-I Application Range
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3M CONFIDENTIAL
IN OUT IN OUT IN OUT
SMALL size BO1BO7 + AD15
MEDIUM size BO2BO8 + AD19
LARGE size BO3BO9 + AD28
BO5 BO8
BO6 BO9
QT-I Range Coverage
10KV 20KV 30KV
BO4 BO7
To be Released by Jul
Released
To be Released by May
QT-I Availability
60% of the Total Market covered by the first 4 Sizes released (10KV to 30 KV In and Out Application)
Small and Medium cable application will be completely covered by May 2012 (10KV to 30KV)
Complete QT-I product portfolio to be released by July 2012
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3M CONFIDENTIAL
QT-I Portfolio
QT-I Kit can be ordered from March ‘12 through the reported SN
min max min max
92-EU 61-1 BO 1 12-I-12 10kV Indoor 25 120 $34.0 € 25.092-EU 62-1 BO 2 12-I-19 10kV Indoor 150 300 $35.3 € 25.9
92-EU 63-1 BO 3 12-I-28 10kV Indoor 400 63093-EU 61-1 KE-2341-2079-5 BO 4 24-I-15 10kV Outdoor 70 240 20kV Indoor 25 150 $38.6 € 28.4
93-EU 62-1 KE-2341-1849-2 BO 5 24-I-19 10kV Outdoor 150 300 20kV Indoor 70 240 $38.6 € 28.4
93-EU 63-1 BO 6 24-I-28 10kV Outdoor 400 630 20kV Indoor 300 630
94-EU 61-1 KE-2341-2080-3 BO 7 36-I-15 20kV Outdoor 25 150 30kV Indoor 25 50 $39.0 € 28.7
94-EU 62-1 KE-2341-1848-4 BO 8 36-I-19 20kV Outdoor 70 240 30kV Indoor 50 150 $40.8 € 30.0
94-EU 63-1 BO 9 36-I-28 20kV Outdoor 300 630 30kV Indoor 185 50094-EU 61-2 BO7 + AD15 AD15 30kV Outdoor 25 50
94-EU 62-2 BO8 + AD19 AD19 30kV Outdoor 50 15094-EU 63-2 BO9 + AD28 AD28 30kV Outdoor 185 500
TC(Eur/kit)
TC(USD/kit)3M Kit
TC related to 3 core kit without Lug - exchange rate Eur = 1.36 USD
Cable range Cable rangeVoltage class
Kit Stocknumber Used body names Application ApplicationVoltage
class
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3M CONFIDENTIAL
QT-I Kit ContentQT1 BOMs for 3-core termination kits
3 Body New3 Grease 10g New6 Mastic Tape 2230 20 mm x 152 mm 80-6108-3462-66
3
Scotch70 Tape 25 mm x 457 mmorSilicont Tube AHT 20,8 x 2,79
78-8050-9150-7
78-8113-5008-73 Glove KR-9992-4943-59 cable tie, lenght 280-400mm1 3M Vinyl Tape 10m x 15mm x 0,13 mm3 small Polybag to cover cable lug while slide on the body New1 Instruction1 Carton Box 44200048286
QTY / kit Description Ref. No.
QT-I basic Kits with 3-core Terminations without Lugs.Dedicated kits can be released with Mechanical Lugs included.
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3M CONFIDENTIAL
• 20% lower Transfer Cost than QT-II and 50% lower than QT-III
• Contribution margin expectation is 30% to 45% – Less than QT-II, but enables us to sell and build relationship– Can leverage position to sell up to cold shrink
QT-I Cost & Price Position
Europe QT-III, QT-II Average Selling Price and Cost (single phase)
SN Description Voltage Conductor Range
Transfer Cost for 1
Termination
2011 Average Sell Price for 1 Termination
YTD 2011 Contribution Gross Margin
GE700020714 QT-III 92-EP 631-2 20kV Outdoor 70 - 240mm2 28.70€ 80.96€ 65%
KE232055357 QT-II 94-EB 63-1 20kV Outdoor 70 - 240mm2 12.89€ 35.82€ 64%
KE234118484 QT-I 94-EU 62-1 20kV Outdoor 70 - 240mm2 9.98€ 14.50€ 31%
Without Molding Tools depreciation:8.70 € 14.50€ 40%
QT-I vs. QT-III Cost & Price Difference 65% 82%
QT-I vs. QT-II Cost & Price Difference 23% 60%15
3M CONFIDENTIAL
Contacts
Laboratory: Armin Koch-Binzer
Marketing: Gerardo Merola
Supply Chain: Birgit Blum
Manufacturing: Paola Pasquale
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3M CONFIDENTIAL
QT-I in Summary Low Tier MV Termination to penetrate Utility market segment
against HS and Slide-on tech protecting and sustaining high margin QTII / QTIII sales. Enabler for future sell-up to Cold Shrink.
QT-I Product design validated through extended VOC. “One piece design” (stress control integrated) and No need for specific Tools (torch) are the main advantages vs HS solution.
20% lower Transfer Cost than QT-II and 50% lower than QT-III. CGM expectation from 30% to 45%.
First 4 Sizes released to cover more than 60% of the Total Market (10KV to 30 KV In and Out Application). Full portfolio available from July.
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3M CONFIDENTIAL
Launch Package Content QT-I Presentation:
Low Tier Termination Market Overview QT-I Design & Product features (including comparison with QT-II and QT-III) MV Termination Competition Overview Product portfolio including SN, TC, Application Range and Timing QT-I Kit Content MV Termination tier strategy (pyramid) QT-I price and margin positioning Contacts QT-I Business Plan and Control Plan
QT-I Data Sheet QT-I Instruction Drawings QT-I Installation Video MV Termination Competition Overview 3M MV Termination Features and Benefits QT-I Dashboard
93-EU 61-1 and 93-EU 62-1
94-EU 61-1 and 94-EU 62-1
QT1 93-EU 62-1 QT1 94-EU 62-1
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3M CONFIDENTIAL
QT-I Control Plan
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3M CONFIDENTIAL
Region Country
Country market VOLUME
(1 phase equiv. vol)
1 phase equivalent
price
Country maket SALES potential for
low tier termination 1st year 2%
2nd yera 5%
3rd year 10%
4th year 15% 5th year 20%
South As ia Australia 240,000 $21 $5,040,000 $100,800 $257,040 $524,160 $801,360 $1,088,640South As ia Indonesia 129,000 $21 $2,709,000 $54,180 $138,159 $281,736 $430,731 $585,144South As ia Malaysia 54,000 $21 $1,134,000 $22,680 $57,834 $117,936 $180,306 $244,944South As ia New Zealand 24,000 $22 $528,000 $10,560 $26,928 $54,912 $83,952 $114,048South As ia Philippines 15,000 $22 $330,000 $6,600 $16,830 $34,320 $52,470 $71,280South As ia Singapore 39,000 $22 $858,000 $17,160 $43,758 $89,232 $136,422 $185,328South As ia Thailand 84,000 $21 $1,764,000 $35,280 $89,964 $183,456 $280,476 $381,024South As ia Vietnam 63,000 $21 $1,323,000 $26,460 $67,473 $137,592 $210,357 $285,768
648,000 $21 $13,686,000 $273,720 $697,986 $1,423,344 $2,176,074 $2,956,176
Latin America Argentina 45,000 $13 $585,000 $11,700 $29,835 $60,840 $93,015 $126,360Latin America Chi le 27,000 $22 $594,000 $11,880 $30,294 $61,776 $94,446 $128,304Latin America Peru 27,000 $22 $594,000 $11,880 $30,294 $61,776 $94,446 $128,304Latin America Brazi l 131,250 $20 $2,625,000 $52,500 $133,875 $273,000 $417,375 $567,000
230,250 $19 $4,398,000 $87,960 $224,298 $457,392 $699,282 $949,968
MEA Middle east 410,256 $16 $6,564,103 $131,282 $334,769 $682,667 $1,043,692 $1,417,846MEA North Africa 153,846 $16 $2,461,538 $49,231 $125,538 $256,000 $391,385 $531,692MEA South Africa 205,128 $16 $3,282,051 $65,641 $167,385 $341,333 $521,846 $708,923
769,231 $16 $12,307,692 $246,154 $627,692 $1,280,000 $1,956,923 $2,658,462
E-Europe Poland 102,564 $18 $1,846,154 $36,923 $94,154 $192,000 $293,538 $398,769E-Europe Russ ia 487,179 $16 $7,794,872 $155,897 $397,538 $810,667 $1,239,385 $1,683,692
589,744 $17 $9,641,026 $192,821 $491,692 $1,002,667 $1,532,923 $2,082,462
W-Europe France 150,376 $23 $3,458,647 $0 $176,391 $359,699 $549,925 $747,068W-Europe UK 179,487 $17 $3,051,282 $70,000 $155,615 $317,333 $485,154 $659,077W-Europe Germany 273,224 $17 $4,644,809 $150,000 $236,885 $483,060 $738,525 $1,003,279W-Europe Spain 153,374 $16 $2,453,988 $49,080 $125,153 $255,215 $390,184 $530,061W-Europe Nordic 205,128 $18 $3,692,308 $50,000 $188,308 $384,000 $587,077 $797,538W-Europe Benelux 102,564 $18 $1,846,154 $40,000 $94,154 $192,000 $293,538 $398,769
1,064,154 $18 $19,147,187 $359,080 $976,507 $1,991,307 $3,044,403 $4,135,792
3,301,378 $19 $59,179,905 $1,159,734 $3,018,175 $6,154,710 $9,409,605 $12,782,859
3M Sales plan in $
South Asia
Latin America
W-Europe
MEA
E-Europe
TOTAL
Country input data
QT-I Business Plan
Total expected Sales in 2012 about 1.1M$, to 12M$ in 2016.
South Asia24%
Latin America7%
MEA21%
E-Europe17%
W-Europe31%
2012 Sales est.: 1.1 M$
2012 QT-I Sales distribution by Region:
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3M CONFIDENTIAL
QT1 New product roll-out tracker
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N APAC - Eric Shu Feb-12ChinaHong KongJapanKoreaTaiwanS APAC - Cecil Francis Feb-12AustraliaIndiaIndonesiaMalaysiaNew ZealandPhilippinesSingaporeSri LankaThailandVietnamCEE - Cristian Ioan Feb-12CeskoHungaryIsraelPolandRomaniaRussiaSwitz EastTurkeyUkraineMEA - Mohammad Ghabin Feb-12EgyptGulfKenyaMoroccoPakistanSouth AfricaZimbabwe
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W Europe - Attila Kis Feb-12AustriaBelgiumDenmarkFinlandFranceGermanyGreeceItalyNetherlandsNorwayPortugalSpainSwedenSwitz ZurichUK IrelandLAC - Mike Higgins Feb-12Andean RegionArgentina UruguayBrazilCaribbean RegionCentral America RegChileColombiaMexicoVenezuelaCanadaUnited States - Jim Stanley Feb-12United States
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3M CONFIDENTIAL
QT-I DashboardQT-I Dashboard
Region Country2012
Target Sales Apr '12 May '12 Jun '12 Jul '12 Aug '12 Sep '12 Oct '12 Nov '12 Dec '122013
Target Sales2014
Target Sales2015
Target Sales2016
Target SalesSouth As ia Australia $2,012 $257,040 $524,160 $801,360 $1,088,640
South As ia Indonesia $54,180 $138,159 $281,736 $430,731 $585,144
South As ia Malaysia $22,680 $57,834 $117,936 $180,306 $244,944
South As ia New Zealand $10,560 $26,928 $54,912 $83,952 $114,048
South As ia Philippines $6,600 $16,830 $34,320 $52,470 $71,280
South As ia Singapore $17,160 $43,758 $89,232 $136,422 $185,328
South As ia Thailand $35,280 $89,964 $183,456 $280,476 $381,024
South As ia Vietnam $26,460 $67,473 $137,592 $210,357 $285,768
$174,932 $0 $0 $0 $0 $0 $0 $0 $0 $0 $697,986 $1,423,344 $2,176,074 $2,956,176
Latin America Argentina $11,700 $29,835 $60,840 $93,015 $126,360
Latin America Chi le $11,880 $30,294 $61,776 $94,446 $128,304
Latin America Peru $11,880 $30,294 $61,776 $94,446 $128,304
Latin America Brazi l $52,500 $133,875 $273,000 $417,375 $567,000
$87,960 $0 $0 $0 $0 $0 $0 $0 $0 $0 $224,298 $457,392 $699,282 $949,968
MEA Middle eas t $131,282 $334,769 $682,667 $1,043,692 $1,417,846
MEA North Africa $49,231 $125,538 $256,000 $391,385 $531,692
MEA South Africa $65,641 $167,385 $341,333 $521,846 $708,923
$246,154 $0 $0 $0 $0 $0 $0 $0 $0 $0 $627,692 $1,280,000 $1,956,923 $2,658,462
E-Europe Poland $36,923 $94,154 $192,000 $293,538 $398,769
E-Europe Russ ia $155,897 $397,538 $810,667 $1,239,385 $1,683,692
$192,821 $0 $0 $0 $0 $0 $0 $0 $0 $0 $491,692 $1,002,667 $1,532,923 $2,082,462
W-Europe France $0 $176,391 $359,699 $549,925 $747,068
W-Europe UK $70,000 $155,615 $317,333 $485,154 $659,077
W-Europe Germany $150,000 $236,885 $483,060 $738,525 $1,003,279
W-Europe Spain $49,080 $125,153 $255,215 $390,184 $530,061
W-Europe Nordic $50,000 $188,308 $384,000 $587,077 $797,538
W-Europe Benelux $40,000 $94,154 $192,000 $293,538 $398,769
$359,080 $0 $0 $0 $0 $0 $0 $0 $0 $0 $976,507 $1,991,307 $3,044,403 $4,135,792
$1,060,946 $0 $0 $0 $0 $0 $0 $0 $0 $0 $3,018,175 $6,154,710 $9,409,605 $12,782,859
South Asia
Latin America
MEA
E-Europe
W-Europe
TOTAL
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