Diapositiva 1

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2007 Company Profile
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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.
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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).
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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)
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How to Reach Us
The offices and production plants are located in
Mondavio,in the province of Pesaro, just a few
kilometers from the Marotta-Mondolfo 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.
X
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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 90012000 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
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Turnover 1990-2006
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Sales Distribution
30 of sales are for the domestic market , the
remaining 70 comes from sales in the foreign
markets.
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Technical investments trough the years
Included leased goods
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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.
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Monetas history
With a long history started in 1875 and thanks
to a successful brand relaunch after Alluflons
takeover , Moneta has become Italys 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.
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Families buy Moneta
Moneta is a market leader for brand awareness
and market share. Moneta is the most known no
stick cookware brand in Italy. 15.4 of Italians
owns at least a Moneta product. That means that
millions of Italians cook everyday with a Moneta
product.
Nomesis 2006
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Families buy Moneta because they know us
With a 130 year long history Moneta is the most
known cookware brand in Italy In fact its the
top of mind cookware brand among italian consumers
Nomesis 2006
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2007 Market Share Hypermarkets and
supermarkets
Italian Market Share
17 Global Market share in Italy (Mln )
13 Market share (Mln )
11.5 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.
Moneta brand has a 11.5 market share in
supermarkets and hypermarkets.
Nielsen-Scantrack 2007
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Monetas 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.
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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. Heres a brief list of major
Moneta retailers Auchan/Gruppo
Rinascente Carrefour/Finiper/Gs COOP
Italia Conad/Leclerc Metro Gruppo
Pam Bennet Despar Conforama
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International Markets
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International Markets.
Traditionally, European markets are a stronghold
for Alluflon. Recently overseas markets
increased their importance thanks to a series of
partnerships in the USA.
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Customers portfolio
Alluflon sales are usually concentrated in the
major retail chains, which are served with a
specific sales force.
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Major foreign customers
Carrefour/Champion Auchan Sisteme
"U" Intermarchè GB Supermarket Eroski Al
Campo Albert Heijn Anttila/Kesko Aldi Lidl Orphani
des
Metro/Makro Tengelmann (Plus) Kaufland Globus Mano
r Ahold/Albert Stores Tesco/ Kipa Fortunoff Hildhr
ets Bed Bath Beyond Costco Wal Mart-Sam's Club
Product labeled with Tramontina brand
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Cookware world today trends in review
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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.
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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 Ramsays hard anodized range will
be in UK stores branded by Moneta.
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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 .
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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 arent pans of
different diameter but, for example, a pan for 4
servings of french fries and pan for 2 servings
of omelette.
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Market Segmentation
There isnt 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.
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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
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Aesthetic
Modern customer doesnt want a product that
works, he wants a beautiful product that
works. It means that when its time to design a
new product a manufacturer must care as much
about functional performance as about design.
Iuno Moneta Leda
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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
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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
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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.
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Private labels
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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.
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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
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Cookware world today Techniques and Materials
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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.
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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.
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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.
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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.
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The production system
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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
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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.
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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
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Contacts
Alluflon S.p.A. Località Pianacci P.O. Box
12 61040 Mondavio (PU) - Italy Phone 39 0721
9801 Fax [phone] E-mail
alluflon_at_alluflon.com http//www.alluflon.com J
une 2007 edition
2007 Company Profile