1. Het nieuwe kamperen
Mini symposium
27 september 2012

2. Whirlpool EMEA
Strategy and Vision

3. AGENDA
 Who We Are
 Whirlpool Europe Strategy
 Whirlpool Nederland project markt
Strictly Confidential – Not to be copied or distributed

4. World Leader in Domestic Appliances
WHIRLPOOL CORPORATION
‚At Home„ in over
Operates in 130 60% bigger than 100 years specialist 200,000,000
countries nearest competitor in Home Appliances households worldwide
Every second, a customer chooses one of our branded products
Strictly Confidential – Not to be copied or distributed

5. Whirlpool Corporation Today
The world’s leading manufacturer and marketer of major home appliances
Products: Full line of major home appliances
2010 sales: $18.4 billion
2010 net earnings: $ 619 million
2010 units shipped: 54,000,000
Manufacturing: 13 countries in 4 continents
Marketing: 130 countries
Employees: approximately 71,000 worldwide
Brands: Compelling portfolio of consumer preferred brands
Strictly Confidential – Not to be copied or distributed

6. Whirlpool History
1911 - 1948 1948 - 1980 1980s 1990s
Single Product, Single
Multi-Product and Multi-Brand, Globalization
Customer,
Whirlpool Brand International Expansion
No Brand
Strictly Confidential – Not to be copied or distributed

7. Whirlpool Europe
5 Market Operations Consolidating 34 markets
14 Production sites
3 Tech centers out of 11
N 1 brand in Europe
Approximately 2,6 billion € in revenues
14,000 employees
LEADING BRANDS:
Strictly Confidential – Not to be copied or distributed

8. Our European Position Originates from a Steady Pace of Growth
Joint Venture with
Philips
First manufacturer in
“Eastern Europe”
Launch of European
“Fantastic World”
advertising
Whirlpool : Best sold
brand across Europe
Polar acquisition
(Poland)
Acquisition Maytag
2005
KitchenAid MDA
2006
Launch 2007 JV Elica
2008
Strictly Confidential – Not to be copied or distributed

9. Whirlpool Europe Strategy
Strictly Confidential – Not to be copied or distributed

10. 2010 – 2014 – Purpose, Vision, Mission
PURPOSE VISION MISSION
Why? Where? What?
Best consumer “Every Loyal
products Home, Customers
company Everywhere” for Life
Strictly Confidential – Not to be copied or distributed

11. Four Pillars to Meet Our Strategy
A recognized winning and admired organization
Beyond industry boundaries
Strictly Confidential – Not to be copied or distributed

12. 2009 WER
STRATEGY REVIEW
July 28 2009
Whirlpool
Strictly Confidential – Not to be copied or distributed

13. INNOVATE Everywhere
 Innovations are the lifeblood of our brands
 Global technology leverage
 Innovation definition at Whirlpool:
 Unique and compelling solutions valued by our customers and aligned to our brands
 Create competitive advantage and/or is a part of our sustainable migration path
 Create differentiated Shareholder value
Strong & Constant
Growth of innovation
revenues 23%
(€M and % of Net 17%
Sales)
14%
6TH SENSE Induction hob VBL Cooling Range
iXelium Hob
12%
City Collection
6TH SENSE Colours Washer
554
500
6% 400
326
3%
170
Max 100 86
Green Generation
6TH SENSE Glamour Oven 6TH SENSE Dryer 5l Dishwasher
2004 2005 2006 2007 2008 2009
Strictly Confidential – Not to be copied or distributed

14. INNOVATE Everywhere
TODAY‟S INNOVATION TOMORROW‟S INNOVATION FUTURE EXPLORATION
Top Loader with ZEN technology
• The quietest top loader on the
market thanks to unique ZEN
technology: H2O Induction
• Best care for your fabrics with the
quietest washing and spinning. • Water Saving up to 300 ltr x yr
• Energy Saving 200Kwh x yr
0°C Compartment • Patented
• Fish and meat stored around 0°C Induction Oven
preserve their nutritional values, Fireplace
their freshness and their color and • Energy consumption (40 to 50%)
taste for longer. • Time saving 25% vs traditional
6lt Green Generation Dishwasher
• Only consumes 6 lt of water in
the Normative Program (Eco
program)
• Ensured water purity thanks to
filtration and automatic water drain
after expiration date
SmartClean Oven
• Cavity and inner door surface
stay shiny and flawless over time
Fresh Connect
• Easy to clean by using only water
• up to 350€ saving per year
and natural detergent (no need of
chemicals)
Strictly Confidential – Not to be copied or distributed

15. Initiatives Recognized by Institutions
Industria 2015
Gran Prix de
Confindustria premio all‟innovazione l’Innovation –
Foire de Paris
Strong leadership in eco-
conception management
Strictly Confidential – Not to be copied or distributed

16. July 28 2009
Whirlpool
Strictly Confidential – Not to be copied or distributed

17. A Well Balanced Brand Portfolio the Most Focused in EMEA
Super Premium
>150%
Premium
125%
Mass
100%
Value
90%
Selected Markets EMEA
Strictly Confidential – Not to be copied or distributed

18. KITCHENAID : Brand History & Key Dates
First home Mixer Launch
1919
& Trademark
Registration
KD10 home dishwasher 1949
Whirlpool Corporation
acquire KitchenAid
1986
1994 Belgium SDA European
Headquarter KitchenAid
1999 Launch of Blenders
2003 Launch of Artisan Range
2007 Launch of Majors
2009 Brand 90th Anniversary
Strictly Confidential – Not to be copied or distributed

19. 2009 WER
STRATEGY REVIEW
July 28 2009
Whirlpool
Strictly Confidential – Not to be copied or distributed

20. Whirlpool EMEA - Where We Manufacture
Norrköping, Sweden:
B-I Microwave ovens
Schondorf, Germany:
Front loaders
Amiens, France:
Dryers Wroclaw, Poland: refrigerators,
dishwashers, B/I hobs and ovens
Cassinetta, Italy:
Refrigerators, B/I ovens
and hobs, Poprad, Slovakia:
Special machinery Top and front loaders
moulds and dies
Trento, Italy: B/I and freestanding
refrigerators and upright freezers
Siena, Italy
Chest freezers
Isithebe, South Africa:
Naples, Italy: Refrigerators and freezers
Front loaders Strictly Confidential – Not to be copied or distributed

21. The Global Platform with Local Flexibility
Whirlpool with 3 of Europe‟s 7 largest factories with a total of 14
• 48% of Footprint migrated to Low Cost Countries
Global Product Development – 2500 Engineers ca. 500 dedicated to BI
• 2 Technology Centers – Cooking Based in Europe (Italy)
• 2 Global Design Centers – European GCD based in Italy
Best-in-class technology, quality and costs with Design Expertise
Quality is the Core of our Footprint Investments
Strictly Confidential – Not to be copied or distributed

22. 2009 WER
STRATEGY REVIEW
Whirlpool
Strictly Confidential – Not to be copied or distributed

23. Whirlpool
Trade & Market Growth
 Partnering with the winners in Retail & Kitchen industry
 Dedicated capabilities:
• Sales & Marketing Central and Local Teams
• Order-to-delivery systems centered on full commission
availability and delivery
Source: Central Ceced Sell-In
Strictly Confidential – Not to be copied or distributed

24. Whirlpool Nederland BV
Strictly Confidential – Not to be copied or distributed

25. Organisatie
• Whirlpool Nederland BV is formeel importeur van Kitchen Aid, Bauknecht, whirlpool en Ignis
• Aantal medewerkers 149
• Activiteiten vanuit Breda:
• Sales
• Marketing
• Service
• Finance
• Debiteuren administratie
Strictly Confidential – Not to be copied or distributed

26. Logistiek
• Nieuwbouw 2009, 45.000M2
• Oud-gastel (R‟daal)
• Volledige benelux belevering
• Aanlevering per spoor mogelijk
• In-out slag >1.000.000 eenheden per jaar
• Voorraad +/- 100.000 stuks
Marktpositie NL:
• Inbouw >25%
• Vrijstaand >12%
Strictly Confidential – Not to be copied or distributed

27. Ledenvergadering
Vereniging
Comfortabel
Wonen
Patrick Nolsen
Sales Manager Project Market
WHIRLPOOL EMEA  CONFIDENTIAL

28. Strictly Confidential – Not to be copied or distributed

29. Strictly Confidential – Not to be copied or distributed

30. FIVE YEAR GOALS 2010 - 2015
Marktleider in het inbouwsegment
Beste kwaliteit in de markt in elke product categorie
Leadership
Innovatie
Strictly Confidential – Not to be copied or distributed

31. Whirlpool Partnership with Trade- We Have Strong Aspirations
2010 2014
Speed & Innovation, Leadership, Strategic Partnership
Strictly Confidential – Not to be copied or distributed

32. ONZE DOELGROEPEN
Silvia Ela Sophie Anne Agata
Angela Petra Kirsten Els Elisa Fabrice
Home Practical Progressive Life Achiever Life Balancer Passionate Gourmet
Budget segment: Basis segment: Premium segment: Top segment:
- Eenvoudige uitstraling - Voor elk wat wils - Duits merk - High end
- Selectieve distributie - Internationaal merk en - Design - Zeer luxe uitstraling
internationale aanwezigheid - Veel functiemogelijkheden - Oneindige mogelijkheden
- Eenvoudig in gebruik - Uitgebreide bedieningsopties
- Brede range - Volop combinatiemogelijk-
- Goede prijs/kwaliteits- heden
verhouding
Strictly Confidential – Not to be copied or distributed

33. Whirlpool Ontzorgingsconcept: We Care Pro
- volledige ontzorging tot 20 jaar
- vaste bezoektijden van onze monteur
- training van uw technische dienst
- uitgekiende onderdelenpakket op locatie
Strictly Confidential – Not to be copied or distributed

34. Never out of stock
- Speciale range apparaten gegarandeerd altijd op voorraad,
herkenbaar aan het logo ‘Never out of stock’
- U bent ervan verzekerd dat u altijd dezelfde apparaten kunt toepassen
- U weet zeker dat deze apparaten altijd per direct leverbaar zijn
Strictly Confidential – Not to be copied or distributed