Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential) 1
Samsung Electronics America
Consumer Business Division
November 14, 2013
Samsung EPA Emerging Technology Dryer
Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
How Does it work? • Proprietary Dual Element Heater and control board hardware modulate temperature to reduce energy use.
• Savings available in Eco Mode on Electric Dryer only.
New Samsung Super Efficient Dryer
$1,499 Onyx / $1,399 White What is it? • Front loading electric dryer with 8” Full Touch LCD, Wi-Fi and Industry leading Features Industry’s First Smart-Grid (DR) Ready Industry’s first “WiFi Capable” Smart Vent Sensing(Dryer) Industry’s first Super Efficient Vented Dryer Matching washer is industry’s most efficient!
White DV457EVGSWR/A1
Onyx DV457EVGSGR/A1
Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
• 72% of households have an electric dryer.
• 74% of consumers dry every load they wash.
• 54% of consumers regularly use timed dry saving no energy.
– Timed dry cycle use is second only to Normal cycle.
• Less than 40% of consumer loads dry with low/no heat settings.
• Field studies show more loads dried than washed which indicates performance issues and/or splitting of washer loads.
– Savings likely underestimated based on actual consumer behavior.
• Yet, 69% of consumers are concerned about energy use of clothes dryers.
Consumer Insights on Dryers
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% Responding Regularly
Use
Sometimes
Use
Never
Use
Don’t
Have
Dry cycle
Normal 74 18 4 4
Timed dry 54 27 13 6
Perm press 34 36 19 11
Heavy duty 32 30 16 22
Delicate 18 48 17 17
Quick dry 11 22 20 47
Bedding 8 10 17 66
Rack dry 4 13 24 59
Sanitize 3 9 20 68
Steam refresh 3 9 19 68 Temperature
Colors/medium heat 53 24 10 13
Whites/high heat 41 27 17 15
Knits/delicates/low
Heat 27 48 16 9
Air fluff/no heat 11 49 30 10
Dryer Cycle Use
Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
Dryers: If you could change anything...
“more options for drying control.”
“variable-timed dry cycle that user can choose”
“A cycle to keep the clothes wrinkle free until I
remove them.”
“More accurate dry level sensor.”
“Select-a-song alarms would rock...”
“Make the end of cycle buzzer louder.”
“shorter drying time.”
“make it dry faster.”
• Respondents would like faster cycle and dry times, a better timer/alarm, and options.
• Most consumers state that they wouldn’t change anything.
• But why didn’t they ask for energy savings?
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Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
• Primary to consumers is to save 25% in energy.
• Consumers can save over $500 (with eco mode and 12 year life cycle), but this is not the only opportunity.
– Areas with higher kwh costs can save significantly more.
– Considering real world clothes loads and drying conditions, true savings are much higher (up to 4X).
– Reduce greenhouse gas emissions by 6000 pounds (minimum savings).
What does a super efficient dryer mean for the consumer?
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Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
Real World Savings May Be Higher (up to $1500)
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$-
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Non Sensor Moisture Sensor DV457 with Eco Mode Real World LoadsSensor
Real World NonSensor
DV457 Eco + RealLoads
Lifetime Operating $
× Real world loads contain more cotton, require more drying time, and use more energy.
Eco Mode savings approaches $1500 over the lifetime with real world loads.
+226%
-59%
$131
$534
$(993) $(763)
$1,484
$(1,500)
$(1,000)
$(500)
$-
$500
$1,000
$1,500
$2,000
Non Sensor Moisture Sensor DV457 with Eco Mode Real World LoadsSensor
Real World NonSensor
DV457 Eco + RealLoads
Lifetime Operating Savings
Savings based on $.108/kwh.
Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
Retailers ~ 1200 floors, but mixed inventory
• Best Buy has ~ 630 floors
– Product also available special order
– Inventory mixed between old and new models.
• Lowe’s has ~ 330 floors
– Product available special order in all stores.
– Inventory mixed between old and new models.
• Pacific Sales has ~ 90 floors
– Inventory mixed between old and new models.
• PC Richard & Son has ~ 40 floors
– Inventory should only be the new model.
• Regional Distribution with an additional ~200
floors spread across smaller retailers.
• Sears and Home Depot available as special
order only.
– Inventory should only be the new model.
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Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
Point of Sale: Consumer Call to Action
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Save 25% on your energy bill!
Save almost $4000 on the pair!
× No energy guide or energy star
label makes comparisons difficult.
-- Point of Sale below implemented!
Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
• October 3rd - 19th (Columbus Day Event)
– Retail instant rebates in place
– Reduces Cost from $1499 Onyx/$1399 White to
$1299/$1199
Retailers may also net an additional 10% discount
Print advertising expected at Best Buy
• November 7th -December 4th (Black November)
– Retail instant rebates in place
– Reduces Cost from $1499 Onyx/$1399 White to
$1099/$999
Retailers may not net an additional 10% discount
Print advertising expected at Best Buy
• Goal for 2013 advertising is to see the most
efficient Laundry Pair in the industry continue to
expand leading into new 2014 models.
Remaining 2013 Retail Promotions
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Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential) 10
Full Exposure On Line and In Store and PR
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Award marquee on samsung.com HA page.
Product spec sheets, press release, training focus.
Point of sale materials executed September.
Over 116 million media impressions from Samsung House launch
event in June.
Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
• Samsung will expand leadership in Emerging Technology dryers.
– Potential launch event for Earth Day 2014?
• 80% of dryer sales are electric dryers, but consumers do not understand their
energy use.
– How can we increase awareness?
– Energy guides/labels critical for consumer comparisons.
• Only 25% of households have a moisture sensor dryer, resulting in even larger
long term opportunities for savings.
– Peak replacement demand expected in 2014-2016 based on life cycle and pent up
demand from recession.
• Consumer Savings are significantly higher when an efficient dryer is paired with a
most efficient washer (front load).
– Potential consumer/retail message for 2014?
• What incentives will consumers find to improve their dryer efficiency?
– Expanding rebate and retailer programs to increase savings.
– Samsung is willing to review details on future utility rebates.
Please contact Jenni Chun:
Phone: 973-808-6375
Email: [email protected]
Future Opportunities
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Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential) Change I Challenge I Create I Competitiveness SEA – CBD (Samsung Confidential)
THANK YOU!
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