Professional Series

Professional Series Product Sales Training

2008July 15, 2008

Contents

• Training Objective

• Product Line Overview

• Design

• Flexibility

• Cooking & Performance Features and Benefits

• Recommended Ventilation

• Accessories

• Competitive Analysis

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

Professional Series Cooktops

PCG484EC PCG484ED PCG484EL

PCD484EE PCG364EL PCG364ED PCG366E

PCG304E PCG24EE

WOKS DISCONTINUED 12/07

Product Line Overview – Pro Harmony Ranges

PRG364EDH

PRD486EDHU PRD484EDHU

Dual Fuel only Dual Fuel only

PRG366EH PRG364ELH PRG304EH

All GasDual Fuel LP

All GasDual Fuel LP

All GasDual Fuel LP

All GasDual FuelLP

Product Line Overview – Pro Grand RangesPRD484ECG PRD484EEG

PRD486ELG PRD486EDG

PRD366 EG PRD364EDG PRD364ELG

All GasDual Fuel LP

PRD304EG

Dual Fuel only All GasDual Fuel LP

All GasDual Fuel LP

All GasDual Fuel LP

All GasDual Fuel LP

All GasDual Fuel LP

All GasDual Fuel LP

Nomenclature Pro Ranges and Cooktops

P R D 4 8 4 E G U

Model Type:

PR = Pro Range

PC = Pro Cooktop

Fuel Type:

G = Gas

D = Dual Fuel

E = Electric

I = Induction

L = LP

Size:

24 = 24”

30 = 30”

36 = 36”

48 = 48”

# of Burners:

4 = 4 Burner

6 = 6 Burner

Year Series

H-Harmony

G-Grand

US/Canada

U = US Only

C = Canada Only

Sample SKUs:48” LP Harmony Range with Griddle/Grill = PRL484ECH

36” DF Grand Range with 6 burners = PRD366EG

30” Gas Cooktop w/ 4 burners = PCG304E

36” Gas Cooktop w/ Electric Griddle = PCG364ED

36” Gas Cooktop w/ Grill = PCG364EL

E

Griddle/Grill

C = Combi (Grid/Grill)

D = Griddle

E = 24” Griddle

L = Grill

New Edgy Design

The first Pro range for a private household: 1956, installed in San Diego

Industrial design as the key success factor

New Edgy Design

• New Edgy bullnose

• New Pro Handle

• New Metal Knobs

– Pro Grand knobs slightly

larger

• New Larger Badge on Door

• New Seamless control panel

• New Configurations

New Edgy Design Consumer Benefits

• Substantial facelift for all Professional Ranges and Cooktops

• Family look for all Thermador appliances

• “Edgy design”: new design philosophy for the brand

– More modern appearance, still traditional values

“According to industry experts, exposure to global design, urban living and hectic schedules is driving consumers’ desire for simplicity, thus translating into

clean, streamlined, unfettered cabinetry styles and finishes.” -Kitchen and Bath Business, January 2006

Design Trend Board for Edgy Design: Kitchens

New Design Changes Overview

Pro Grand Pro Harmony Pro Cooktop

• Same models like today• 30”, 36”, 48”• Dual fuel and gas• Self-cleaning• Different cooktop

configurations

• Same models like today• 30”, 36”• New 48” model – Dec ‘07• Dual fuel and gas• Self-cleaning (dual fuel only)• Different cooktop

configurations

• Same models like today• 24”, 30”, 36”, 48” • Different cooktop

configurations

Flexibility

Pro Cooktop Flexibility

48” Cooktop• 4 Star™ Burners with 12,000 Btu Grill 1,600 Watt Griddle• 4 Star™ Burners with 24” Griddle (2, 1600 Watt Elements)• 6 Star™ Burners with 12,000 Btu Grill• 6 Star™ Burners with 1,600 Watt Griddle36” Cooktop• 4 Star™ Burners with 12,000 Btu Grill• 4 Star™ Burners with 1,600 Watt Griddle• 6 Star™ Burners30” Cooktop• 4 Star™ Burners

24” Specialty Cooktop• Modular Electric Griddle, 2, 1,600 Watt Elements

Pro Grand Range Flexibility

Pro Grand and Pro Harmony 48” Ranges• 4 Star™ Burners with 12,000 Btu Grill and 1,600 Watt Griddle

(Grand only)• 4 Star™ Burners with 24” Griddle (2, 1600 Watt Elements)• 6 Star™ Burners with 12,000 Btu Grill (Grand only)• 6 Star™ Burners with 1,600 Watt Griddle

Pro Grand and Pro Harmony 36” Ranges• 4 Star™ Burners with 12,000 Btu Grill• 4 Star™ Burners with 1,600 Watt Griddle• 6 Star™ Burners

Pro Grand and Pro Harmony 30” Ranges

• 4 Star™ Burners

Pro Range Flexibility

Pro Grand and Pro Harmony 48” Ranges• 4 Star™ Burners with 12,000 Btu Grill and 1,600 Watt Griddle

(Grand only)• 4 Star™ Burners with 24” Griddle (2, 1600 Watt Elements)• 6 Star™ Burners with 12,000 Btu Grill (Grand only)• 6 Star™ Burners with 1,600 Watt Griddle

Pro Grand and Pro Harmony 36” Ranges• 4 Star™ Burners with 12,000 Btu Grill

• 4 Star™ Burners with 1,600 Watt Griddle


Pro Grand and Pro Harmony 30” Ranges


Cooking Performance

3-in-1 Star® Burner

• A Thermador exclusive since 1998

• Unique design

• Patented Star burners

• ExtraLow® Simmer

• Five point star design flame

pattern

• Flame safety

– Flame re-ignition

• Electronic single point ignition

3-in-1 Star® Burner Benefits

• Unsurpassed flame spread – 56% more vs. round burner

• Even heating across pan without hotspots

• ExtraLow® Simmer

• Fastest boil up time

– Based on CU temperature rise test:

– Thermador: 14 min. 44 sec.

– Viking: 15 min. 59 sec.

– Wolf: 17 min. 48 sec.

• Maximum cookware flexibility

EXTRALOW® Simmer System

• A Thermador exclusive since 1994!

• Standard on Professional Series

• Electronic simmer control with 375 Btu’s

• How does it work?

– Flame electronically cycles on and off

– XLO zone has infinite settings from low to high

Lowest setting: 10 seconds on / 50 seconds off

Highest setting: 50 seconds on / 10 seconds off

Plus any setting in between

EXTRALOW® Simmer System Benefits

• Widest selection of simmer settings available on the market!

• Simmer all types of food and quantity in all types of pans

• Perfect for cooking delicate sauces

• Ideal for slow cooking

• Unsurpassed for holding foods covered

• Replaces the double boiler, rice cooker or crock pot!

• No more standing over the range and constant stirring for fear of

burning or scorching!

Titanium Surface Electric Griddle

• Special formulated coating “absorbs”

• Advanced Design with Thermo Black

• Powerful, 6-pass 1600 Watts “radiates”

• Insulated aluminized tray “controls & directs”

• Thermostatically Controlled

Titanium Surface Electric Griddle Benefits

• Preheats quickly with fast response

recovery time

• Even heating across full surface -

side to side, front to back

• Easy to clean/ no rust

• Select actual temperature, not

limited to “high/low”

• Stick resistant surface

• Use as a warming zone

• Removable and dishwasher safe

Thermostatically Controlled Gas Grill

• Thermador Exclusive!

• 18,000 Btu’s of heat

– U-Shaped Burner

• Electronic thermostat control module

• Flame sensing

• Automatic re-ignition

• Extruded ribbed aluminum plate with Titanium surface

Thermostatically Controlled Gas Grill Benefits

• Precision temperature setting for different food types

• Select actual temperature, not limited to “high/low”

• Even cooking results due to even heating across full surface

• Preheats quickly with fast response recovery time

• Easy to clean/ non-rusting surface

• Stick resistant surface for low fat cooking

• Removable and dishwasher safe

• Flame safety

3rd Element Convection

• Unique fan cover design frees

more oven space and improves air

flow throughout cavity

• 3rd element

• Program controlled fan

• Hot air flows precisely and evenly

around food

3rd Element Convection Benefits

• More even heating

• Multiple-rack cooking

• Prepare an entire meal with

no flavor transfer

• Use all three racks at once

• Speed cooking

• Greater selection of cooking

modes

Large Oven Capacity

• Large heavy duty racks to support

large quantity loads

• Flat oven can provides more usable

space

• Large oven capacity– Pro Grand 30” – 5.1 cu ft– Pro Grand 36” & 48” – 5.7 cu ft

• Secondary oven 2.5 cu ft

– Pro Harmony 30” – 4.4 cu ft

– Pro Harmony 36” – 5.0 cu ft

Large Oven Capacity Benefits

• Easily handles the largest cooking

chores when entertaining

• Cook 2 turkeys at one time

• Cook on multi-levels at the same

time

• Accommodates full commercial

sheet pans for large quantities

Electronic Oven Control

• Precision electronic controls hidden behind knobs

• Use of heating elements alternates for optimal performance based

on cooking mode selected

• Samples oven environment every 60 seconds

• State of the Art

• Specific for Duel Fuel and Gas

Electronic Oven Control Benefits

• Expect the same results from the

same settings time after time

Results will not vary from day to

day

• Precise temperature settings for

optimal cooking results

• Maintain the Pro look with

precision control for professional

cooking results

• Foods will look as good as they

taste!

Rapid 2 Hour Self Clean

• The fastest self-cleaning cycle

on the market!

• Intelligent use of all elements:

bake, broil, convection

• 2 hours from start to finish,

including cool down

• Pro Harmony 48” range cleans both ovens simultaneously in just two hoursPro Harmony Oven Control

Rapid 2 Hour Self Clean Benefits

• Less heat in the kitchen

• Odor reduction

• Convenient due to less time

without oven availability

• Energy saving

• Kitchen safety, door stays

cooler

• Ease of use

Pro Harmony Oven Control

Professional Series Ventilation Options

• Updraft ventilation only

• Choose 600 to 1300 CFM

• Chimney Wall/Island Hoods

• Wall Hoods

• Professional Custom Hood Insert

• All blowers ordered separately

• Remote or Inline Blowers for

Chimney Hoods

• PHH30/36 recirculation option

• Custom Hood Insert

– Remote / Integral / Inline blowers

Accessories

Professional Cooktop Back Guard Options

GP24LBS 12” Low Back Guard 24” Wok

PC24LB 12” Low Back Guard 24” Griddle

PC30lb 12” Low Back Guard 30” Cooktop

GPS36LBS 12” Low Back Guard 36” Cooktop

GPS48LBS 12” Low Back Guard 48” Cooktop

GP24ITS Island Trim 24” Wok

PC24IT Island Trim 24” Griddle

PC30IT Island Trim 30” Cooktop

GPS36ITS Island Trim 36” Cooktop

GPS48ITS Island Trim 48” Cooktop

Pro Grand Ranges Back Guard Options

HS30R 22” High Back Shelf 30” Range

IT30R 3 5/8” Trim Piece 30” Range

ITDF30R 3 5/8” Trim Piece 30” Range – Dual Fuel Model

HS36R 22” High Back Shelf 36” Range

LB36R 12” Low Back Guard 36” Range



HS48R 22” High Shelf 48” Range

LB48R 12” Low Back Guard 48” Range



Note: 9” Back Guard included with 30” Range / 12” Low Back Guard not available for 30” Range

Pro Harmony Ranges Back Guard Options

DFP30HS / GP30HS 22” High Back Shelf 30” Range – Dual Fuel / All Gas & LP

DFP30IT / GP30IT 3” Island Trim Piece 30” Range – Dual Fuel / All Gas & LP

DFP36HS / GP36HS 22” High Shelf 36” Range – Dual Fuel / All Gas & LP

DFP36LB / GP36LB 9” Low Back Guard 36” Range – Dual Fuel / All Gas & LP

DFP36IT / GP36IT 3” Island Trim Piece 36” Range – Dual Fuel / All Gas & LP

DFP48HS / GP48HS 22” High Shelf 48” Range – Duel Fuel / All Gas & LP

DFP48LB / GP48LB 9” Low Back Guard 48” Range – Duel Fuel / All Gas & LP

DFP48IT / GP48IT 3” Island Trim Piece 48” Range – Duel Fuel / All Gas & LP

Note: 6” Back Guard included with 30” Range / 9” Low Back Guard not available for 30” Range

Professional Series Accessories

PC24CHPBLK Maple Chopping Board 24” Griddle

PC12CHPBLK Maple Chopping Board 12” Griddle

PC24CVRGE Griddle Cover 24” Griddle

PC12CVR Griddle Cover 12” Griddle

PLPKIT Star Burner LP Conversion Kit Range or Cooktop

PC12GRILL Grill Accessory Range or Cooktops

PC12CVREE 24” Griddle Cover Range or Cooktops

PC12VRGE 24” Cover - 12”Grill/12”Griddle combination

Range or Cooktops

KNOBBLKG

KNOBBLUG

Black Knob Kit

Blue Knob Kit

Pro Grand Ranges

Pro Grand Ranges

KNOBBLKHC Black Knob Kit Cooktops / Harmony Ranges

KNOBBLUHC Blue Knob Kit Cooktops / Harmony Ranges

Competitive Comparison

Target competitor: Wolf

Gas Model Re-launch Q2/2007 Dual Fuel ModelThermador

Wolf – Professional Design

What WOLF will try to sell The Thermador Response

16.000 BTU burners The 15.000 BTU 3-in-1 burner spreads the heat evenly across the pot without having only one hotspot.

Provides faster boil-up with lower BTU output.

500 BTU Simmer burner The Thermador XLO Simmer burner has the lowest simmer output available. 375 BTU makes simmering all types of food in all types of pans possible.

Double Convection Fan 3rd element convection spreads the heat right out of the fan keeps the temperature even and makes multi rack cooking excellent.

Infrared griddle Because of the 1,600 watt 5 pass element you got even heating across full surface - side to side, front to back regardless of position of food on the griddle.

Infrared grill The unique Electronic Thermostat Control module allows repeatable selection of actual temperatures. Grease accumulation on IR grill cannot be cleaned—affects performance

Wolf Likes and Dislikes

• Overall look, “it’s very smooth; you don’t see the seams and lines…this is clearly one piece.” (LA Designer)

• Grates appear to come off easily for cleaning.

• Digital displays on knobs, “it’s the only one where you don’t have to bend down to see what you’re doing.” ( LA Designer)

• Pop-out control panel, this is also convenient since you can easily see what you are doing while standing up.

• Blue Interior oven, this reflects the light better than black, making it easier to see the food.

• Small burner areas, there might not be enough room for big pots of serious chefs.

• Red knobs, are polarizing – it makes it hard to design with.

• Pop-out control panel, “my clients question the reliability of too many gadgets. It’s one more thing that might break.” ( LA Designer)

DISLIKESLIKES

Target Competitor: Viking

Viking Flush DesignThermador

Viking – Professional Design

http://www.vikingrange.com/consumer/products/product.jsp?productView=largeImage&fullSize=true&id=prod150080

ProFlow™ Convection Air Baffle 3rd element convection fan which spreads the heat right out of the fan keeps the temperature even and makes multi rack cooking excellent.

Self-clean oven With a less then 2 hours self clean cycle, the Pro Harmony Range has the fastest cleaning mode in the market.

Exclusive VSH™ ( VariSimmer 1000 BTU)

The Thermador XLO Simmer burner has the lowest simmer output available. 375 BTU makes simmering all types of food in all types of pans possible.

What VIKING will try to sell The Thermador Response

Viking Likes and Dislikes

• Pull-out grease tray, this is a nice feature for cleaning!

• Bottom ventilation panel, “it looks like a nightmare to clean.”

• Recessed oven doors, “the ovens are actually smaller than the rest.” (OC Designer)

• As with Wolf, the perception that they might not have enough room for large pots side by side.

• Knobs, too many, “it looks chaotic with so many knobs.” They’re all at different levels – looks like a wave.” (LA Designer)

• Exposed screws, “the screws holding in it make it look cheap.” (LA Designer)

• Recessed windows, “I liked the recess glass. It goes with the rest of the stove.” (LA Designer)

LIKESDISLIKES

What Thermador is selling: Cooking PerformanceThermador Wolf Viking

Cooking Surface Feature

Surface Burners Temp test 14:44 17:48 15:59

Simmer Chocolate Melts/holds Melt/no hold Melt/ burned

Simmer Tomato sauce Even bubble Center bubblesmall bubble center

GriddleEasy clean/ even cooking

Cannot clean/ even cooking

Difficult to clean / uneven cooking

Grill

Easy clean/ even cook/Temp control

Difficult to clean / uneven heat

Difficult to clean / uneven heat

Oven Performance Bake 4.42 3.77 3.8Convection Bake 4.12 3.66 2.07

BroilEven results/ no burning Chicken

Even results/ some burning Chicken

Uneven results / charred Chicken

Convection Broil

Even results/ no burning Chicken/ good searing

Uneven results / little burning/ poor searing

Uneven results / charred burning/ poor searing

Self Clean

Clean cavity /some remains around door

Unclean cavity heavy soiling on door and window

Unclean cavity heavy soiling on door and window

Market Potential

• High end market

• Not about money it’s about brand and design. Low price elasticity

• Today people ask for a Viking if they want a Pro-Range (generic name)

• Wolf increased their market share significantly

• Lower end brands like Kenmore enter the Professional market and make it more popular

• Industry consolidation: Dacor and Jade for sale

Thank you for your participation !

Documents

Professional Series