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Why align
Its a fact. Shaft misalignment is responsible for up to 50% of all costs related to rotating machinery breakdowns. Accurately aligning shafts can prevent a large number of machinery breakdowns and reduce unplanned downtime that results in a loss of production. In todays challenging environment of reducing costs and optimizing assets, the necessity of accurate shaft alignment is now greater than ever.
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 1 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
The possible consequences of shaft misalignment are serious to any company's bottom line and include: Increased friction and thereby energy consumption Premature bearing and seal failure Premature shaft and coupling failure Excessive seal lubricant leakage Failure of coupling and foundation bolts Increased vibration and noise
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 2 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Maximum distance between measuring units 1m (3.3 ft) compared with 850 mm (2.8 ft), allowing for more versatility in application
The big difference for sales people is that the price of the TKSA 40, with many desired features, is similar to the old TMEA 2. The selling process is likely to be similar to the TMEA 2. This is discussed in the section Product positioning and Launch tactics below
Product positioning
Total market potential for shaft alignment tools is approximately 300M per annum
25% use laser alignment tools, low, medium and high end (3000 15000+ per tool) 75% of the market consists of users using straight edges, dial indicators and other tools The area of greatest growth potential for the TKSA 20 and 40 are the current non laser alignment users
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 3 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
TKSA 20 The TKSA 20 is positioned; as the best priced laser shaft alignment tool on the market today as a competitor to current low-end shaft alignment tools to enable current non users of laser shaft tools to own a real laser alignment tool as a tool priced to allow existing laser shaft alignment tool users, with a limited budget, to own more than just one shaft alignment tool as a tool priced for use by service companies, who need a large number of tools to equip their service personnel as an entry level laser alignment tool for aligning horizontal shafts with one coupling. This constitutes 90%+ of the market for laser shaft alignment TKSA 40 The TKSA 40 is positioned; as a competitor to current low-end shaft alignment tools offered by competitors as the easiest low-end shaft alignment tool to use as the low-end shaft alignment tool with all the most desired features as a tool priced to allow existing laser shaft alignment tool users to own more than just one shaft alignment tool
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 4 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
as an low-end laser alignment tool for aligning horizontal shafts with one coupling. This constitutes 90%+ of the market for laser shaft alignment
Launch tactics
The way products are launched in different countries and markets can vary greatly, but one thing is for sure, you need to launch products to get attention and sales. It is possible to influence sales and grow the business. Compare the difference between sales units that participated in the alignment campaign 2009, with those who did not.
The increase in pieces sold is quite significant. During 2009, the MaPro marketing department has been busy examining the success factors for good product launches. Examining which information sources that potential customers normally use, when they want to buy a new product, the following was found:
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 5 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
The distributor is still very important, but the use of the internet is clearly significant. Researching websites that our customers use, it was seen that around 80% of potential customers used Google. Based on our research, we strongly suggest that the launch plan consist of two approaches: Push strategy The push launch supports the way the current shaft alignment tools are sold, i.e. the products are pushed through the sales chain (SKF -> DD -> EU). The Push strategy suits the TKSA 40 quite well, as products with similar positioning and price (including TMEA 2) are sold this way.
To support your launch for both products, we have prepared or are preparing: Information on the MaPro Intranet, such as the MP100 article and product pictures Product Data Sheets PPT-presentation Press release Product Introduction Package Why alignment leaflet Instructional videos for both TKSA 40 & TKSA 20 A new low cost, light weight, demonstration rig TMDR 2
Pull strategy With the pull launch we want to get the attention of end users via mass media, such as advertising, inviting them to watch animations or join webinars or on-line trainings, where they have to register and leave their contact data. These leads must then be followed up and converted to orders
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 6 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
The Pull strategy is particularly suited to the TKSA 20, as our goal is to sell 3 times more TKSA 20 than the TMEA 2. (TKSA 20 is around 50% of the TMEA 2 price!) To support your launch for the TKSA 20, we have prepared or are preparing: Internet banners, to be placed on (local) SKF home pages, that link directly to the campaign landing page Internet campaign landing page (similar to
http://www.skf.com/portal/skf_gb/home/aboutskf? contentId=880046#/introduction )
Advertising on Google in a number of key languages Animation for TKSA 20 (can be used on-line or on your PC) On-line training on Aptitude Content for direct mailings for use via Exact Target
Launch time plan: 31 March 2010: Internal launch (Mapro -> SUs) 3 May 2010: External launch (SU -> DDs & EUs; banners & products on SKF.com)
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 7 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Market potential
Any industry where rotating machinery within the capabilities of the SKF Shaft Alignment Tools can be used, namely: Shaft diameters from 30 to 500 mm (1.2-19.7 in) Where the measuring units can be positioned within a maximum distance of: TKSA 20 - 850 mm (33.5 in), TKSA 40 1000 mm (39.4in) The application has a single coupling in a horizontal position Potential customers who have considered buying shaft alignment tools, but were unable to do so due to the prohibitively high price Customers who have invested in a shaft alignment tools and would like to buy additional units, but do not require expensive high-end models Customers who have used existing SKF and competitor low-end shaft alignment tools and need to store and share the results, the TKSA 40 has this functionality
Compact, ergonomically design display units Supplied in sturdy, light-weight carrying case for portability
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 8 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Soft foot check: Soft foot function helps check if the machine is standing evenly on all feet; an essential check for good shaft alignment Fast measuring unit positioning: Measuring units are positioned fast and easy, by using the built-in spirit levels Global Use: Language free, simple three step process and user selectable measurement units (mm or inch) facilitate use globally
TKSA 20 specific: Easy for inexperienced users: Quick Start Guide allows virtually any technician to quickly be familiar with the process. Full multi-lingual instructions, instructional video and alignment report forms supplied on a CD The attractively priced TKSA 20 virtually assures a short payback time on the investment
TKSA 40 specific: Intuitive: Animated graphical interface on a 4 inch back-lit screen and alphanumeric key functions simplify the whole process Built-in alignment recommendation: Pre and user definable tolerance tables greatly simplify assessment of the alignment Alignment data sharing: Alignment settings and results can be stored to the internal memory and downloaded via USB cable to a PC. Files are easily shared with others without the need of special software. Easy for all users: A Quick Start Guide and intuitive menus allows virtually any technician to quickly be familiar with the process. Full multi-lingual instructions and instructional video supplied on a CD
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 9 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 10 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Demonstration rig for shaft alignment tools Demo set for TKSA series
TKSA DEMOSET1
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 11 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
* SKF Shaft Alignment Tool TKSA 20 directly replaces SKF Shaft Alignment Tool TMEA 2
TKSA 40
1750.00
3080.00
4000.00
TMDR 2
240.00
325.00
465.00
TKSA DEMOSET1 Demo set for TKSA series TMAS/TKSA KIT1 Promotional shim kits for TKSA 20
2685.00
4680.00
6000.00
3598.56
8744.40
12492.00
* Your local pricing should be in-line with the recommended end-user prices, although some local variations are understood. However, as we wish to achieve significant market Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 12 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
penetration with the TKSA 20, the TKSA 20 should not be offered prices similar to the old TMEA 2.
Instructions for use, report templates, instructional videos and warranty registration card
The TKSA series are supplied with a quick start guide, a CD Rom containing further information and a warranty registration card TKSA 20 MP5370 Quick start guide* MP5369CD CD ROM containing instructions for use MP5369*, instructional video and alignment report templates MP5373 Warranty registration card** inviting customers to register their shaft alignment tool (www.mapro.skf.com/tksa/register)
TKSA 40 MP5363 Quick start guide* MP5362CD CD ROM containing instructions for use MP5362* and instructional video MP5373 Warranty registration card** inviting customers to register their shaft alignment tool (www.mapro.skf.com/tksa/register)
* At launch QSG and IFU is in English only. Other language versions will follow. ** Customers do not have to register their warranty, as standard terms and conditions of sale still apply concerning warranty. Customers who do register will be notified of product updates, via the local SKF sales organisation, and will be invited to give feedback on their TKSA instruments. Privacy laws will be respected.
Designation Applications
TKSA 40 Horizontal single coupling alignment Soft Foot check Tolerance check Storage of results
Measuring units Housing material Type of laser Laser wave length Laser class Maximum laser power Maximum distance between measuring units ABS plastic Diode laser 670 - 675 nm 2 1 mW 850 mm (2.8 ft) ABS plastic Diode laser 670 - 675 nm 2 1 mW 1000 mm (3.3 ft)
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 13 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Minimum distance between measuring units Type of detectors Cable length Dimensions
70 mm (2.7 in) Single-axis PSD, 8.5 x 0.9 mm (0.3 x 0.04 in) 1.6 m (5.2 ft) 87 x 79 x 39 mm (3.4 x 3.1 x 1.5 in) 210 gram (7.3 oz)
70 mm (2.7 in) Single axis PSD, 8.5 x 0.9 mm (0.3 x 0.04 in) 1,6 m (5.2 ft) 87 x 79 x 39 mm (3.4 x 3.1 x 1.5 in) 210 gram (7.3 oz)
ABS plastic LCD 35 x 48 mm (1.4 x 1.9 in) 2 x 1.5V LR14 Alkaline 20 hours continuous None 0.01 mm (0.1 mil in inch mode) 215 x 83 x 38 mm (8.4 x 3.2 x 1.4 in) 300 g (10.5 oz)
ABS plastic 10 cm (4 in) monochrome backlit screen. Hard plastic protection 3 x 1,5V LR14 Alkaline 20 hours continuous USB 0,01 mm (0.1 mil in inch mode) 210 x 110 x 50 mm (8.3x 4.3x2 in) 650 gram (22.9 oz)
TKSA 20
TKSA 40
Display unit (batteries included) 2 measuring units with spirit levels 2 mechanical shaft fixtures 2 locking chains with tightening pin Measuring tape Quick start guide CD with Instructions for use, instructional video and alignment reports on CD Calibration certificate valid for 2 years Carrying case
Display unit (batteries included) 2 measuring units with spirit levels 2 mechanical shaft fixtures 2 locking chains with tightening pin Measuring tape USB cable Quick Start Guide CD with Instructions for use and instructional video Calibration certificate valid for 2 years Carrying case
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 14 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
PC download Memory Alignment tolerance check User editable tolerances Shaft diameter range
Not applicable
Plug in to PC by USB socket 100 alignments Yes Yes 30 - 500 mm (1.2 -20in) Chain for shaft dia30 - 150 mm (1.2 - 5.9 in) Optional chain for shaft dia 150 - 500 mm (5.9 - 20 in) < 2% / 0,01 mm 0 - 40 C (32 - 104 F) < 90 % 390 x 310 x 192 mm (15.4x12.2x7.6in) 4,9 Kg (10.8 lbs) valid for two years 12 months
Not applicable None None 30 -500 mm (1.2 -20in) Chain for shaft dia30 - 150 mm (1.2 - 5.9 in) Optional chain for shaft dia 150 - 500 mm (5.9 - 20 in)
Accuracy of system Temperature range Operating humidity Carrying case dimensions Total weight (incl. case) Calibration certificate Warranty
<2% +/-0.01mm 0 - 40 C (32 - 104 F) < 90% 390 x 310 x 147 (15.3 x 12.2 x 5.7 in) 3.6 kg (7.9 lb) valid for two years 12 months
Approvals
SKF Shaft Alignment Tool TKSA 20 has been designed and manufactured in accordance with: EMC DIRECTIVE 2004/108/EC as outlined in the harmonized norm for Emission: EN 61000-6-3:2007 Immunity: EN 61000-6-2:2005, EN 61000-4-2, -3 Directives RoHS, 2002/95/EC The laser is classified in accordance with the EN 60825-1:2007. The laser complies with 21 CFR 1040.10 and 1040.11 except for deviations pursuant to Laser Notice No. 50, dated June 24, 2007 SKF Shaft Alignment Tool TKSA 40 has been designed and manufactured in accordance with: EMC DIRECTIVE 2004/108/EC as outlined in the harmonized norm for Emission: EN 61000-6-3:2007 Immunity: EN 61000-6-2:2005, EN 61000-4-2, -3 Directives RoHS, 2002/95/EC The laser is classified in accordance with the EN 60825-1:2007. The laser complies with 21 CFR 1040.10 and 1040.11
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 15 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
except for deviations pursuant to Laser Notice No. 50, dated June 24, 2007
MaPro focuses on the low-end, entry level of belt and shaft alignment systems, which are suitable for sales through the SKF sales channel. Fixturlaser has a strong focus on the high-end, expert alignment systems, which are suitable for sales directly to customers and through specialised distributors.
Competition Types
Shaft alignment systems on the market can be divided into two types of systems: The low-end systems The high-end systems
The low-end systems These are systems, which are easy to use but have a limited scope of use. Mainly they are limited to horizontal shaft alignment. Depending on the system, a certain tool can offer additional features for performing horizontal shaft alignment such as soft foot, limited rotation, printer function, etc. One limitation of the low-end systems is the maximum measuring distance, which is often limited to approximately to 1 to 2 meters. The high-end systems These are systems with a wide scope of use and are not limited to only horizontal shaft alignment but can also be used for vertical shaft alignment, machine alignment, roller alignment and so on. In addition, they are equipped with more powerful laser beams and a larger receiver, allowing longer measuring distances, typically up to 10 meters. SKF Shaft Alignment Tools The current products from SKF MaPro belong to the first group, the low-end systems. These items are suitable to sell globally through MaPros authorised distribution network. Main Competitors Damalini (Easy-LaserTM), PRFTECHNIK and Fixturlaser are our main direct competitors in the low-end segment of laser shaft alignment tools. The graphic below shows the products of our main competitors and their positioning; low, mid or high end.
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 17 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
TKSA 20 competitors The unique selling point of the TKSA 20 is the price. There is really only one competitor near the TKSA 20 price level; the Fixturlaser Dirigo (also known as VibrAlign Shaft Hog in North America)
TKSA 40 competitors TKSA 40 is intuitive and fast to operate and offers the most appreciated features in its price class. It offers the simplest alignment procedure, the easiest tolerance check and storage of results and downloading to PC. Below is an overview of the low-end competitor products:
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 18 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
Looking at the competition in further detail, Prftechnik Prftechnik offers one product in the low-end segment, the Aligneo. The Aligneo appears well specified at first glance, but many functions are extra-cost options. The Aligneo is based on their mid-end tools with many of the ease-of-use features removed. This makes it difficult to use for the beginner and those not familiar with Prftechnik tools, and is certainly not intuitive in set-up or operation. Alignment Results can be saved to the units internal memory and transferred to a PC, but are given a number only and cant be renamed. For more information on PRFTECHNIK and their products, see their website: www.pruftechnik.com Damalini AB Damalini offers one product in the low-end segment, the Easy-Laser D450. The D450 has the following programs built-in; horizontal alignment, soft foot program, thermal growth compensation and tolerance check (one user defined only). Alignment Results can be saved to the units internal memory and transferred to a PC. The unit itself is rather old fashioned and For more information on Damalini and their products, see their website: www.damalini.com Fixturlaser Fixturlaser is a special competitor since they are also our development partner. In the mid-end segment they offer the GO, which is the nearest competitor to our TKSA 40. The Go offers more functionality than the TKSA 40 and is easier to use and set up due to the measuring units having larger detectors. However, these advantages come at a price premium of 30% extra.
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 19 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010
For more information on FixturLaser and their products, see their website: www.fixturlaser.com
Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 20 of 20 FOR INTERNAL USE ONLY SKF Maintenance Products Marketing Department - 2010