62•
A Time for Change
New branding strategy sets Rheem in new direction
(Continued from page 60.)
likely to quickly dismiss those who they deem to be out-of-touch or un- informed in favor of contractors who demonstrate that they have the ex- pertise that brings value and trust to the transaction. So, it’s important that Rheem assists contractors and whole- salers in staying on top of their game by making information available 24/7 and offering focused and convenient training courses. It is important that our contractor/wholesaler customers adapt their business models to this re- ality and the evolution of products that cross traditional boundaries (e.g., hybrid systems). In terms of training, Rheem em-
ploys full-time training coordinators in our Montgomery, Ala., manufac- turing facility, that specifically offer ongoing tankless water heating train- ing. Although tankless water heaters have been used worldwide for more than 50 years, consumers in the United States are just starting to learn more about the attractive benefits of tankless technology. One of the most important things that Rheem offers in the education process is explaining how tankless water heaters function, particularly emphasizing what makes them efficient options for consumers. Our relationship with contractors
and wholesalers has always been col- laborative – and we’re in a great po- sition to be an even more integral resource for them in the future. As Rheem pioneers new products that combine both air and water technolo- gies, we can be a resource for plumbers and HVAC contractors who need greater education on whichever product line is not their current spe- cialty. For instance, in 2009, Rheem launched a hybrid electric water heater that uses heat pump technol- ogy – originally used in HVAC sys- tems – to heat water. Heat pump technology enables water heaters to be nearly twice as efficient as stan- dard electric water heaters. When we launched the product, we helped plumbers learn more about how the heat pump technology functions in a water heating application. In mid- 2011, Rheem will launch the second- generation version of our Hybrid water heater, which will feature a color touch-screen LCD display. We expect to continue educating plumbers on the use of heat pump technology when we unveil the en-
hanced Hybrid model later this year. Mesenbrink: What has been the
reaction from your reps and whole- saling channels?
Peel: Reactions to the new Rheem
brand identity from our distributors and wholesale channels has been overwhelmingly positive – particu- larly those who saw the new look and feel of our products first-hand at the AHR Expo 2011 and the annual Air Conditioning Contractors of America conference. Our reps were as excited as we are about the new product de- signs, technologies and overall direc- tion of Rheem. Their enthusiasm for the new product designs was espe- cially evident because of our unique ability to provide so many advan- tages, services and good-looking water heating and HVAC products designed and built by one manufac-
turer. Mesenbrink: It had been men-
tioned that most of Rheem Water Heating’s product offerings were three years old or less in terms of being on the market. Were you cog- nizant of this and is this type of con- tinual product evolution something to try to strive for moving forward? Peel:We will continue to invest at
an accelerated rate in technology, ef- ficiency and product development to keep our product offerings relevant and aligned with contractor and con-
sumer demands. Mesenbrink: What would you like
to share about three of these new product offerings available through Rheem? Jones & Peel: One would be the
Rheem Prestige Series condensing tankless water heater, our most effi- cient tankless water heater to-date. Boasting an industry-best minimum flow rate of .26 gpm and a minimum activation flow rate of .40 gpm, homeowners using low-flow fixtures receive hot water without having to increase the flow. That’s an important benefit in today’s eco-conscious world that translates to savings on water usage and energy costs. Units can vent with PVC piping, making installation faster, easier and cost-ef- fective for contractors. Another product we’re very proud
of is our Integrated Heating & Water Heating System Powered by Tankless Technology offers home heating and hot water from a single source. Be- cause this energy-efficient system is designed, built and warranted by a single manufacturer — Rheem — contractors receive the benefit of seamless product integration, leading to a smoother installation process. When contractors work with Rheem to offer the integrated system, they also benefit from strong customer
• Be sure to visit
www.thewholesaler.com for web exclusive articles and videos! •
service and product training. For con- tractors that specialize in either HVAC or water heating, this system is a great way to expand knowledge and experience, helping to bridge the gap into new product offerings and increased business. And third, in mid-2011, Rheem
will unveil the second-generation version of its Hybrid Electric Water Heater. This product will feature the hybrid industry’s first color touch- screen LCD display. It also includes three user-friendly modes of opera- tion: Energy Saver, High Demand (Normal) and Electric Heat Only. The Energy Saver mode works by extract- ing warmth through the surrounding air, concentrating the heat and deliv- ering it through the water. The High Demand mode uses a combination of heat pump/electric elements to meet the needs of peak hot water demand.
•THE WHOLESALER® —MAY 2011
example of why we are unique in our ability to find intelligent technology combinations that bring creative so- lutions to addressing the need to re-
duce home energy consumption. Mesenbrink: Can you explain how
Rheem melds quality with innova- tion?
Jones: Rheem has an 85-year his-
tory focused on delivering quality, durable and reliable products to the market. However, today’s consumers demand more than quality products; HVAC and water heating systems have to be innovative and efficient too. Given that water heating and HVAC systems account for more than 60% of a home’s energy con- sumption (source: U.S. Department of Energy), Rheem has a unique op- portunity to align our ‘Quality First’ tradition with our focused efforts to integrate more functionality and elec-
plumbers and HVAC contractors who need greater education on whichever product line is not their current specialty.”
to be an even more integral resource for them in the future. As Rheem pioneers new products that combine both air and water technologies, we can be a resource for
“Our relationship with contractors and wholesalers has always been collaborative — and we’re in a great position
The Electric Only mode is available to ensure hot-water availability with- out using the heat pump. With the next-generation release, Rheem will have five Hybrid Electric Water Heater models, providing what we believe to be the widest range of ap-
plication flexibility in the industry. Mesenbrink: The industry is mov-
ing quickly toward energy efficient systems. Can you describe how Rheem is leading the way in this area? Jones: Because Rheem has deep
manufacturing expertise in both the air and water categories, we’re able to leverage efficiencies from both business units into our new product development to ultimately create more energy efficient systems. For instance, at the AHR Expo 2011, we unveiled a concept Hybrid Air & Water Package Unit, which is unique in the commercial industry because it leverages heat recovery water heating technology. The Hybrid Air & Water Package Unit works by switching over from a refrigerant-to-air system to a refrigerant-to-water system when there is a demand for air conditioning and hot water. This is an energy effi- cient option because the heat of the refrigerant is transferred to the water instead of the outside environment as in a normal air conditioning cycle. The benefits of this include both im- proved efficiency in water heating and air conditioning. This is a perfect
tronic controls into HVAC and water
heating systems. Mesenbrink: Please describe your visual brand message? Peel: The Rheem “visual brand”
message speaks to a level of comfort, style and performance that is a part of enjoying life. When the temperature is just right and you feel comfortable; when you feel good about your home and what’s in it, you just can’t help but smile. That’s the inspiration behind the new look and feel of Rheem. Our in- novative new products, sleek new de- signs, the integrity of Rheem products and the trust the Rheem brand has earned over the years are all expressed in the new Rheem look and feel. More specifically, all future Rheem
products will feature a soft, grey paint scheme, rounded edges accented with polished metallic elements. All Rheem products will display the vivid bright red Rheem logo, as well as a distinct, vertical indented line down the middle of the product. This element — the Rheem logo matched with the indented vertical line – cre- ates a visual “thermometer,” associ- ating the Rheem brand with the soothing and reliable comfort result all consumers are looking for. A curved line at the bottom of each product portrays a smile, which sym- bolizes the Rheem commitment to people — making them comfortable and helping them enjoy life. (Turn to Rebranding, page 64.)
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104