The ROCKWOOL Strategy

At the pinnacle of ROCKWOOL's strategy is our corporate purpose: to release the natural power of stone to enrich modern living. This reflects our purpose's unifying nature, conveying that stone is our core raw material and the bedrock on which our business is based.

And while the stone we use may be millions of years old, what we do with it is cutting-edge. Every day, ROCKWOOL's creative and entrepreneurial employees are developing and applying new technologies and innovations to release the potential of stone to enrich modern living.

As we look to the future, stone wool and the products we make with it have an important role in helping to provide adequate housing for all people and in addressing some of society's biggest challenges, including urbanisation, climate change, and energy independence.

The combination of more people living in more densely populated areas, the worsening consequences of climate change, and the need to reduce dependence on imported energy increases the global priority for energy efficient buildings. Why? Because while our existing buildings provide vital infrastructure, they are also currently responsible for nearly one-third of global final energy consumption and energy-related CO2 emissions.

RockWorld imagery, The big picture, view, rock, trees
Release the natural power of stone to enrich modern living

Proper insulation alone can reduce a building's heating needs by up to 70 percent. When combined with other technologies like heat pumps and renewable energy sources – for example, in deep renovation projects – the savings are even greater.

For Europe and many other parts of the world, reducing the energy consumed by buildings is a critical step towards reducing dependence on imported fuels and thereby achieving greater energy independence and security. At the same time, the world needs to feed a growing population using fewer resources, while also managing the effects of more frequent extreme weather events, particularly in urban environments. In both cases, specially engineered stone wool products are providing solutions.

The ROCKWOOL business strategy is driven by our people and our commitment to creating solutions that connect global trends with profitable business opportunities. We do this by producing high-performing products and services that help create energy efficient, fire-safe, and circular buildings and communities and promote comfortable, healthy, and attractive spaces. In other words, by enriching modern living.

Our aspiration is to grow faster than the construction market overall by offering top-quality products and services, strengthening our brand, building long-term customer relations, and driving an operationally effective business across all segments and geographies where we are active.

Proper insulation alone can reduce a building's heating needs by up to 70 percent

Our aspiration is to grow faster than the construction market overall by offering top-quality products and services, strengthening our brand, building long-term customer relations, and driving an operationally effective business across all segments and geographies where we are active.

As our business is inherently capital intensive, we focus on leveraging our natural strengths to balance risks, which includes a differentiated approach across selected geographies.

In North America, for example, we are expanding our market coverage to capture significant growth opportunities within all major business areas.

In Europe, we will grow faster than the market by launching new products and services, while improving our customer-facing activities and the productivity of our production platform. We will expand capacity where needed to meet steadily growing demand and enhance our geographic coverage and customer service level.

In Asia, we will expand and grow our business in selected attractive markets where there is a clear demand for our premium quality offerings.

Continuing to recruit, develop, and retain highly skilled, highly motivated colleagues is essential to achieving our growth ambitions and fulfilling our purpose. Doing so will remain a high priority for ROCKWOOL across all our business areas and operations.

At ROCKWOOL, everything we do is based on releasing the natural power of stone to enrich modern living. Profitably offering solutions to address the challenges created by enduring global trends will help ensure our successful future growth.

01

Customer value

The customer is central to everything that we do. Our ambition is to always deliver high quality products, systems and services when and where needed by the customer.

By utilising Net Promotor Score (NPS) as a common tool, we are able to continuously respond to customer feedback and establish a continuous dialogue with our stakeholders. Through formal and informal channels, we welcome feedback and ensure that we have a shared understanding of what is most valuable to their business so that both parties obtain the desired benefits. Thus we increased our NPS by 4 to 32 in 2016. A seamless access to both our products and our technical services is essential and we will invest time and effort in improving our global digital platforms and presence.

02

Profitable growth

Our main goal is to be the leading supplier of stone wool solutions in all our key markets.

In order to maintain and develop this leadership position and pursue profitable growth we have established the organisational structure that can support our vision. We will continue to grow our core insulation business while we explore opportunities for expansion in our systems segments. In order to ensure sustainable profitability we are optimising our portfolio and the related pricing structure.

03

Brands

We see improved brand awareness as a crucial driver towards increased market penetration and long-term positioning.

We have embraced the fact that new communication channels give more and diverse people access to fast and immediate information. We know that to compete in this space we need to speak to a broader audience, and this requires new messaging so that our brands can stand as unique and support our differentiation strategy.

04

Digitalisation

The construction industry is changing and as a leading player we understand the need for a digital playbook to support automated and integrated functions across the organisation.

Starting with the customer relationship touch points as a first priority, we will continue to digitise our sales force, supply chain, production and other Group Functions. Our digital strategy is essential to the success of our new business approach.

05

Innovation

All product development in the Group is based on in-depth customer insight and a tight connection with our global business goals.

Our innovation strategy is defined by our corporate purpose to provide products that can make a substantial difference to modern living. The foundation of our product range is the fire-resilient property of stone. From this foundation, our four brands each release a different part of stone's potential: ROCKWOOL insulation, Rockfon acoustic ceilings and walls, Grodan growing media for food production, and Rockpanel fire-safe façade systems. We are confident there are new possibilities still to find, and a fixed percentage of our R&D time is dedicated to finding new ways to release the natural power of stone.

06

Operational excellence

We are the world leader in stone wool products.

We have a strong heritage within stone wool production and technology and we constantly enhance productivity and improve our operational capabilities to remain a global leader within stone wool. As an integral element in this leadership we drive continuous improvement with LEAN and keep safety and quality as top priorities in all of our operations.

07

People and planet

In a fast moving global environment it is fundamental to have the right people in the right place, by selectively bringing in and developing competences in line with current and future requirements.

People are our most valued asset and we care about the world they will live in today and for the future generations. Sustainability leadership is crucial to realising our strategy. We believe that we can grow profitably while contributing to society by making smarter and more resource-efficient solutions available to an increasing number of people around the world.

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