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Better Together: Campagna di Marketing
Integrata e Strategie di Branding
Lezioni da una delle maggiori acquisizioni nel campo dell’energia e della tecnologia
Giuseppe Caltabiano
VP Portfolio, Global Marketing
Lazise, 25-26 Febbraio 2015
Today’s topics and keywords
M&A (MERGERS & ACQUISITIONS)
BRANDING STRATEGIES
INTEGRATED CAMPAIGNS
Better Together: Campagna di Marketing Integrata e Strategie di Branding
Schneider Electric: a global specialist in Energy
Management and Efficiency technology
€
€
€
€
€
€
€
€
25 billion € revenue (FY 2013)
43% of revenue in new economies (FY 2013)
160 000+ employees in 100+ countries
4-5% of sales dedicated to R&D
5
A long history of acquisitions
1999 Groupe Schneider becomes
Schneider Electric,
focused on Power & Control
1975 Merlin Gerin joins Groupe Schneider
1988 Telemecanique joins Groupe
Schneider
1991 Square D joins Groupe Schneider
1996 Modicon, historic leader in Automation,
becomes a Schneider brand
2007 Acquisition of APC corp. and Pelco
1836 Creation of Schneider
at Le Creusot, France
19th century 20th century 21st century
2000 Acquisition of MGE UPS Systems
2003 Acquisition of T.A.C
2005 Acquisition of Uniflair
Acquisition of Power Measurement Inc.
2003-2008 Targeted acquisitions in wiring devices
and home automation
(Lexel, Clipsal, Merten, Ova, GET, etc.)
2008 Acquisition of Xantrex
2011 Acquisition of Telvent
2010 Acquisition of Areva’s distribution activity
2014 Acquisition of Invensys
2012 Acquisition of Samara Electroshield
INVENSYS ACQUISITION: STRATEGY, RATIONALE Better Together: marketing lessons from a major acquisition
7
Working from facilities in over 50 countries
A locally based international partner, culturally at home in every location
Helping customers across 180 countries
16,500 employees, of many nationalities
Over
4 Business segments
7
£3.4 billions ($5.6b) for the entire issued and to be issued ordinary share capital of
Invensys
€ 140m of total cost savings by 2016
€ 65m of revenue synergies by 2018
€ 500m of tax shield
As a reference: WhatsApp $19b (Facebook), YouTube $1.65b (Google), Compaq $25b (HP), Skype 8.5b (Microsoft),
Sun $8.4b (Oracle), Chrysler 3.45b (FIAT)
A high momentum since the Due Diligence
2015
Today
Q2 Q3 Q4 Q1 2014
Q2 Q3 Q4 Q1 2015
Signing
Jul 12
Regulatory
Approval
Nov 29
End of FY Q4
Mar 31
Day 100
Apr 26
End of Integration
Phases
Jan 1
Due Diligence
Jun 1 - Jul 12
Phase 1: "Mobilize"
Sep 15 - Nov 1
Phase 2: “Pre-
closing planning” Nov 1 - Jan 17
Phase 3: "Stabilize" Jan 17 - Mar 31
Phase 4: "Realize Value"
Apr 1 - Dec 31
10
Initial feedback was very positive and strong Houston
“You are all doing a great job at integrating Invensys
with Schneider and as a customer I feel very motivated
and excited for the future with this new company.”
Schneider Electric 12 - Brand management – S. Dothee – G Caltabiano – M Nolan – dec 2013
Invensys brand hierarchy explained
Corporate Brand
Go-to-market Brands
Business Segments (not Brands) Software Industrial Automation
Energy Controls
Branding Strategy
ASSOCIATION MIGRATION INDEPENDENT BRANDS
All brands have to migrate to Schneider Electric, most of them moving directly. The objective is to deliver a consistent
customer experience under Schneider Electric brand while transferring the whole brand equity to Schneider Electric
> 3 years 18/24 months
Events
ISYS not attending
All events have been evaluated, and 4 main scenarios were defined
ONE company
ONE company
Best scenario
evaluation
No Go
ISYS attending
SE n
ot
atte
nd
ing
SE a
tten
din
g
Existing customers started to be concerned
about our future investment in the products and systems
they use and so were holding back on project
commencement
New customers did not understand the value of the
combined Schneider Electric and Invensys
portfolio and so were not moving to us
Show the strength of the combined Schneider
Electric and Invensys offers and reassure customers
that their investment in our existing offers is safe
21
Not just external comms
Global External Landing Page +50K unique visitors
Global Internal Landing Page +1K unique visitor
22
Key Message
The best way to solve tomorrow’s challenges
is to work together today. We see the promise
of a bright future. You will too.
Schneider Electric and Invensys are better together. The
combination of our people, capabilities and technologies
delivers more for our customers…
23 Confidential Property of Schneider Electric
Target Countries
Brazil
USA
Canada
Australia
France
Primary
Middle
East +
Centra
l Asia
Russia
India
Campaign assets
MARCOM ASSETS SALES ASSETS
Better Together: Campagna di Marketing Integrata e Strategie di Branding
LANGUAGES CUSTOMER TYPES
Web banners 60 secs movie Articles for local placement Whitepapers infographics
Sales Guide FAQ White papers commissioned with
market analysts Tech white papers
MESSAGE PLATFORM
All assets localised into 11 languages
All assets targeting 5 different customer types
Social Media – Employee engagement Employee social media competition to engage our people and help spread the word;
“Use your personal twitter account to show us what Better Together means to you”
#BetterTogetherSE
Employee Social Media Advocacy
SM ADVOCACY
Schneider has a presence in over 150 countries, in over 30 languages with engagement at a local scale
Has experts writing blogs based on their domain expertise on topics such as how to use less energy
Places importance on employee training in “new media” to gain adoption
Has created Centers of Excellence in country with local expertise
Has a “Follow Me” program that teaches employees how to be social
Conducts monthly training for local social media experts with focus on engagement
How HR participates with employee branding
Some #BetterTogetherSE metrics
+ 20,000 € donation for Habitat for Humanity
Participation from 24 countries, with the largest participation from the US
500,000 opportunities to be seen
Significant increase of brand association after 90 days from campaign launch
“Share of voice” increased +2%
Lesson Learned (and my personal take aways)
PLAN & ANTICIPATE
EARLY IDENTIFICATION OF SYNERGIES
INTEGRATION TEAMS
Better Together: Campagna di Marketing Integrata e Strategie di Branding
COMMUNICATE, COMMUNICATE, COMMUNICATE!
EMPLOYEE INVOLVEMENT
USE SOCIAL MEDIA FOR
CONVERSATIONS