Better Together: Campagna di Marketing Integrata e Strategie di Branding

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1 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, Febbraio

2 Today s topics and keywords Better Together: Campagna di Marketing Integrata e Strategie di Branding M&A (MERGERS & ACQUISITIONS) BRANDING STRATEGIES INTEGRATED CAMPAIGNS

3 SCHNEIDER ELECTRIC IN BRIEF Better Together: marketing lessons from a major acquisition

4 Schneider Electric: a global specialist in Energy Management and Efficiency technology 25 billion revenue (FY 2013) 43% of revenue in new economies (FY 2013) employees in 100+ countries 4-5% of sales dedicated to R&D

5 A long history of acquisitions 1836 Creation of Schneider at Le Creusot, France 1999 Groupe Schneider becomes Schneider Electric, focused on Power & Control 1996 Modicon, historic leader in Automation, becomes a Schneider brand 1991 Square D joins Groupe Schneider 1988 Telemecanique joins Groupe Schneider 1975 Merlin Gerin joins Groupe Schneider 2014 Acquisition of Invensys 2012 Acquisition of Samara Electroshield 2011 Acquisition of Telvent 2010 Acquisition of Areva s distribution activity 2008 Acquisition of Xantrex 2007 Acquisition of APC corp. and Pelco 2005 Acquisition of Uniflair Acquisition of Power Measurement Inc Targeted acquisitions in wiring devices and home automation (Lexel, Clipsal, Merten, Ova, GET, etc.) 2003 Acquisition of T.A.C 2000 Acquisition of MGE UPS Systems 19th century 20th century 21st century 5

6 INVENSYS ACQUISITION: STRATEGY, RATIONALE Better Together: marketing lessons from a major acquisition

7 Over 16,500 employees, of many nationalities 4 Business segments Working from facilities in over 50 countries Helping customers across 180 countries A locally based international partner, culturally at home in every location 7

8 3.4 billions ($5.6b) for the entire issued and to be issued ordinary share capital of Invensys 140m of total cost savings by m of revenue synergies by m 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)

9 A high momentum since the Due Diligence Signing Jul 12 Regulatory Approval Nov 29 End of FY Q4 Mar 31 Day 100 Apr 26 End of Integration Phases Jan 1 Q2 Q3 Q4 Q Q2 Q3 Q4 Q Today Jun 1 - Jul 12 Due Diligence Sep 15 - Nov 1 Phase 1: "Mobilize" Phase 2: Preclosing 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. 10

11 BRANDING STRATEGY Better Together: marketing lessons from a major acquisition

12 Invensys brand hierarchy explained Corporate Brand Business Segments (not Brands) Software Industrial Automation Energy Controls Go-to-market Brands Schneider Electric - Brand management S. Dothee G Caltabiano M Nolan dec

13 Branding Strategy 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 ASSOCIATION MIGRATION INDEPENDENT BRANDS > 3 years 18/24 months

14 SE not attending SE attending Events All events have been evaluated, and 4 main scenarios were defined ISYS not attending ISYS attending ONE company Best scenario evaluation No Go ONE company

15 Hannover Messe (4 months after the acquisition) Schneider Electric Confidential 15

16 Gastech Korea (6 months after acquisition) Schneider Electric Confidential 16

17 BETTER TOGETHER INTEGRATED CAMPAIGN Better Together: marketing lessons from a major acquisition

18 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

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21 Not just external comms Global External Landing Page +50K unique visitors Global Internal Landing Page +1K unique visitor 21

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 22

23 Target Countries Russia USA Canada France Middle East + Centra l Asia India Primary Brazil Australia Confidential Property of Schneider Electric 23

24 Campaign assets Better Together: Campagna di Marketing Integrata e Strategie di Branding MESSAGE PLATFORM MARCOM ASSETS Web banners 60 secs movie Articles for local placement Whitepapers infographics SALES ASSETS Sales Guide FAQ White papers commissioned with market analysts Tech white papers LANGUAGES All assets localised into 11 languages CUSTOMER TYPES All assets targeting 5 different customer types

25 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

26 #BetterTogetherSE 26

27 #BetterTogetherSE 27

28 #BetterTogetherSE 28

29 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

30 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%

31 Lesson Learned (and my personal take aways) Better Together: Campagna di Marketing Integrata e Strategie di Branding PLAN & ANTICIPATE EARLY IDENTIFICATION OF SYNERGIES INTEGRATION TEAMS COMMUNICATE, COMMUNICATE, COMMUNICATE! EMPLOYEE INVOLVEMENT USE SOCIAL MEDIA FOR CONVERSATIONS

32 Thank

33 Make the most of your energy 33