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
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Today’s topics and keywords
Better Together: Campagna di Marketing Integrata e Strategie di Branding
M&A (MERGERS &
ACQUISITIONS)
BRANDING
STRATEGIES
INTEGRATED
CAMPAIGNS
SCHNEIDER ELECTRIC IN BRIEF
Better Together: marketing lessons from a major acquisition
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+
4-5%
employees
in 100+ countries
€
€
of sales dedicated
to R&D
€
€
A long history of acquisitions
2014
Acquisition of Invensys
2012
Acquisition of Samara Electroshield
2011
Acquisition of Telvent
2010
Acquisition of Areva’s distribution activity
1999
Groupe Schneider becomes
Schneider Electric,
focused on Power & Control
2008
Acquisition of Xantrex
2007
Acquisition of APC corp. and Pelco
1996
Modicon, historic leader in Automation,
becomes a Schneider brand
1991
2005
Acquisition of Uniflair
Acquisition of Power Measurement Inc.
Square D joins Groupe Schneider
2003-2008
1988
Targeted acquisitions in wiring devices
and home automation
(Lexel, Clipsal, Merten, Ova, GET, etc.)
Telemecanique joins Groupe
Schneider
2003
1836
1975
Acquisition of T.A.C
Creation of Schneider
at Le Creusot, France
Merlin Gerin joins Groupe Schneider
2000
19th century
Acquisition of MGE UPS Systems
20th century
21st century
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INVENSYS ACQUISITION: STRATEGY, RATIONALE
Better Together: marketing lessons from a major acquisition
Over
4
16,500
Business
segments
employees, of many nationalities
Working from facilities in over
Helping customers across
180
A locally based international partner,
culturally at home in every location
50
countries
countries
77
£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
End of FY Q4
Mar 31
Regulatory
Approval
Nov 29
Signing
Jul 12
Q2
Q3
Q4
Q1
2014
End of Integration
Phases
Jan 1
Day 100
Apr 26
Q2
Q3
Q4
Q1
2015
Today
Jun 1 - Jul 12
Due Diligence
Sep 15 - Nov 1
Phase 1: "Mobilize"
Phase 2: “PreNov 1 - Jan 17
closing planning”
Phase 3: "Stabilize" Jan 17 - Mar 31
Phase 4: "Realize Value"
Apr 1 - Dec 31
2015
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.”
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BRANDING STRATEGY
Better Together: marketing lessons from a major acquisition
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 2013
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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
> 3 years
18/24 months
INDEPENDENT BRANDS
Events
SE not
attending
SE attending
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
Hannover Messe (4 months after the acquisition)
Schneider Electric
Confidential
15
Gastech Korea (6 months after acquisition)
Schneider Electric
Confidential
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BETTER TOGETHER INTEGRATED CAMPAIGN
Better Together: marketing lessons from a major acquisition
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
Not just external comms
Global External Landing Page
Global Internal Landing Page
+50K unique visitors
+1K unique visitor
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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…
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Target Countries
Russia
France
USA
Canada
Middle
East + India
Centra
l Asia
Primary
Confidential Property of Schneider Electric
Brazil
Australia
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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
LANGUAGES
 All assets localised into 11
languages
SALES ASSETS
 Sales Guide
 FAQ
 White papers commissioned with
market analysts
 Tech white papers
CUSTOMER TYPES
 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
#BetterTogetherSE
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#BetterTogetherSE
27
#BetterTogetherSE
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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)
Better Together: Campagna di Marketing Integrata e Strategie di Branding
PLAN & ANTICIPATE
COMMUNICATE,
COMMUNICATE,
COMMUNICATE!
EARLY
IDENTIFICATION
OF SYNERGIES
INTEGRATION
TEAMS
EMPLOYEE
INVOLVEMENT
USE SOCIAL MEDIA
FOR
CONVERSATIONS
Thank you
giuseppe.caltabiano@schneider-electric.com
@giusec
Make the most of
your energy™
www.schneider-electric.com
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