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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 IN BRIEF
Better Together: marketing lessons from a major acquisition

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Few notes about the speaker
> Joined Schneider Electric in Jan 2014
> +15 years experience in B2B Marketing (Ind Automation, Software)
> Master in M&A (LBS London) / MBA (SDA Bocconi Business
School)
> Lives in London
> Two girls, 10 & 7
> Belong to a minority - one of the few Italians around the world who
do not understand soccer

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

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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

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

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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.”

BRANDING STRATEGY
Better Together: marketing lessons from a major acquisition

Schneider Electric 13- 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

Schneider Electric 15
Invensys brand migration plans
Associated brands
Migrating brands
Independent brands
Associated brands
Will remain independent
Will become a range name under
Schneider Electric

Schneider Electric 16- Global marketing – brand management & strategy – SDO – feb 2014
Internal on-line communication is key

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
SEnot
attendingSEattending

Schneider Electric 18Confidential
Hannover Messe (4 months after the acquisition)

Schneider Electric 19Confidential
Gastech Korea (6 months after acquisition)

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

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Not just external comms
Global External Landing Page
+50K unique visitors
Global Internal Landing Page
+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…

26Confidential 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

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#BetterTogetherSE

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#BetterTogetherSE

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#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

Thank you
giuseppe.caltabiano@schneider-electric.com
@giusec

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Make the most of
your energy™
www.schneider-electric.com