EMERSON CLIMATETECHNOLOGIES

M A R K E T I N G S T R A T E G Y P R O P O S A L

2 0 1 6 M A R K E T I N G C A P S T O N E P R E S E N T A T I O N

P R E S E N T E D B Y : K A T H R Y N H O E P E R , L E A H G O G N I A T , & E L L E N P A R K

METHODOLOGY1.

2.

3.

4.

5.

6.

OBJECTIVES

WHO IS YOUR END USER?

KEY FINDINGS &RECOMMENDATIONS

CONCLUSION

SUPPLY CHAINthe

AGENDA

METHODOLOGYMet with Emerson Climate Technologies to discuss

market strategy needs

Created survey for Facility Managers using

Qualtrics

Received mailing list access to distribute surveys

Launched surveys using Qualtrics

Analyzed survey responses using SPSS software

OBJECTIVES

To gain an understanding through marketresearch of the day-to-day duties of

facilities managers and to give insightsinto how Emerson Climate Technologies

can solve their end users' problems

THE SUPPLY CHAIN

WHOLESALERORIGINAL

EQUIPMENTMANUFACTURER

FACILITIESMANAGER

WHO IS YOUR END USER?M A R K E T K E Y F I N D I N G S : F A C I L I T I E S M A N A G E R

MaleCollege

EducatedFM for 10

years or more

51.69%

46.61%

45.76%

"A facilities manager is responsible for the smooth and efficient running ofa building and all the systems within it"

KEY FINDINGS:

MAJORITY DID NOTKNOW BRAND USED

IN FACILITYEQUIPMENT

OF THOSE WHO DIDKNOW, NONE WERE

USING EMERSONCLIMATE

TECHNOLOGIES'PRODUCTS

MAJORITY DIDNOT HAVE A

PREFERRED HVACBRAND & IF THEY

DID, THEY WERE NOTEMERSON BRANDS

BRAND AWARENESS

WHAT YOUCAN DO Help facilities managers better

understand products theycurrently use

Introduce facilities managersto beneficial ECT products toincrease brand awareness

Improve ECT promotions toincrease product sales

G O A L S

C O S T S

CORPORATEPARTNERSHIP

$4,000-$50,000

WHO ARE THEY?International Facilities Managers Association

World's Largest and most widely recognizedinternational association for facility managementprofessionals.

24,000 Members in 104 Countries

Manage over 78 Billion Square feet of property

Purchase more than $525 billion in products andservices annually

Most commonchallenge is high

costs

Current facilityequipment often

fails/malfunctions &equipment/

technology is out-dated

KEY FINDINGS:TECHNOLOGY

WHAT YOU CAN DO

Increase Paid Media Promotions of The Intelligent Store

What: ECT's marketing conceptthat shows how all of its products

work in a building

Targets: Facilities Managers

Benefits: Lowered costs & projectmanagement

Email Marketing

Blog Marketing

Google AdWords Campaign

Outsource Advertising Efforts

Agency Specializing in B2B DigitalMarketing

TRAIN MARKETINGDEPARTMENT

DIGITAL ADVERTISINGAGENCY

INTERNAL EXTERNAL

OR

Costs: Dependenton training/salaries & Google

AdWords

Costs: Dependent on agencycontract & Google AdWords

IN CONCLUSION

What you can do: What you can do:

Corporate Partnershipwith IFMA

Increase mediapromotions of The

Intelligent Store

1. FACILITIESMANAGERS ARE

NOT AWAREOF ECT PRODUCTS

2. FACILITIESMANAGERS WANTS

LOWER COSTS &QUALITY

PRODUCTS

THANK YOU!E M E R S O N C L I M A T E T E C H N O L O G I E S

2 0 1 6 M A R K E T I N G C A P S T O N E P R E S E N T A T I O N

P R E S E N T E D B Y : K A T H R Y N H O E P E R , L E A H G O G N I A T , & E L L E N P A R K