0406 exider-pres _ short

8/7/2019 0406 exider-pres _ short

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Automation and Drives

A&D GC Team A&D exider


Siemens

exider


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exider Automation and Drives


Situation

Hanover Fair:

Leading Fair for the industry

The effect finishes at the German border...

... only 12% foreign visitors ... at regional Fairs, Siemens has no chance to present

itself as at Hanover Fair.


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Goal for Europe

Goal for A&D in Europe in GJ 99/00 GJ 05/06*:

- Market share 8% 15%

- Turnover (in Euro) 26 4

To reach this goal A&D needs

(from a marketing communication point of view):

- a higher awareness for certain segments

- a more positive image

- strong increase in qualified promotion

* A&D European Conference, Luzern, Mai 2001


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Task

The communicative efficiency of HMI has to

internationalised, to increase the promotion output

Raising profile rate of all target groups

Allocate and strengthen the A&D image positively

Support A&D sales activities


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What is the exider?

A 280 m long - 14 wagon train (longer than a double ICE)

With multimedia equipment as 4 servers, 190 DVD players, 60 local PCs,

224 plasma screens and 15 km of data cableon board


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What is the exider?

Presenting the offer of A&D: 80.000 products, systems andsolutions

To customers, potential customers, business partners,opinion leaders, journalists and employees.


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The Siemens exider,a very special A&D roadshow

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24 Countries

112 Cities

70.000 Km

Some figures . . .

A i d D i


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A t ti d D i


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Irapuato



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To reach every place on time,the exidertravelled . . .



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. . . by rail



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. . . but also by otherways as . . .



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Craning. . . by ship



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. . . by truck



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. . . and by plane



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150.000 visitors

27 months6 + 5 languages

5 content actua-lizations

Some figures . . .



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150.000 Visitors of which:

25% were non customers

the average visiting time on the exider was 90minutes (exh. 23 min.*)

over 80% had a detailed technical talk with ourspecialists (exh. 20%*)

93% gave best notes to the technical competence

of the Siemens team on board (exh. 60%*)

87% would "most definitely" recommend theexider to others

*(exh. = average value at exhibitions)



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Communication Achievments

the visit of the exider improved Siemens image at 35% of

the visitors (german customers 11%, mexican non customers 87%)

for 47% it was remarcable to know how broad the SiemensA&D offer in process automation really is

introducing the overall A&D offer to:

potential customers

Showing our complete offer to existing customers:

cross marketing factor



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Bereichskennungoder Produktname

Content

Management Automation and Drives


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Exider



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exidercontent through 2002 / 2003

6 + 5 Language

versionsEnglish (GB, USA, Canada)GermanFrench (Belgium, France, Canada)Italian

Spanish (Spain, Mexico)Chinese



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exidercontent through 2002 / 2003

5 Actualizations

9 regional adaptationsGBItalyBelgium

NetherlandsFranceSpain + PortugalDenmark + SwedenChinaNAFTA



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Big events



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Events gathering attention of customers

at Daimler Chrysler plant Sindelfingen October 02 at FAW/Volkswagen plant in Chang Chun October 03 Special events for customers at VW/Puebla, BMW/Greer,

Cemex/Monterrey, Carrier/Brussels, . . .



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Events gathering attention of govermentauthorities

British Industry Minister

Chinese Vice Minister of Railway Chinese Minister of Science and Development Former Governor of Shenyang, actual chinese Minister of

Comerce Mexican Minister of Comerce



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Exider joining fairs and exhibitions:

MACH and Drive & Control - Birmingham April/Mai 02 EFA - Leipzig September 02 ENDIEL - Lisbon Mai 03 Shanghai Industry Fair - Shanghai November 03 National Manufacturing Week - Chicago February 04 Global Petroleum Show - Calgary June 04



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Exider generating special events . . .

VIP Customer Event Stuttgart - October 04 SIMTEC - Munich Mai 03 NEAD (National Electrical Distributors Association)

San Francisco Mai 04 Events for employees of the former Axiva Frankfurt

September 02 and Milltronics Peterborough June 04



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Bereichskennungoder Produktname

Press coverage


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Us and mexican examples


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The results

increased market share

additional sales with: new customers

additional business at existing customers

big PR and media effect

high internal identification and motivation

generating sales momentum out of the leads



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Articles in daily press 45%Articles in A&D related technical press 45%Articles in non A&D related technical press 10%

Press coverage in cm/col

18.000 cm/col

56Newspaper pages



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Press coverage in monetary value

1.700.000


L i ti


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Logistics



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