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SEPAM Relays

SEPAM Relays. Sales and Marketing – Internal Use Only. SEPAM RELAYS 2007 Marketing Plan – Executive Summary. Schneider Electric has offered MV SEPAM protective relays in the world market for over two decades. SEPAM relays were designed as an IEC product by Merlin Gerin, Grenoble, France.

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SEPAM Relays

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  1. SEPAM Relays Sales and Marketing – Internal Use Only

  2. SEPAM RELAYS2007 Marketing Plan – Executive Summary • Schneider Electric has offered MV SEPAM protective relays in the world market for over two decades. • SEPAM relays were designed as an IEC product by Merlin Gerin, Grenoble, France. • PMO/PMC LaVergne, TN, made the commitment to sell and promote SEPAM in the U.S. and Canadian ANSI market in November 2006. • A Schneider Electric NAOD SEPAM business organization was created for the ANSI market. • A “crash” project is ongoing to rebrand SEPAM as a Square D product with ANSI documentation, ANSI software, ANSI screens. • Historically, 90% of Sepam US sales (interplant & external) sold to OEMs influenced by specification

  3. Available Market for Sepam Relay Sales • Primarily Commercial/Industrial • OEM (Powell, Kinney Electric, ASCO, etc) • Square D equipment & existing customers • Retrofit (opportunistically harvest) • Utility (not primary target) • Retail (not primary target) • Construction(not primary target) • Government (not primary target) • Buying influence – end user and consultant

  4. SEPAM RELAYS2007 Marketing Plan - • In 2005: • Sales: $1.3 M • Market share: 2% of available CI target market • Volume: 920 relays • Head count: 2 ( 1 Sales, 1 App. Eng.) • In 2011: • Sales: $7.8 M • Market share: 8% of available CI target market • Volume: 4,018 relays • Head count: 9 ( 3 Sales, 5 App. Eng., 1 Tech Writer)

  5. SEPAM Unit Volume Forecast

  6. SEPAM Relay Projected $6M Sales Growth(Outside Shipments)

  7. SEPAM RELAYSOur VISION • SEPAM Digital Relay growth will be established by leveraging Square D brand and sales • Goal: Educate consulting engineering specialists to influence specs • Grow OEM opportunities • Explore potential synergistic resources: • Educate Services sales regarding potential SEPAM power protection retrofit opportunities • Convert againg facilities with old electromechanical relays • Coordinate with critical power and water wastewater competency centers transitioning message to include power monitoring and power protection

  8. SEPAM RELAYSTarget Market Customer Characteristics • Customer drivers • Need for power protection • Aging facilities with old medium voltage electromechanical relays • Decision maker, level in the organization • Customer’s Consultant • End User - Director facility engineering, plant engineer

  9. SEPAM RELAYSTarget Markets (US only) • Pulp & Paper • Oil & Gas • Heavy Industry • Food & Beverage • Pharmaceutical & Chemical Mftg. • Microelectronics • Aerospace • Water/Wastewater (thru WWW CC) • Data Centers (thru CPCC) • Large Hospital Complexes • Small Industrials • Large Universities • Government

  10. SEPAM RELAYS • Education • Internal – call Tom White 205-408-7108 • CES Training – lunch n’ learn; WEB X sessions • Field Services Commissioning Classes – offered quarterly • Customer/Consultant • PowerLogic University courses – 3 annually • Industry Conferences • PCIC • Texas A&M • Seattle • Atlanta • Houston IEEE

  11. SEPAM RELAYS • Supporting Collateral • Color brochure w/ selection guide – Sept ‘07 • Catalog & Instruction Bulletins – Sept ‘07 • SEPAM webpages on powerlogic.com – Sept ‘07 • Customer PPT – Sept ’07 • SFT Software Download – Oct ‘07 • Sepam Info CD with Flash Animations & Docs – Oct ‘07 • Guideform specifications – 4Q07 • AUTOCAD Drawing Downloads – 4Q07 • Online SEPAM selection tool – 4Q07

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