THUNDERCATS Consulting Blair Belliveau, Denzel Brock,

Dominick Gary, Ryan Gunn & Amber Staker

Eaton Marina Power

and Lighting Case Analysis

• Eaton SWOT analysis

• Competition Profile

• Product Repositioning

• Direct Sales Plan

• Public Relations Plan

• Indirect Sales Issues

• Strategic Partnerships

• The Hatteras Product

• Eaton Website Analysis

Agenda

SWOT Analysis Strengths

• Leader in power distribution

• Multi-billion dollar parent company

• Established relationships with contractors

• 100% Eaton products inside and out

Weaknesses • Authorized dealer disconnect

• Lack of customer testimonials

• Low product replacement outside of

hurricane areas

• Lack of marketing towards RV and

residential docks

• Social media presence

Opportunities • Extended limited warranties on internal

components

• Increased digital marketing on partner sites

• Inbound marketing content

• Market Hatteras as “Residential Model”

• Trade Up program

• Bundle packages with other Eaton products

• Market existing installations, ongoing

projects, etc.

Threats • Price inconsistency across channels could

upset customers who pay higher prices

• Competitor has patent pending on visual

trip notification

• Hypower PowerSnap® Technology

• Hypower‘s industry ties

• Non-compete clause for former owner has

expired

Profile of Competition

Steady/Shrinking

• Marina Power

• International Dock Products

• Rolec

• Accmar

• Midwest

• Milbank

• Sea Technology

Growing

Source: http://marinaelectricalequipment.com/index.asp

Standards in Shore Power: What Eaton has in common with competition

• ADA compliant, > NEC and NFPA requirements

• Single, dual, or combination of 30A, 50A or 100A receptacles

• Lockable doors to outlets and panel

• 360° lighting

• UV resistant finish

• Single or dual hose bibs

• Optional phone, cable TV, and internet connections

• Optional metering - electric and water

• At least 1 year limited warranty

Hypower Power Port Pedestal

• UL certified

• Brass connectors/stainless steel screws at

high stress points

• PowerSnap® panels

• PowerSnap® Hurricane Weather Base

• Amber or Clear lens for 360° LED lighting

• White, blue or green lid colors

• Custom logos

• Limited 3 year warranty on exterior

components

http://powerpedestal.com/wp-content/uploads/sites/6/2012/05/FirePedstal_IMG.png

Marina Electrical Equipment

Harbor Light SS Pedestal

• Intertek-ETL Listed (alternative to UL

certification)

• One standard color = white

• Different brands for panels and receptacles

• Limited 7 year warranty on exterior components

http://marinaelectricalequipment.com/products/Harbor-light-ss-HLSS30100.asp

Eaton Lighthouse Pedestal

• UL certified

• 20A/125V Eaton GFI Receptacle

• Transient Voltage Surge Suppressor

– Protection from Voltage Surges, Spikes or

Lightning on the AC Power Line

– Extends 1 Year Standard Warranty on

Internal Parts to 3 Years

• Custom colors for 360° LED lighting

• Custom colors for pedestal body

• Limited lifetime warranty on exterior

components

Source: http://shopelectrical.eaton.com

Source: http://shopelectrical.eaton.com

“Commercial” “Residential”

Repositioning

of Lighthouse & Hatteras

Lighthouse Positioning Target

Marina electrical contractors in the

coastal United States

Points of Difference

Most customizable tower on market

Superior product quality control

Eaton brand name recognition

Frame of Reference A commercial electrical power

distribution unit used primarily in

marinas.

Reasons to Believe

Custom colors for body and lighting

100% Eaton products inside and out

#1 in commercial and industrial power

distribution

Lighthouse Marketing Mix Product

Price

$864.27 - $1028.61

Place Direct Sales Force divided by region

Indirect Sales through Authorized

distributors

Online sales through Eaton.com

Promotion

Product Demo Video

White Papers

Webinars

Online Sales Consultant

Disaster Relief

A commercial electrical power

distribution unit used primarily in

marinas.

Direct Sales

• In-house Sales Force

• Divide Sales Representatives into 3 regions:

• East Coast

• Gulf of Mexico

• Great Lakes & Mississippi River

• Focus best efforts on hurricane ravaged

areas of coastal United States

Major Hurricane Paths

(2000 – 2014)

United States Department of Commerce | National Oceanic and Atmospheric Administration | National Ocean Service

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Annual Hurricane

Damage by Year (in millions)

Public Relations Efforts

Before the Storm Get the name out there-

need to be first in

customer’s minds when it

counts

Provide contact info-

waterproof cards,

magnets, etc.

Maintain databases to

ensure smooth customer

experience

Train online and phone

sales reps to handle

replacement calls for after

storms

Disaster PR After the Storm Build a power truck with

Eaton generators, and wifi

hotspot

Provide “power stations”

along the grid as it comes

up

Reuse equipment for

multiple storms

Set up a nonprofit

subsidiary for tax

purposes

Case in Point

Indirect Sales

Distributor Issues

Distributor Issues

Distributor Issues

Distributor Issues

• International Brotherhood of Electrical Workers (IBEW)

• Currently have 4 certified Installers that are Union Affiliated

• Opportunity to go through Local #’s in Great Lakes and Gulf target areas

Strategic Partnerships

Local 24 (MD) Local 26 (MD) Local 41 (NY) Local 86 (NY) Local 130 (LA) Local 131 (MI) Local 134 (IL) Local 158 (WI) Local 245 (OH) Local 349 (FL) Local 479 (TX) Local 527 (TX) Local 531 (IN) Local 557 (MI) Local 903 (MS) Local 915 (FL) Local 1015 (TX) Local 2150 (WI)

Strategic Partnerships

The Hatteras Market the Hatteras as “Residential”

Prevents cannibalization of Lighthouse in marinas

Safer and more reliable than “DIY” shore power

Hatteras Positioning Points of Difference

A customizable compliment to home

Superior product quality control

Safer alternative to DIY shore power

Eaton brand name recognition

Reasons to Believe

Custom colors for body and lighting

100% Eaton products inside and out

Designed to supply power dockside

#1 in residential power distribution

Target

Homeowners with residential docks

Frame of Reference A residential electrical power

distribution unit used primarily in

private docks and RV parks.

Hatteras Marketing Mix

Place Online sales through Eaton.com

Future sales in retail locations based

on incentive programs for employees

placing customer order

Promotion

Online Sales Consultant/Live Chat

Product Demo Video

Webinars

Displays in specific retail locations

Full page ads in top boating magazines

Boat show demonstrations

Product

A residential electrical power

distribution unit used primarily in

private docks and RV parks.

Price

$397.98 - $658.35

Retail Presence

Where is MPL? No easy access like hydraulics..

Website Analysis

Website Analysis

No customer support

for marina…

No Marina Videos

No Marina White Papers

No Customer Success Stories

Focused..cleaner..

accessible

HYPOWER

Testimonials

Summary

• Reposition Hatteras to “Residential” to

help stop product cannibalization

• Focus direct sales efforts in Gulf Coast

and East Coast hurricane areas

• Consistent distributor sales process

• Increase website efficacy

• Create inbound marketing strategy