Pyramid Casebook # 3 Sex exempel på b2b-företag som utnyttjar ...

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”Vi vill göra en kraftfull lansering på 20 marknader” Hur integrerad och koordinerad kommunikation gör skillnad. ABS Group är en av världens ledande leverantörer av dränkbara pumpar och annan utrustning för hantering av avloppsvatten. Huvudkontoret finns i Malmö och försäljning sker globalt via 30-talet dotterbolag och ett omfattande distributörsnät. Utmaningen AbS nya generation dränkbara pumpar har en teknisk lösning som är överlägsen konkurrenternas. Detta budskap fungerade som spjutspets i argumentationen. AbS verkar i ett stort antal länder, med tung lokal marknadsföring. För att åstadkomma en global lansering krävdes att alla bolag accepterade den centrala kampanjen och fick tillgång till en bred palett kommunikationsverktyg. Ytterligare en utmaning var timing eftersom AbS misstänkte att konkurrenterna hade motsvarande produkter på gång. Att vara först med ett tekniskt genombrott är självklart viktigt. Produkten AbS är först på marknaden med dränkbara pumpar som drivs med en högeffektsmotor. Med ökad effekt minskar energiförbrukning och övrig miljöpåverkan. Pumparna används i till exempel reningsverk och pumpstationer. Principen Internationell koordinering är alltid en utmaning. De marknadsbolag som ska acceptera den centrala lösningen blir till viss del fråntagna sin budget och den ofta uppskattade friheten att skapa lokala kampanjer. • Fördelarna med en internationellt koordinerad lansering är många, bland annat rätt fokus på varumärket, TTM (tid-till-marknad) och totalkostnad. • Det enkla knepet för att få internationella lösningar att fungera är ”motivation genom delaktighet”. Det är grunden för Pyramids arbetsmetodik. Lösningen för AbS I AbS fall bedrevs arbetet med Pyramids arbetsmetodik. I workshops definierades gemensamt ett antal nyckelparametrar för lanseringen. Kommunikationslösningen tog en delvis ny ansats för att ytterligare fokusera på den nya unika produkten. Samtidigt lyftes AbS kompetens som leverantör av lösningar fram. 4 Resultatet ”Vi lanserade produkten globalt den 13 oktober i 2009, och hela ABS internationella organisation är taggade till tänderna, inte minst tack vare den nya marknadskommunikationen.” Malin bengtsson Communications Manager, AbS Group
The right choice if you want to be first Internkampanj Internkampanjen till alla anställda presenterar den nya produktens fördelar och hur den ska lanseras, tillsammans med stöd för de lokala marknaderna att planera sina insatser. Guerillakampanj Gueurillakampanjen bestod av personlig bearbetning av utvalda ”VIP-kunder”, samtidigt som mer objektiv argumentation presenterades på bland annat Wikipedia. Teaser-aktiviteter Som uppvärmning inför den stora lanseringen genomfördes ett antal teaser-aktiviteter och kunderna bjöds bl a in till en global presskonferens via webben. Extern lansering Den externa lanseringen bestod av ett brett spektra kommunikationsenheter och -aktiviteter. På så sätt fick respektive marknad frihet att skapa och genomföra sin lokala kampanj. Details make the best pump 2009AC002en1 – www.pyramid.se Greater energy saving The impact of good energy management is twofold. Firstly, from a purely operational point of view, good energy management results in lower energy costs, particularly important with everincreasing energy prices. Secondly, and equally important, is the impact on CO 2 production. Reduced energy used in pumping equipment has a direct impact on the CO 2 footprint of your organisation. When we consider the energy consumption of pumping equipment, calculations must always be based on the total efficiency of the pump; that is, the sum of the efficiency of the hydraulics and the motor. To achieve the best result one must optimise both efficiencies. It is no good saying we have the best hydraulic efficiency and then fit the hydraulics to a sub-standard efficiency submersible motor. 7 The first climb of Mount Everest overcame a tough challenge. Anditsgreater It is the first premium-efficiency pump in the world. energysaving isanother goodreason tochooseit The ABS EffeX range of submersible sewage pumps has built-in IE3 premium-efficiency motors in accordance with IEC60034-30 to optimise motor efficiency. The main benefit of this is the highest efficiency available without any impact on the risk of increased blockage often associated with hydraulic efficiency. Moreover, the ABS EffeX range boosts impeller design to the next level and achieves some of the highest hydraulic efficiencies in the market, while still maintaining a minimum 75 mm free solid passage. Our greater energy saving gives you: • Reduced energy costs • Smaller CO2 footprint • Qualification for capital allowance schemes Everything considered, the ABS EffeX range of submersible sewage pumps offers you the highest performance for this product class. Now you can make the right choice if you want to be first... ...or more importantly, the first choice if you want to be right! Banner www.absgroup.com Visit www.ABSEffeX.com for the full picture and to request a demonstration. 2009AP002en1 – www.pyramid.se Highest efficiency available The ABS EffeX range has built-in IE3 premium-efficiency motors in accordance with IEC60034-30 to optimise motor efficiency. And we are the first company in the world to offer submersible motors with such a high standard. The main benefit of using this type of motor is the highest efficiency available on the market without any impact on the risk of increased blockage often associated with hydraulic efficiency. When we come to hydraulic efficiency, traditional thinking when designing impellers has dictated that you must always compromise between efficiency, rag handling and free solid passage. However, the ABS EffeX range boosts impeller design to the next level and achieves some of the highest hydraulic efficiencies in the market, providing the best resistance to blockage while still maintaining a minimum 75 mm free solid passage. This is achieved by optimising impellers for efficiency using the latest CFD technology and then completing extensive testing to measure the blockage resistance of the impeller. Our greater energy saving gives you: • Reduced energy costs • Smaller CO2 footprint • Qualification for capital allowance schemes Produktbroschyr Annonser The first premium-efficiency pump overcomes a tough challenge in wastewater handling. Dedication to a challenging mission and the will to carry it out led to the first conquest of Mount Everest. On a much smaller yet still important scale, the world’s first submersible sewage pump driven by a premium-efficiency motor launched by ABS overcomes a tough challenge in wastewater handling. The ABS EffeX range of submersible sewage pumps offers you compliance with forthcoming legislation and the performance benefits of: Now you can make the right choice if you want to be first... ...or more importantly, the first choice if you want to be right! • Long-term reliability • Greater energy saving • Excellent rag handling • Future-proof design • Sustainable in manufacturing and operation Visit www.ABSEffeX.com for the full picture and to request a demonstration. Excellent rag handling How can we be so sure of our designs? Because ABS has invested in over 5,000 On average, over 60% of the breakdown man-hours in blockage testing, under- calls from a typical wastewater pumpstanding the content of wastewater, ing station are a direct result of a pump benchmarking available designs and problem. This is probably not surprising optimising the impellers used in the as pumps are the only piece of rotating equipment installed in many wastewa- ABS EffeX range. ter pumping stations. But what is most Our excellent rag handling gives you: alarming is that when we look at these • Lowest blockage on the market breakdown figures in more detail, we see • Reduced risk of pollution from that over 60% of the pump-related break- overflows downs are a direct result of blockage. • Reduced risk of interruption to services to customers • Reduced breakdown costs • Reduced tankering costs Future-proof design Earlier we talked about anticipating the future, trying to understand the trends and forthcoming requirements of the wastewater market. What do we see? Firstly we can observe the changing characteristics of wastewater, driven mainly by the reduction in water consumption and changes to personal hygiene habits. Have we seen the end of This situation has not improved in recent this change? No, the general feeling is years, and even with all the improve- that water consumption will continue to ments made to impeller design, reduced reduce with the consequent increase in water consumption and changing per- rag content. sonal hygiene habits still continue to We can also see legislation and other increase blockage problems. incentives push all users of energy-using products (EuP) to install higher-efficiency New impeller concept and explosion-proof units. There is Our ABS EffeX range makes use of a already legislation in place controlling completely new impeller concept called circulator pumps with others to follow, Contrablock Plus. This solution takes the including submersible pumps. best of the tried and tested Contrablock designs and adds new functionality to enhance the levels of blockage resistance above that of any other supplier on the market. In addition, we ensure that the free solids passage is never reduced below 75 mm to give a further level of protection against blockage. The ABS EffeX range The world’s first premium-efficiency submersible sewage pumps! www.absgroup.com 8 It is the first premium-efficiency pump in the world. Anditsexcellent raghandling isanother goodreason tochooseit The excellent rag handling capability combined with outstanding solids passage of our ABS EffeX range of submersible sewage pumps give you the lowest blockage on the market. Other major performance benefits are: • Long-term reliability • Greater energy saving • Future-proof design • Sustainable in manufacturing and operation Visit www.ABSEffeX.com for the full picture and to request a demonstration. Quickscreens Kampanjsajt Now you can make the right choice if you want to be first... ...or more importantly, the first choice if you want to be right!
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Pyramid Casebook # 3 Sex exempel på b2b-företag som utnyttjar ...

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