Lets Go Green
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in association with
Presents
EnVision-09
Lets Go Green – Case Study Contest Live Marketing Case by:
[Type text]
Media Partner
EATON CORPORATION CASE STUDY ‘Doing Business Right’ Eaton Corporation, a diversified power management company with 2008 sales of $15.4 billion, was founded in 1911. It is a global technology leader in electrical components and systems for power quality, distribution and control; hydraulics components, systems and services for industrial and mobile equipment; aerospace fuel, hydraulics and pneumatic systems for commercial and military use; and truck and automotive drive train and power train systems for performance, fuel economy and safety. Eaton chairman, Sandy Cutler, believes, “Companies that master sustainability, and leverage it as a competitive advantage, will emerge as the leaders in the coming decade.” Making this the vision, the focus at Eaton is to develop innovative products and processes that help customers and consumers conserve resources and reduce their carbon footprint by conserving energy, reducing emissions and managing resources. With a drive to gain sustained competitive advantage and to make the world a better place to live, Eaton has introduced a complete range of products that include hybrid electric and hydraulic power trains that boost fuel economy and reduce particulate emissions in trucks, buses and service vehicles; electrical power control systems for the efficient use of power; high-pressure hydraulic aircraft systems that reduce weight and improve fuel efficiency; automotive superchargers for enhanced fuel efficiency; and many more. To sum it up, Eaton cares about “doing business right” in meeting the needs of our global customers, employees and communities. To quote - `How we get our results at Eaton is just as important as the results themselves. ` This defines sustainability at Eaton. At Eaton, Sustainability means going beyond complying with government regulations. Sustainability is designed into the products and production processes right from the start at Eaton Innovation centers around the world with a commitment to be a global leader in protecting the environment, the people and the communities everywhere Eaton operates through four key initiatives: • • • •
Continuously improving our environmental, health and safety (EHS) performance worldwide, including the reduction of greenhouse gas (GHG) emissions. Increasing the transparency of our efforts through public reporting of key data. Operating sustainable businesses. Making Environment, Health and Safety a value-added process for all stakeholders.
Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
An example of the breakthrough projects at Eaton includes Hybrid Electric Vehicle (HEC) and Hydraulic Launch (HLATM) Systems that are helping buses and trucks improve their fuel economy while reducing harmful particulate emissions. Eaton’s industry-leading electrical power control systems and production equipment can help customers reduce power consumption (and its attendant greenhouse gas emissions) by up to 50 percent. As an in-house commitment towards environment, Eaton has pledged to reduce the greenhouse gas emissions intensity by 18 percent by 2012 and have pledged to measure the environmental performance of all our facilities against a newly formulated Global Management System of Environment, Safety, Security and Health (MESH). To take it’s commitment towards the environment a step further, it came out with the Eaton Green Leaf label. It is the company's promise of exceptional, documented environmental performance to customers, consumers and its communities by going Beyond Compliance. The label has international recognition by virtue of a evaluation system including • • • •
Third party certifications and endorsements Analysis of potential negative attributes, trade-offs and risks Thorough documentation Higher level of customer environmental benefits
Given below is a list of Green Solutions that Eaton has to offer: • 5000 psi hydraulic system for • Power Xpert Metering A380 • Power Xpert Software • 9395 UPS System • Pow-R-Command Lighting • BladeUPS Control • Energy Saver Rectifier • Protection Station 650 and 800 • GH100 ESP Hose • Roadranger FE 75-W Fuel • Green Building Solutions Efficient Lubricant • HEV (Hybrid Electric Vehicle • Series Hybrid Hydraulic solutions) System • Hydraulic Launch Assist (HLA) • SF6-Free Medium Voltage Hybrid System Switchgear • Integrated Facility Systems • UltraShift Highway Value • Motor Speed Control (Variable (HV) Transmission Frequency Drives) For more details on these products please refer to http://www.eaton.com/EatonCom/Sustainability/SustainableSolutions/EatonGreenSolutio ns/index.htm These products have potential for CDM also. Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
QUESTION: In the light of the Climate Change Buzz across the globe, it is a strategic business decision for Eaton to launch its range of Sustainable Solutions more aggressively than ever before. In the above context you are required to choose any one product from the list of green solutions and devise a marketing diffusion model for that product with comprehensive market segmentation, targeting & positioning strategy. You are required to select the target market, both geographically & psychographically, considering the various factors like government regulations, CDM & present competitors etc.
Rules and Guidelines Team formation Rules: • • • •
Each Team can have maximum of two members and from the same institution. One individual cannot be a part of more than one team. Once a team has been formed, no change in the team composition will be permitted. There is no restriction on the number of teams that can participate from an institute.
Stage – 1: Submission Guidelines: For Registration log on to the website www.isem.nitie.net/Envision and fill details required • • • •
• • •
Each team should submit an Executive Summary not exceeding 500 words. The word limit for the case analysis document is 2500 words exclusive of the executive summary. The document is to be submitted in both .doc and .pdf format. It should be Times New Roman font, size 12 with 1.5 line spacing. The cover page should contain the name of the institute, team name, names of the team members, their e-mail addresses and contact numbers. The names of the participants or their institute should not appear anywhere in the document The document needs to be named as LetsGoGreen_InstituteName_TeamName. Entries need to be mailed to [email protected] with the subject as LetsGoGreen_InstituteName_TeamName Deadline for submission of case analysis is 18th August, 2009 23:59 Hrs
Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
Stage – 2: • •
Five Short-listed teams would be invited to present their papers before an esteemed panel of judges at ‘Envision’ to be held on 26th August, 2009 in Mumbai. Travel reimbursements will be made for the shortlisted teams for a maximum amount of the sleeper class (including tatkal charges, if any) railway return tickets for the shortest distance between the participant’s institute and Mumbai. Any difference arising over and above the sleeper class fare as mentioned will have to be borne by the participants themselves.
Disclaimer • The decisions of the organizers (NITIE and EATON) of the contest and the panel of judges will be final and binding on all the participants. • Organizers reserves the right to not award some or any of the prizes, in case the entries submitted are not up to the standard.
Important Dates Registration Deadline 17th August, 2009, 23:59 Hrs Submission of case analysis 18th August, 2009, 23:59 Hrs Results of 1st round 22nd August, 2009. Final presentations 26th August, 2009.
Cash Prizes 1st prize - Rs. 25,000 2nd prize - Rs. 15,000 Individual participation certificates will be awarded to all finalists.
Contacts For any queries, please send mail to [email protected] with subject QUERIES_LetsGoGreen. Team EnVision Deepika Arora : +91 9223219280 Richa Chowdhary: +91 9987266990 Umesh Gandhi : +91 9870377769
Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
Presents
EnVision-09
Lets Go Green – Case Study Contest Live Marketing Case by:
[Type text]
Media Partner
EATON CORPORATION CASE STUDY ‘Doing Business Right’ Eaton Corporation, a diversified power management company with 2008 sales of $15.4 billion, was founded in 1911. It is a global technology leader in electrical components and systems for power quality, distribution and control; hydraulics components, systems and services for industrial and mobile equipment; aerospace fuel, hydraulics and pneumatic systems for commercial and military use; and truck and automotive drive train and power train systems for performance, fuel economy and safety. Eaton chairman, Sandy Cutler, believes, “Companies that master sustainability, and leverage it as a competitive advantage, will emerge as the leaders in the coming decade.” Making this the vision, the focus at Eaton is to develop innovative products and processes that help customers and consumers conserve resources and reduce their carbon footprint by conserving energy, reducing emissions and managing resources. With a drive to gain sustained competitive advantage and to make the world a better place to live, Eaton has introduced a complete range of products that include hybrid electric and hydraulic power trains that boost fuel economy and reduce particulate emissions in trucks, buses and service vehicles; electrical power control systems for the efficient use of power; high-pressure hydraulic aircraft systems that reduce weight and improve fuel efficiency; automotive superchargers for enhanced fuel efficiency; and many more. To sum it up, Eaton cares about “doing business right” in meeting the needs of our global customers, employees and communities. To quote - `How we get our results at Eaton is just as important as the results themselves. ` This defines sustainability at Eaton. At Eaton, Sustainability means going beyond complying with government regulations. Sustainability is designed into the products and production processes right from the start at Eaton Innovation centers around the world with a commitment to be a global leader in protecting the environment, the people and the communities everywhere Eaton operates through four key initiatives: • • • •
Continuously improving our environmental, health and safety (EHS) performance worldwide, including the reduction of greenhouse gas (GHG) emissions. Increasing the transparency of our efforts through public reporting of key data. Operating sustainable businesses. Making Environment, Health and Safety a value-added process for all stakeholders.
Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
An example of the breakthrough projects at Eaton includes Hybrid Electric Vehicle (HEC) and Hydraulic Launch (HLATM) Systems that are helping buses and trucks improve their fuel economy while reducing harmful particulate emissions. Eaton’s industry-leading electrical power control systems and production equipment can help customers reduce power consumption (and its attendant greenhouse gas emissions) by up to 50 percent. As an in-house commitment towards environment, Eaton has pledged to reduce the greenhouse gas emissions intensity by 18 percent by 2012 and have pledged to measure the environmental performance of all our facilities against a newly formulated Global Management System of Environment, Safety, Security and Health (MESH). To take it’s commitment towards the environment a step further, it came out with the Eaton Green Leaf label. It is the company's promise of exceptional, documented environmental performance to customers, consumers and its communities by going Beyond Compliance. The label has international recognition by virtue of a evaluation system including • • • •
Third party certifications and endorsements Analysis of potential negative attributes, trade-offs and risks Thorough documentation Higher level of customer environmental benefits
Given below is a list of Green Solutions that Eaton has to offer: • 5000 psi hydraulic system for • Power Xpert Metering A380 • Power Xpert Software • 9395 UPS System • Pow-R-Command Lighting • BladeUPS Control • Energy Saver Rectifier • Protection Station 650 and 800 • GH100 ESP Hose • Roadranger FE 75-W Fuel • Green Building Solutions Efficient Lubricant • HEV (Hybrid Electric Vehicle • Series Hybrid Hydraulic solutions) System • Hydraulic Launch Assist (HLA) • SF6-Free Medium Voltage Hybrid System Switchgear • Integrated Facility Systems • UltraShift Highway Value • Motor Speed Control (Variable (HV) Transmission Frequency Drives) For more details on these products please refer to http://www.eaton.com/EatonCom/Sustainability/SustainableSolutions/EatonGreenSolutio ns/index.htm These products have potential for CDM also. Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
QUESTION: In the light of the Climate Change Buzz across the globe, it is a strategic business decision for Eaton to launch its range of Sustainable Solutions more aggressively than ever before. In the above context you are required to choose any one product from the list of green solutions and devise a marketing diffusion model for that product with comprehensive market segmentation, targeting & positioning strategy. You are required to select the target market, both geographically & psychographically, considering the various factors like government regulations, CDM & present competitors etc.
Rules and Guidelines Team formation Rules: • • • •
Each Team can have maximum of two members and from the same institution. One individual cannot be a part of more than one team. Once a team has been formed, no change in the team composition will be permitted. There is no restriction on the number of teams that can participate from an institute.
Stage – 1: Submission Guidelines: For Registration log on to the website www.isem.nitie.net/Envision and fill details required • • • •
• • •
Each team should submit an Executive Summary not exceeding 500 words. The word limit for the case analysis document is 2500 words exclusive of the executive summary. The document is to be submitted in both .doc and .pdf format. It should be Times New Roman font, size 12 with 1.5 line spacing. The cover page should contain the name of the institute, team name, names of the team members, their e-mail addresses and contact numbers. The names of the participants or their institute should not appear anywhere in the document The document needs to be named as LetsGoGreen_InstituteName_TeamName. Entries need to be mailed to [email protected] with the subject as LetsGoGreen_InstituteName_TeamName Deadline for submission of case analysis is 18th August, 2009 23:59 Hrs
Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
Stage – 2: • •
Five Short-listed teams would be invited to present their papers before an esteemed panel of judges at ‘Envision’ to be held on 26th August, 2009 in Mumbai. Travel reimbursements will be made for the shortlisted teams for a maximum amount of the sleeper class (including tatkal charges, if any) railway return tickets for the shortest distance between the participant’s institute and Mumbai. Any difference arising over and above the sleeper class fare as mentioned will have to be borne by the participants themselves.
Disclaimer • The decisions of the organizers (NITIE and EATON) of the contest and the panel of judges will be final and binding on all the participants. • Organizers reserves the right to not award some or any of the prizes, in case the entries submitted are not up to the standard.
Important Dates Registration Deadline 17th August, 2009, 23:59 Hrs Submission of case analysis 18th August, 2009, 23:59 Hrs Results of 1st round 22nd August, 2009. Final presentations 26th August, 2009.
Cash Prizes 1st prize - Rs. 25,000 2nd prize - Rs. 15,000 Individual participation certificates will be awarded to all finalists.
Contacts For any queries, please send mail to [email protected] with subject QUERIES_LetsGoGreen. Team EnVision Deepika Arora : +91 9223219280 Richa Chowdhary: +91 9987266990 Umesh Gandhi : +91 9870377769
Envision 09 – A PGDISEM initiative: http:// www.isem.nitie.net/Envision
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