For Internal Use Only 1

OEMax Products for Allen-Bradley in China

Sept 20, 2006OEMax Brand Business

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For Internal Use Only

Goal of OEMax by Allen-Bradley in China

• Common Goal for RA-Korea and RA-China– Increase/Double sales by 2010

• Balancing Act of OEMax by AB– Must serve the needs of RA-China Allen-Bradley to be successful– Must not negatively impact current Korea and Global Sales

• True for both AB and OEMax globally

20062006 Double Sales in 2010!

Double Sales in 2010!

Brand confusion

Brand confusion

Poor Execution

Poor Execution

Pricing IssuesPricing Issues

Global Conflict Global

Conflict

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For Internal Use Only

Many Decisions Remain

• First Decision has been to go with Option 2 which is:“OEMax NX7 PLC by Allen-Bradley”

But Many Decisions still Remain• Product

– Appearance, Availability• Value Proposition and Commercial Brand Message

– Degree of association between RA/AB and OEMax• Pricing

– Always difficult subject in China• Publications and Catalogs

– What changes are required?

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For Internal Use Only

Product Appearance

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For Internal Use Only

Current ML1100

MicroLogix is a Product Brand of Allen-Bradley.

No relationship with RA Shown

MicroLogix is a Product Brand of Allen-Bradley.

No relationship with RA Shown

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For Internal Use Only

Current OEMax NX7

OEMax Labeling is similar to AB (but no Product Brand). Label will change from OEMax to RAK

OEMax Labeling is similar to AB (but no Product Brand). Label will change from OEMax to RAK

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For Internal Use Only

Option #2A OEMax endorsed by AB

• Label Change only, Certifications?• Impact

– Schedule TBD– Cost TBD

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For Internal Use Only

Option #2B OEMax as Product Brand of AB

• Plastics+Label Change, Certifications?• Impact

– Schedule TBD– Cost TBD

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For Internal Use Only

Option #2C OEMax as Product Brand of AB and RA

• Plastics+Label Change, Certifications?• Impact

– Schedule TBD– Cost TBD

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For Internal Use Only

Product Appearance Proposal

• Tradeoff between Time-to-Market, Cost, and Brand-Effect• Requires more Investigation• Option 2C may be the best compromise between reducing

cost/schedule issues and showing AB logo

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For Internal Use Only

Available Products

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For Internal Use Only

Product Availability

• OEMax has these products currently in China– NX7, NX70 PLC– CSDJ, CSDP Servo (and Motors)– NXIO Distributed I/O– E7 AC Drive

• Proposal is to start with only current products– Technical Publications and Commercial Material available in Chinese– Focus Distributors on PLC and Servo

• Add additional products after investigation

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For Internal Use Only

Brand Message and Value Proposition

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For Internal Use Only

Brand Message Current Status

• Evolving OEMax Brand Message in China– 2005 Deny any relationship between OEMax and RA or AB– 2006 Verbally admit relationship between OEMax and RA

• No Change to Product and Publications• Small mention of RA-Korea in Commercial Catalogs• Seemed to solve most customer concerns about Brand Reliability

– 2007 OEMax endorsed by AB• Change to Product• Change to Commercial Message

• OEMax+AB improves Brand Reliability but more work is required– According to OEMax surveys, Rockwell Automation trails Siemens, Mitsubishi,

Schneider, Omron in terms of overall Brand Excellence– According to OEMax surveys, <40% of Customers recognize OEMax name

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For Internal Use Only

Overall Brand Excellence Survey Results

• Beijing FAPA Exhibition and Shanghai Seminar Results – RA #4• Actually Survey need some improvements

– Need larger sample size– Maybe need to explicitly say Rockwell Automation (including AB, RSI, etc.)

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Shanghai FAPA

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For Internal Use Only

Value Proposition Proposal

• Continue to use OEMax Brand Message– “for OEMs”, “great value”, etc.– OEMAX Value Proposition Summary

• Cost – best Price/Performance Ratio• Interoperability – works as a component with any Brand, even competitors• Simplicity Speed

– Keeps OEMax Globally Consistent• Tell Customers 1+1=3

– OEM Products from OEMax+

– Service and Support of Rockwell Automation Allen-Bradley• Increased Channel Support and Coverage• Better Technical Support

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For Internal Use Only

Value Proposition Proposal

• Avoid mixing OEMax with other AB Products– Product

• AB Highest Price, High Performance and High Features, Complex for Simple Tasks• OEMax Low Price, Average Performance and Limited Features, Easy to use

– Customer• AB Large End Users and OEMs• OEMax Small to Medium OEMs

– Compatibility• AB Only supports RA products but completely integrated (i.e. Integrated

Achitecture) , PLC-only Strategy• OEMax Openly supports Competitors, PLC and PC-Based Strategy

• What about AB Component Products such as CHMI?– Some overlap may occur in the future but anything with an AB logo is typically higher

priced and always will be (and should be)– AB market pricing is typically 10% above the highest competitor even for Component

Products– OEMax “street pricing” will typically match the price of major brand competitors

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For Internal Use Only

Commercial Message Proposal

• Use the message that OEMax is endorsed by AB but the Products are Different– Associates OEMax Name with AB and RA– Improves OEMax Brand Reliability and Name Recognition– Explains why OEMax products are not part of Integrated Architecture

• Generally keep OEMax physically separate, but side-by-side at exhibitions, seminars, advertisements– Separate Exhibition Booths but keep Side-by-Side to share traffic– Have OEMax products at CAOTM, HOT, RA University but use

separate schedules and sessions

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For Internal Use Only

Commercial Message

INSERT EXAMPLE PICTURE HERE

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For Internal Use Only

Publications and Catalogs

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For Internal Use Only

Publications and Catalogs Proposal

• What Changes are required?– TBD

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For Internal Use Only

Pricing

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For Internal Use Only

Pricing Proposal

• Needs a lot more investigation– Distributor issues– Logistics issues

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For Internal Use Only

Customer FAQ

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For Internal Use Only

Customer FAQ

• Q: Why is OEMax now a Product Brand of Allen-Bradley?• A: Decision was made to give the Customer the OEM-focused products

of OEMax together with the Outstanding Service and Support of Allen-Bradley. Customer is the ultimate winner.

• Q: What changes will occur to the OEMax Products and Pricing?• A: No major changes will occur. OEMax will be a Product Brand of AB,

separate from other AB products, but with AB Service and Support.

• Q: Will OEMax be a part of RA Integrated Architecture?• A: No. OEMax’s targets the component market only.

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For Internal Use Only

Customer FAQ

• Q: Will this change also occur in Korea and Globally?• A: No. China is a special situation where the Customers of

OEMax could be better served by using the AB service and support, AB Distribution channels, etc.

• Q: Are the OEMax products in China different from Korea and Globally?

• A: No. Only the product labeling is different.