1. THUNDERCATS Consulting
Blair Belliveau, Denzel Brock,
Dominick Gary, Ryan Gunn & Amber Staker
Eaton Marina Power
and Lighting Case Analysis

2. • 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

3. 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

4. Profile of Competition
Steady/Shrinking
• Marina Power
• International Dock Products
• Rolec
• Accmar
• Midwest
• Milbank
• Sea Technology
Growing
Source: http://marinaelectricalequipment.com/index.asp

5. 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

6. 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

7. 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

8. 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

9. Source: http://shopelectrical.eaton.com
“Commercial” “Residential”
Repositioning
of Lighthouse & Hatteras

10. 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

11. 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.

12. 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

13. Major Hurricane Paths
(2000 – 2014)
United States Department of Commerce | National Oceanic and Atmospheric Administration | National Ocean Service

14. $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)

15. 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

16. Case in Point

17. Indirect Sales

18. Distributor Issues

19. Distributor Issues

20. Distributor Issues

21. Distributor Issues

22. • 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

23. 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

24. The Hatteras
Market the Hatteras as “Residential”
Prevents cannibalization of Lighthouse in marinas
Safer and more reliable than “DIY” shore power

25. 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.

26. 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

27. Retail Presence

28. Where is MPL? No easy access like
hydraulics..
Website Analysis

29. Website Analysis

30. No customer support
for marina…

31. No Marina Videos

32. No Marina White Papers

33. No Customer Success Stories

34. Focused..
cleaner..
accessible
HYPOWER

35. Testimonials

36. 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