Trane Marketing Plan

“Bringing the Value of Clean Indoor Air into Focus:

The TRANE CleanEffects Story”

Situation Analysis

Consumer goods companies constantly try to generate market demand by making their products

look, feel, smell, taste or sound better than those of their competitors. But how do you tackle the

task if the product’s benefits are nearly imperceptible to the eye?

That was the challenge facing the public relations team behind the new TRANE CleanEffects™ air

cleaning system. How do you make the invisible visible? How do you represent the potential

danger of unseen pollen, dander, viruses, fungus, bacteria and dust mites? And how do you

explain a breakthrough technology that removes 99.98 percent of those microscopic airborne

particles?

Add to that, two additional challenges – consumers virtually unaware of possible

indoor air quality (IAQ) issues in their homes, and a newly emerging category for

this product in the HVAC market with competitors on the verge of announcing

similar new products – and the stage is set for the launch of TRANE CleanEffects.

To meet these challenges, TRANE and Carmichael Lynch Spong (CLS)

developed a multi-faceted educational campaign anchored in solid research. The

goal: utilize research data points from credible sources as a platform from which

to inform consumers about the dangers of poor IAQ, share the benefits of wholehome, electronic air cleaning systems, and, ultimately, help drive sales of TRANE CleanEffects.

The results? The invisible was made visible. More than 249 million media impressions have

pushed TRANE 16 percent ahead of its competitors in unaided awareness; helped achieve the

sale of more TRANE CleanEffects units than the rest of the industry combined; and aided a lead

market share gain within the whole-home air cleaning category within six months of product

launch.

Research

Objectives

1. Widen the gap between TRANE and its competitors in the HVAC/IAQ category

2. Educate consumers about IAQ and TRANE...