Case study marki Carrier pochodzący z kanadyjskiego Albumu Superbrands

1. THE MARKET invent the first modern mechanical air
On July 17, 1902, a humble but deter- conditioner and become the father of
mined engineer solved one of mankind’s air conditioning. Twelve years later,
most elusive challenges by controlling Carrier took his modern marvel to the
the indoor environment. The genius of home and installed the first residential
Willis Haviland Carrier gave birth to application of air conditioning in the
modern air conditioning and forever Charles Gates mansion in Minneapolis.
changed the way people live, work and Willis Carrier soon made his mark
play. He enabled incredible improve- on other facets of everyday living.
ments in health care, manufacturing In 1924, J. L. Hudson’s in Detroit
processes, research, building capacities, prevented its customers from fainting
food preservation, art and historical in the heat by becoming the first
conservation, general productivity, indoor airconditioned department store. In
comfort and much more — truly creat- the summer of 1925, people came in
ing a future of possibilities. droves to enjoy the latest motion
Willis Carrier not only provided the pictures in Los Angeles’s Grauman’s
revolutionary science and technology Chinese Theatre and New York’s
that launched Carrier Corporation, he Rivoli Theatre. That same year, thou-
provided the spirit of innovation, the sands flocked to New York’s Madison
expertise, the determination to solve Square Garden to take in the first
problems, the drive to satisfy customers indoor professional hockey game.
and the hope to improve the world. More Carrier also initiated innovations in
than 100 years later, these same attributes many other areas: ice cream machines,
resonate in the 45,000 dedicated Carrier beverage coolers, fruit-shipping con-
associates who span the globe, working tainers, refrigeration trucks and even train-
with a network of 200-plus distributors and ing environments for the National Advisory
20,000-plus dealers in more than 170 countries back-to-school sale, even the skyscraper all owe Committee for Aeronautics.
on six continents. a debt to his inspired vision. Without air condi- Fast-forward to the 1990s when environmen-
A United Technologies Company (NYSE: tioning, who would pack a crowded theater in tal concerns took center stage. With the 1994
UTX), Carrier is the world’s largest manufacturer steamy July? Who would endure a shopping spree proclamation of a worldwide chlorofluorocarbon
in the dog days of August carry- and hydro chlorofluorocarbon (HCFC) phaseout,
ing heavy bags and tired kids? and given a full 10-year warning in most markets,
And who would build, let alone Carrier became the first manufacturer to develop
work in, a high-rise office build- home comfort products using Puron® refrigerant,
ing without air conditioning? the chlorine-free replacement for the popular
Dedicated to making the world
a better place, today and well into
and distributor of heating, ventilating and air the future, Carrier actively supports local
conditioning systems and a global leader in the communities through community service and
commercial refrigeration and food service equip- charitable contributions. The company also plays
ment industry. With a product line an important role in preserving
that stretches from year-round and protecting the world’s treasures,
home comfort systems to commer- providing climate control for some
cial and industrial climate-control of the world’s most beloved land-
systems to transport refrigeration marks, including the Sistine Chapel, R-22 HCFC refrigerant — six years before the
systems, Carrier prides itself on the U.S. Library of Congress, the next competitor.
being the expert in the industry. Great Hall of the People in Beijing, Puron is the first environmentally sound refrig-
Just as the total impact of Carrier’s and the Tate Modern Art Gallery erant that won’t deplete the ozone layer. As other
technology was at first unimagin- in London. manufacturers scrambled to switch over to chlorine-
able in 1902, Carrier is striving to free refrigerants, Carrier meticulously built a full
improve indoor comfort and refrigeration in still- HISTORY line of reliable Puron refrigerant–based products to
unforeseen ways for the future. In 1902, the Sackett-Wilhelm printing plant in fulfill every possible application. As a result, Carrier
Brooklyn couldn’t print a satisfactory color image is well positioned to meet additional changes in
ACHIEVEMENTS because changes in temperature and humidity kept 2010, when HCFC production will be reduced
Willis Carrier did much more than invent air altering paper dimensions and misaligning the even further and all newly manufactured equip-
conditioning. The summer blockbuster movie, the colored inks. Enter Willis Carrier, who would ment must use safer refrigerants such as Puron.
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2. THE PRODUCT • The most energy-efficient gas fur-
What began as an air conditioning company nace on the market, the Infinity™ 96
has developed into the world leader in year-round can help homeowners reduce utility
comfort. The most extensive product line in the costs by up to 33 percent a year com-
industry boasts air handling units, compressors, pared with previous Carrier models.
condensers, unitary-packaged and split-system • The Carrier Ideal Comfort System
air conditioners, transport and commercial refrig- (ICS) premium gas furnace, to be
eration equipment, room air conditioners, pack- introduced in late 2007, offers virtu-
aged terminal air conditioners, central station air ally silent operation, superior energy
conditioners, hermetic absorption and centrifugal efficiency and more precise tempera-
water chillers, open-drive centrifugal chillers, her- ture control.
metic screw chillers, reciprocating air- and water- • The Infinity™ Air Purifier uses
cooled chillers, dehumidifiers, single-packaged unique patented technology to capture
and split-system heat pumps, electronic control and kill airborne germs and allergens
systems and air cleaners. in 100 percent of the air being heated
The applications are just as numerous. or cooled.
Houses and hotels. Trucks and trains. Buses and • Carrier’s Hybrid Heat™ System, intro-
ballrooms. International airports and grocery duced in early 2006, automatically
stores. From the top of the world (skyscrapers) to switches to the most economical heat-
the bottom of the ocean (submarines), Carrier ing source — an electric heat pump or
products are there. a gas or oil furnace — to efficiently
heat or cool a home.
RECENT DEVELOPMENTS
Carrier reinforced its leadership role and its
“Turn to the Experts” theme at its January 2006 world incentive to carry the Carrier name on
sales meeting, when company executives met storefronts, vans and uniforms.
with 6,000 dealers to showcase the most compre-
hensive line of products available to meet new BRAND VALUES
efficiency requirements — products that now • The company introduced 14 new programmable For more than a century, Carrier expertise has
must operate at a 13 SEER (Seasonal Energy and nonprogrammable thermostats in 2007, made the company the first name in air condition-
Efficiency Ratio) level or higher. including the Carrier Performance ing, growing to include the entire
Programmable Edge™ models, scope of indoor comfort at home,
which feature premium comfort at work and everywhere in between.
solutions, interchangeable decora- From 1902, when Willis Carrier
tor faceplates, the thinnest profile produced one unit, to today, when
available and home computer pro- the company ships one unit every
Other far-reaching developments include: gramming capability. four seconds, Carrier has come a
• The Infinity™ System, introduced in 2004 — the • During power outages, Carrier’s long way by any measure. Willis
most energy-efficient heating and cooling Automatic Home Standby Gen- Carrier truly created a century of
system a homeowner can buy* — provides the erators keep a home’s heating possibilities — a torch passed on
ultimate in indoor comfort, allowing homeowners and cooling system running while supplying within the Carrier brand to ensure that the spirit of
to set fan speeds, air filtration and temperature power to lights, furnaces, air conditioners, excellence will always continue.
in one convenient control. refrigerators, sump pumps, well pumps, com-
puters and more. *Based on total energy costs as compared to traditional
HVAC systems.
PROMOTION
Carrier’s “Turn to the Experts” tagline and THINGS YOU DIDN’T KNOW ABOUT
positioning continues as part of its absolute CARRIER
commitment to being the expert in everything the
company does.
In 2007, Carrier launched a new multimillion- H Carrier has a network of research and
dollar campaign that reinforces Carrier’s expertise development centres and 78 manufacturing
in providing the most energy-efficient heating and facilities around the world.
cooling systems. The campaign will be promoted H Carrier cooled the 2004 Summer Olympics
online, in print, on radio and in television spots in Athens, Greece, and will provide com-
directed by Christopher Guest, who is known for fort at the 2008 Summer Olympics in
his improvisational, “mockumentary” style in Beijing, China.
films such as Best in Show and For Your Consi- H Four and a half million pounds of Puron
deration. Attention-getting ads take a humorous refrigerant were used in Carrier products in
approach to a typical homeowner’s wise decision 2006 — enough to fill a three-eighths-inch
to buy a Carrier air conditioner or furnace to save tube stretching completely around the
money on their energy bills, but can’t explain the Earth’s diameter.
technology behind it. The spots conclude with the
H In 1998, Willis Carrier was named one of
announcer reassuring the consumer that they don’t
Time magazine’s 100 Most Influential People
need to know. “That’s our job,” the announcer of the Century.
concludes, “Carrier. Turn to the Experts.”
An industry-leading Web site, carrier.com, H A cooling system specially designed by
also keeps the Carrier name in front of con- Carrier protects Michelangelo’s frescoes in
the Sistine Chapel.
sumers. Partnership marketing gives thousands
of independent businesses throughout the
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