A DIVISION OF ACCO BRANDS

2 Confidential V1.1 MRD Contents  Key Stakeholders  Product Overview  Who?  Target market & audience  Category considerations  Where?  When?  What?  Theme  Packaging  Key messaging  How  Foundation assets & tactics  Web launch Activity  Campaign objectives  Next steps

3 Confidential V1.1 Key Stakeholders Team MemberDepartment Barbara Van GennepGlobal Marcom Manager Amy TurpieMarcom Manager NameE-Team Manager Magda KijekEU Marcom Manager NameGPM (category) NameRPM (category) Jeff SmithAmerica’s Marketing Director NameTBD NameTBD

4 Confidential V1.1 Product Overview  Copy goes here…

5 Confidential V1.1 Who: Target Market & Audience  Copy goes here…

6 Confidential V1.1 “Laptop for work, tablet for play. Tablets are expensive toys and are great fun – but not for actual working unless you are in sales and use it to present” “Tablets have a place but they are a nice to have addition to the laptop/PC but not a replacement” Who: Persona’s “Absolutely need a laptop for word processing, spreadsheets and bill paying/personal banking” “Tablets are a cool addition to laptops, more fun for ing, browsing, social networking but NOT for serious work” “If an iPad had storage and external device hubs, it would be more useful, but if it had that it would be a laptop. Frankly, I don’t think the iPad offers enough features for it to replace the laptop” “For many professionals a tablet can be more than enough for 90% of the time but a laptop is still essential when you need to prepare something long and have ‘real’ work to do” “I’m trying to decide which solution is best for us – it’s time to upgrade across the department. I don’t think tablets offer the full functionality required but I want something that offers more flexibility than a notebook “I can start up my Ultrabook far quicker at home if I need to check up on something for work. Far quicker than the old notebook ever was”

7 Confidential V1.1 Category Considerations  Family considerations  Product range for consideration

8 Confidential V1.1 Where?  Global launch  Europe, America’s, Asia, Australia  Launch type  Low key (hero, core or non-core  Channels  B2B  Retail & eTail  Kensington.com

9 Confidential V1.1 When?  In-stock date  Date goes here  Building the Buzz (Channel & Press)  Date range goes here  Launch date (web live)  US: date  EU: date  Press Announcement date  US: date  EU: date  Campaign assets  Global campaign assets target delivery: date goes here

10 Confidential V1.1 What? Theme  Campaign Theme  Theme should be focused around:  Copy goes here  Umbrella campaign details if needed here  Campaign Identity  Copy goes here  Product and family name  Copy goes here

11 Confidential V1.1 What? - Packaging  Icons  Describe what’s needed  QR code  Links to where and list content  Structure  Considerations  Other input on existing or new structure

12 Confidential V1.1 What? - Packaging  Add existing packaging images here for reference  Add other input on packaging as needed

13 Confidential V1.1 What? – Key Messages  Key message

14 Confidential V1.1 How? – Foundation Assets PUBLIC RELATIONS STATUS Press Announcements Social media plan to create buzz Events/press tour Product Review PlanSample for Press BETA seeding programSeeding Camp COPY & MESSAGING Catalog copy, F&Bs Category messaging New feature logo/s & explanations PHOTOGRAPHY Key visual (horizontal & vertical) Marketing photography Environment photography Components photography VIDEOSSTATUS Lifestyle/use cases video QSG/how to install & use video COLLATERAL/Training Tech Spec Sales guide Training kits WEB Landing page Home page banner MERCHANDISING POS display Plan-O-Gram Last updated: 00/00/0000

15 Confidential V1.1 How? – Web Launch Activity  List web activities here  SEO/SEM information

16 Confidential V1.1 Campaign Objectives  To launch our (product name) under one umbrella so we can deliver a single credible story  To support sales teams/partners & customers with assets, marketing materials and a sales deck to drive revenue and capture market share early  To be first to market with a full family range and convincing campaign/program  To communicate that Kensington is aligned with market trends and addressing the needs of the end consumer in emerging markets

17 Confidential V1.1 Next Steps ActionResponsibilityComment