Yokogawa Electric Corporation BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 Vigilance campaign evolution (2) Oct/Nov 2003 (2 nd Workshop)

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.2 Campaign Evolution Roadmap Search for our heart & soul Articulate our values Align our actions 1 st Rollout 2 nd Rollout Vigilance in mindset and behavior Vigilance in products and services What does Yokogawa stand for? We are here today

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.3 Contents Vigilance infection continues –Let’s keep the momentum building Vigilance in products & services –Never a commodity Spreading the Vigilance message –Reach the customers’ mind Coming soon –More interactive platforms and focused tools Completing the cycle –Your feedback needed!

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.4 First contact with the Vigilance virus Europe US Asia

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.5 Vigilance infection continues! Europe US Asia

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.6 Vigilance in products & services Never a commodity!

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.7 Vigilance in products and services “There is no such thing as a low-interest category ; there is only low-interest marketing.” Are these really commodities? Cannot be differentiated? Can only be sold on price? Really? Isn’t water a commodity? Cannot be differentiated? Can only be sold on price? Really?

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.8 Vigilance in New Field Products More intelligence with no maintenance Vigilance Inside !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.9 Vigilance in New System Products Full scalability with seven 9’s reliability Vigilance Inside !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.10 Never a commodity Vigilance Inside !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.11 Spreading the Vigilance message Reach the customers’ mind !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.12 Vigilance on Trade Magazines May ‘03 World Chemical Processing Frontiers (YEF) Chemical Engineering, Power, Control (YCA) HydroCarbon (YCA) Asian Oil & Gas (YEA) June ‘03 Heat Treating Progress (YCA) Automation World, Intech (YCA) Industrial Equipment News (YCA) SensorTech (YCA) Control Engineering (YEF) Reed Business Information (YCA) Pharmaceutical Manufacturing (YCA) July ‘03 Asian Oil & Gas (YEA) HydroCarbon (YEA) Intech (YCA) Power (YCA) Control (YCA) August ‘03 International Hydrocarbon (YEF) Control Engineering (YEF) Pressure(YCA) Sept. ‘03 Pharma Technology (YEF) Control, Power (YCA) Chemical Engineering (YCA) Asian Oil & Gas (YEA) HydroCarbon (YEA) October ‘03 Control (YCA) Control Engineering (YEF)

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.13 Vigilance through Personal Contacts Sales PresentationPostersLeaflets Success Stories Product Brochures Business Card Holder Products and Services

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.14 Vigilance on the Web Vigilance Intro New corporate frame Vigilance Web Site Evolution Consistent Look & Feel More Interactive, Engaging Contents Something New

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.15 Vigilance at Trade Shows & Road Shows Global Initiative, Local Focus ISA Show Oct / USA CIA Show Dec / Singapore European Road Show 2004/ Europe Campaign Movie Campaign Props

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.16 Consistent & Mutually Reinforcing Messages Sales Force Trade Magazines Vigilance everywhere! Web Sites Trade Shows & Road Shows

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.17 Coming soon! More interactive platform and focused tools !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.18 We decided to be Picasso at first “Woman with a blue hat” by Pablo Picasso. We must differentiate ! Adding bells and whistles for minor superiority does not work for us

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.19 Coming soon : Vigilance_Lab Vigilance as a driver of change - more interactive / synergized Yokogawa IA site

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.20 Vigilance in Specific Vertical Industry Oil & Gas Task Force Team Power Group Oil & Gas Bulletin by YEF on Magazine Power Industry Solutions

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.21 Completing the cycle Your feedback needed !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.22 Completing the marketing cycle BEAT Team Regional Marketing/Sales Web Site Drive Communicate Interact / Engage Implement more engaging, interactive contents Feedback customer reaction and competitive info Continue enhancement

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.23 Internal portal exists to serve you Brand Map Sales tools, design assets Ad Calendar Bulletin Board Yukari Ogasawara Please feedback your voices so that we can continue to improve! BEAT Newsletter

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.24 Conclusion We need your help! Let us... Keep the momentum building Use Vigilance to differentiate our deliverables Reach the customers’ mind through multiple media Create more interactive platforms and focused tools And complete the cycle !

BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 CONFIDENTIAL- Internal Use Only Page.25 The Difference - Building the Future TO LAST Vigilant People Deliver Vigilant Products & Services