Communication proposal Philips Design - Hong Kong 20 September 2011 CLC Communications workshop

Confidential Philips Design - Hong Kong, July CLC communication summary Summary for communications CLC Lighting gives you the essential of retail lighting Overall message Easy to select & easy to install (All about helping them to generate more business) Integrated message End users Installer DesignerOwner Brand Easy to work with Expertise Benefits RTBs Traditional Cost effective Application Reliability / Quality LED Retrofit Easy to install Range by app Retail accessories Cost effective + EE LED Store kits Flexibility in design Retail accessories Easy to buy TCO, Cost effective + EE LED

Confidential Philips Design - Hong Kong, July CLC communications toolkit proposal Summary for communications End users Installer DesignerOwner Brand Easy to work with Expertise Benefits RTBs Traditional Cost effective Application Reliability / Quality LED Retrofit Easy to install Range by app Retail accessories Cost effective + EE LED Store kits Flexibility in design Retail accessories Easy to buy TCO, Cost effective + EE LED Internal communications design strategy workshop 1.Focus on target, journey of purchasing and prioritise and prepare the relevant communications hierarchy 2.Explore the creative direction topline articulating a visual and verbal strategy, tonality, category colors, usage Proposal Next action

Confidential Philips Design - Hong Kong, July CLC communications toolkit proposal Summary for communications End users Installer DesignerOwner 2012 Simplifying installation; guiding to buy Internal communications design workshop - the big idea! Easy Packaging - packaging guidelines, templates for range (Good, Better, Best) Training for PCC team/implementation New artwork graphics only; no structural change In-box print – installation guide* In store POS – posters, mats, shelf talkers Selling in PPT – Application/ range communications/ latest trends/ products/education* Product catalogue* (PDF for Web) – by application Instore computer demo/set up? DVDrom/ flash?? Support new product launches ? Online newsletter ? – build customer database *copywriting fee not included *stock images/ photography not included Proposal Easy to select and easy to install (a very real and concreate benefit which could lead to lower margins) 2011 proposal

Confidential Philips Design - Hong Kong, July CLC communications toolkit proposal Summary for communications End users Installer DesignerOwner 2015 Communicate around Intuitiveness (brainstorm) ?? Plan, measure communications effectiveness Update communications plan/ review touchpoints Move our focus to Designer/Owner in line with the maturity of market Product catalogues – from application driven content to inspirational content - benefit and effect of light (store kits ) Define Online strategy : CLC microsite; site navigation, products online database, lighting application and retail simulations How to get started ? Team? Easy to select and easy to install (a very real and concreate benefit which could lead to lower margins) 2012 design program

Confidential Philips Design - Hong Kong, July CLC Identity Program Design platform Our proposition This are the recommended touch points to address the 360 experience of the retail essentials, focus on one key benefit. Easy your retail lighting. Touch-point support This are the recommended touch points to address the 360 experience of the retail essentials, focus on one key benefit. Easy your retail lighting.

Confidential Philips Design - Hong Kong, July Questions ? - Budget, Time - Resources (from business) Print – downstream/local agencies Packaging competency support Deliverables ( brainstorm) - Communication design strategy workshop / analysis proposal - PPT guideline for CLC packaging + X number of templates (how many ranges to cover) - Mini PPT guideline for BTL communications (templates for POS defined) - Print/PDF Product catalogue template - Selling in Powerpoint template (adapted from product catalogue)

Confidential Philips Design - Hong Kong, July Overview of what there is

Confidential Philips Design - Hong Kong, July Scope of workshop Agenda Umbrella messaging verbal articulation (headline/ sub/ rtb’s visual articulation ( Retail schematic Product catalogue Packaging

Confidential Philips Design - Hong Kong, July Proposition text? Schematic Making installers life easier Easy and accessible LED Easy and userfriendly CLC Sharpening and finetuning CLC

Confidential Philips Design - Hong Kong, July Motivations CostSpeed Price Total cost Reduce the bill Educate Inspire Quality light Saving energy Awareness Growth OwnerInstallerDesigner Efficiency Speed Process of inst. How to install (intuitive) Tips and tricks Communication material to help dealer sell … Continuity Portfolio/ showcase Light benefits Shopping experience (shopping behaviour) Awards Customisation Variety Consistent look and feel

Confidential Philips Design - Hong Kong, July Owner

Confidential Philips Design - Hong Kong, July Motivations / Priorities…/ how to approach target strategy CostSpeed Price Total cost Reduce the bill Educate Inspire Quality light Saving energy Awareness Growth OwnerInstallerDesigner Efficiency Speed Process of inst. How to install (intuitive) Tips and tricks Communication material to help dealer sell … Continuity Portfolio/ showcase Light benefits Shopping experience (shopping behaviour) Awards Customisation Variety Consistent look and feel

Confidential Philips Design - Hong Kong, July Action points CostSpeed Price Total cost Reduce the bill Educate Inspire Quality light Saving energy Awareness Growth OwnerInstallerDesigner Efficiency Speed Process of inst. How to install (intuitive) Tips and tricks Communication material to help dealer sell … Continuity Portfolio/ showcase Light benefits Shopping experience (shopping behaviour) Awards Customisation Variety Consistent look and feel WIP

Confidential Philips Design - Hong Kong, July CLC text Communication

Confidential Philips Design - Hong Kong, July CLC touch points / when do you need what? Who are we talking to? 360 Experience owner UI installation Retail/ POS Online PR/ promotion Product catalogue Digital demo Packaging After sales Schematic

Confidential Philips Design - Hong Kong, July CLC touch points / when do you need what? Who are we talking to? UI installation Retail/ store Online PR/ promotion Digital demo Packaging After sales Product catalogue Schematic 360 Experience designer prioritize

Confidential Philips Design - Hong Kong, July CLC touch points / when do you need what? Who are we talking to? UI installation Retail/ store Online PR/ promotion Digital demo Packaging After sales Product catalogue Schematic 360 Experience installer

Confidential Philips Design - Hong Kong, July Schematic examples of touch points RetailProduct catalogue Packaging LED essentail Easy Continutity!/ /

Confidential Philips Design - Hong Kong, July Packaging Communication hierarchy: 1.Application 2.Easy to install 3.Professional visual appearance

Confidential Philips Design - Hong Kong, July Pack is POP Segment Fashion Airport Application downlight wall light

Confidential Philips Design - Hong Kong, July Can pack graphics be aligned?

Confidential Philips Design - Hong Kong, July Packaging Improvements Not consistent (lamps colorful, luminaries black and white, …) Waste of floor space Black and white in general is cheap looking and difficult to communicate hierarchy Not easy to navigate  relevance of all info, diagrams/products not representing the product properly, difficult to find the pdtdescription Use color as a functional tool  stepping up language Mounting instructions in the packaging Too easy to open Packaging identity in line with product positioning in CLC  differentiation Self explaining light sources / energy saving (easy, inspire, educate) Easy to unpack Packaging as an installation tool Instruction on how to put products in the shelf Not consistent (lamps colorful, luminaries black and white, …) Waste of floor space Black and white in general is cheap looking and difficult to communicate hierarchy Not easy to navigate  relevance of all info, diagrams/products not representing the product properly, difficult to find the pdtdescription Use color as a functional tool  stepping up language Mounting instructions in the packaging Too easy to open Packaging identity in line with product positioning in CLC  differentiation Self explaining light sources / energy saving (easy, inspire, educate) Easy to unpack Packaging as an installation tool Instruction on how to put products in the shelf

Confidential Philips Design - Hong Kong, July Packaging

Confidential Philips Design - Hong Kong, July Packaging

Confidential Philips Design - Hong Kong, July Verbal articulation Bright shops, better business Brilliant LED lighting solutions The Brighter, the better See what LED can do for your shop Intuitive LED light solutions Lighting essentials grows your business Simplification/ consistency, cost effective Simple and cost efficient Reliable light solutions The essential retail light solutions Grow your business with (philips) LED retail essentials

Confidential Philips Design - Hong Kong, July Verbal articulation LED lighting for better business Intuitive installation Inspiring LED retail lighting Simple LED retail solutions to grow your business Essiential Grow your business with (philips) LED retail lighting solutions Simplification Experience ( Business (investment now/ receive money later)

Confidential Philips Design - Hong Kong, July Verbal articulation (target: owner The essential Retail lighting solutions for busness grows Adaptation to your basic needs Without this you cannot even start your (retail) shop Lead the way in retail lighting Lead the way to grow your brand (Nike) ( with LED essentials Show you the way (to the money) (CLC shop owner talking to Herbag) “Simple and inspiring LED (retail) lighting solutions to grow your brand (business)”

Confidential Philips Design - Hong Kong, July Verbal articulation (target: owner RTB:

Confidential Philips Design - Hong Kong, July RTB Range consistency: Adaptable LED engine platform Systematic interchangabilty Setup/ installation: plug and play cabling Simple cable layout

Confidential Philips Design - Hong Kong, July

Confidential Philips Design - Hong Kong, July