1. Petra Ammann 2007-05-22 Page 1 Communication Guidelines

2. Petra Ammann 2007-05-22 Page 2 Communication Guidelines to follow... Communication within the “DIY segment”  It has NOTHING to do with Leica Geosystems AG communication  NEVER mix it up (whatever magazines, ads, fairs, booths, give aways ….)  do not show products, labels, logos at the same time or the same place  It will not be tolerated if our dealers/distributors mix it up  If you are not sure, please feel free to ask PTD MarCom & Services (Petra Ammann) or PTD Product Management (Nathalie Breuer)

3. Petra Ammann 2007-05-22 Page 3 Communication Guidelines to follow... Why? Different customers Different needs Different product Different channels Different approach Different communication AND Different brand

4. Petra Ammann 2007-05-22 Page 4 Brand image Independent Different (to the competition) Modern, innovative Emotional Design Clear, easy and catchy structure Modern, eye-catching Reliable and confident impression Colourful, but not too colourful Positioning

5. Petra Ammann 2007-05-22 Page 5 Target groups DIY Ambitious Prestige-orientated Faible for hi-tech tools Price sensitive (compared to professionals)

6. Petra Ammann 2007-05-22 Page 6 Targets Top-Laser-Technology at a favourable price Measure like a pro Reliable and professional environment (still talking about a brand!), have it in hand, test it, strong communication, favourable offer Innovative, respectable, easy to use, cost effective Customers want to have modern technology, offering new solutions, offering fun, prestige etc… They are interested in performance quality and price. Most of them do not know the measuring solution. Makes measuring life easier, more reliable, comfortable … Brand message USP Reason to believe Character of the brand Benefit Customer needs

7. Petra Ammann 2007-05-22 Page 7 Logo

8. Petra Ammann 2007-05-22 Page 8 CI / CD

9. Petra Ammann 2007-05-22 Page 9

10. Petra Ammann 2007-05-22 Page 10 Beware! Never mix up communication of professional and DIY-channels Never show Leica products, labels, logos etc...at the same time or place together with Prexiso devices Do not offer Prexiso to professional dealers Please inform PTD Product Management about all planned activities in advance (N. Breuer) All contracts beyond our regular GT&T have to be approved by Thomas Harring