1. New Marketing Communication - Site Xplod -

2. Objectives of Site Re-construction Talk the BrandTalk the Brand –Keep on sending branding message to fight vs. Competitors ATL. –Make Sony fun among young generation who will make future trend of the category. Enhance Product Benefit CommunicationEnhance Product Benefit Communication –Send the benefit of the product, not only feature. –Touch the heart of consumer with Sony’s engineering emotion. Business IncreaseBusiness Increase –Installer channel activation Attack field installer which is the main business field of Pioneer. –Model mix and attachment ratio improvement. Branding SITE NEW XPLOD ProductBenefitBusinessIncrease Talk the Brand Communication & Biz driven Branding SITE SONY.U Product/Feature Driven Products BEFORE AFTER

3. Grand Layout Highlights Important 4 highlights. To be update every month. Demo Cars Show the project of Xplod demo cars as an ambassador of the brand. NEWS Update of any news. Product launch, campaign.Survey This will be replaced with Video library. Jump to Sony U Show the product info. Main Menu Icons to navigate to the 8 content.

4. Talk the Brand Reinforcement of the Brand through site. 1. Brand commitment for target customer. 2. History of Sony and Xplod

5. Communication of Product Benefit Video library to communicate the benefit of the product. AS THE FEATURE IS BECOMING COMPLICATED FOR FINAL CONSUMER NOWADAYS, THE VIDEO WILL COMMUNICATE THE FEATURE TOGETHER WITH THE CONSTOMER BENEFIT. Thumbnail of the product and functions.

6. Communication “Story inside” ROOM OF EMOTION TO JUSTIFY THE PRICE PREMIUM AND QUALITY OF SONY ENGINEERING, KEY PERSON OF THE PRODUCT DEVELOPMENT WILL TALK ABOUT THE INSIDE STORY. Quality!! Emotion!!

7. Offering solution Project Simulator “Monte Seu Som” INCREASE THE TICKET PRICE OF THE CATEGORY AND ATTACHMENT RATIO OF THE SPEAKERS. IDEAL MODEL-MIX AND PROFIT MAXIMIZATION Build your system from scratch!! Recommendation by Sony!! The graph visualize the level of the project. EASY!!

8. Ownership and pride to sell Sony Opinion maker to influence others Enhancement of Specialty & Expertise Installer activation CURRENT SITUATION Sony stronger power in retail. Strong brand power of Pioneer. Lower distribution vs. Pioneer. ON-LINE CLUB OF INSTALLERS. BRAND AWARENESS AND BUSINESS INCREASE!!

9. Best selection of “opinion maker” installer!! Installer activation - Special interview to talk about Sony!! - Make an influence for small installers!! - Monthly update to keep the content hot!! Lead to the POS in whole Brazil. Where to find?

10. Demo Cars 5 types of the demo-car will be updated. Peugeot 206 with USB System (Old) Honda Civic with Bluetooth System (Old) Toyota Hi-lux with DVD System (Actual) Ford Ranger with Sony total solution. (Coming Soon!!) MAXIMIZE THE APEARANCE OF XPLOD DEMO-CARS AS OUR AMBASSADOR TO COMMUNICATE THE CAR LIFE-STYLE MADE BY SONY AND THE IMPACT OF THE HIGH-END SYSTEM.

11. Community Creation with Final Consmuer Everybody has a chance to be Xplod Ambassador!! INVITE THE FINAL CONSUMER TO XPLOD WORLD TO BE THE PART OF OUR BRAND. OFFER A PRODUCT TO INSTALL AND SHARE THE BEST CARS ON THE SITES. COMING SOON!! Youtube SNS XPLOD SITE CREATE AN ONLINE BUZZ! + YOUR VW GOL!! THE BEST CARS will be... SYSTEM SONY!!

12. 1. Investments for SEM. 2. Pop up and Banners. PULL the Visits PUSH the content Traffic Creation THE CLICK WILL BE MEASURED BY KPI DEFINED. 3. Specialized Magazine. 4. Direct e-mail MKT for 600 installers. In June traffic increased more than 6x!!

13. Visit the new site XPLOD!! http://www.sony.com.br/xplod