1. Communication proposal Philips Design - Hong Kong 21 September 2011 CLC Communications workshop ( integrated marketing design strategy) WIP

2. Confidential Philips Design - Hong Kong, 20 september 2011 Scope of workshop - Agenda Umbrella messaging verbal articulation visual articulation Schematic application of ‘umbrella’ messaging onto: CLC shop / instore communication Product catalogue / communication content Packaging / communication approach

3. Confidential Philips Design - Hong Kong, 20 september 2011 3 CLC touch point prioritization/ workshop focus Product Retail/ store Online PR/ promotion Digital demo Packaging After sales Product catalogue 360 Experience

4. Confidential Philips Design - Hong Kong, 20 september 2011 Scope of workshop - Objective share ideas, get input, feedback and approval of proposed direction for communication approach by end Friday 23 sept

5. Confidential Philips Design - Hong Kong, 20 september 2011 Overall Message CLC LED range gives you the “Best Retail Lighting essentials” 5 CLC LED Range. Summary Incremental benefits timeline Benefits Simplified Experience, over all touch points will show people the benefits of moving to LED range. Consistent and adaptable range will ensure people can trust on one brand to have the total lighting solution for their shop. Accessible investment, still accessible Led will be a better investment on the mid term with less maintenance hassle Inspiring for retail designers, when needed the design can fit the shop design enabling to match and renew every time you need. RTB’s Simplified, reduce redundancy, and logical flow across all touch points. RTB’s One range that fits all RTB’s Inspiring trough engaging experiences. Target Users Installer Target Users Designer Target Users Shop Owner Integrated Message CLC LED Range will help you to growth your business by simplifying the 360 business experience: Buy, Install, setup & use RTB’s LED range as efficient as your business.(durability)

6. Confidential Philips Design - Hong Kong, 21 september 2011 6 A C Installer B Designer TODAY Owner Vision Sense of achievement Pragmatic and visionary We inspire you to realize your vision with a range that adapts to your needs of initial cost and further growing ambitions. We inspire you to get better result on your design, with a consistent range that you can add expressive accents, form, M&F and light effects when you need. Recognition Identity Wants to be recognized by the quality Control and reassurance Based on fact empirical approach. We inspire you to get better result on your installations, with easy to install products and consistent ranges. Easy to install: preparation, installation, setup. Easy comes from deep motivations of a our target audience, by levering on them we can address the proposition from a end user ambition. easy B Designer Recognition Identity Wants to be recognized by the quality We inspire you to get better result on your design, with a consistent range that you can add expressive accents, form, M&F and light effects when you need. Our Target Audience Motivators

7. Confidential Philips Design - Hong Kong, 20 september 2011 7 CLC LED Range. Strategy footprint Incremental benefits timeline Traditional lightSimplified LED rangeIntuitive retail range Initiation shopsInitiation / Growing shopsInitiation / Growing / visionary Basic Traditional Light Range articulated by application Cost effective – initial investment Good enough light > Brand reliability Simplify installation process Benefits on preparation, installation and setup. Functional LED range. Show benefits of the led within existing category codes. Incremental differentiation. Inspire and educate on lighting & design Consistent and clear range experience. Cover with the same L&F the entire shop lighting needs. Cost effective by investment. Tomorrow Intuitive range Quick installation Ready to use (plug n play). Creative, Small / Unobtrusive Deliver the future of led technology Custom retail solutions Retail templates Digital purchase Range articulated by shopping experience. Cover with the same L&F the entire shop lighting needs. Efficient quality light investment TodayVision

8. Confidential Philips Design - Hong Kong, 20 september 2011 8 CLC LED Range. Creating the experience Design framework WHY Motivations Ensure I will deliver the best lighting solutions to my client’s brand. Because I need to bring the shop alive in very short time and ensure the light will fit the different areas of the shop with a minimum investment investment on Enable me to build the store image HOW Engagement Simple and fast way to growth your brand with light. The light that will enable you to grow WHAT Offer/product Focus on Simplification WIP ONLY

9. Confidential Philips Design - Hong Kong, 20 september 2011 9 Product

10. Confidential Philips Design - Hong Kong, 20 september 2011 10 Product. LED range

11. Confidential Philips Design - Hong Kong, 20 september 2011 11 Product. One LED lighting solution 1 Naked engine 1+1 Engine with light heads 1+ More Engine with additional structures Spot light Down light Conventional light Spot light

12. Confidential Philips Design - Hong Kong, 20 september 2011 12 Dilema To grow my Chinese brand I need a consistent range of products that are easy to select, buy, install and setup at an affordable price. I wish I could find a range that simplifies the lighting experience from purchase to use

13. Confidential Philips Design - Hong Kong, 20 september 2011 13 CLC integrated marketing communication Communication approach

14. Confidential Philips Design - Hong Kong, 20 september 2011

15. Confidential Philips Design - Hong Kong, 20 september 2011 15 CLC integrated marketing communication Verbal articulation

16. Confidential Philips Design - Hong Kong, 20 september 2011 16 Verbal articulation “Brainstorming” 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 solution Grow your business with (philips) LED retail essentials LED lighting for better business Intuitive installation Inspiring LED retail lighting Simple LED retail solutions to grow your business Grow your business with (philips) LED retail lighting solutions Business (investment now/ receive money later) Retail lighting solutions for business 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)” WIP ONLY

17. Confidential Philips Design - Hong Kong, 20 september 2011 17 Verbal articulation “Brainstorming” 21/09/2011 WIP ONLY Input from workshop team: Customer proposition for LED (to all key stakeholders) Energy saving (cost saving) Cost effective (cost saving) Future trend/ market leader (lead to essentials in future) Innovation (lead to essentials in future) (features – better user experience) Make space for design (cut-out hole is smaller for LED lamp) Allows more design freedom/ creativity Easy to install

18. Confidential Philips Design - Hong Kong, 20 september 2011 18 Verbal articulation cluster 1. “Simplification” Simplification/ consistency, cost effective Simple and cost efficient Simple LED retail solutions to grow your business The essential retail light solution Lighting essentials grows your business WIP ONLY

19. Confidential Philips Design - Hong Kong, 20 september 2011 19 Verbal articulation cluster 2. “Intuitive” LED lighting for better business Intuitive installation Inspiring LED retail lighting Lead the way in retail lighting Lead the way to grow your brand (Nike) with LED essentials Brilliant LED lighting solutions WIP ONLY

20. Confidential Philips Design - Hong Kong, 20 september 2011 20 Verbal articulation 3. “Business growth” Retail lighting solutions for business grows Light solutions for growing your business Light solutions that will grow your retail business Grow your business with (philips) LED retail essentials Lighting essentials grows your business Bright shops, better business WIP ONLY

21. Confidential Philips Design - Hong Kong, 20 september 2011 21 Verbal articulation – Umbrella Proposition 1.Simple/ easy 2. Intuitive/ experience3. Business growth “Simple and inspiring LED (retail) lighting solutions to grow your brand (business)” WIP ONLY Energy and cost saving are not mentioned??? Mention “green” to trigger the cost and energy saving points Fabia: In china: “green” means reduce cost Not the key message in this case/ irrelevant ACCESSIBLE instead of inspiring Inspiring is too aspirational ONE STOP SHOP need to be the Key message for CLC store CLC Concepts BUSINESS GROWTH (ACCESSBIBLE, EASY) Affordable Quality One-stop shop LED should be emphasized in CLC store Simple translate to easy Simple translate to Intuitive Intuitive instead of simple

22. Confidential Philips Design - Hong Kong, 20 september 2011 22 Verbal articulation – Umbrella Proposition “Simple/intuitive and accessible LED (retail) lighting solutions to grow your brand (business)” WIP ONLY Agreed direction

23. Confidential Philips Design - Hong Kong, 20 september 2011 23 Verbal articulation – Communication hierarchy simple/ easy sub headline LED lighting essential WIP ONLY accessible sub headline LED lighting essential business growth sub headline LED lighting essential Preferred option: 1 umbrella message/ 3 sub messages

24. Confidential Philips Design - Hong Kong, 20 september 2011 24 Verbal articulation – Communication hierarchy LED lighting essentials Headline simple and easy (solution) WIP ONLY LED lighting essentials Headline intuitive (plug and play) LED lighting essentials Headline for business (speed/ growth)

25. Confidential Philips Design - Hong Kong, 20 september 2011 25 CLC integrated marketing communication Visual articulation SCHEMATIC ONLY

26. Confidential Philips Design - Hong Kong, 20 september 2011 Moodboard – Experience / end benefit SCHEMATIC ONLY

27. Confidential Philips Design - Hong Kong, 20 september 2011 Moodboard – Experience / end benefit WIP Input/ feedback from workshop team: End benefit visual APPRECIATED Good” ON Brand Human element Nice mood/ image How audience can link LED solutions on first glance Capture nature of LED lighting (colour-changing) More colourfull/ now too “Traditional light” This customer could be upcoming retailers : starting and growing to key accounts) Should be More in-store experience/ not just window shopping)

28. Confidential Philips Design - Hong Kong, 20 september 2011 Moodboard – Product photography SCHEMATIC ONLY Input from workshop team: Product as emotive not appreciated for TOP level comms Not so much “ON-Brand” This level of photography is very much High-end More down to earth photography for good enough product

29. Confidential Philips Design - Hong Kong, 20 september 2011 29 Concept direction / visual & verbal “Simple and accessible LED (retail) lighting solutions to grow your brand (business)” LED lighting essentials Sub headline text goes here SCHEMATIC ONLY

30. Confidential Philips Design - Hong Kong, 20 september 2011 30 CLC integrated marketing communication Touchpoint schematics

31. Confidential Philips Design - Hong Kong, 20 september 2011 31 CLC integrated marketing communication CLC Store SCHEMATIC ONLY

32. Confidential Philips Design - Hong Kong, 20 september 2011 CLC Store – (based on concept B? - confirmed) SCHEMATIC ONLY

33. Confidential Philips Design - Hong Kong, 20 september 2011 CLC Store – (based on concept B) LED Lighting essentials Easy to install Cost efficient Contemporary design SCHEMATIC ONLY From Ton: Current concept: NO inspirational image in store Upgrade the space from product display to more inspirational space/ More engaging human element Consistent across touch points Input from workshop team: To explore: 3D island (light effect) or electronic devices to make LED story stands out One stop shop experience

34. Confidential Philips Design - Hong Kong, 20 september 2011 Retail reference moodboard TO WORK ON THURSDAY Note: 3 shop models/ sizes/ refer email christine

35. Confidential Philips Design - Hong Kong, 20 september 2011 35 CLC integrated marketing communication Product catalogue

36. Confidential Philips Design - Hong Kong, 20 september 2011 Existing product leaflets - impression SCHEMATIC ONLY

37. Confidential Philips Design - Hong Kong, 20 september 2011 Concept idea: expandable system/ ‘binder’ flexible content? SCHEMATIC ONLY Input from workshop team: Suggest to have individual catalogue for LED story It doesn’t matter having a folder with leaflets or everything in a book

38. Confidential Philips Design - Hong Kong, 20 september 2011 Product catalogue Input from workshop team: Communicate why upgrade from traditional to LED? And HOW? How to link pillar message to existing catalogues? Stand out LED lighting solutions from the catalogue We can just have 1 LED catalogue? “leave traditional as is?? How to present the LED benefits on the catalogue??? Comparison to stand out LED solutions Compare store to store? Compare product to product? SCHEMATIC ONLY Big challenge for comms: Why (upgrade to) LED ? (later: why philips..?)

39. Confidential Philips Design - Hong Kong, 20 september 2011 39 CLC integrated marketing communication Packaging SCHEMATIC ONLY

40. Confidential Philips Design - Hong Kong, 20 september 2011 40 Existing Packaging ref. - professional LED

41. Confidential Philips Design - Hong Kong, 20 september 2011 41 Existing Packaging ref. - consumer LED

42. Confidential Philips Design - Hong Kong, 20 september 2011 Current packaging

43. Confidential Philips Design - Hong Kong, 20 september 2011 Packaging professional / consumer / NVC SCHEMATIC ONLY Input from workshop team: They think industrial pack is cheap, Philips shouldn’t do it (review from user) Will consider LED packaging (4 colours) to be more engaging (LED pack should/ could look more attractive)

44. Confidential Philips Design - Hong Kong, 20 september 2011 Pack ‘separation’ – Low cost ‘industrial’ pack and proud presentation pack “Downgrade” for traditional packs Save cost/ pack in storage anyway “Upgrade” for LED packs (Cost increase? But can function as POS/ POSM CLC team feedback/ concern: Interested to explore/ challange current packs but need to study IMPLICATIONS!

45. Confidential Philips Design - Hong Kong, 20 september 2011

46. Confidential Philips Design - Hong Kong, 21 september 2011