CLC Communications workshop ( integrated marketing design strategy)

1. CLC Communications workshop(integrated marketing design strategy) Communication proposal Philips Design - Hong Kong 20 September 2011

2. Scope of workshop - AgendaProduct design review (tomas)Umbrella messaging verbal articulation visual articulationSchematic application of ‘umbrella’ messaging onto:CLC shop / instore communication Product catalogue / communication content Packaging / communication approach

3. CLC touch point prioritization/ workshop focus Online Digital demo After sales 360 Experience Product PR/ promotion Product catalogue Packaging Retail/ store

4. Scope of workshop - Objectiveshare ideas, get input, feedback and approval of proposed direction for communication approach by end Friday 23 sept

5. Scope of workshop – AGENDA detailMonday 19Morning: review/ update from Tomas to Ton and Lin afternoon: reviewing collecting all necessary materials. Organising working ppt/ noting down first topline ideas COMPLETED  HONG KONGTues 20 Morning: brainstorming/ initial ideas about topline communication.afternoon: sketch initial schematic application for Shop/ Catalogue/ Packs(ALMOST) COMPLETED HONG KONG

6. Scope of workshop – AGENDA detailSHANGHAIWed 21 Morning: 10AM Share WIP CLC integrated marketing design strategy Afternoon: Get feedback from team/ collate results.TC 3.30-4.30pm Fabia/ Ton/Tomas/Sam/Rachel to align next steps CLC communications and CLC product identity.Thurs 22Morning: Ton / Lin creative workshop on CLC store (offsite) Afternoon:  2pm CLC store concept approach /reference. Ton to present Fabia/team in Malu Office ?Fri 23 Morning: Ton / Lin creative workshop packaging and product catalogues (offsite)Afternoon:  2pm Pack and product catalogue concept approach /reference. Ton to present to Fabia/team in Malu OfficeWrap up with clear AGREED directions for Ton to develop

9. CLC LED Range. SummaryIncremental benefits timeline Overall Message CLC LED range gives you the “Best Retail Lighting essentials” Integrated Message CLC LED Range will help you to growth your business by simplifying the 360 business experience: Buy, Install, setup & use Target Users Installer Target Users Designer Target Users Shop Owner 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 LED range as efficient as your business.(durability) RTB’s Inspiring trough engaging experiences.

10. Our Target AudienceMotivators 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 TODAY Vision Installer Owner A C Control and reassurance Based on fact empirical approach. Sense of achievement Pragmatic and visionary We inspire you to get better result on your installations, with easy to install products and consistent ranges. Easy to install: preparation, installation, setup. We inspire you to realize your vision with a range that adapts to your needs of initial cost and further growing ambitions. Designer Designer B B Recognition Identity Wants to be recognized by the quality 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. 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.

11. CLC LED Range. Strategy footprintIncremental benefits timeline Tomorrow Today Vision Traditional light Simplified LED range Intuitive retail range 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. 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 Initiation shops Initiation / Growing shops Initiation / Growing / visionary

12. CLC LED Range. Creating the experienceDesign 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

13. Product

14. Product. LED range

15. Product. One LED lighting solution 1 Naked engine Spot light 1+1 Engine with light heads Spot light Down light Conventional light 1+More Engine with additional structures

16. Product. Small investment big return. 1LED Naked engine LED technology in pure state with a professional looking solution, smart simple and affordable. Led hours of the engine will match shop lifetime in hours.

17. Product. Color choices shades Color choices shades WIP

18. 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

19. CLC integrated marketing communication Communicationapproach

20. CLC integrated marketing communication Verbal articulation

21. 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

22. (CLC shop owner talking to Herbag) 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

23. (CLC shop owner talking to Herbag) 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

24. (CLC shop owner talking to Herbag) 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

25. (CLC shop owner talking to “Herbag”) Verbal articulation – Umbrella Proposition • Simple/ easy 2. Intuitive/ experience 3. Business growth “Simple and inspiring LED (retail) lighting solutions to grow your brand (business)” WIP ONLY

26. (CLC shop owner talking to “Herbag”) Verbal articulation – Communication hierarchy LED lighting essential simple/ easy sub headline LED lighting essential intuitive sub headline LED lighting essential WIP ONLY business growth sub headline

27. (CLC shop owner talking to “Herbag”) Verbal articulation – Communication hierarchy Headline simple and easy (solution) LED lighting essentials Headline intuitive (plug and play) LED lighting essentials Headline for business (speed/ growth) WIP ONLY LED lighting essentials

28. CLC integrated marketing communication Visual articulation SCHEMATIC ONLY

29. Moodboard – Experience / end benefit SCHEMATIC ONLY

30. Moodboard – Experience / end benefit SCHEMATIC ONLY

31. Moodboard – Product SCHEMATIC ONLY

32. (CLC shop owner talking to “Herbag”) Concept direction / visual & verbal “Simple and inspiring LED (retail) lighting solutions to grow your brand (business)” ??? LED lighting essentials SCHEMATIC ONLY Simple and inspiring lighting for bussines

33. CLC integrated marketing communication Touchpoint schematics SCHEMATIC ONLY

34. CLC integrated marketing communication CLC Store SCHEMATIC ONLY

35. CLC Store – (based on concept B) SCHEMATIC ONLY

36. CLC Store – (based on concept B) SCHEMATIC ONLY

37. CLC Store – (based on concept B) LED Lighting essentials Easy to install Cost efficient Contemporary design SCHEMATIC ONLY

38. Retail reference moodboard

39. CLC integrated marketing communication Product catalogue

40. Existing product leaflets SCHEMATIC ONLY

41. Existing product leaflets SCHEMATIC ONLY

42. Product catalogue LED Lighting essentials Easy to install Cost efficient Contemporary design SCHEMATIC ONLY

43. CLC integrated marketing communication Packaging SCHEMATIC ONLY

44. Packaging – analysis workshop 1 (shanghai) •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 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 SCHEMATIC ONLY

45. Comparison Commercial? Consumer?

46. Existing Packaging - professional LED l

47. Existing Packaging - consumer LED

48. Current packaging SCHEMATIC ONLY

49. Can pack graphics be aligned?

50. Packaging professional / consumer / NVC SCHEMATIC ONLY