CLC Communications workshop

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

2. Summary for communications CLC communication summary 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 Installer End users Designer Owner Benefits Brand Easy to work with Expertise Traditional Cost effective Application Reliability / Quality RTBs 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

3. Summary for communications CLC communications toolkit proposal Installer End users Designer Owner Benefits Brand Easy to work with Expertise Traditional Cost effective Application Reliability / Quality RTBs 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 Proposal Next action Internal communications design strategy workshop Focus on target, journey of purchasing and prioritise and prepare the relevant communications hierarchy Explore the creative direction topline articulating a visual and verbal strategy, tonality, category colors, usage

4. Summary for communications CLC communications toolkit proposal Installer End users 2011 proposal Designer Owner Easy to select and easy to install (a very real and concreate benefit which could lead to lower margins) • 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

5. Summary for communications CLC communications toolkit proposal Installer End users Designer Owner Easy to select and easy to install (a very real and concreate benefit which could lead to lower margins) • 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? 2012 design program

6. CLC Identity Program 2011-2015Design 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.

7. Questions ?- Budget, Time- Resources (from business) Print – downstream/local agencies Packaging competency supportDeliverables ( 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)

8. Overview of what there is

9. Scope of workshopAgendaUmbrella messaging verbal articulation (headline/ sub/ rtb’s visual articulation (Retail schematicProduct cataloguePackaging

10. Propositiontext? Schematic Making installers life easier Easy and accessible LED Easy and userfriendly CLC Sharpening and finetuning CLC

11. Motivations Owner Installer Designer Cost Speed Price Total cost Reduce the bill Efficiency Speed Process of inst. Continuity Portfolio/ showcase Quality light Saving energy Awareness How to install (intuitive) Tips and tricks Communication material to help dealer sell Light benefits Shopping experience (shopping behaviour) Educate Inspire Growth … Awards Customisation Variety Consistent look and feel

12. Owner

13. Motivations / Priorities…/ how to approach targetstrategy Owner Installer Designer Cost 1 Speed Price Total cost Reduce the bill 2 Efficiency Speed Process of inst. 3 Continuity Portfolio/ showcase Quality light Saving energy Awareness How to install (intuitive) Tips and tricks Communication material to help dealer sell Light benefits Shopping experience (shopping behaviour) Educate 2 1 2 Inspire Growth … Awards Customisation Variety Consistent look and feel 3 3 1

14. WIP Action points Owner Installer Designer Cost Speed Price Total cost Reduce the bill Efficiency Speed Process of inst. Continuity Portfolio/ showcase Quality light Saving energy Awareness How to install (intuitive) Tips and tricks Communication material to help dealer sell Light benefits Shopping experience (shopping behaviour) Educate Inspire Growth … Awards Customisation Variety Consistent look and feel

15. CLCtext Communication

16. CLC touch points / when do you need what? Who are we talking to? Schematic Online After sales Digital demo 360 Experience owner UI installation PR/ promotion Product catalogue Packaging Retail/ POS

17. CLC touch points / when do you need what? Who are we talking to? Schematic Online prioritize After sales Digital demo 360 Experience designer UI installation PR/ promotion Product catalogue Packaging Retail/ store

18. CLC touch points / when do you need what? Who are we talking to? Schematic Online After sales Digital demo 360 Experience installer UI installation PR/ promotion Product catalogue Packaging Retail/ store

19. Schematic examples of touch points LED essentail Easy Easy Continutity!// Retail Product catalogue Packaging

20. Packaging Communication hierarchy: Application Easy to install Professional visual appearance

21. Pack is POP Segment Fashion Airport Application downlight wall light

22. Can pack graphics be aligned?

23. Packaging •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

24. Packaging

25. Packaging

26. 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

27. 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)

28. 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)”

29. Verbal articulation (target: owner RTB:

30. RTB Range consistency: Adaptable LED engine platform Systematic interchangabilty Setup/ installation: plug and play cabling Simple cable layout