1. MARKETING PLANNING Q1-2005 & APRIL TOSHIBA EASYGUARD Inno Frencken, Marketing Manager 14 February 2005 Copyright © 2005 Toshiba Corporation. All rights reserved.

2. Toshiba Benelux - Marketing INNO FRENCKEN Marketing Manager NICOLE WILLEMSEN Channel Marketing Benelux MARTIN JANSEN Product Manager Options & Services LIEVEN DE MEESTER eBusiness + CRM Manager HANNEKE SCHOUTEN Marketing Communication DANNY VERVAEKE Product manager Notebooks VERONIQUE SMOLDERS Marcoms + Content Management DANIELLE FILIPPINI EuroCRM CINDY SMITS Content Management [28] GO Toshiba! Partner ProgramJanuary 2005

3. Q1 - 2005 marketing activities (1/3) January Action products: Tecra A2/S1/M2 + Satellite Pro A60/Cel+P4 19 th : Launch of 12 new notebooks: 8x Intel Sonoma based products (together with Intel) + 4x other products Interview ComputerPartner (NL) and planning with ComputerWorld (BE) on GO Toshiba! Partner program Toshiba Partner Place update 24 th + 25 th : Reseller kick-off meetings Copyright © 2005 Toshiba Corporation. All rights reserved.

4. Q1 - 2005 marketing activities (2/3) February Promo of the month Information meeting Toshiba distributor contacts Integrated campaign (February 9): “IJskoud de beste” (4 weeks) Launch Toshiba EasyGuard with press activities: Europe: 15 Feb 05 (with info on TPP) / BE: 24 Feb 05 / NL: 1 Mar 05 Interviews with leading Channel magazines Copyright © 2005 Toshiba Corporation. All rights reserved.

5. Q1 - 2005 marketing activities (3/3) March Promo of the month with expected Super Promo 24 th : Launch Qosmio in Belgium (refresh F10 + G10) + other notebooks in Benelux (Satellite (Pro) L10 series: Celeron M + Pentium M CeBIT: 10-16 March [31] GO Toshiba! Partner ProgramJanuary 2005

6. April marketing activities April Promo of the month Reinforce Toshiba EasyGuard messaging 18 April: Launch new notebooks: 3x Satellite 1x Tecra 1x Tecra tablet (14”) 1x Portégé (thin and light) Apr/E or May: “Accept no substitute” campaign (tbc) Copyright © 2005 Toshiba Corporation. All rights reserved.

7. FEBRUARY CAMPAIGN Start: 9 th February Period: 4 weeks Copyright © 2005 Toshiba Corporation. All rights reserved.

8. Message IJSKOUD DE BESTE! / FRAPPE ENCORE MEILLEUR! (Theme) Accept no substitute Copyright © 2005 Toshiba Corporation. All rights reserved.

9. Target audience and products Good / Better / Best B2B: Satellite Pro A60/P4 (good) Tecra A2 (better) Tecra S1 (best) Copyright © 2005 Toshiba Corporation. All rights reserved.

10. Flyer (front and back) Copyright © 2005 Toshiba Corporation. All rights reserved.

11. Advertisement Copyright © 2005 Toshiba Corporation. All rights reserved.

12. Media schedule - Advertisements 18 11/1 4cKMO/PME** 24171034k270 + st.klCombi L'Echo / De Tijd 171024k270 + st.klLuxWort/Voix du Luxemb. Press 9 876INZETFORMAATMEDIUM 28/0 2 21/0214/0207/02 2005-BELGIUM/LUX 18 11/1 pag 4cSprout 25 11/1 pag 4cBizz 25 1121/1 pag 4cManagement Team 171025k300 + st.klDe Telegraaf Press 9 876INZET FORMAATMEDIUM 28/0221/0214/0207/02 2005-THE NETHERLANDS FEBRUARY Copyright © 2005 Toshiba Corporation. All rights reserved.

13. Media schedule - Radio 3130”Radio 2 3430”Radio 1 Radio 9 876INZETFORMAATMEDIUM 28/0 2 21/0214/0207/02 2005-BELGIUM/LUX 125” + 5”Radio NR 125” + 5”Radio 538 225” + 5”Radio 2 225” + 5”Radio 1 Radio* 9 876INZET FORMAATMEDIUM 28/0221/0214/0207/02 2005-THE NETHERLANDS FEBRUARY Copyright © 2005 Toshiba Corporation. All rights reserved.

14. Media scheme - Online banners Copyright © 2005 Toshiba Corporation. All rights reserved.

15. Toshiba website Copyright © 2005 Toshiba Corporation. All rights reserved.

16. Promo of the month Copyright © 2005 Toshiba Corporation. All rights reserved.

17. Toshiba’s product leadership strategy Our common mission is to decommoditise the market. Toshiba's technology and design is the key to your future revenue and profit. Service Providers Box Movers [43] GO Toshiba! Partner ProgramJanuary 2005

18. Product leadership: Not a new thing with Toshiba Toshiba has sold more portable computers than any other company in the world. Since 1985 Toshiba has sold more than 10 million portables in Europe alone! [44] GO Toshiba! Partner ProgramJanuary 2005

19. First Commercial Portable - T1000 First 286 Portable - T3100 First PC Compatible Portable – T1100 First 386 Portable – T5100 First CSTN Display – T5200C First NiMH Battery – T2000SX First TFT Display - T3200SXC First 486 Portable – T4400SX First Ultra Portable - T3400 First Pentium Portable – T4900 First CD-ROM Portable – Sat Pro 2150 First 120 MHz Portable – Tecra 700 First Win95 Handheld - Libretto First DVD Portable – Tecra 750 First Poly-Silicon Display – Portégé 3110 First CD-RW – Tecra 8100 First Wireless Portable – Tecra 8200 First Instant-On AV Notebook – Qosmio F10/G10 First EasyGuard Portable – Portégé M300 1980s 1990s 2000s !!! MOBILE COMPUTING INNOVATION !!! Product leadership: Not a new thing with Toshiba Toshiba has sold more portable computers than any other company in the world. Since 1985 Toshiba has sold more than 10 million portables in Europe alone! [45] GO Toshiba! Partner ProgramJanuary 2005

20. Toshiba EasyGuard Computing [47] GO Toshiba! Partner ProgramJanuary 2005

21. Toshiba EasyGuard campaign structure Concept level Feature level Brand ads Tactical level Tactical ads Toshiba EasyGuard Message

22. Concept Level - “Puzzle” ad

23. Feature Level Element – Protect Technology feature - “HDD protection”

24. Feature Level Element – Protect Technology feature - “Spill-resistant keyboard”

25. Feature Level Element – Protect Technology feature - “Durable design”

26. Feature Level Element – Secure Technology feature - “TPM”

27. Feature Level Element – Connect Technology feature - “ConfigFree / Diversity Antenna”

28. Copyright © 2005 Toshiba Corporation. All rights reserved. Thank you for your attention!