1. EXTERNAL BRAND COMMUNICATION CONCEPT Status: October 28, 2015 BEU IMD Branding / MarCom / CorpCom & Serviceplan

2. 2 FOREWORD This document … Is relevant for all Cluster, NOC, CAMEA and BEU Integrates MarCom, CorpCom, Branding and Sustainability topics Shall serve as guideline for the upcoming brand communication campaign FY 2015 as well as the future pan-European brand communication by FY 2018 in order to reach a common strong brand communication and support Konica Minolta’s transformation Is a living document which will be updated throughout the years After the creative finalization of the campaign you will receive a comprehensive guideline (toolbox) covering all aspects of the campaign. This document … Is relevant for all Cluster, NOC, CAMEA and BEU Integrates MarCom, CorpCom, Branding and Sustainability topics Shall serve as guideline for the upcoming brand communication campaign FY 2015 as well as the future pan-European brand communication by FY 2018 in order to reach a common strong brand communication and support Konica Minolta’s transformation Is a living document which will be updated throughout the years After the creative finalization of the campaign you will receive a comprehensive guideline (toolbox) covering all aspects of the campaign.

3. 3 STATUS QUO BRANDING OVERVIEW IDENTITY-BASED APPROACH t FY 2014FY 2015FY 2016 INTERNAL BRANDING EXTERNAL BRANDING From Inside to the Outside Q1Q2Q3Q4 Q1Q2Q3Q4Q1Q2Q3Q4 EMPLOYEE PHILOSOPHY KICK-OFF (Jan 8, ‘15) EUROPEAN BRAND COMMUNICATION CAMPAIGN FY15 (Start Jan ’16) Status: July 2015

4. 4 STRATEGIC APPROACH FURTHER PROGRESS OVERVIEW AND STATUS QUO Toolbox per FY Line of argumentation for each stakeholder Condition Benefit Long-term omnichannel guideline by FY18 Proof Communication strategy Communication measures* for YOU & WE in FY15 Motifs & Adaptions MicrositeBannerNewsletterCD GuideMedia planKPIs... Stakeholder Analysis Stakeholder expectations, needs and current relationships I. III. IV. II. Long-term planning Depending on identity- based approach & stakeholder approach with focus on reputation Focus on external target groups / stakeholders Integration of NOC, Cluster and BEU needs and interests Long-term Integration of CorpCom, MarCom, Branding & CSR communication topics, messages and targets Key message Storyline Look & Feel Corporate Development Content Touch Points * Individual adaptation of the motifs according to the needs of each Cluster/NOC (depending on market maturity, customer needs, purpose, available media budget, channels, etc.). But all under one roof “YOU & WE”. Formats & Measures

5. 5 CORE QUESTIONS OVERVIEW I. STAKEHOLDER ANALYSIS 1.Who: What are KMs major stakeholders? 2.Expectations: What do they except from KM? 3.Status: What is the status of the stakeholder relations? 4.Needs: What are stakeholders needs? II. LINE OF ARGUMENTATION 1.General positioning: What is the general brand identity? 2.Condition: How shall KM be perceived by each stakeholder? 3.Benefit: What are KM´s core benefits for each stakeholder? 4.Proof: How can KM prove each benefit? 5.Communication: What is the key content for each proof? a.Key message b.Storyline c.Tonality & Feeling III. LONG-TERM GUIDELINE BY FY18 1.Why: Corporate development of KM, products and services 2.What: Contents and stories that reflect both KM´s philosophy and suit stakeholder expectations as well as content interests 3.Where: Touch points / channels best to reach core stakeholders / target groups 4.How: State of the art communication and marketing measures IV. TOOLBOX FOR FY15 1.When: Concrete steps, responsibilities and deliverables 2.What: Suggestions for milestones and must haves 3.Where: Touch points 4.When: Media plan & dramaturgy

6. 6 CONTENTS I.STAKEHOLDER ANALYSIS ………………… 7 II.LINE OF ARGUMENTATION …………………26 III.LONG-TERM GUIDELINE BY FY18 ………...36 IV.TOOLBOX FOR FY15 …………………………42 V.FAQ CAMPAIGN FY15 ………………………..62 I.STAKEHOLDER ANALYSIS ………………… 7 II.LINE OF ARGUMENTATION …………………26 III.LONG-TERM GUIDELINE BY FY18 ………...36 IV.TOOLBOX FOR FY15 …………………………42 V.FAQ CAMPAIGN FY15 ………………………..62

7. 7 I. STAKEHOLDER ANALYSIS

8. 8 STAKEHOLDER ANALYSIS OVERVIEW EXTERNAL (focus) 1.C-Level / CIO / Decision Maker 2.Business Line Owner 3.Commercial printer 4.End-Consumer / broad public 5.Dealer 6.Partner 7.Opinion leader / multiplier 8.Associations 9.Analysts 10.NGOs / civil society 11.Potential employees INTERNAL 1.Management 2.Sales team 3.Employees NO CONSIDERATION 1.Sponsoring partner 2.Agencies 3.Politicians Core stakeholder to be focused in FY15/16

9. 9 STAKEHOLDER ANALYSIS EXTERNAL: C-LEVEL / DECISION MAKER KM likes to address C-level GMA customer as target audience No dedicated marketing strategy so far Contacts by chance Efficiency – currently pricing is too expensive –Too high efforts for a change > Trust in current products / provider –Further service offers beyond OPS not known Information about and touch-points with KM regarding: –OPS (+MPS) = aware of and set (cost planning) –Vertical approach not known, state of knowledge differs between countries C-level / decision maker – especially GMA CIO Decision maker Persona “Michael”  see next slide Brand awareness, trustworthiness and reputation Service & Support (reliability) Service Level Agreements are strictly maintained Product reliability Innovations or preservation 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS Core stakeholder FY15/16

10. 10 PERSONA “MICHAEL” / CIO Age: 45 years old Company size: 250-500 employees Professional Profile: CIO in 2 roles –1. Preserver (Creature of habits, conservative) –2. Innovator (tech-savy, open) Affinity for Business Solutions: –Type 1: „never change a running system“ –Type 2: feels always up-to-date; OPS as core topic Knowledge about KM’s Portfolio: –OPS (+ MPS) = aware of and set (cost planning) –Vertical approach not known, state of knowledge differs between countries Reason for choosing KM: –Service & Support (reliability) –Service Level Agreements are strictly maintained –Product reliability Inhibits to decide for KM: –Pricing (too expensive) –Too high efforts for a change > Trust in current provider –Further service offers beyond OPS not known Information sources / media sources: –Print media, e.g. Computerwoche –Online portals & Social Media channels, e.g. Heise –Fairs, e.g. CeBIT –Analysts, e.g. Gartner

11. 11 STAKEHOLDER ANALYSIS EXTERNAL: BUSINESS LINE OWNER Are not really experienced in IT buying decisions Appreciate gaining trust that they do the job the right way Perception as camera producer or printer / MFPs, no knowledge of other “product” ranges Interest in process and business automation and efficiency optimization Efficiency / insights to make a better job Stories and proofs to share Touch-points and update of the KM brand Interest in topics like “Cloud & Security” & “Business” (increase of efficiency, cost savings, sustainability, innovations etc.) Business line owner Small businesses Persona “Daniel”  see next slide Factual proofs that KM is a partner that can help them and support them by doing a better job Trust and confidence in products and services of KM High visibility and reputation of the brand to proof buying decision 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS Core stakeholder FY15/16

12. 12 PERSONA “DANIEL” Age: 45 years old Company size: 250-500 employees Professional Profile: –General manager with Business Administration know-how or academic degree –Career-oriented Affinity for Business Solutions: –Interest in process and business automation –Efficiency optimization Knowledge about KM’s Portfolio: –Perception as camera producer or printers/MFPs, no knowledge of other “product” ranges Reason for choosing KM: –Cloud & Security –Business: Increase of efficiency, cost savings, sustainability, innovations etc. Inhibits to decide for KM: –No touch points –Topics are not present (in the context of KM) Information sources / media sources: –Economy / business magazines, e.g. Handelsblatt –Industry events –Mouth-to-mouth

13. 13 STAKEHOLDER ANALYSIS EXTERNAL: COMMERCIAL PRINTER Only knowledge of hardware offers, none of business solutions Efficiency / information how to save money Commercial Printer Persona “Knut”  see next slide High brand awareness Functionality / efficiency Quality of technology Innovations and devices to enable business 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS Core stakeholder FY15/16

14. 14 PERSONA “KNUT” Age: 35 years old (son) / Around 50/60 years (father) Company size: 1-10 employees Professional Profile: –Printing sector / media designer / practitioner –Sees himself as entrepreneur Affinity for Business Solutions: –Reliability –Constant quality Knowledge about KM’s Portfolio: –Only knowledge of hardware offers –None of business solutions Reason for choosing KM: –High awareness –Functionality / efficiency –Quality of technology Inhibits to decide for KM: –Price –Trend is moving towards 2 nd hand products –No trust in digital printing, Offset still stands for better quality Information sources / media sources: –Fairs: drupa, IPEX –Online-/Social Media area: Forums, blogs –Specialist magazines: e.g. „Der deutsche Drucker“

15. 15 STAKEHOLDER ANALYSIS EXTERNAL: END-CONSUMER / BROAD PUBLIC Mostly do not know what KM stands for today Associate KM still with camera business – but also good quality Have no reason to engage with KM Touch-points to engage with KM Promising and inspiring messages Broad public End-consumer (users of KM products in offices) “Customer / decision maker as private persons” No direct expectations Solid and qualitative solutions Functioning devices Technical innovations and convenient services Answers for “What does KM stand for?” 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS Core stakeholder FY15/16

16. 16 STAKEHOLDER ANALYSIS EXTERNAL: DEALER (INDIRECT CHANNEL) Solid connection as a partner KM delivers marketing materials, no established feedback channel from indirect sales to KM marketing KM wants to strengthen its indirect channel / gain more dealer  KM wants to become the most relevant partner for all dealers Support in marketing and sales Stories and proofs to share and to make selling process easier and more accessible Update of the KM brand Dealer Distributor Reputation and a strong brand Trust and reliability Market knowledge / business enabling Innovative products and sustainable product portfolio today and in the future Profit 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

17. 17 STAKEHOLDER ANALYSIS EXTERNAL: PARTNER Solid connection as a partner Content and proofs to share Update of the KM brand Hardware partner Development / Software partner Start-ups Reputation and a strong brand / trust and reliability Wide costumer base Access to R&D Global network and resources Share of expertise (both directions) 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

18. 18 STAKEHOLDER ANALYSIS EXTERNAL: OPINION LEADER / MULTIPLIER Only specialists know what KM stands for today KM has no role in their daily business Touch-points to engage with KM Content to share Ideas and projects to collaborate Update of the KM brand Journalists Blogger & Multiplier on the social web State of the art content and stories to share with community Occasions to engage with KM 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

19. 19 STAKEHOLDER ANALYSIS EXTERNAL: ASSOCIATIONS KM member of several associations (to be verified for every country) Collaboration could be enhanced Touch-points to engage with KM Ideas and projects to collaborate Long-term strategy Update of the KM brand Associations (e.g. Bitkom, Digital Europe) Industry knowledge Professional expertise Share of expertise (both directions) Access to R&D Good reputation of KM brand 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

20. 20 STAKEHOLDER ANALYSIS EXTERNAL: ANALYSTS Connection is not well established yet Collaboration could be enhanced On-boarding on transformation Trust for a successful future Update of the KM brand Analysts (e.g. Gartner) Industry knowledge Future trends and expertise Reputation of the KM brand KM as a business partner to make profit 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

21. 21 STAKEHOLDER ANALYSIS EXTERNAL: NGO / CIVIL SOCIETY No connections or relevant collaborationIntroduction of KM as a company and of its brand purpose Ideas and projects to collaborate Open and honest stakeholder dialogue (civil society) Touch-points to engage with KM NGOs Foundations Understanding of KM Trust in corporate attitude to collaborate with and in its brand promise (contribute to society) Relevant projects and initiatives Authentic engagement and relevant contribution (no green or blue washing) 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

22. 22 STAKEHOLDER ANALYSIS EXTERNAL: POTENTIAL EMPLOYEES Potential employees Especially in IT Work-life balance Proud on KM as an employer Professional progress Sense-making International and divers environment No relevant presence of KM as an international employer of first choice Employer branding activities vary from NOC to NOC – BF strong activities / BEU no activities EHR setting-up first initiative which can be considered as basis for employer branding (e.g. Move Forward, Talent Programme, Technical Innovation Programme) Strengthen introduction of KM as an employer – especially for IT Concrete stories to engage with KM as an potential employer Touch-points to engage with KM 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

23. 23 STAKEHOLDER ANALYSIS INTERNAL: MANAGEMENT Management Board European Leadership Team (“Top 100”) NOT included: –Management from non-Business Solutions divisions –Management from subsidiaries (e.g. Serians) Appreciates signals that KM´s transformation is moving forward Welcomes initiatives to engage in communication as an important driver and enabler of change Bring forward brand image change and to be perceived as business solutions provider (no camera) Gained experience with change (philosophy in FY14, “MoveIT 2018”, projects in different divisions) There is a big need to make the transformation happen; at the same time different markets in Clusters Might be sceptical about the future too (e.g. Cluster structure, One KM) Different or no internal transformation programmes in each Cluster / no central European project which comes along with different marketing activities On-boarding to external communication strategy and brand campaign (first announcement already made during EMM in May 2015) Further support to make transformation successful by communication – especially to external target groups Enhance sales through communication / image change Common and on-going commitment to Who / What / How and common understanding among all employees 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

24. 24 STAKEHOLDER ANALYSIS INTERNAL: SALES TEAM Have already observed transformations in the industry and within KM Expect concrete changes / wait for innovations Certain disappointment because of lack of information / further communication after announcement of Transform 2016 / MoveIT 2018 Relationship with marketing is rather reserved Messages regarding change don’t reach all sales (e.g. innovations by the BIC) Customized marketing materials / materials adapted to the specific needs of the market Marketing activities that simplify their work in sales / really support their sales Concrete reasons to be proud of the KM brand and KM service offers Content and stories to share with customers Up to date ideas to persuade customers Effective internal communication Key Account Manager Salesman “What means transformation for me?” Concrete benefits for sales due to transformation / “When do we have news within in the transformation to show my customers?” Strong publicity, good reputation and visibility of the KM brand (“being cooler than Ricoh”) 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

25. 25 STAKEHOLDER ANALYSIS INTERNAL: EMPLOYEES Kick-off transformation based on philosophy / new values in FY14 Pan-European common basis with philosophy (rather exception to have a common understanding) Updates / insights into transformation Get information not incidentally Feeling of being part of transformation and benefit from it / having a future in the company Employees –On all levels –In all countries Waiting for concrete changes and information about it Change / advancements in the leadership team Benefits of internal transformation for business Save future Strong employer brand with a good reputation / sense 1. WHO 2. EXPECTATIONS 3. STATUS4. NEEDS

26. 26 II. LINE OF ARGUMENTATION

27. 27 LINE OF ARGUMENTATION – MESSAGE HOUSE C-LEVEL / CIO / DECISION MAKER Fit for the future YOU & WE We are dedicated to creating leading edge innovations in the areas of workplace, automated services, information management and business technology. This is done in our unique Business Innovation Centres, where we, in collaboration with clients and other partners, define the digital future of Business Solutions. Efficiency The digital transformation of office work significantly improves efficiency, provided it is perfectly adapted to individual needs. With our holistic approach we find this perfect solution for your company: From analysis to implementation with a broad array of hard- and software to choose from. By integrating a multitude of tasks into seamless workflows we reduce complexity and let you profit from state of the art technology, like the cloud. Capable Partner As a global player we have the capacity to provide advanced Business Solutions on any scale. Thousands of active and satisfied customers are prove of that. Responsibility As a pacemaker in sustainability we constantly reduce energy consumption and other impacts on the environment. Our ambitious Eco Vision 2050 and our Zero Waste Programme guide us. Awards such as the first Blue Angel certificate for copy machines or our constant appearance in the FTSE Good Global Index prove that we are on the right track. Condition Benefit Proof

28. 28 LINE OF ARGUMENTATION – KEY CONTENT C-LEVEL / CIO / DECISION MAKER Storyline Until now workflows are determined by what appliances can do. Digital transformation changes the fame and finally makes ideal workflows possible. We lead this transformation: With a holistic approach ranging from analysis, implementation to managing systems covering hardware-, software- and service solutions. Look & Feel Strong branding, professional, human-to-human, global approach Customer centric, reliable, responsible, frontrunner Communication NOC / Cluster specifics  If needed, to be specified individually by the Clusters and NOCs  … Key message Digital transformation in Business Solutions can provide for a quantum leap in making work more efficient. To achieve that a holistic approach is vital.

29. 29 LINE OF ARGUMENTATION – MESSAGE HOUSE BUSINESS LINE OWNER Excellent Partnership YOU & WE As a champion for small and medium sized businesses we are best equipped for your particular needs: From customised hard- and software solutions, to finance, data security and service. We live customer centricity and you feel that in everything we do. Efficiency The digital transformation of work significantly improves efficiency, provided it is perfectly adapted to individual needs. With our holistic approach we find this perfect solution for your company: From analysis to implementation with a broad array of hard-and software to choose from. By integrating a multitude of tasks into seamless workflows we reduce complexity and let you profit from state of the art technology, like the cloud. Data Security Embedding data security is part of our holistic thinking: ISO certifications, SSI encryptment, rigid password administration and other security measures make sure that we create an IT- environment where all loopholes are closed and your precious data is safe. Sustainability As a pacemaker in sustainability we constantly reduce energy consumption and other impacts on the environment. Our ambitious Eco Vision 2050 and our Zero Waste Programme guide us. Awards such as the first Blue Angel certificate for copy machines or our constant appearance in the FTSE Good Global Index prove that we are on the right track. Condition Benefit Proof

30. 30 LINE OF ARGUMENTATION – KEY CONTENT BUSINESS LINE OWNER Storyline Digital transformation is the key to become fit for the future by boosting efficiency. As a champion for small and medium sized businesses we know your needs and are able to find customised solutions that serve you best: in performance, data security, service and attractive financial offers. As a responsible company we are dedicated to lower our impact on the environment. Look & Feel  Strong branding, professional, certain, human-to-human  Customer centric, reliable, responsible, frontrunner, friendly, authentic Communication NOC / Cluster specifics Key message We are the perfect partner for you because we know the needs of small and medium sized businesses. With our holistic approach we make sure you profit from the quantum leaps in efficiency that digital transformation provides.  If needed, to be specified individually by the Clusters and NOCs  …

31. 31 LINE OF ARGUMENTATION – MESSAGE HOUSE EXTERNAL: COMMERCIAL PRINTER Reliable Partner YOU & WE Working our way up to become No. 1 in production printing in Europe we have proven that we serve our clients best. Like none of our competitors we live customer centricity and that shows in perfect solutions for your individual needs. Quality Your customers expect quality in many dimensions: print quality, reliability, flexibility and pricing. Everything we do is meant to support you to achieve these quality goals. From excellent printing machines and state-of-the-art software to attractive financial offers and to 24/7 servicing. Efficiency Our automatized printing helps you lower personal costs, speed up production time und increase reliability. Our digital printing solutions dramatically increase your flexibility and are the basis to further boost your efficiency for example by using our web-to-print solutions. Easy to operate output control makes sure, that our systems can be handled conveniently. Innovation Innovation at KM is always meant to give you a competitive edge. Our leadership in digital printing, web-to-print and other innovations is an outcome of this ambition. In our BIC we work together with our clients to make sure, that every novelty we bring to market makes you more efficient and more competitive. Condition Benefit Proof

32. 32 LINE OF ARGUMENTATION – KEY CONTENT EXTERNAL: COMMERCIAL PRINTER Storyline Knowing that our customers operate in a highly competitive environment we make sure that products and innovations we offer enhance this competiveness. Our power to innovate together with our customer centric approach has made us No.1 as a production printing supplier and the best choice for ambitious production printing companies. Look & Feel  Strong branding, human-to-human, comprehensible, accessible, working  Customer centric, reliable, responsible, approachable, down to earth, authentic Communication NOC / Cluster specifics Key message If you want to run your business successfully it pays off to partner with the No. 1. Konica Minolta makes sure that you are ahead in quality, reliability and efficiency.  If needed, to be specified individually by the Clusters and NOCs  …

33. 33 LINE OF ARGUMENTATION – MESSAGE HOUSE END-CONSUMER / BROAD PUBLIC Facilitating work YOU & WE We have put a lot of effort into making our technology easy to operate and user friendly. With our devices and software we facilitate your life at work to a great extend and give you more time to work productively. Our products are reliable and excellently serviced. Quality and appreciation Your company decided to invest in KM products and services because they stand out in quality. For you this is a good sign that your company cares about you. With quality products from KM you are best equipped to work productively and without hassle. Green KM has been the first company to get a "Blue Angel"-certificate. We were the first to use green Bio-toner. Every generation of our office products use less energy and need less resources than the generation before. So you can have the good feeling to working with products that are leading in sustainability. Condition Benefit Proof

34. 34 LINE OF ARGUMENTATION – KEY CONTENT END-CONSUMER / BROAD PUBLIC Storyline Good work needs good tools. Konica Minolta offers the perfect tools for your office life. They stand out in quality, service and are easy to operate. Besides, they are green, too. The fact that your employer has decided to invest in this quality gives you the good feeling to be at the right place. Look & Feel  Strong branding, human-to-human, comprehensible, accessible  Relevant, trustworthy, responsible, approachable, frontrunner Communication NOC / Cluster specifics Key message Konica Minolta makes your work easier and free of hassles. It´s good to know that their products are green, too.  If needed, to be specified individually by the Clusters and NOCs  …

35. 35 LINE OF ARGUMENTATION – SUMMARY HEADLINE-TOOL 5 motifs/categories/target groups –Big Business –Mid sized business –Production Printing –Digital Workplace –Corporate/Why KM?/Vision Cross-referenced with topics –Business Services in general –Business Services OPS –Business Services MCS –Security –FOR BIG BUSINESS AND MID SIZED BUSINESS MOTIFS ONLY Favorite option: blue and used in our motifs (toolkit) You can mix & match or create new ones yourself

36. 36 III. GUIDELINE BY FY18

37. 37 OUR TARGET GROUPS … ARE ALL EXTERNAL STAKEHOLDERS Potential employees C-Level / Decision Maker Business Line Owner Commercial printer End-Consumer / broad public Dealer Partner Opinion leader / multiplier Associations Analysts NGOs / civil society

38. 38 WHEREAS OUR RELATION WITH THEM … IS MARKED BY MANIFOLD RELATIONS Social media … –Link people –Support a global communication –Provide real time information –Enable positive and negative user generated content about a brand This means for us… –Human-2-Human approach becomes more and more important –Relations with different stakeholder are essential as they build content about our brand Stakeholder relations and digital communication are key Competitor

39. 39 MOREOVER … BRAND REPUTATION IS KEY Brand reputation influences buying decisions up to 70% “Purchase decisions are taken emotionally and justified rationally.” (Daniel Kahneman, Winner of the Nobel Prize in economics)

40. 40 STRATEGIC APPROACH STRENGTHEN THE KONICA MINOLTA BRAND Today, it’s not about WHAT we offer. It’s about WHY we exist & HOW we are perceived. Today, it’s not about WHAT we offer. It’s about WHY we exist & HOW we are perceived.

41. 41 STRATEGIC ROADMAP FY15 – FY18 GENERAL OVERVIEW* In the pastFY 2015FY 2016FY 2017FY 2018 WHY Business WHEN WHAT Content ** WHERE Touch points ** HOW Formats & Measures ** Hardware orientation “Box mover” First Services DEVELOPMENT COMMUNICATION & BRANDING Products / OffersMFP (+++) PP machines / BD OPS / OBS One KM offers (-) Hybrid solutions GMA / Verticals Future IT Customer experience 3 billion revenue 1 billion revenue with Services 25% colour mar. share Customer-centric (-) Products / Offers (+++) CSR Topics (++) „Why KM?“ (-) MFP (+++) PP machines / BD Bus. Services (++) One KM offers MFP (++) PP machines / BD (++) Bus. Services (++++) One KM offers (++) Customer-centric (+) ITS/Solutions CSR (+) Market news & insights “Why KM?” Digital Social Media Classic print / Offline Events / personal TV Digital (+) Social Media (+) Classic print / Offline Events / personal TV SEO / SEA Classical campaign PR Dialogue (-) Mailings External environmentMany-to-Many Full fragmentation Disruptive Digitalisation From stakeholder comm. to (digital) relationship mgmt. One-to-Many Partial Fragmentation Initial Digitalisation * Subject to changes (activities depend on available budget, corporate development, etc.) ** Selection SEO / SEA Digital campaign Storytelling/PR Stakeholder dialogue Classic print SEO / SEA (++) Mkt. Automation (++) Storytelling/PR Stakeholder dial. (++) Co-creation camp. (++) Digital (+++) Social media (++) Classic print / Offline Events / personal (++) TV Customer-centric (+++) ITS/Solutions (+++) CSR (++) Market news & insights “Why KM?” (+) to be checked/verified based on media pilot and evaluation of campaign

42. 42 IV. TOOLBOX FY15

43. 43 CAMPAIGN “YOU & WE” CREATIVE IDEA 5 visuals that … –Define five different fields of action –Are open to transport different contents (headlines) –Put people in the centre (customer centricity) –Can be applied internationally Agreement on … –Big Business –Medium-sized Business –Production Printing –Digital Workplace –Corporate Motif/ Why Konica Minolta?

44. 44 CAMPAIGN “YOU & WE” CREATIVE IDEA / MECHANISM The “YOU”-part of the campaign always addresses a specific and crucial need of a customer. The customer is in the focus (“customer centricity”). The “WE”-part provides the solution to customers needs – preferably a real innovative one. We give the answer (“Giving Shape to Ideas”). This approach makes the campaign effective for both brand building and sales.

45. 45 CAMPAIGN “YOU & WE” CREATIVE IDEA / TOPICS For the “YOU & WE” mechanic it is paramount to address real issues of our customers and to provide answers that are as good and as specific as possible. The topics may range from a rather broad approach such as "How can I make my workflows more effective?” to more detailed needs such as "I need to implement web-to-print technology in my existing hardware”. Because of its versatility in content the “YOU & WE” campaign can be used for any given subject. If it does not fit properly, it means we either have no customer need or no appropriate answer. In both cases we should re-consider communication.

46. 46 CAMPAIGN “YOU & WE” CREATIVE IDEA / LOOK Visually, the campaign always consists of a ”YOU"-headline and a ”WE"-headline. –The “YOU-headline” always begins with the word “YOU”. –The “WE”-headline always begins with “WE”. Besides colour coding and typography, an important part of the campaign look is to constantly connect the two headlines with a line and a specific icon that signifies the topic. The campaign look is specifically created to match all given measures of advertising and communication – from digital display advertising, websites and social media to print ads, brochures, videos up to fairs – in every market.

47. 47 CAMPAIGN “YOU & WE” CREATIVE IDEA / LOOK / MOTIF 1: BIG BUSINESS

48. 48 CAMPAIGN “YOU & WE” CREATIVE IDEA / LOOK / MOTIF 2: MEDIUM-SIZE BUSINESS

49. 49 CAMPAIGN “YOU & WE” CREATIVE IDEA / LOOK / MOTIF 3: PRODUCTION PRINTING

50. 50 CAMPAIGN “YOU & WE” CREATIVE IDEA / LOOK / MOTIF 4: DIGITAL WORKPLACE !!! WORK IN PROGRESS !!!

51. 51 CAMPAIGN “YOU & WE” CREATIVE IDEA / LOOK / MOTIF 5: CORPORATE / WHY KONICA MINOLTA? In finetuning Text not final yet

52. 52 CAMPAIGN “YOU & WE” CONTENTS CAMPAIGN PACKAGE FOR NOC Five motifs with different headlines and headline toolkit Five videos One Microsite Online banner Newsletter Design Manual Updates /alignment on layout, concrete contents have been shared in cluster calls

53. 53 CAMPAIGN “YOU & WE” PURCHASE FUNNEL & CAMPAIGN ELEMENTS AwarenessResearchPurchaseRetentionIntention Initiation Lead generation / registration incentive / CTA, teaser, interests “YOU & WE” MICROSITE Lead qualification, education (e.g. videos, whitepapers) Fulfillment Targeted information (e.g., supporting arguments, reference stories, fact sheets) CRM “YOU & WE” Online Social Media, SEM, … Offline Print ads, PR, advertorials Offline / online Expert interviews, specialized publications/ articles, white paper Events Fair trade, conference, in-house Direct Invitations to events / trainings Face2Face invitations / sales meetings Personalized standard Mailing Online Social Media, forum Sales support Face2Face material “YOU & WE” Online Bannering / Display Marketing “YOU & WE” Online Retargeting “YOU & WE” Online Retargeting “YOU & WE” Online Microsite “YOU & WE” Launch Mail “YOU & WE” Newsletter Direct sales tools Sales presentations, special offerings

54. 54 CAMPAIGN “YOU & WE” OVERALL OPPORTUNITY If we all follow the rules of the campaign (“YOU” = customer centricity, “WE” = Giving Shape to Ideas) and stick to its visual appearance we will communicate the new Konica Minolta spirit and support our transformation as best and as effectively as we can.

55. 55 CAMPAIGN “YOU & WE” OVERALL MEDIA TASK Maximize media efficiency to push branding and address the target group decision makers.

56. 56 CAMPAIGN “YOU & WE” BASIC PAID MEDIA INTRO Based on the media budget for FY 15 we need more than ever an effective media strategy that uses the right communication measure at the right time: –Offline media measures such as print ads in specialized publications, newspapers or magazines do not sufficiently reach our specified target groups based on the given media budget and current goals. –Offline media measures such as out of home advertising with billboards or screens at high frequent places (i.e. airports) will possibly reach segments of our target groups based on the given media budget and current goals but costs are not proportional to the expected outcome. –Online media measures such as Search Engine Marketing (SEM) leverage existing relevant web search of our target audiences and generates visibility in Google. It is the most efficient paid media approach given the current media budget.  Search Engine Optimisation (SEO) is not paid media. It generates visibility in Google and optimizes all of our digital marketing activities.  Search Engine Advertising (SEA) funnels 100% active search demand and extends any other push campaign. –Online media measures such as Performance Display Marketing in the Google Display Network generates reach within our target groups and retargets potential clients.

57. 57 CAMPAIGN “YOU & WE” BASIC PAID MEDIA AT A GLANCE Target group reachCurrent budget matchLong-term usage Print Ads OOH (i.e. airports) SEM (SEO/SEA) Display Marketing

58. 58 CAMPAIGN “YOU & WE” ADAPTION WITHOUT PAID MEDIA BUDGET Presentation of “YOU & WE” i.e. at a Lunch Table Talk or at a Town Hall Meeting at NOC headquarters Distribution of printed Factsheet for “YOU & WE” Email notification to all employees in relevant markets to announce the campaign Notice on the intranet Regular internal newsletter … Internal communicationPRMarketing Pre-campaign talks i.e. with Blogs and trade press Distribution of “YOU & WE” statements of the month by i.e. the European General Manager to provide quotes for the media Visiting editorial offices Usage of corporate blogs and social media channels (follower engagement) … Social Media & Website activities Mailing campaign corporate signature “YOU & WE” branding of current marketing materials (give aways, …) Event branding …

59. 59 NEXT STEPS CONCEPT, IMPLEMENTATION & ROLL-OUT Oct: Long-term external brand communication concept FY15-18 Nov: Campaign package Nov - Dec: Adaptation by the Clusters / NOCs –Refinements of the media plan and adaptation of the package –Translation of the materials Jan: Start of the brand campaign –Use available media budget and apply further activities –BEU conducts media pilot in BF; based on results/evaluation of this: further media recommendations/blueprint

60. 60 AugustJanuaryDecemberNovemberOctoberSeptemberFebruaryMarchAprilJuneAugustJulyMay International YOU & WE roll out (Banner, Microsite, Video, Newsletter) Internal MilestonesExternal Milestones YOU & WE @ CeBIT YOU & WE internal -Handover in MBM (30.11./1.12.) -Xmas teaser/card -Corporate News: summary Campaign -Informative Monday Handover campaign package to Clusters/NOCs: -5 Motifs -Design & content microsite & banner -Data for newsletters -Design Manual Final content YOU & WE video to clusters YOU & WE PR activities Additional YOU & WE video content Campaign controlling, review and adjustments Most touch points have YOU & WE content YOU & WE @ drupa First part KM + SP YOU & WE content collection MILESTONES FY15 – YOU & WE YOU & WE Media pilot … 2015 … 2016 YOU & WE social media activities

61. 61 EVALUATION We are currently checking costs for measurement of the following parameters: –Awareness –Usage –Sympathy –Brand image –Core message –Willingness of word-of-mouth distribution and loyalty –Social demographics Separated into Konica Minolta customers and non-Konica Minolta customers measured…. –Before renning the campaign (status quo) / „Baseline Measurement“ –Straight after the campaign / „Check Measurement“ –At a predetermined time or after concluding further campaigns / „Continuous Check Measurements“ Update (based on offer) to follow soon

62. 62 V. FAQ CAMPAIGN FY15

63. 63 FAQ What will the package contain? –5 motifs with different headlines to choose (headline toolbox) which can be used for online marketing (e.g. banner) and classical marketing –Moreover, a microsite, videos, a launch mailing as well as a newsletter template and a Corporate Design Manual will be delivered When will the package be delivered? And in which format? –The campaign package with the items described above will be delivered beginning / mid November 2015 –Provided on SharePoint with open files to be edited What shall I do then? What happens in the meantime from November to December 2015? –Adaptation of the package according to the individual needs of the NOCs (e.g. headlines) –Translation of the package by the NOCs When will the campaign start? –The external start of the campaign is in Jan. 2016 Do I have to use the campaign? –Yes, from January on the campaign has to be used Am I obliged to start in January? –BEU starts with the campaign in January –All NOC activities should be aligned accordingly Can I start earlier? –No, all countries start in January –An earlier start is not planned in order to create impact

64. 64 FAQ What are BEU’s expectations concerning the usage of this campaign? –BEU intends the use of the campaign materials for online banner, newsletter, online hub, videos –BEU expects all NOCs using the campaign starting from January 2016 May I adapt the motifs? –Yes –Please stick then to the Corporate Design Manual for the campaign and share the motifs with other NOCs Can the motifs be adapted to other formats (e.g. events, invitation cards, brochures etc.)? –Yes –Please note that there is a specific event guideline Who is the lead agency? –Serviceplan is the lead agency (http://www.serviceplan.com/en)http://www.serviceplan.com/en Will there be a partnership of local Serviceplan partners with Clusters or local NOCs for adapting the materials (translations, formats...)? –Local entities of Serviceplan are available –At the same time, you are still allowed to work together with your established agencies May I still work together with my local agencies? –Yes What are the rights of the creative idea? –Unlimited rights of use regarding time –Rights for BEU-area (incl. CAMEA) Should I prepare a media plan? –You should include the campaign elements in your media plan. In addition, recommondations / best practises will be provided at a later stage based on the results of the media pilot.

65. 65 FAQ I have no media budget for FY15. How can I use the campaign? –There are many possibilities (see page 58). Will there be design guidelines to enable all clusters/NOC to create suitable motives by themselves? –Yes, a specific Corporate Design Guide for this campaign will be available. Will this new concept replace or extend the existing corporate design? If yes, in which way? –This campaign will not replace the existing coprorate design, but should be seen as an additional element. How this new elements should be implemeted in the existing Konica Minolta Corporate Design is illustrated in the Corporate Design Guide for this campaign. What happens to the ads with the glass/light effect and to the shapes? –They will remain. The new key visuals fit very good to the existing visual language of Konica Minolta. Will there be any budget support from BEU for translations, adaptations, online/offline media, new motives? –BEU supports the campaign in terms of concept, agency support, cretaive idea, headlines, contents, production of basic motifs, videos, newsletter, microsite –Translations have to be covered by the NOCs Will BEU itself buy any ad space (e.g. at airports)? –Yes, but not at airports according to media suggestions on chart 57 –The concrete plan is worked out by Serviceplan / BEU and will be shared.

66. 66 FAQ How long will the campaign run? –The plan is that the You & We motif runs in FY15, FY16 and FY17 –The plan will be adapted according to the success and feedback from stakeholders May I still use the motifs after the end of the campaign? –Yes What does BEU expect from the NOCs in FY16? –NOCs shall plan budget for the campaign accordingly –NOCs shall share the feedback and KPIs –NOCs shall share their own motifs with other NOCs

67. 67 EUROPEAN BRAND COMMUNICATION TEAM Cluster East –Stanislava Petkova –Pawel Grzyb –Matyas Borbely Cluster South –Joana Vilhena / Philippe Niel Cluster West –Silke Böhling Cluster Nordic –BNO: Rolf-Gunnar Solhaug –BDK: Tine Michelsen –BSW: Claes Strand, Aslund Goran –BFI: Jarno Ahonen BGB –Caroline Raine, Ben Leeson –Bernard Cassidy, David Cotterill CAMEA –Diana Lavender BTR –Orhan Dogan BEU –Branding & Sustainability: Teresa Haller-Mangold / Melissa Andres –CorpCom: Silke Zühlke, Melanie Olbrich –Customer Insights: Fabian Sockel –MarCom: Ole Maaz, Stefan Stürmer

68. 68 VI. APPENDIX

69. 69 GENERAL POSITIONING KONICA MINOLTA BRAND IDENTITY

70. 70 OUR CORPORATE TARGET CUSTOMER-CENTRICITY Marketing shall support the corporate target to become and be a truly customer-centric company through … Branding: Strong brand with high reputation and customer preference Sustainability: Ambitious and authentic sustainable brand performance CorpCom: Strong stakeholder relations and precious contents MarCom: Support sales, customer acquisition and retention

71. 71 RELATIONS, DIGITAL COMMUNICATION AND REPUTATION ARE ESSENTIAL Our reputation is increasingly influenced by user generated content as … 75% of B2B buyers 84% of C-level … use social media to support buying decisions. And this content might be generated by our own members. &