1. A DIVISION OF ACCO BRANDS

2. 2 Confidential V1.1 MRD Contents  Key Stakeholders  Product Overview  Who?  Target market & audience  Category considerations  Where?  When?  What?  Theme  Packaging  Key messaging  How  Foundation assets & tactics  Web launch Activity  Campaign objectives  Next steps

3. 3 Confidential V1.1 Key Stakeholders Team MemberDepartment Barbara Van GennepGlobal Marcom Manager Amy TurpieMarcom Manager NameE-Team Manager Magda KijekEU Marcom Manager NameGPM (category) NameRPM (category) Jeff SmithAmerica’s Marketing Director NameTBD NameTBD

4. 4 Confidential V1.1 Product Overview  Copy goes here…

5. 5 Confidential V1.1 Who: Target Market & Audience  Copy goes here…

6. 6 Confidential V1.1 “Laptop for work, tablet for play. Tablets are expensive toys and are great fun – but not for actual working unless you are in sales and use it to present” “Tablets have a place but they are a nice to have addition to the laptop/PC but not a replacement” Who: Persona’s “Absolutely need a laptop for word processing, spreadsheets and bill paying/personal banking” “Tablets are a cool addition to laptops, more fun for e-mailing, browsing, social networking but NOT for serious work” “If an iPad had storage and external device hubs, it would be more useful, but if it had that it would be a laptop. Frankly, I don’t think the iPad offers enough features for it to replace the laptop” “For many professionals a tablet can be more than enough for 90% of the time but a laptop is still essential when you need to prepare something long and have ‘real’ work to do” “I’m trying to decide which solution is best for us – it’s time to upgrade across the department. I don’t think tablets offer the full functionality required but I want something that offers more flexibility than a notebook “I can start up my Ultrabook far quicker at home if I need to check up on something for work. Far quicker than the old notebook ever was”

7. 7 Confidential V1.1 Category Considerations  Family considerations  Product range for consideration

8. 8 Confidential V1.1 Where?  Global launch  Europe, America’s, Asia, Australia  Launch type  Low key (hero, core or non-core  Channels  B2B  Retail & eTail  Kensington.com

9. 9 Confidential V1.1 When?  In-stock date  Date goes here  Building the Buzz (Channel & Press)  Date range goes here  Launch date (web live)  US: date  EU: date  Press Announcement date  US: date  EU: date  Campaign assets  Global campaign assets target delivery: date goes here

10. 10 Confidential V1.1 What? Theme  Campaign Theme  Theme should be focused around:  Copy goes here  Umbrella campaign details if needed here  Campaign Identity  Copy goes here  Product and family name  Copy goes here

11. 11 Confidential V1.1 What? - Packaging  Icons  Describe what’s needed  QR code  Links to where and list content  Structure  Considerations  Other input on existing or new structure

12. 12 Confidential V1.1 What? - Packaging  Add existing packaging images here for reference  Add other input on packaging as needed

13. 13 Confidential V1.1 What? – Key Messages  Key message

14. 14 Confidential V1.1 How? – Foundation Assets PUBLIC RELATIONS STATUS Press Announcements Social media plan to create buzz Events/press tour Product Review PlanSample for Press BETA seeding programSeeding Camp COPY & MESSAGING Catalog copy, F&Bs Category messaging New feature logo/s & explanations PHOTOGRAPHY Key visual (horizontal & vertical) Marketing photography Environment photography Components photography VIDEOSSTATUS Lifestyle/use cases video QSG/how to install & use video COLLATERAL/Training Tech Spec Sales guide Training kits WEB Landing page Home page banner MERCHANDISING POS display Plan-O-Gram Last updated: 00/00/0000

15. 15 Confidential V1.1 How? – Web Launch Activity  List web activities here  SEO/SEM information

16. 16 Confidential V1.1 Campaign Objectives  To launch our (product name) under one umbrella so we can deliver a single credible story  To support sales teams/partners & customers with assets, marketing materials and a sales deck to drive revenue and capture market share early  To be first to market with a full family range and convincing campaign/program  To communicate that Kensington is aligned with market trends and addressing the needs of the end consumer in emerging markets

17. 17 Confidential V1.1 Next Steps ActionResponsibilityComment