1. Lighting design team Philips Design - Hong Kong September 19, 2011 CLC LED Identity Program

2. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 2 Retail Lighting. CLC LED range Jinxian road_ shanghai China.…

3. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 Overall Message CLC LED range gives you the “Best Retail Lighting essentials” 3 CLC LED Range. Summary Incremental benefits timeline 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 Inspiring trough engaging experiences. Target Users Installer Target Users Designer Target Users Shop Owner Integrated Message CLC LED Range will help you to growth your business by simplifying the 360 business experience: Buy, Install, setup & use RTB’s LED range as efficient as your business.(durability)

4. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 4 A C Installer B Designer TODAY Owner Vision Sense of achievement Pragmatic and visionary We inspire you to realize your vision with a range that adapts to your needs of initial cost and further growing ambitions. 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. Recognition Identity Wants to be recognized by the quality Control and reassurance Based on fact empirical approach. We inspire you to get better result on your installations, with easy to install products and consistent ranges. Easy to install: preparation, installation, setup. 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 B Designer 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. Our Target Audience Motivators

5. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 5 CLC LED Range. Strategy footprint Incremental benefits timeline Traditional lightSimplified LED rangeIntuitive retail range Initiation shopsInitiation / Growing shopsInitiation / Growing / visionary 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. Tomorrow 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 TodayVision

6. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 6 CLC LED Range. Creating the experience Design 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

7. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 7 CLC LED Range. Verbal / visual articulation

8. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 8 Product

9. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 9 Reasons to believe translated BenefitReasons to believeSolutions ProductCommunication approach Simplified Experience Simplify, reduce redundancy, and add logical flow across all touch points. Quick connections Easy cabling layout Packaging as support Smart products & Quick installation Consistent and adaptable range One range that fits allLED main unit plus combinable accessories produce a unique family look range to fit the shop experience needs. One LED lighting solution Accessible investmentLed engine highly energy efficient LED naked engine, represents the LED technology in pure state with a professional looking solution. Match shop lifetime in hours. Small investment big return. Inspiring for retail designers Customized to to my design Palette of basic and accent colors on decorative element Color choices shades

10. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 10 Product. LED range

11. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 11 Product. One LED lighting solution 1 Naked engine 1+1 Engine with light heads 1+ More Engine with additional structures Spot light Down light Conventional light Spot light

12. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 12 Product. Small investment big return. 1 LED 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.

13. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 13 Product. Color choices shades Color choices shades WIP

15. Confidential Philips Design - Hong Kong, Tomas Ortiz Ferrer, September 19, 2011 15 Dilema To help the growth of my brand in China I need a consistent range of Lighting products easy to buy, install and setup with an affordable price. I wish I can find a range that simplify the buying experience of Light.