Presentation Transcript

1. Segment Objectives defined in 2008 Well-being/Relaxing Personalization Virtual in the Shop SIMPLICITY Flexibility in form And factor Growing purchasing power (status) X Poverty (SMART needs) Authenticity Permanent Re-invention Green Asean Colors Niches Insights Asian Entrepreneurship Fun/Pampering …. Well Being & Store Experience Sustainability & TCO Lighting More Complex  Simplifying Lighting Key Explored Themes Ambience & Expressing Enabling Bringing Brands to Life Marketing Campaign 2009 Concepts Explored Marketing Campaign 2010 Green Store
2. Segment Objectives defined in from 2009 onwards Well-being/Relaxing Personalization Virtual in the Shop SIMPLICITY Flexibility in form And factor Growing purchasing power (status) X Poverty (SMART needs) Authenticity Permanent Re-invention Green Asean Colors Retail Professionalization in Asia Niches Insights Asian Entrepreneurship Fun/Pampering …. Well Being & Store Experience Sustainability & TCO Lighting More Complex  Simplifying Lighting Key Explored Themes Ambience & Expressing Enabling Bringing Brands to Life Marketing Campaign 2009 Concepts Explored Marketing Campaign 2010 SMART Range (Trade) Marketing Campaign 2010 Green Store
3. Insight Platforms Green Store SMART Range Bringing Brands to Life Shops Shops Hyper/Supermarkets (incl Conv Stores) Focus Hyper and Super Markets Focus on Mid & High End Shops Focus on Aspirational Upcoming Asian Shops
4. Proposition- ‘SMART Range’ Building Platform It is all about helping them to generate more business Interior designers/contractor company and shop owners TA Philips is the long term reliable partner to support you to grow your business Proposition Lighting is a key factor for shops’ attractiveness. Renovation is very fast in Asia, so the system has to be affordable, attractive and preferably from a partner that can manage the whole deal, including the advice on how to apply it easily Context Brand Easy to work with Expertise Benefits -’One stop shop’ : wide portfolio at competitive price points wide distribution, easy to access -reliable portfolio (quality  ‘true CCC’ / all certifications in place) -service  after sales / complaint handling -speed to fulfill projects -training selling skills/ ‘hunting’, application & product knowledge -Basic design support / tips - Philips online is the partner’s online ‘business card' (valid only for China) -100 years brand -trust that you will find Philips in the next years -trust that in case issues your problem will be solved -assured that innovations will continue Reason to believe Key Product Categories Battens, HID luminaries, Spot and track luminaries, Recessed luminaries, downlights, scrabble Full range of lamps, including LED’s SMART HID, SMART Spot & Track, SMART Office, SMART CFLni, SMART CFLi, T5 batten, SMART Modular, SMART Halogen Downlight, Harmony lamps Product
5. “Play with Light? Only when it is very simple to use” “Diffuse Lighting? Interesting…” Mood Board “We want more form and factor flexibility” “We must differentiate. We need options” “It is hard to replace halogen…. its beautiful ‘dramatization’ and sparkling effects” “I want to Show Off with Green” “Light can be complex” “LED’s change so fast. I can’t keep up with it” “Installation costs are a hurtle” “If we could we would put a solar panel in the entrance to show that we are working on green” “ We have no real partner in the region” “Green is high in my agenda” “We miss a ‘one stop shop’” “TCO is important but Initial investment also is” “We miss regional focus. All concepts here are imported” “Most international brands are too expensive for the regional needs” “We need a reliable brand but it has to be affordable” “How can we enhance Indian colors?” “Power shortage is an issue to us” “How can we link Light to Emotion?”
6. Mood Board “In India, energy shortage and voltage fluctuation are a major issue usually forgotten by manufacturers” “50% of the work is to get people in the store. Light can be engaging” “Design has to come with a story. It is all about the story telling” “Green is still a lot about showing off, but it will change soon” “Light has to be easy” “Decisions are made in the fitting room, but it is a space usually forgotten” “Installation and maintenance are key concerns” “Daylight integration is not yet explored in Asia” “ We change collections every 2 wks” “CAPEX x OPEX : that is all about it” “Creative freedom is all what designers look for” “Light pollution will become an issue” “If light is not tangible, it is difficult to convince the retailer to invest. It has to support the brand” “Value for money is more important in APR. Our purchase power is still lower” “Light is still too complex. Not only the light source itself but the whole process around it (installation, maintenance, ….). Integration is a must” “Intelligent lighting would be interesting, so we do not need so many people walking around” “Wireless lighting???
7. “COMMUNITY : from B2C to C2C : group purchases, internet, preference for local traders, preference for environment responsible companies (reduce, re-use, recycle)” Mood Board “Good health and wellness are centre stage” “Value isn't cheap” “The need to escape” “VALUE : clear communication (what I am getting for my money?), bidding x buying, freetail (retailers earning money via….)” “Home as entertainment hub” “The quest for experience, happiness and wellbeing will continue to gain importance” “Green issues will also continue to take centre-stage – and not just in the rich world” "Beauty, after all, is evolutionary” “The search for value for money and rational consumption will continue” “TECHNOLOGY: self service tools, mobile purchases (anywhere, everywhere), no boundaries” “NEW FORMATS : labs (try before you buy), pop-ups, forth come choice overload , customization” “Consumers in Asia are going to be the driving force behind global consumption” “Asian consumers have always suffered for beauty. Consider the ancient practice of foot binding in China, or the stacked, brass coils used to distend the necks of Karen women” “The future is female. Women control over 83% of all consumer purchases”