udo van slooten pct special applications business unit solid state lighting ssl professional...
TRANSCRIPT
Udo van Slooten
PCT Special ApplicationsBusiness Unit Solid State Lighting
SSL Professional Portfolio
April 07
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Summary Marketing Plan 2007strategic direction 2007 - 2010
• Mission:– Preserve the innovative image Philips Lighting has with its distribution partners by introducing
products based on LED technology (retrofit as well as state of the art products).
• Strategic Goals:– 2006 Channel Activation – Matching the competition– 2007 Market share - Positioning Philips as the LED Innovator in the professional channel with a
broad portfolio– 2008 Differentiation – Differentiation from competition by customer insight– 2009 Growth
• Strategic Objectives:– Develop and source in cooperation with BU SSL and other BU’s– Definition of 3 product categories: Easy to Install, Retrofit and New product/market
combinations– Penetrate the market to gain initial sales and realize market share– Use distribution strength as barrier for new entrants– Learn and Earn by a short time to market introduction process– Formulate growth strategy with segment teams for long term end user approach– Use Consumer Portable products as image creators
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Product Availability MG Prof LampsQ2 2007 Q4 2007
AccentLED luxeon 1MR16 Cool white + Colors
AccentLED Luxeon K2Cool White + Warm White
“PowerLED” GU10 150+lm
LED strip kit – LOW LumenSingle Colors + Color changing
LED strip kit – HIGH LumenSingle Colors + Color changing
Already Available
AccentLED luxeon 15 types CW+WW DecoLED
Indoor & Outdoor
AffiniumLED String kit
LED Modules on/off, system, RGBA
Imageo 12 set& 3 set
Imageo Consumer range
Q3 2007
Re
trof
itE
asy
to In
stal
lN
ew P
MC
s
LED Freezer*
BAT supermarketst/BU SSL
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AccentLED Luxeon ® IRetrofit: reflector LED lamps
Product Information High-power low-voltage (MR16 GU5.3) and mains-voltage (GU10 and E27) LED reflector lamps for retrofit replacement of conventional incandescent and halogen reflector lamps in specific indoor applications
Applications Accent, decorative and task lightingIllumination of small objects within short distances (< 1 m) in shops, hotels, restaurants.Highlighting heat-sensitive objects, e.g. in culinary shops, art galleries, museums, libraries etc.
Target Retail and Hospitality End Users
Distribution PHL WS Installer End User
Packaging/artwork Carton box/MG Prof guidelines
Packaging configuration
10 in a box
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AccentLED Luxeon ® I ColorsRetrofit: reflector LED lamps
Product Information Range extension for the AccentLED Luxeon 1 lamps. All types in red, green, blue and amber/yellow.
Applications Accent, decorative and task lightingIllumination of small objects within short distances (< 1 m) in shops, hotels, restaurants.Highlighting heat-sensitive objects, e.g. in culinary shops, art galleries, museums, libraries etc.
Target Retail and Hospitality End Users
Distribution PHL WS Installer End User
Packaging/artwork Carton box/MG Prof guidelines
Packaging configuration
10 in a box
Availability MS1: March 2007MS2: July 2007Introduction July 2007 (to be confirmed)
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AccentLEDReflector LED lamps
Product Information Range extension of the AccentLED LED lamps with higher lumen output (>30lm) only available in coolwhite and warmwhite.
Applications Accent, decorative and task lightingIllumination of small objects within short distances (< 1 m) in shops, hotels, restaurants.Highlighting heat-sensitive objects, e.g. in culinary shops, art galleries, museums, libraries etc.
Target Retail and Hospitality End Users
Distribution PHL WS Installer End User
Packaging/artwork Carton box/MG Prof guidelines
Packaging configuration
10 in a box
Availability MS1: June 2007MS2: October 2007Introduction October 2007 (to be confirmed)
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DecoLED Outdoor lampsBulb LED lamps
Product Information Colored G50 LED lamps and color-changing G60 LED lamps with E27 and B22 base for direct retrofit replacement of standard low-wattage incandescent lamps. Bulb material is from UV resistant polycarbonate.Low Power LEDs
Applications A wide range of decorative, party, signage and architectural lighting applications
Target Retail/Hospitality/Municipalities
Distribution PHL WS Installer End User
Packaging/artwork Carton box/MG Prof guidelines
Packaging configuration
10 in a box
Availability Available in RDC‘s wk4 (1st batch)2nd batch in February
Almost unbreakable bulbs!!!
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DecoLED ‘Indoor’ lampsBulb and reflector LED lamps
Product Information Twistline GU10 reflector and G50, G60, and B40 candle (E27) LED lamps in white and various color versions. Bulbs and reflector are glass. Low Power LEDs.
Applications A wide range of decorative, party, signage and architectural lighting applications indoor.
Target Retail/Hospitality
Distribution PHL WS Installer End User
Packaging/artwork Blisters/BU CLE guidelines
Packaging configuration
10 in a box
Availability Available in RDC‘s. Scarcity in white GU10!Will be solved until March!
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Product Availability MG Prof LampsQ2 2007 Q4 2007
AccentLED luxeon 1MR16 Cool white + Colors
AccentLED Luxeon K2Cool White + Warm White
“PowerLED” GU10 150+lm
LED strip kit – LOW LumenSingle Colors + Color changing
LED strip kit – HIGH LumenSingle Colors + Color changing
Already Available
AccentLED luxeon 15 types CW+WW DecoLED
Indoor & Outdoor
AffiniumLED String kit
LED Modules on/off, system, RGBA
Imageo 12 set& 3 set
Imageo Consumer range
Q3 2007
Re
trof
itE
asy
to In
stal
lN
ew P
MC
s
LED Freezer*
BAT supermarketst/BU SSL
10
Affinium LED string kitEasy to Install
Product Information All-in-one-box solution allowing quick, easy configuration and installation of flexible wire‑connected LEDS.
Application architectural and decorative lighting applications.Signs and displays.
Target Installer(/End User)
Distribution PHL WS Installer End User
Packaging/artwork Carton box/MG Prof guidelines
Packaging configuration
10 in a Box (2m), 5 in a Box (6m), also available in 20m reels. Driver, clips, tapes and connectors available separately.
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Application information (1)Philips Affinium LED String system perfectly suitable for architectural applications
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Application information (2)Philips Affinium LED String system perfectly suitable for architectural applications
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Application information (3)Philips Affinium LED String system perfectly suitable for architectural applications
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Installation instructionsKit Affinium LED string system
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Installation instructionsAffinium LED string system : kits in cove lighting
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LED ModulesEasy to Install
Product Information LED modules contain Luxeon LEDs, optics, LED driver electronics and integrated heat sink to ensure reliable and efficient performanceLED modules with basic on/off and dynamic controllable functionality.
Application Decorative architectural lighting, e.g. wall washing, feature spots Accent lighting in retail, showcases and display cabinets Indoor and outdoor orientation lighting, e.g. paths
Target Installer(/End User)
Distribution PHL WS Installer End User
Packaging/artwork Unpacked!RGBA Kit is in planning!
Availability Make to order! Leadtime 6wks.Limited stock possible for key customers!
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LED Strip kitEasy to install
Product Information All-in-one-box solution allowing quick, easy configuration and installation of LEDS on a rigid strip.4 strips in a box for mono colors. Color changing strip with an simple control unit.
Application Indoor architectural and decorative lighting applications. E.g stairs, furniture.Wall washing and path lighting.
Target Installer(/end user)
Distribution PHL WS Installer End User
Packaging/artwork Carton box/MG Prof guidelines
Packaging configuration
10 in a Box
Availability MS1: March 2007 MS2: June/July 2007Introduction July 2007
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Product Availability MG Prof LampsQ2 2007 Q4 2007
AccentLED luxeon 1MR16 Cool white + Colors
AccentLED Luxeon K2Cool White + Warm White
“PowerLED” GU10 150+lm
LED strip kit – LOW LumenSingle Colors + Color changing
LED strip kit – HIGH LumenSingle Colors + Color changing
Already Available
AccentLED luxeon 15 types CW+WW DecoLED
Indoor & Outdoor
AffiniumLED String kit
LED Modules on/off, system, RGBA
Imageo 12 set& 3 set
Imageo Consumer range
Q3 2007
Re
trof
itE
asy
to In
stal
lN
ew P
MC
s
LED Freezer*
BAT supermarketst/BU SSL
19
Imageo Candle Light 3 set/12 setNew product applications
Product Information Set of 3 and 12 glass candle lights with rechargeable LED unit in the base giving a warm, flickering light
Applications Ideally for bars/restaurants/hotels.
Target Hospitality
Distribution PHL WS End UserDirect sales!
Packaging/artwork Carton/BU CLE guidelines
Packaging configuration
3 set: 5 in a box12 set: 3 in a box
Availability On stock
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Imageo Candle Light ColorsNew product applications
Product Information Colored version of the successful Imageo Candle Lights. Candles are made from plastic.
Applications Ideally for use in gardens, terraces and other outdoor spaces of bars/restaurants/hotels.
Target Hospitality
Distribution PHL WS End UserDirect sales!
Packaging/artwork Carton/BU CLE guidelines
Packaging configuration
5 in a box
Availability Limited availability in RDC
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Imageo Table LightNew product applications
Product Information Easy to use decorative substitute for wax candles. Creates mood and atmosphere without fire danger. Gives warm light.-Two light cones with charger-24 hrs light thanks to inductive charge base- Shake and shine to switch on/off
Applications Ideally for use in lobby, bar, guest rooms and other indoor spaces of bars/restaurants/hotels.Gift item!
Target HospitalityAll within professional channel
Distribution PHL WS End UserDirect sales!
Packaging/artwork Carton/BU CLE guidelines
Packaging configuration
5 in a box
Availability Limited availability in RDC
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New Product Applications