SSL Professional Portfolio
April 07
Udo van Slooten
PCT Special Applications
Business Unit Solid State Lighting
Summary Marketing Plan 2007
strategic direction 2007 - 2010
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Mission:
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Strategic Goals:
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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).
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:
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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
2
Product Availability MG Prof Lamps
Already Available
AccentLED luxeon 1
5 types CW+WW
Affinium
LED String kit
DecoLED
Indoor & Outdoor
LED Modules on/off,
system, RGBA
LED Freezer*
Q2 2007
AccentLED luxeon 1
MR16 Cool white + Colors
LED strip kit – LOW Lumen
Single Colors + Color changing
Q3 2007
Q4 2007
AccentLED Luxeon K2
Cool White + Warm White
“PowerLED”
GU10 150+lm
LED strip kit – HIGH Lumen
Single Colors + Color changing
Imageo Consumer range
Imageo 12 set
& 3 set
BAT
supermarketst/
BU SSL
3
AccentLED Luxeon ® I
Retrofit: 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 lighting
Illumination 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
4
AccentLED Luxeon ® I Colors
Retrofit: 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 lighting
Illumination 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 2007
MS2: July 2007
Introduction July 2007 (to be confirmed)
5
AccentLED
Reflector 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 lighting
Illumination 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 2007
MS2: October 2007
Introduction October 2007 (to be
confirmed)
6
DecoLED Outdoor lamps
Bulb LED lamps
Product Information
Colored G50 LED lamps and colorchanging 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!!!
7
DecoLED ‘Indoor’ lamps
Bulb 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!
8
Product Availability MG Prof Lamps
Already Available
AccentLED luxeon 1
5 types CW+WW
Affinium
LED String kit
DecoLED
Indoor & Outdoor
LED Modules on/off,
system, RGBA
LED Freezer*
Q2 2007
AccentLED luxeon 1
MR16 Cool white + Colors
LED strip kit – LOW Lumen
Single Colors + Color changing
Q3 2007
Q4 2007
AccentLED Luxeon K2
Cool White + Warm White
“PowerLED”
GU10 150+lm
LED strip kit – HIGH Lumen
Single Colors + Color changing
Imageo Consumer range
Imageo 12 set
& 3 set
BAT
supermarketst/
BU SSL
9
Affinium LED string kit
Easy 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.
10
Application information (1)
Philips Affinium LED String system
perfectly suitable for architectural applications
11
Application information (2)
Philips Affinium LED String system
perfectly suitable for architectural applications
12
Application information (3)
Philips Affinium LED String system
perfectly suitable for architectural applications
13
Installation instructions
Kit Affinium LED string system
14
Installation instructions
Affinium LED string system : kits in cove lighting
15
LED Modules
Easy to Install
Product Information
LED modules contain Luxeon LEDs,
optics, LED driver electronics and
integrated heat sink to ensure reliable
and efficient performance
LED 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!
16
LED Strip kit
Easy 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 2007
Introduction July 2007
17
Product Availability MG Prof Lamps
Already Available
AccentLED luxeon 1
5 types CW+WW
Affinium
LED String kit
DecoLED
Indoor & Outdoor
LED Modules on/off,
system, RGBA
LED Freezer*
Q2 2007
AccentLED luxeon 1
MR16 Cool white + Colors
LED strip kit – LOW Lumen
Single Colors + Color changing
Q3 2007
Q4 2007
AccentLED Luxeon K2
Cool White + Warm White
“PowerLED”
GU10 150+lm
LED strip kit – HIGH Lumen
Single Colors + Color changing
Imageo Consumer range
Imageo 12 set
& 3 set
BAT
supermarketst/
BU SSL
18
Imageo Candle Light 3 set/12 set
New 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 User
Direct sales!
Packaging/artwork
Carton/BU CLE guidelines
Packaging
configuration
3 set: 5 in a box
12 set: 3 in a box
Availability
On stock
19
Imageo Candle Light Colors
New 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 User
Direct sales!
Packaging/artwork
Carton/BU CLE guidelines
Packaging
configuration
5 in a box
Availability
Limited availability in RDC
20
Imageo Table Light
New 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
Hospitality
All within professional channel
Distribution
PHL WS  End User
Direct sales!
Packaging/artwork
Carton/BU CLE guidelines
Packaging
configuration
5 in a box
Availability
Limited availability in RDC
21
New Product Applications
22