Winning in North America. Bruno Biasiotta, President Market Group Americas, Philips Lighting

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1 Winning in North America Bruno Biasiotta, President Market Group Americas, Philips Lighting 1

2 Key takeaways Philips is the leader in Lighting in the attractive North America market We are transforming through Accelerate! to drive growth and performance by: - Renewing our go-to-market model - Unleashing new growth opportunities - Focusing on operational excellence, reducing cost and enhancing the customer experience 2

3 Philips leads the lighting market with 16% market share Market is forecasted to grow at 4.4% North America Lighting market is attractive with 4.4% CAGR until 2016 We can strengthen our leading position to continue to capture value Market size, in EUR billion Philips market share % % Others Competitor 1 Competitor Competitor 3 Controls Lamp Drivers Lamps Luminaires (Fixtures) In 2016, around 70% of the market opportunity comes from fixtures, and LED is expected to penetrate 40% of the market, driven by price points in outdoor, large projects in office, retail, industry, and consumer LED lamps Our #1 market position in lamps and ballasts enables further growth in the luminaire segment Systems & services provide opportunity to increase the total addressable market Source: Internal Strategy Review Forecast, May 2013; external sources include NEMA and Frost and Sullivan 3

4 Accelerating to drive growth and performance 1 Renewing our go-to-market model Created integrated Philips sales organization with a granular business approach 2 Unleashing new revenue growth opportunities Developing Systems and Services capabilities 3 Focusing on operational excellence, reducing cost and enhancing the customer experience Improving profitability enabled by brand and portfolio rationalization 4

5 1 Renewing our go-to-market model Move towards customer centric approach Created one integrated Philips sales organization with a granular market business approach From From From 8-10 different sales people and partners calling the customer with product centric message Fragmented and misaligned agent network, duplicated representation 500 resources in 50 locations working on quoting, warranty maintenance and project management Commercial organizations uniform customer approach - little differentiation and segmentation 21 Independent integrated businesses with its own commercial model selling competing products Lack of accountability and performance metrics To To To Single sales team selling all brands and products to all customers Strengthened quality of representation and channel while investing in key markets Market based yet centrally managed sales support, driving sales teams focus and increase productivity How to win & play assessment for 62 top markets Segment & sub-segment winning value propositions Driving local accountability to support business and relationships 5

6 2 Unleashing new revenue growth opportunities Migrating from product only to products, systems & services We have 4 levers to enable growth and specific actions to build systems and services capabilities Systems Capability Delivering integrated lighting systems through our full suite of components and products outcomes Technology Integrated Services Organized capabilities and advisory services to capture white spaces for maintenance, repair, replace, and managed services People and Assets Leveraging our deep lighting knowledge and relationships with new capabilities & competencies to deliver systems and services to specific segments Strategic Account Management Implemented a unified, single point of contact approach to establish a trusted relationship with primary clients and increase share 6

7 3 Focusing on operational excellence, reducing cost and enhancing the customer experience Continue to drive cost out and improve profitability clear Path-to-Value Reducing complexity in brands and product families Reducing from 43 brands and 1.3 million SKU s 1 to 12 brands and ~200 K SKU s Improve gross margin in Professional Luminaires >15% through brand and product rationalization and yet a complete portfolio Improving factory and warehousing productivity >60% through industrial footprint optimization Reduce 10% of total market selling expenses through automation and resource consolidation Enhancing customer experience with differentiated, tiered seamless support model - Middle Office expertise and client focus Through reducing # of brands and duplicate products by 70% 1 Stock keeping units 7

8 3 Focusing on operational excellence, reducing cost and enhancing the customer experience A Customer Service offer Integrated Planning Approach B Competitive delivery through a documented and tiered customer service offering and defined delivery lead times Managing service levels and inventory by linking sales and operations teams and leveraging forecasting tools and CRM - weekly cadence D Supply Chain Redesign Achieve >95% delivery reliability on MTS¹ and MTO¹ products Responsive Supply Base C Shorten lead times with distinct supply chain models to serve MTS 1, MTO 1, and highly engineered sales Improving gross margin >15% by a.o. reducing extensive supply base with agile component planning Examples of improvement opportunities: A single factory maintaining of 25K finished goods of which 70% were ordered only once Procuring components, parts, and services from ~2200 suppliers 1 Make to Stock and Make to Order 8

9 First results of our transformation are encouraging Healthy pipelines, improved service levels, and improved gross margin Through the hard work and dedication of the strong Philips team Increased pipeline by 3X with the creation of a dedicated team focused on systems and services First districts to go live beginning to show sales traction through conversions of several major customers from competition Clear visibility into order book allowing better finished goods planning Improved gross margin (+2%) in our Professional Luminaires business 95% delivery reliability after conducting Customer Service Offer pilot on indoor point source luminaires 9

10 Key takeaways Philips is the leader in Lighting in the attractive North America market We are transforming through Accelerate! to drive growth and performance by: - Renewing our go-to-market model - Unleashing new growth opportunities - Focusing on operational excellence, reducing cost and enhancing the customer experience 10

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