mastercolour cdm and cdm elite cmsu growth worskshops - 20081028
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CONFIDENTIAL 1Philips Lighting
Agenda CDM growth workshop
1. Country/Region view on current CDM business situation
• Current overall market situation (including competition)• Business development per channel (OEM / Whs)• Business development per key account (OEM / Whs)• Business development per key end-user• Growth per CDM product type per channel (CDM-T, CDM-T
Elite, CDM-TC, CDM-TC Elite, CDM-TD, CDM-Tm, CDM-R)
2. CDM value proposition and strategy
• MASTERColour CDM and MASTERColour CDM Elite• Competitor benchmark• CDM innovations 2009• CDM future strategy
3. Workshop: top-3 actions to get CDM growth back on track
• Top-3 actions per country• Top-3 actions HQ/SG
Preparation proposal
• Country Marketing mgr• Country channel mgrs• Country channel mgrs• Country segment mgr• Country channel mgrs
• Corné• Bob / Grace• Bob / Grace• Dominiek
• all
CDM growth workshopsOctober/November 2008
MASTERColour CDM value propositions
CONFIDENTIAL 3Philips Lighting
Contents
• MASTERColour CDM– History of meaningful innovations– Strengths and design choices
• MASTERColour CDM value proposition
• MASTERColour CDM Elite value proposition
• MASTERColour CDM-Tm value proposition
• MASTERColour CDM-Rm value proposition
CONFIDENTIAL 4Philips Lighting
MASTERColour CDM
CONFIDENTIAL 5Philips Lighting
MASTER Colour CDMPhilips has demonstrated continuous innovations in MASTER Colour CDM:1994 Breakthrough in CHID retail lighting: First ceramic CHID with CDM-T1994 Uplamping with CDM-TD1995 Easy to use with CDM-R1995 Open luminaires possible with CDM-TP1996 First 4200K with CDM-T1997 Miniaturisation with CDM-Tc1998 Outdoor with CDM-TT2000 Outdoor/Indoor high bay with CDM-ET2001 Optical lighting with CDM-SA/R2003 Reflector design with CDM R1112003 Outdoor with MASTER City White, CDO ET/TT2003 Hot restrike for special lighting with Ceramic-ST2004 Miniaturisation with CDM-Tm2005 Most compact medium wattage with CDM-T 250W2005 Breakthrough in light technical properties with CDM Elite2008 Breakthrough in light technical properties with CDM Elite MW
Philips has vital patents on ceramic lamp technology
CONFIDENTIAL 6Philips Lighting
MASTERColour CDM strengths & design choicesAll Philips MASTERColour propositions have 3 core values that we willnever compromise in new lamp design:
– Color stability during life – Lifetime reliability– Safety (EOL)
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Philips CDM 70W Other lamp supplier 70W
CONFIDENTIAL 7Philips Lighting
Philips MASTERColour CDM: 14 years of experience
Philips publishes differentiated survival curves per type. Experience matters for lifetime reliability improvement• Increasing manufacturing control: salt dosing, mechanical positioning of components, in-line quality inspection systems• Gaining fundamental knowledge on failure mechanisms and resolving them: salt chemistry, ceramic technology, electrode optimisation, etc. 50,0%
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survivals
survivals improved
CDM-T 70W
2006 increase in lifetime reliability
MASTERColour CDM Lifetime reliability
CONFIDENTIAL 8Philips Lighting
System strength
Development of CDM lamps and gear is in one hand. Every product is tested extensively, requiring a million burning hoursbefore a system can be released. The result is an optimal light performance with Philips MASTERColour CDM lamps.
Testing is done at strict performance regulations, which go beyond any formal IEC/ANSI norms, the strict Philips test and performance norms for system release lead to the excellent and guaranteed Philips MASTERColour CDM performance.
For optimal system performance we recommend to use Philips HID PrimaVision Gear.
CONFIDENTIAL 9Philips Lighting
Excellent light quality with proven track record
• 60% saving versus Halogen
• Excellent lifetime reliability
Sustainability
• Very efficient light source for shop lighting
• Versus halogen long life and low energy use
•
Low cost of ownership
• White crisp light with excellent colour stability • Ra > 80 in 3000K, >90 in 4000K
• High lumen output
MASTERColour CDM value Proposition summary
CONFIDENTIAL 10Philips Lighting
MASTERColour CDM testimonials
CONFIDENTIAL 11Philips Lighting
MASTERColour CDM Elite
CONFIDENTIAL 12Philips Lighting
MASTERColour CDM Elite value proposition at a glance
MASTERColour CDM Elite has two value angles:
1. Quality of light: make your shop irresistible, season after season!• CRI of 90• Higher lumen output• Excellent lumen maintenance
What does this mean? The color representation of the Retailers merchandize (clothing, shoes, leather, furniture) as well as the ambience of the shop strongly improve (due to the improved CRI and lumen output). Not only at initial installation, but also after 1, 2 or 3 years, really until the moment of re-lamping as a result of the excellent lumen maintenance and consistent color performance during lifetime.
2. Total Cost of Ownership: lowest TCO with CDM lamps possible• Higher lumen output and thus better Lumen/Watt ratio• Excellent lumen maintenance• Excellent lifetime reliability
What does this mean? Less luminaires required to arrive at the same average lux levels during lifetime of the lamp (due to the higher lumen output and improved lumen maintenance). Lower maintenance cost due to the excellent lifetime reliability and excellent lumen maintenance (longer lamp replacement period cycles)
CONFIDENTIAL 13Philips Lighting
Premium solution for Fashion Retail, best offer to:
- enhance merchandize- create ambience in the shop- maintain these during life
MASTERColour CDM Elite specification
** Universal burning under development (release October 2008)MASTERColour CDM Elite is for Electronic gear only
CDM Elite 35W 70W 150W
T/TC T/TC TLuminous flux (lm) 3500 7300 15000Efficacy (lm/W) 90 100 100CRI 90 90 90Survival 50%, kh 12 12 12Survival 90%, kh 9 10 / 8 10Maintenance at 12kh 80%
2800lm80%
5800lm80%
12000lm90% Maintenance point 4khrs
3200lm4khrs
6600lm4 khrs
13500 lm
burning position VBU/VBD +/- 60DEG ** universal universal
CONFIDENTIAL 14Philips Lighting
MASTERColour CDM – MASTERColour CDM Elite
70W/3000K MASTERColourCDM T/TC
MASTERColour CDM Elite T/TC
Lumen Output 6600 7300Efficacy 93 100CRI 84 / 83 90Life 50% 12 / 10 12Maintenance 12k 61% 80%Maintenance 90% 1 kh 4 khService life 80% 3 kh 9 / 7 kh
CONFIDENTIAL 15Philips Lighting
Breakthrough in lumen maintenance
40%
50%
60%
70%
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90%
100%
0 2000 4000 6000 8000 10000 12000
Lifetime (hrs)
Lum
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CDM-T/TC 35W/70W/150W 930Elite CDM-T/TC 35W/830 CDM-T/TC 70W/830 CDM-T 150W/830
CONFIDENTIAL 16Philips Lighting
What do you see?
CONFIDENTIAL 17Philips Lighting
MASTERColour CDM lumen maintenance
new8k burned
CONFIDENTIAL 18Philips Lighting
What do you see?
CONFIDENTIAL 19Philips Lighting
MASTERColour CDM Elite lumen maintenance
new8k burned
CONFIDENTIAL 20Philips Lighting
The visual impact of MASTERColour CDM Elite superior lumen maintenance
MASTERColour CDM MASTERColour CDM Elite
new new8k burned8k burned
CONFIDENTIAL 21Philips Lighting
Strong cost of ownership initial market
2 COO Comparison End-user INITIAL MARKET; Less luminaires
Lamp type CDM-T CDM-T EliteDesign Lumens 6600 7300Nr of luminairs in installation 100 90 piecesNr of lamps per luminair 1 1Nr of gear per luminair 1 1Energy Consumption 70 70 WattOperation hours / year 4000 4000 hrsEnergy costs Euro/kWhr € 0.15 € 0.15 EuroService life 70% 7000 10000 hrsGear Price end-user € 42.00 € 42.00 EuroLamp Price end-user € 18.00 € 22.00Luminaires Price end-user € 250.00 € 250.00Lamp replacement costs € 4.00 € 4.00 Euro
TOT INSTALATION COSTS :a. Energy costs per year € 4,200.00 € 3,780.00 Eurob. Lamp costs per year € 1,028.57 € 792.00 Euroc. Lamp replacement costs per year € 228.57 € 144.00 Eurod. Costs for airco (consump.) € 1,260.00 € 1,134.00e. Cost for airco investment / 10 Yearsf. Lums cost per year € 25,000.00 € 22,500.00
TOTAL COST OF INSTALLATION € 31,717.14 € 28,350.00Total costs per lamp per year € 317.17 € 315.00 EuroTotal costs per lamp per year vs. CDM-T -€ 2.17 EuroTotal Savings vs. CDM-T -€ 3,367.14 Euro
INITIAL COSTS PER LUMINAIR:a. Lamp costs per luminair € 1,800.00 € 1,980.00 Eurob. Gear costs per luminair € 4,200.00 € 3,780.00 EuroAdditional costs for remplaceTotal initial costs € 6,000.00 € 5,760.00 Euro
-€ 240.00
Pay-back time vs. CDM-T 0.1 Year Payback in less than 6 months (10% less luminaires)
• TCO story based upon 10% less lums and energy saving• TCO story based upon slightly more lums and move from 70W CDM 35W Elite: energy saving• TCO story replacement market; payback 2 yrs based upon postponed relamping due to strong maintenance
CONFIDENTIAL 22Philips Lighting
MASTERColour CDM Elite; external endorsement
5 stars rating Lighting Equipment NewsFebruary 2008 issue
CONFIDENTIAL 23Philips Lighting
Many retailers invest in MASTERColour CDM Elite-C&A in Germany
-Adidas Moscow Russia
-Catimini France
-Edeka Germany
-Deichman Germany
-Mama’s&Papa’s UK
-Pimkie Germany
-Didi Netherlands
-House of Fraser UK
-DM Drug Stores Germany
-Brice France
-Benetton Germany
-Magazin Z France
- Diesel global contract
- RLFD Amsterdam
-…and many more
CONFIDENTIAL 24Philips Lighting
Superior quality of light: make the shop irresistible and keep it that way
• Up to 100 lm/W
• Superior lumen maintenance
• Excellent lifetime reliability
Sustainability
• Most efficient light source for shop lighting
• longer service lifetime
• Save energy, save money, save the environment
Lowest cost of ownership
• Superior ambience creation • Ra > 90 in 3000K
• Highest lumen output and lumen maintenance
MASTERColour CDM Elite Value Proposition summary
Philips MASTERColour CDM MiniDoubling your options for thinking small
CONFIDENTIAL 26Philips Lighting
Moving forward to make things smaller
Philips MASTERColour Mini
20W & 35W
Philips MASTER ColourSparkling light
Energy efficient Less heat, long life
Miniaturisation50% Smaller system
Less clutter in the ceilingSmaller Fixture design
CONFIDENTIAL 27Philips Lighting
More possibilities across more applications
• 20W & 35W- Display lighting- Spot and track lighting- Down lighting- Mini floodlighting- Indoor / Outdoor
• Lighting differentiation- Miniaturization with CDM based accent lighting- Save up to 70% on energy consumption compared with halogen
CONFIDENTIAL 28Philips Lighting
Making the choice easy
Easy: Lamps and Gear have same sizes
CONFIDENTIAL 29Philips Lighting
Making the choice easy
Ø 140 mm
-50%
Ø 90 mm
Easy: Smallest Lamps and Gear of their category
CONFIDENTIAL 30Philips Lighting
Making the choice easy
• Quick installation & re-lamping• Accurate positioning in reflector
Easy: Twist and Lock
CONFIDENTIAL 31Philips Lighting
Proven reliability: realized projects
CONFIDENTIAL 32Philips Lighting
Lamp Technical Specifications
20W/830
Light Output 1650lmColour Temperature 3000KColour rendering: Ra85Proven lifetime: 12,000hrs
35W/930
Light Output 3000lmColour Temperature 3000KColour Rendering Ra90Lifetime (launch) 6,000*hrsDesign lifetime >9000hrs
* Proven lifetime at launch (May 2007)
CONFIDENTIAL 33Philips Lighting
Miniaturization and ease of use
• Miniaturized CDM lamp
• For miniaturized new luminaire developments
• Easy to use and replace
Excellent light quality
• Crisp white light• Superior output and colour stability
• Excellent merchandise representation
Sustainable choice
•Up to 60% energy saving per light point versus Halogen
Philips MASTERColour CDM-R Mini summary
Philips MASTERColour CDM-R MiniAdd a sparkle to your lighting options
CONFIDENTIAL 35Philips Lighting
Philips MASTERColour
CDM-R Mini50mm reflector lampSuperior output and
Colour stability
CDM performance Miniaturised reflector
Add a sparkle to your lighting options
Philips MASTERColourSparkling light Energy efficient Less heat, long life
ReflectorOpen luminaireEasy to use and replace
CONFIDENTIAL 36Philips Lighting
• 20W and 35W– Display lighting– Spot and track lighting– Downlighting– Mini floodlighting– Indoor / Outdoor
• Lighting differentiation– Miniaturisation with CDM
based accent lighting– Save up to 60% on energy
consumption compared to halogen
Applications
CONFIDENTIAL 37Philips Lighting
• Quick installation and re-lamping• Suitable for open luminaire• Well accepted standard GX10 twist and lock system
Making the choice easy
CONFIDENTIAL 38Philips Lighting
Lamp Technical Specification CDM-R Mini
20W/830
I max 10° 13500 cdI max 25° 3900 cdI max 40° 1750 cdColour temperature 3000KColour rendering 85Lifetime (50%) 9000 h
35W/930
I max 10° 16500 cdI max 25° 6500 cdI max 40° 2800 cdColour temperature 3000KColour rendering 90Lifetime (launch) 6000 h
CONFIDENTIAL 39Philips Lighting
MASTERColour Mini CDM-Tm burner 20W/830 and 35W/930
High light output, low cost of ownership, less heat, sparkling white light, excellent colour rendering
Front lens
protected
Suitable for open luminaires
GX10 twist and lock lamp cap
Easy to install, easy to replace
100% compatible with existing GX10 compact HID systems
Pressed glass reflector, aluminium coating
No additional reflector needed.Possibility to change beam angle by simply replacing the lamp
Easy and fast development of luminaire
Features and benefits
CONFIDENTIAL 40Philips Lighting
Miniaturisation and ease of use
• Miniaturised CDM reflector lamp
• Simple solution for new luminaire developments
• Easy to use and replace
Excellent light quality
• Crisp white light• Superior output and colour stability
• Excellent merchandise representation (Ra>85 for 20W, Ra=90 for 35W)
Highest performance in a 50 mm reflector lamp
• Highest beam intensity • Unique range of 20 and 35W
• Up to 60% energy saving per light point versus Halogen
Philips MASTERColour CDM-R Mini
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