Petra Ammann2007-05-22Page 1

Communication Guidelines

Petra Ammann2007-05-22Page 2

Communication Guidelinesto follow ...

Communication within the “DIY segment”

It has NOTHING to do with Leica Geosystems AG communication NEVER mix it up (whatever magazines, ads, fairs, booths, give aways ….)

do not show products, labels, logos at the same time or the same place It will not be tolerated if our dealers/distributors mix it up If you are not sure, please feel free to ask PTD MarCom & Services

(Petra Ammann) or PTD Product Management (Nathalie Breuer)

Petra Ammann2007-05-22Page 3

Communication Guidelinesto follow ...

Why?

Different customers Different needs Different product Different channels Different approach

Different communication AND

Different brand

Petra Ammann2007-05-22Page 4

Brand image Independent Different (to the competition) Modern, innovative Emotional

Design

Clear, easy and catchy structure

Modern, eye-catching

Reliable and confident impression

Colourful, but not too colourful

Positioning

Petra Ammann2007-05-22Page 5

Target groups

DIY Ambitious Prestige-orientated Faible for hi-tech tools Price sensitive (compared to professionals)

Petra Ammann2007-05-22Page 6

Targets

Top-Laser-Technology at a favourable price

Measure like a pro

Reliable and professional environment(still talking about a brand!),

have it in hand, test it, strong communication, favourable offer

Innovative, respectable, easy to use, cost effective

Customers want to have modern technology, offering new solutions, offering fun, prestige etc… They are interested in performance quality and price. Most of them do not know

the measuring solution.

Makes measuring life easier, more reliable, comfortable …

Brand message

USP

Reason to believe

Characterof the brand

Benefit

Customer

needs

Petra Ammann2007-05-22Page 7

Logo

Petra Ammann2007-05-22Page 8

CI / CD

Petra Ammann2007-05-22Page 9

Petra Ammann2007-05-22Page 10

Beware!

• Never mix up communication of professional and DIY-channels

• Never show Leica products, labels, logos etc...at the same time or place together with Prexiso devices

• Do not offer Prexiso to professional dealers

• Please inform PTD Product Management about all planned activities in advance (N. Breuer)

• All contracts beyond our regular GT&T have to be approved by Thomas Harring