Yokogawa Electric Corporation BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 Vigilance campaign evolution (2) Oct/Nov 2003 (2 nd Workshop)

Yokogawa Electric Corporation

BMD-C0008Copyright © Yokogawa Electric Corporation2003/10/01

Vigilance campaign evolution (2)Oct/Nov 2003 (2nd Workshop)

CONFIDENTIAL- Internal Use OnlyPage.2


Campaign Evolution Roadmap

Search for our heart &

soul

Articulate our values

Align our actions

1st Rollout

2nd Rollout

Vigilance in mindset and behavior

Vigilance in products and services

What does Yokogawa stand for?

We are here today



Contents

Vigilance infection continues– Let’s keep the momentum building

Vigilance in products & services– Never a commodity

Spreading the Vigilance message– Reach the customers’ mind

Coming soon– More interactive platforms and focused tools

Completing the cycle– Your feedback needed!



First contact with the Vigilance virus

EuropeUS

Asia



Vigilance infection continues!

EuropeUS

Asia



Vigilance in products & services

Never a commodity!



Vigilance in products and services

“There is no such thing as a low-interest category; there is only low-interest

marketing.”

Are these really commodities?•Cannot be differentiated?

•Can only be sold on price?

•Really?

Isn’t water a commodity?

•Cannot be differentiated?

•Can only be sold on price?

•Really?



Vigilance in New Field Products

More intelligence with no maintenance

Vigilance Inside !



Vigilance in New System Products

Full scalability with seven 9’s reliability

Vigilance Inside !



Never a commodity

Vigilance Inside !



Spreading the Vigilance message

Reach the customers’ mind !



Vigilance on Trade Magazines

May ‘03World Chemical Processing Frontiers (YEF)Chemical Engineering, Power, Control (YCA)HydroCarbon (YCA)Asian Oil & Gas (YEA)June ‘03Heat Treating Progress (YCA)Automation World, Intech (YCA)Industrial Equipment News (YCA)SensorTech (YCA)Control Engineering (YEF)Reed Business Information (YCA)Pharmaceutical Manufacturing (YCA)

July ‘03Asian Oil & Gas (YEA)HydroCarbon (YEA)Intech (YCA)Power (YCA)Control (YCA)August ‘03International Hydrocarbon (YEF)Control Engineering (YEF)Pressure(YCA)Sept. ‘03

Pharma Technology (YEF) Control, Power (YCA)Chemical Engineering (YCA)Asian Oil & Gas (YEA)HydroCarbon (YEA)

October ‘03Control (YCA)Control Engineering (YEF)



Vigilance through Personal Contacts

Yokogawa Electric CorporationCopyright © Yokogawa Electric CorporationMarch 2003

(Put Customer Logo here) Yokogawa Electric Corporation

Tier 1: Who is Yokogawa Industrial Automation?1 March, 2003

Sales Presentation PostersLeaflets

Success StoriesProduct Brochures

Business Card Holder

Products and Services



Vigilance on the Web

Vigilance Intro

New corporate frame

Vigilance Web Site Evolution

Consistent Look & Feel

More Interactive, Engaging Contents

Something New



Vigilance at Trade Shows & Road Shows

Global Initiative, Local Focus

ISA Show

Oct / USA

CIA ShowDec /

Singapore

European Road Show

2004/ Europe

Campaign Movie

Campaign Props



Consistent & Mutually Reinforcing Messages

Yokogawa Electric CorporationCopyright © Yokogawa Electric CorporationMarch 2003

(Put Customer Logo here) Yokogawa Electric Corporation

Tier 1: Who is Yokogawa Industrial Automation?1 March, 2003

Sales Force<Personal>

Trade Magazines

<Professional>

Vigilance everywhere!

Web Sites

<Online>

Trade Shows & Road Shows

<Offline>



Coming soon!

More interactive platform and focused tools !



We decided to be Picasso at first

“Woman with a blue hat” by Pablo Picasso.

We must differentiate !

Adding bells and whistles for minor superiority does not work for us



Coming soon : Vigilance_Lab

Vigilance as a driver of change - more interactive / synergized Yokogawa IA site



Vigilance in Specific Vertical Industry

Oil & Gas Task Force Team

Power Group

Oil & Gas Bulletin by YEF on Magazine

Power Industry Solutions



Completing the cycle

Your feedback needed !



Completing the marketing cycle

BEAT Team

Regional Marketing/Sales

Web Site

Drive Communicate

Interact / Engage

Implement more engaging,

interactive contents

Feedback customer

reaction and competitive info

Continue enhancement



Internal portal exists to serve you

Brand Map

Sales tools, design assets

Ad Calendar

Bulletin Board

logon people count

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5

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15

20

25

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J un J ul Aug Sept

Yukari Ogasawara

Please feedback your voices so that we can continue to improve!

BEAT Newsletter



Conclusion

We need your help! Let us...Keep the momentum building Use Vigilance to differentiate our deliverables Reach the customers’ mind through multiple mediaCreate more interactive platforms and focused toolsAnd complete the cycle !



The Difference - Building the Future TO LAST

Vigilant People Deliver Vigilant Products & Services

Documents

Yokogawa Electric Corporation BMD-C0008 Copyright © Yokogawa Electric Corporation 2003/10/01 Vigilance campaign evolution (2) Oct/Nov 2003 (2 nd Workshop)