BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004 V3 Workshop (Company Confidential)

Industry Marketing

Chiaki Shimada

Industry Automation Systems Marketing

November 24, 2004

Confidential

Page.2

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Why Industry Marketing is required

Why Industry Marketing

Page.3

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Becoming the top supplier

We must be the No. 1 Process Automation

supplier by 2010

Uchida-sanApproved by

Minaki-sandeclared on August 24, 2004 as follows;

Page.4

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Regional Strategies

IndustryStrategies

Product Strategies

Top Supplier Strategies

by BUs

by RHQsby ....

Page.6

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Industry Marketing is required

Engineering

Services

D

Ready

Ready

Ready

Ready

Ready

Ready

Ready

B

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Ready

A

Ready

Ready

Ready

Ready

Ready

Ready

Ready

C

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Industry

Page.7

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Roll of Industry Marketing model

SalesSales

RHQ

Customers/Market

Customers/Market

Marketing team

Network -Suggestion-Request

-Info.-Materials

Attract

Interact

IndustryMarketingIndustry

Marketing

Page.9

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Industry Marketing launched

What’re focused Industries

Page.10

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Market Volume and Yokogawa’s Share by Industry

Oil & Gas

Refining

Chemical

Pharma.

Food & Bev.

Pulp & Paper

Power

Metal & MiningCement & Glass

W & W

1.0

1.5

2.0

2.5

3.0

3.5

4.0

0.0 5.0 10.0 15.0 20.0

Yokogawa Market Share (% )

CAG

R (

%)

Average: 9.3%

Average2.6%

From 2003 ARC DCS Worldwide Outlook

Large volume, highgrowth in developingcountries.

Large volume, highgrowth in developingcountries.

Middle scale but expected togrow faster.

Middle scale but expected togrow faster.

Traditional megamarketTraditional megamarket

Page.11

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Industry-based Business Strategies

Oil & Gas

Refining

Chemical

Pharma.

Food & Bev.

Pulp & Paper

Power

Metal & MiningCement & Glass

W & W

1.0

1.5

2.0

2.5

3.0

3.5

4.0

0.0 5.0 10.0 15.0 20.0

Yokogawa Market Share (% )

CAG

R (

%)

Average: 9.3%

Average2.6%

From 2003 ARC DCS Worldwide Outlook

Increase business volumewith dedicated solutionsIncrease business volumewith dedicated solutions

Secure market positionin hydro-carbon segmentSecure market positionin hydro-carbon segment

Increase presence inoil & gas productionsegment including LNG

Increase presence inoil & gas productionsegment including LNG

Focus on batchand MES solutionsFocus on batchand MES solutions

Page.12

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Increase synergy based on Industry Marketing

Engineering

Services

Power

Ready

Ready

Ready

Ready

Ready

Ready

Ready

PipelineOil & Gas

Upstream

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Ready

LNG

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Pharma

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Ready

Page.13

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Industry Marketing launched

How to proceed Industry Marketing

Page.14

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Marketing Process & Deliverables

The sales funnel

After sales commitment

Attract– Advertisement

• Industry ads, solution ads

– Direct Marketing• Promo CD

– Public Relations• News releases, magazine articles, success stories

– Events• Industry shows, industry conferences

– Web• Industry web pages

Interact– Sales tools

• Internal handbooks• Bulletins• White papers • Tier3• Reference lists

– Demos

Retain– Project execution & lifecycle support

• Engineering KM network

Network– User groups

• Periodic meeting, e-UpdateUpstreamLNGPowerPharma

Page.15

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Promotion tools to Attract the prospect

Brand Ad Solution Ad

Advertisement

Promo CD-ROM Coming soon!

Direct Marketing

PowerGen EuropeMay 04

Events

Pipeline Conference 　 Oct 04

Industry

Web

Page.17

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Sales tools to Interact with prospects

Attract– Advertisement

• Industry ads, solution ads

– Direct Marketing• Promo CD

– Public Relations• News releases, magazine articles, success stories

– Events• Industry shows, industry conferences

– Web• Industry web pages

Interact– Sales tools

• Internal handbooks• Bulletins• White papers • Tier3• Reference lists

– Demos

Retain– Project execution & lifecycle support

• Engineering KM network

Network– User groups

• Periodic meeting, e-Update

The sales funnel

After sales commitment

Internal Handbooks

Tools to interact with prospects

Tier3 Sales tools

Tools to interact with prospects

Page.18

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Available

Deliverables status (as of today)

Interactive Promo CD

Web pages

Industry bulletin

White paper

Industry Tier 3 slides

Industry handbook

Internal network (BBS)

LNGPipeline (SCADA) Pharma Power

Oil & Gas Upstream

Soon Soon

Available

TBD

TBDSoon

Available

TBD

TBD

AvailableAvailable

Available

Available

Available

Available Available

Available

Available

Available

Available

Soon

Available

Page.19

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Industry Marketing launched

Industry Marketing Team

Page.20

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

JapanAmericasEurope

ASEAN

Upstream Marketing Networking Team

Yuji Takami

Naoki Ura

Walter Wilmsen

Derrick Lee

YHQ: Ura, Okada, Betchaku, Higashiyama

YCA: Takami, Gunter, Kanno

YEA: Derrick Lee, Xue Song Shou, Loke Chee Yeong

YEF: Wilmsen, Meulman, Hankey, Ewan, Huin

YSA: Perreira, Lobo, Figueira, Sanatana, Koga

YAU: Hadland, Morony

Upstream Networking

Shingo Okada

F. Koga

Page.21

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Japan AmericasEurope

ASEAN

LNG Global and Networking Team

Constantine Lau

John van der Geer

Loke

Chee Yeong

Dennis

Hockenbury

YHQ: Shigetsugu Betchaku(Beck) , Toshitake Minami

YCA: Constantine Lau , Dennis Hockenbury

YEA: Loke Chee Yeong

YEF: John v.d. Geer , Marcel Kelder , Ger v.d. Oosten

YAU : Lindsey Hadland

YSA: Augusto Perreira

YTW: David Tsai

LNG Networking

Marcel Kelder Shigetsugu

Betchaku

(Beck)

Page.22

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

YHQAmericasEurope

Asia-Pacific, ME

Power Marketing and Networking Team

Brent Lilientha

l

Shigeru Horikoshi

John Picoto

David Whan

Power Networking

Hiroko Yamazaki

Murray Champion

YHQ: S.Horikoshi (15 members )

YCA: B. Lilienthal, M. Cosentino

YEA: M. Champion, T. Suan Han

YEF: J. Picoto, J. vd Geer, C.Plomer,

YEF-F: Oliver Deslangle, Olivier Cheyrou, R.Sultana

YEF-Spain: Andres Marin, J.Criado

YEF-SA: B.Cillers

YEF-Italy: G.Moccia

YME: P. De Vuyst

YBI: A.Garg, B. P. Mehta

YTH: J. Pattanadilokl, S. Wongakard, Apiruk

YIL: S.Muhadi

YAU: J. Cripps, P.Nicolson (30 members)

TCS: D.Whan, M.Barry, D.Dyson 、 B. Mitchell

YSA: Natalino

YXC: G.Yan, L.WhenZhou

YTW: H.C. Lin

YKO: K.Shin, P.S. Jun

TechComm

Barry Mitche

ll

NatalinoPassos

Page.23

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

JapanUSAEurope

ASEAN

Pharma Task Force & Networking Team

Constantine Lau

Chiaki Shimada

John van der Geer

Sng Hee Meng

Dave EmersonYHQ: C.Shimada,N.Kousaka, N.Togami

YCA: C.Lau, B.Jensen, D.Emerson, B.Quigley, D.Cathey

YEA: S.Meng, J.Tan, E.Yau, N.Chuan, S.Kuan, J.Lee

YEF: J.Geer, A.Voogd, B.Mohring, R.Halliwell, I.Pichler, P.Carrington, G.Kalis, F.Schleapfer,

YSA: A.Perreira, J.Natalino, M.Figueira, M.Sanatana

YTW: A.Chen

Pharma Networking

Arthur Voogd,Roger Halliwell

Bruce Jensen

Page.24

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Schedule

7 8 9 10 11 12 1 2 3 4 5 6

2004 2005

Ads

Direct MktgPublic Rela

Event

Sales Tools

Web

Demos

Rollout

InterPhex Asia, US

Tier3 Slides

Enhance

Ads

Promotion

ARC ForumTest Marketing

LNG CD

GasTech OTC

LNG Demo

Successstories

PowerGen (Europe)

Page.25

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Launch Industry sessions

Industry Session Today!

Page.26

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Industry Session

Hiroko Yamazaki

Power

Shigetsugu Beck

LNG

Shingo Okada

Oil & Gas (Pipeline)

Pharma

Chiaki Shimada

Page.27

BMD-C0027Copyright © Yokogawa Electric CorporationOctober 2004

V3 Workshop (Company Confidential)

Be aggressive in each industry with:Be aggressive in each industry with: