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Confidential, No copy permitted

2013 Go To Market Strategy

EMC2013

Version 1.1

Ingmar Heck

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1. Recent consumers trend and our strategy

2. Recent retailers trend and our strategy

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1. Recent consumers trend and our strategy

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Technicalsupports

Store POPEvents

Car HiFimagazines

Demo car

Push marketing => Less effective

Alpine

Dealers

Consumers

Catalogue

Conventional Alpine Business Model

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• Advertising budget => sharp cut in industry

• Store investment to C/A => continuous drop

• Internet media

Vertical

Got connected Horizontal

Alpine

Dealers

Consumers Consumers Consumers Consumers

Influence to the consumer’s decision making

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1. Little/ no knowledge of AFT products, brands and retailers2. Not rich, but mid-low income3. Doesn’t spend as much time as before to consider/to decide car electronics equipment

Income Mid-low. (Mid-high or above already OEM user)

Knowledge Doesn’t know APN well, Doesn’t know car electronics well.

Purchasing Checks available solution/price on-line, checks evaluation/reputation on-line before visiting stores

Wants items which will make his/her lifestyle more comfortable.

Communication Wants connection … SNS

Few sympathy for any brands with one-way communication

Recent aftermarket consumers

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Gen-X( Mature )

Gen-Y( Youngster )

Emotional for Car / Car Life

Practical/Ease of use

Car is more than “A to B transport”Smartphone is highly important

AVN target HU target

User = Communication Target

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2. Recent retailers trend and our strategy

Car Audio Shop

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Point1. Physical stores struggling. 2. On-line is taking share. +15%/yr in last years for CE.3. Alpine to involve Specialist dealers and car dealership

Specialist

• Still important share in many countries (15%~30%)• Customer traffic down• Less chance to use their installation know-how

Chains

• Focusing on promotional (cheaper) products• Less resources (Space/SKU/ inventory/Staff)

Cardealers

• First contact point for Navi • Options availability remains (AVN mostly)• Importers business decreasing

E-retailer(pure players)

• Using their specialties (tech/installation know-how)• Frequent/quick communications on line• leadership in the communities

General Trend On-line sales Alpine stance/direction

• n/a

• Still key to promote added value / AVN• Build relations (involved)• Provide on-line sales support

• Promotional-item oriented• Reliability (store name) is one of strengths• Delivery directly or at stores (+installation)

• Price driven• User’s rating (sharing of real customers voice)• Wide selection

• Key to sell volume• Provide POP for self-service sales style

• Approach with specialist• Chance for AVN (8”)• Provide promotion package

• Monitor user’s rating/ comments

• Taking share continuously • +15%/yr last year for CE

Recent trend of distribution channel

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Car dealersOneLook XLPromotion

Gen-X( Mature )

Gen-Y( Youngster )

TargetUser

Values

Product

Key channel

Promotions

Perfect FitPerfect Fit< car-by-car >< car-by-car >

Stay ConnectedStay Connected< Link >< Link >

8” AVN DF AVN Mirror-Link vTuner/aha TuneIt

Specialist

Chain

Car Dealer

Internet ChainsNetworkingMobile WebUtilization

RelationBuilding

(w/Specialist)

Activities for gathering / monitoring consumer trend

Volume salespromotions

Foundation

2013 Marketing Framework

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www

Cardealers

Networking Internetactivities

TraditionalRetailers

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① Promote Alpine navigation option (create awareness)

② Introduce Alpine brand more at car dealers (focus

on volume car dealers)

① Product appeal to “Connected user”

② Strengthen dealer training and communication

① Further utilize mobile & desktop homepage

② Better integrate online tools with each company’s

marketing strategy

① Launch new Head Unit lineup

② Promote value, not price