Communication Objectives & Key Messages

Employees Investors Channel partners & end users
  • Motivating purpose
  • Clarity of direction
  • Maintaining values-driven approach
  • Understanding “pure play” water
  • Strategic direction
  • Business vitality
  • Retaining product brand strength
  • Maintaining strong working relationships
  • Commitment to R&D and support
  • Maintaining product quality and reliability

Audience: Employees

Communication objectives

  • Clearly communicate the Xylem brand positioning to employees
    • Define “a vital element of the solution” to an internal audience
    • Explain our unique role – why we exist and what makes us different
    • How does our brand strategy connect to the overall business strategy and company values?
    • What are the personality attributes of the Xylem brand and how do they tie to our culture?
  • Provide details on the benefits of a pure-play Water Co.
    • Opportunities for growth
    • One company focused on water, fluids and analytics
    • Our role in helping to solve the world’s water issues around water quality and access and promoting responsible consumption
  • Motivate and rally employees around our new value proposition and brand positioning strategy

Key messaging areas

  • Our goals as a company
  • Our unique skills and advantages as a pure-play Water Co.
  • Our culture – the personality and attitude that drive us
  • What we offer our customers, partners and end-users
  • Our strategy and our customer orientation in our chosen markets

Overarching theme

We play a critical role in solving our customers’ water and fluid challenges through focused applications of our unique skills and engineering expertise that have a lasting impact on our customers and on communities.

Key messages

Our goals Our skills Our culture Our offerings Our strategy
We play a vital part in solving the world’s water challenges Forward-thinkers for creative problem solving Pragmatic and spirited to solve our customers’ problems Progressive, adaptable solutions for bold impact Continued innovation and customer-orientation to provide vital solutions
  • We play an integral role in enabling water access, increasing water quality and promoting responsible water consumption
  • We strive to provide safe and clean water to those who need it most, thereby improving lives
  • Our innovation is derived from our ability to anticipate customers’ most critical challenges
  • Our constant innovation and the support we provide throughout the water cycle helps our customers and society at large
  • We are a leading pure-play water company, comprised of expert engineers and creative thinkers
  • We are experts in the application engineering of water and other precious fluids
  • Our flexibility enables us to react to customers’ global needs and apply our past learnings and experiences to tackle tough new problems
  • We are forward-looking, leading the water industry and anticipating our customers’ needs
  • We are passionate and dedicated engineers, aware and proud of our social and environmental impact
  • We are invested in uncovering the most efficient and innovative ways of getting the job done
  • We provide efficient, sustainable, and high quality solutions for each unique customer situation
  • Our expert technicians enable us to repair all brands of pumps and equipment at any time around the world
  • We develop cutting-edge solutions by learning and adapting to our customers’ unique needs and local environments
  • We tailor our products and applications to empower our customers and communities with lasting growth solutions
  • We are committed to creative problem-solving and innovation for maximum efficiency
  • We are focused on becoming the leader in water and water-related sustainable technologies and applications
  • We operate globally, but conduct our business as an adaptive, cohesive unit – always in a safe manner
  • We provide solutions to a diverse set of customers and needs throughout the water cycle

Audience: Investors

Communication objectives

  • Convey the key skills and traits that will be a source of future growth and success for Xylem
    • Reference our heritage, experience and global presence, which inform and lend credibility to our insights and innovations
    • Foster confidence in the vitality and growth potential of the new, more focused pure-play water company
    • Emphasize the strength of our strategic assets such as our distribution networks, premium brands and large installed base
  • Reinforce our diversified market position
    • Explain that we will continue to drive growth for all stakeholders and the world at large using our engineering expertise and adaptive approach to developing unique solutions
    • Highlight the diversity of the business within the water cycle to reduce risk and provide stable returns
  • Provide points of differentiation and advantage from peers to attract and support investments

Key messaging areas

  • Our global scale and local insights
  • Our leadership positions as a pure-play water company
  • Our agility in pursuing growth opportunities
  • Our growth-orientation

Overarching theme

We are leveraging our deep engineering expertise with actionable insights to explore new business opportunities and growth areas in water related technologies.

Key messages

Our strategy Our reach Our offerings Our skills
We are a diversified company and pursue new growth segments We apply our global resources and local insights to an array of problems We are adaptive and innovative, providing highly customized solutions We are committed to driving rowth strategically
  • We use our focused portfolio to capitalize on opportunities in key growth industries and geographic regions
  • Our strong brands, depth of experience, customer relationships, large installed base and our international presence give us a powerful competitive advantage
  • We invest in processes that enhance quality, speed to market and efficiency for our customers
  • We invest in key strategic businesses and brands to advance our customer relationships
  • We have strong product brands, global reach and recognition
  • We have significant exposure to growth in developing markets, with approximately 55% of our revenue deriving from international and emerging markets
  • We have strong distribution networks and access to a customer base of global leaders in their respective industries
  • We have the ability to provide “on the ground” support to our customers, through our global network of production and assembly facilities
  • We are a leading pure-play water company with an unparalleled scale of assets, insights and experiences
  • We provide highly reliable, efficient, and customized solutions for each unique need or situation throughout the water cycle
  • We empower customers and communities with the tools to advance, succeed and thrive safely
  • We address pressing needs with our critical innovations, global coverage and local insights
  • We pursue and apply forward-thinking solutions that have a transformative impact on our customers and on society at large
  • Our deep application expertise lends us invaluable foresight to anticipate needs and evolve our portfolio to meet market demand at the most critical times
  • We provide customers and society with high-value, specialty solutions to help solve the world’s water challenges
  • We focus on the points in the value-chain where our skills are most in demand and we can achieve the
    greatest impact

Audience: Channel partners and end users

Communication objectives

  • Foster confidence in the vitality and growth potential of our new, more focused company
    • Emphasize that product quality, reliability, support and R&D investment will be maintained and enhanced at Xylem
  • Reinforce that customers’ contacts and relationships will not change
    • Emphasize continued customer-centric approach to problem solving
  • Emphasize the vitality and social impact Xylem has
  • Provide points of differentiation and advantage from peers to support competitive advantage
    • Communicate our continued targeted and customer-led innovations and sustainable solutions

Key messaging areas

  • Our flexible and forward looking approach
  • Our application engineering expertise
  • Our mission and social impact
  • Our commitment to customers and communities

Overarching theme

We develop vital and reliable solutions to complex problems for long-term growth, using proven expertise and innovation.

Key messages

Our approach Our values Our offerings Our customer commitment
We are adaptable problem solvers, meeting our customers needs now and in the future Our business is based upon our greater mission We provide reliable, flexible and creative engineering solutions We are committed to customer partnerships
  • Our brands will continue to be leaders in the industry, having global recognition, reach and a critical impact on individuals and broader communities
  • Our flexibility enables us to develop tailored applications with global perspective and insights based on unique needs and local environments
  • Our global network enables a wider group of partners to collaborate for meaningful solutions
  • We are partner-focused, anticipating needs and providing thoughtful solutions
  • We are experts in transforming points of failure in fluid systems into points of control and success
  • We are passionate and dedicated engineers, aware and proud of our social impact
  • We provide high-value, expert solutions for critical challenges
  • We are driven to improve water access, water quality and promote responsible consumption
  • We are dedicated to quality and durability – both in products and in our relationships – which guides every aspect of our business
  • We offer long-term support and responsive solutions because we understand how critical our components are to keeping businesses successful
  • We provide efficient, sustainable solutions that can be relied on time after time
  • We provide highly customized solutions and creative problem-solving for each unique need or situation
  • We have the ability to provide “on the ground” support globally
  • We pursue thoughtful and forward-looking innovations, to provide our customers the most innovative, responsive solutions
  • We provide critical solutions, by learning and adapting to our customers’ unique needs and local environments
  • Our overarching goal is to equip our customers with lasting solutions and the highest quality service

Rev: 12-02-2014