Lenovo Project

8/14/2019 Lenovo Project

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THE PROMOTIONAL TOOLS

ADVERTISING

1. PERVASIVENESS: Advertising permits the seller to repeat a message

many times. It also allows the buyer to compare messages of various competitors. Large

scale advertising says something positive about the seller size, power and success.

2. AMPLIFIED EXPRESSIVENESS: Advertising provides

opppournities for dramatizing the company and its products through the artful print

sound color.



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ADVERTISING CAN BE USED TO

BUILD UP A LONG TERM IMAGE FOR

A PRODUCT

PROMOTION

The promotion mix within the marketing mix includes advertising, sales promotion and

personal selling. Product promotion means making the product popular among the

consumers and raising its sales through suitable measures the basic purpose is to widen

the scope of marketing.

sales promotion means the promotional activities other than personal salesmanship,

advertising and publicity which stimulate consumer purchasing and dealer effectiveness

through displays, exhibitions, demonstrations, free samples, discounts, premium etc. it

is plus ingredient in marketing mix it act as bridge link in between advertising and

personal salesmanship. It acts as a supporting facility to advertising and personal

selling.



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FEATURES OF SALES PROMOTION

1. SALES PROMOTION ACTS AS A TOOL IN MARKETING TO LUBRICATE

MARKETING EFFORTS.

2. IT IS NECESSARY IN PRESENT COMPETITIVE WORLD AND CONSUMER

ORIENTED MARKETING

3. IT SUPPORTS ADVERTISING AND PERSONAL SELLING.

4. IT AMIS STIMULATING CONSUMER PURCHASING AT POINT OF SALE.

5. IT PROVIDES MORE SALES AND PROFITS TO PRODUCERS AND

DEALERS

NEED OF SALES PROMOTION

1. FOR UNLOADING ACCUMULATED INVENTORY.

2. FOR INTRODUCING NEW PRODUCTS.

3. FOR OVERCOMING SEASONAL SLUMPS.

4. FOR SUPPORTING ADVERTISING CAMPAIGN.

5. FOR GETTING NEW ACCOUNTS.

5. FOR SUPPORTING AND SUPPLEMENTING SALESMAN EFFORTS.

OBJECTIVES OF SALES PROMOTION1. TO RAISE VOLUME OF SALES OF PRODUCT.

2. TO RAISE BUYING RESPONSE AND POTENTIAL CONSUMERS.

THREE MARKETING PROMOTION STRATEGY



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A] DEFINE YOUR VP-up stands for value proposition and it is critical

to define what unique value you can bring to your customer. The three items that you

should not define as your up.

1 low price-if your only differentiator is price, customer is in tough time. Price is

probably the worst way to attempt to differentiate your company. Making low pricing

your up is a mistake.

2. Quality products-they are not differentiator, they are an expectation.

3. service-good service is an expectation, not vp.good service is not simply a unique

way you differentiate your business these days. Up need to focus on a unique way you

do business, it can be way your information is packaged, a guarantee that no one else

offers, or the way your product can transform people.

Once you defined your value proposition, you must ensure that this message comes

across clearly to your customers and prospects. An easy way to develop a business tag

line based on your up and uses this tag in all your customers’ communications.

B} MATCH THE MESSAGE TO THE CUSTOMER- themore you know and are able to define your various buyer personas, the more you will be

able to communicate tightly focused and powerful message that is relevant to particular

customer.

C} GIVE SOMETHING FOR NOTHING- this means to build

trust by giving away something for nothing. Before you attempt to sell. You must create

trust they want information. When they surf the internet they need information. The

trust can be created over time by consistently showing customer the knowledge,

expertise and values



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The following is a brief history of Lenovo:- 2000: Legend shares peak at HK$14.75 on March 6.- 2001: Dell takes the largest share of the worldwide PC market for the first time.Legend sales reach a peak of HK$27.2 billion in the fiscal year ended March 2001 anddecline to HK$23.2 billion in the most recent fiscal year ended March 2004.

- 2003: The Company changes brand name to Lenovo from Legend to avoidinfringement of overseas brands. The company says it is preparing for expansion outsideChina, which has overtaken Japan to become the world's second-largest PC market. TheUS remains the world's largest PC market.- 2004: The Company changes its name to Lenovo Group. Time Warner Inc, the world'slargest media company, on January 7 exits a US$50 million Internet venture in Chinawith Lenovo. China accounts for 99 percent of Lenovo's sales in fiscal year endedMarch 2004 and 98 percent in the previous 12-month period. Lenovo's first-quarter PCshipment growth in China lags rivals such as Dell, according to market researcher IDCCorp. Lenovo has a 10.9 percent share of the Asian market excluding Japan, comparedwith 7.3 percent for Dell. Lenovo's Asian shipments rise 19 percent, compared with 52

percent for Dell. Lenovo's sales of services and hand-held electronics grow the fastest of all its products in the most recent two fiscal years, each at an average rate that roughlyquadruples. Computer sales rise at an average rate of 9 percent in the same period.- December 3, 2004: IBM in discussions with Lenovo about the sale of its PC business,the New York Times reports.- December 7, 2004: Lenovo says it's in talks with a major international company abouta possible acquisition.- December 8, 2004: Lenovo's purchase of IBM's personal computer business formally

announced in Beijing yesterday. Acquisition expected to be completed in thesecond quarter of 2005.



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OBJECTIVE OF LENOVO

Lenovo nose-diving into rural market

China's top PC maker, Lenovo Group Ltd, by introducing cheaper computers, is plunging head-on into the country's rural market, where PC penetration is low and purchasing power is weak.

Analysts said the firm's low-price strategy will help it strengthen its market share, whichis shrinking. But they are divided about the long-term profitability of the low-pricedPCs.

Lenovo last week introduced a new consumer PC series and an e-classroom solutionaimed at users in ordinary households and the education sector in townships.

The retail prices for the new PC models will range from 2,999 Yuan (US$361), a recordlow, to 5,999 Yuan (US$723).

Lenovo previously focused on PCs that cost more than 5,000 Yuan (US$602).

"The growth of the whole PC market is lackluster. But the township market remainslargely untapped," said Yang Yeaning, chief executive officer of Lenovo Group Ltd.

The launch of the low-price PCs is part of Lenovo's strategic shift. He expectsshipments of the new PC series will reach 800,000-1 million units within a year.

Beijing-based CCW Research said tapping the low-end market will increase Lenovo's

market share. And so it did."Lenovo is delivering a message that it intends to cover allmarket segments, from high-end to low-end, "The low-price strategy puts pressure onsome regional brands.Besides, operating systems are not pre-installed in the DIYmarket.

"We have been put in an unfair position," said Lu.



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"If all vendors pre-installed legitimate operating systems and pay the VAT, our marketshare would be much higher."

GAO estimates gross profit margins for Lenovo's new series PCs will be about 8 per cent.

For fiscal year 2003, Lenovo's profit margins were 14.6 per cent, compared with 14.8 per cent in the last fiscal year.

Edward Yu, president of research house Analysis International, predicted the profitmargins will be much lower.

"The shipments of PCs priced at 2,999 Yuan are unlikely to reach 100,000 units.Otherwise, it will be unprofitable," Yu said.

"The most likely scenario is quite a few of the PCs will be available in the marketplace.

The low-priced move is largely a promotion strategy."

Since Lenovo is not adopting a "direct-sales" strategy, the firm is unlikely to save the"channel cost," which usually accounts for nearly one-fifth of the price, Yu explained.

Lu reaffirmed Lenovo will not follow Dell's "direct-sales" strategy.

Lenovo's low-price strategy is expected to spark a round of price-cutting in China's PC

industry.

China's No 2 PC maker, Founder Technology, "will not rule out the possibility of making a similar move," said I Dongfeng, the company's managing president.

Qi last week said he agreed China's rural market promises much potential.

"I think a PC price tag from 2,000-3,000 Yuan (US$241-361) for the rural market isappropriate," he said.

Another PC maker, Langchao, plans to launch a new PC model that will cost about1,999 Yuan (US$241), some media have reported.

A new round of price-cutting is expected dent profit margins industry-wide. Profits have been dropping due to intense competition.

Statistics, released by Analysis last week, indicate PC sales in China in the year's secondquarter reached 17.53 billion Yuan (US$2.11 billion), up 17.8 per cent year-on-year.



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Shipments in the quarter totaled 2.91 million units, down 0.4 per cent compared with previous quarter, but up 39 per cent year-on-year.

Lenovo's market share dropped 5.6 per cent, year-on-year, during the period, Analysissaid.

Barcelona FC's super soccer star Ronald de Assis Moriera of Brazil, better known asRonaldinho has been named as the official representative of china's PC giant, Lenovo, inits global promotion campaign. The two sides have signed a confidentiality agreement

but Lenovo declined to talk about the details, the expenses in particular.

According to Chen Shaopeng, senior vice-president of Lenovo Group and president of Lenovo's greater China operation, partnering with an international sport star is animportant part of Lenovo's global marketing strategy.

Lenovo hopes Ronaldinho's personal charm and influence worldwide will help Lenovo'sglobal promotion campaign and gain popularity. During the one-year promotion,Lenovo will be authorized to use Ronaldinho's personal images as well as all the brandsof Barcelona FC.

"I believe that combination of the charm of soccer and the sci-tech of computer will bring more color and pleasure to people's life, noted Marc Ingle, vice president of Barcelona FC.

The list of the commercial value of soccer stars done by Germany-based BBDO

Consulting months before shows that Ronaldinho, with 32.6 million pounds tops the

rank.



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SWOT Analysis

Strengths:

Strong sale position in mainland (china) because of 90%sale from it.

Market leader in china as Lenovo is learning more revenue from the

mainland.

Low production cost.

Event sponsoring.

Good marketing and distribution strategy.

Strategic alliance with suppliers

Distribution channel



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Opportunity

Pc sales are expected to grow

Fast growing international market

Signing of memorandum of understanding with USA

Specialty shops providing one stop platform for distribution

THREATS

Competition threats from local and international competitor

Price war

Maturing market

International competitors forming alliance with local competitors

Threat of price competition with clone PC makers

LENOVO BOOSTS ONLINE SALES THROUGH

BARGAIN PROMOTIONChina's leading PC producer Lenovo Group (0992.HK; LNVGY.PK), recently initiateda series of market promotion activities for low-price products in domestic online market.

The PC giant earlier launched a product under the ThinkPad series for the studentmarket at 7,999yuan and recently cut the price of a new PC product under the ThinkPadSL series to 3,000yuan from 5,000yuan.

A market analyst says that the price of IT product is on the decline due to cost reduction

of parts and terminal. Besides, the low- price strategy could produce the largest effect inthe summer holiday due to high price sensitivity in the period.

The company has begun to boost the promotion for online buyers, in particularly theyouth and students, because the company could cut great cost to support its low-pricestrategy.



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With the extension of internet coverage, the booming online consumption isunderpinned by reduced marginal cost due to more conveniences and increasingtransparency of price for the components of IT products.

The analyst believes that the campaign would bring great troubles to the domestic PC

producers in the second and third camps, which might spark a new wave of merger andacquisition in China.

LENOVO EXPANDS MOTORSPORTS PRESENCE TOINDYCAR SERIES FOR INDY 500 WITH CURB/

ALABAMIAN/BECK TEAM

Lenovo Promotes Relationship with NBA by Highlighting the Finals on the Car

INDIANAPOLIS -- Lenovo, a leading computer company that creates the best-engineered PCs in the world, today announced a sponsorship agreement with theCURB/ Alabamian/Beck team for the crown jewel race within the Indy Car Series - theIndianapolis 500.

The announcement marks Lenovo's interest in identifying how motor sports can helpdrive the company's goal for building brand awareness on a global scale. This comingweekend provides a significant opportunity for worldwide brand exposure. Lenovo is



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sponsoring teams at two of the racing world's most prestigious races -- the Indianapolis500 and the Formula 1 race in Monte Carlo, Monaco.

The Lenovo Indy Car Series announcement comes during the most important time of

year for the series - the Indianapolis 500 weekends, when all eyes are on Indianapolis

for what remains the world's largest single-day spectator sporting event. The Lenovologo will be placed on the black No. 98 CURB/ Alabamian/Beck Motor sports

Dollar/Honda/Firestone car, driven by Alex Barron, for this weekend's Indianapolis 500

race. In addition, the Lenovo-sponsored AT&T Williams Formula One car - a

partnership announced earlier this year - races this weekend at Monaco.

In an innovative cross promotion, the Indy 500 sponsorship also showcases Lenovo'ssupport for the NBA and The Finals, marking the first time the league's marquee eventhas been promoted during an auto race. The front wings on the car will brand The Finals

on ABC on June 7. Greg Odem and Mike Conley Jr., expected top selections in the NBA Draft in June and both Indianapolis natives, will be on-site in Pit Row as guests of Lenovo and driver Alex Barron.

"Indy Car racing is a data-intensive, computing-intensive endeavor, highly focused andinvested in innovation and development, and highly dependent on informationtechnology," said Tony George, Tony George, founder and CEO, Indy Racing League,the sanctioning body for the Indy Car Series. "We welcome Lenovo to this communityand are excited to be working with the best in the business for PC technology."

The Indy Car Series has long been recognized for its technical leadership, and recentlyreinforced its leadership track record by being the first in the automobile racing world touse 100 percent fuel-grade ethanol in Indy cars. That leadership makes the Indy Car Series an excellent partner for Lenovo, where engineering and innovation are top

priorities.

Effective deployment of information technology is a key part of the CURB/Alabamian/Beck Motor sports strategic allocation process, and these decisions helpdetermine the team's success at the track. A Lenovo notebook PC will form an integral

part of starting the Indy Car before each race, practice and test session. Lenovo PCs willsupport engineers in car research, test, development and manufacturing. They willsupport the drivers in their analysis and will support the management team in marketing,logistics, travel and race planning as well as networking, inventory, relationships withclients, sponsors and suppliers, human resources, finance and strategy.

CURB/Agaganian/Beck Motor sports are a team in the Indy Racing League owned byGreg Beck, Cary Alabamian, and Mike Curb. The team's car is a black No. 98



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Dollar/Honda/Firestone car. The team participated as Team Leader Motor sports whentwo Indy Car Teams joined forces to field cars for the 2006 Indianapolis 500. The firstteam was Beck Motor sports owned by Greg Beck which was founded in 1995. Thesecond team R. Kent Baker Racing owned by Kent Baker which was founded in 1988.Both Baker and Beck had many years experience working with their own and various

other Indy Car teams. They were joined by Cary Alabamian and Mike Curb of CurbAlabamian Motor sports.

About the Indy Car Series:

The Indy Car Series is the premier open-wheel series in the U.S., competing on achallenging combination of super speedways, short ovals, scenic road courses andtemporary street circuits. In 2007 the Indy Car Series will conduct 16 events in the U.S.and one in Japan, all available worldwide through a comprehensive, long-termagreement with ABC Sports/ ESPN. A leader in motor sports technology, the Indy Car Series is the first racing series to power its Honda engines on 100 percent fuel-gradeethanol. The Indy Car Series continues to the be the fastest and most competitive racingseries, attracting a diverse lineup of drivers including Marco Amoretti, Sam Cornish Jr.,and Dania Patrick.

OLYMPIC GAME

Lenovo, worldwide partner of the Olympic Torch Relay and the exclusive computingequipment supplier for the Beijing 2008 Olympic Games, is offering limited-editionnotebook PCs inspired by the Lenovo-designed Olympic torch leading into the Beijing2008 Olympic Games.

Bid on this limited-edition Lenovo 3000 V200 notebook PC signed by Gail Emmys

of the U.K. Badminton team, the last one of only three available exclusively

through this auction. With the Beijing 2008 Olympic Games just one week away,

here's your last chance to win this commemorative notebook PC!

About the limited-edition Lenovo 3000 V200 notebook PC

Like the “Cloud of Promise” on which the design is based, the notebook cover featuresstriking swirls of silver against a pure red base color. Gail’s signature is prominentlydisplayed on the cover of the notebook (signed with a black Sharpie Fine PointPermanent marker).



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Due to export restrictions and policies, this product is only available for shipment within

the U.K. or to the U.S.A. Bids will only be accepted from bidders with shippingaddresses in the U.K. or U.S.A.

Specs:Lenovo 3000 V Series notebooks are built to provide worry-free computing in a stylish,media-friendly and powerful ultra portable widescreen.

Processor Intel® Core™ 2 Duo T5250 (1.50GHz, 2MBL2, 667MHzFSB)

Operating system

Windows Vista BusinessDisplay type

12.1 inches WXGA Vibrant View TFT with integrated camera (1280x800) (PremiumSilver)System graphics

Intel Graphics Media Accelerator X3100Total memory

1GB PC2-5300DDR2 SDRAMHard drive

160GB, 5400rpm Serial ATAOptical device8X Max DVD Recordable (Dual Layer) PATA Fixed Media Bay drive

Wireless cardsBluetooth Version 2.0 + EDR,Intel PRO/Wireless 3945ABG

Battery6 Cell Lithium-Ion Battery



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Warranty1 Year Customer Carry-in Repair

Winning bidder receives:• One (1) limited edition Lenovo 3000 V200 notebook PC with Olympic torch-theme

Cloud of Promise design cover signed by Gail Emms• Letter of Authenticity signed by Lenovo

All proceeds will be distributed through the Lenovo Hope Fund.

LENOVO BOOSTS ONLINE SALES THROUGHBARGAIN PROMOTION

China's leading PC producer Lenovo Group (0992.HK; LNVGY.PK), recently initiateda series of market promotion activities for low-price products in domestic online market.

The PC giant earlier launched a product under the ThinkPad series for the studentmarket at 7,999 Yuan and recently cut the price of a new PC product under theThinkPad SL series to 3,000 Yuan from 5,000 Yuan. Besides, the low- price strategycould produce the largest effect in the summer holiday due to high price sensitivity inthe period.

The company has begun to boost the promotion for online buyers, in particularly theyouth and students, because the company could cut great cost to support its low-pricestrategy.

With the extension of internet coverage, the booming online consumption isunderpinned by reduced marginal cost due to more conveniences and increasingtransparency of price for the components of IT products.



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The analyst believes that the campaign would bring great troubles to the domestic PC producers in the second and third camps, which might spark a new wave of merger andacquisition in China.

Lenovo launch in India

Reconnecting with Television Advertising

Lenovo creates promotional flexibility with Google TV Ads.

How does a computer manufacturer create brand awareness in a critical new market?This was one of Lenovo’s biggest challenges following their acquisition of IBM’sPersonal Computing division in 2005. IBM’s ThinkPad was already a bestselling laptop

product line worldwide, but the Lenovo brand was virtually unknown outside of China.

The acquisition elevated Lenovo to the world’s third largest PC Company and Lenovoset out to elevate its brand awareness in the US.

Gary Milner, global interactive marketing manager at Lenovo, was hard at work developing and executing the online piece of Lenovo’s marketing plan; for this heturned to Google. “We started working aggressively with Ad Words to stimulate directsales,” Gary said. “The online metrics showed us a clear payoff through increased trafficto our site, and we were able to quickly determine what messages and promotionscustomers were responding to,” he recalls.

As the Lenovo team became more skilled in applying these metrics to better measureand improve the success of its online marketing initiatives, the team began looking for ways to extend their reach through other forms of media. The Google TV Ads productwas intriguing because it offered the measurement and accountability of online.

The Power of Sight, Sound and Motion

At the 2006 Winter Olympics, Lenovo used television advertising to generate brandawareness and drive sales. Right away Lenovo understood the power of television but

didn’t have the budget to make it a permanent part of their marketing mix. “We sawright away that we got huge spikes in online traffic after that campaign, so we knew thatTV was working for us. But at the time it proved to be a very hard medium for us towork with in a scalable way,” Gary remembers.

When Gary and his team were introduced to the Google TV Ads platform, they wereexcited to see that many of the limitations that had kept them from using television moreextensively were addressed. Google TV Ads’ digital platform allowed for easy



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campaign set up and management and complete flexibility across 95 networks. “Thefact that we could configure and run our campaigns through an online interface wasreally appealing.” says Gary.

A Variety Show

Lenovo’s goal was to use Google TV Ads to generate interest and sales by offeringviewers a variety of discounts and promotions. But which promotions would be mosteffective and generate the greatest response? Gary and his team were eager to find out.“We worked with an agency to create 50 plus promotional variations of our existing adwhich saved us the money and trouble of producing a whole new creative,” Garyexplains.

This promotional strategy demanded a level of flexibility that was not available to

Lenovo through the standard TV buying process. “Google did with TV what they’ddone with search – they put control in the hands of the advertiser. The platform gave usthe ability to easily upload ad creative and change them day-by-day based on our marketing needs.”

“With 50 different versions of our commercial we had a lot of opportunity for experimentation,” says David Barbara, another member of Lenovo’s global interactivemarketing team. “Be it free shipping or a 40 percent off discount -- we could swap outany of our promotions as often as we wanted based on which deals we were running or which ads got the best response.” The more comfortable Lenovo got with the system,

the more sophisticated their experiments became. David continually adjusted thecampaigns to optimize reach and CPMs (cost per thousand impression). “We started to

better understand which networks gave us the level of impressions we needed to makean impact.”

Channeling success

In some of their ads, Lenovo featured a vanity URL – ExperienceLenovo.com – developed exclusively for their Google TV Ads. By tracking up tick in traffic to the

website, the team learned that TV Ads enabled Lenovo to reach new, qualifiedaudiences. “We found that 68 percent of the traffic to ExperienceLenovo.com wasdirect, meaning users were typing the URL directly into their browsers. The only waythey could have gotten there was if they remembered the URL from the television spotswe ran with Google,” says Gary. “Additionally, about 65 percent of people who createda customer account with the site during the time we were running Google TV Ads hadnever interacted with a Lenovo site before.” This meant that Lenovo was attracting newcustomers.



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Google TV Ads worked so well for Lenovo that the team had decided to do more of it.“TV advertising has not only brought us increased brand awareness, but it has impactedour success online as well – and Google put all of that within our reach.”

"The Google TV Ads platform gives us a flexible, measurable alternative to network

buys,” Gary said, “but most importantly, it lets us control our own destiny.”

BRAND AMBASSADOR

Yesterday, PC Company Lenovo, Worldwide Partner of the Olympic Torch Relay andTOP Sponsor of the Beijing Olympic Games 2008, launched its second phase of threeonline auctions in India as part of a global online philanthropic countdown to theOlympic Games. Just as the Beijing 2008 Olympic Torch Relay travels around theworld, a new Lenovo auction is beginning each week in a different country, as acountdown down to the Olympic Games. The auction features limited-edition, notebook PCs inspired by the Lenovo-designed Beijing 2008 Olympic Torch, and signed by Saif Ali Khan, the Bellwood star.



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The limited-edition notebook PC offers the Olympic fans the opportunity to bid andown a part of Olympic history, with a personal touch by Saif Ali Khan. The auction sitewill be closed at midnight of Friday, May 23rd, 2008. The third and final phase of auction in India will begin on July 29th, 2008.

Saif Ali Khan was one of the six Lenovo torchbearers who ran with the Lenovo-designed torch 'Cloud of Promise' in the New Delhi leg of the Olympic Torch Relay onApril 17th.

The other five comprised Leander Peas (Tennis professional) Amar Babu (ManagingDirector, Lenovo India), S Ramadorai, Jaishankar K and Dr. Vaibhav Bagaria, the Open

Nomination winner from Nagpur.

The first phase of the auction, held in February, saw very encouraging response fromIndians, with over a dozen bids and over thousand page views in India alone. The firstnotebook, Lenovo 3000 V200, was auctioned for $ 825.99

Hundred percent of the proceeds from the auction will be distributed through theLenovo Hope Fund to select philanthropies, including Right to Play.

ENVIRONMENT

Lenovo is committed to environmental leadership in all of its business activities, from

its operations to the design of its products and use of its technology. Lenovo's corporate policy on environmental affairs is supported by the company's global environmentalmanagement system, which is the key element of the company's efforts to achieveresults consistent with environmental leadership and ensures the company is vigilant in

protecting the environment across all of its operations worldwide.

Climate ChangeIn recognition of the need for control of the greenhouse gases for which industry isresponsible, Lenovo has set a voluntary target of improving our operational carbon

efficiency by 10% by 2012, against a baseline of 2007. This 2007 baseline will be published in our 2007/8 Sustainability Report.

The Lenovo Energy Calculator

This tool uses actual energy calculations from internal Lenovo testing, to determine the

energy savings on our Lenovo desktops, notebooks and monitors. The energy savings

are based on an estimated usage model for various configurations. Costs per Kilowatt



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Hour are based on 2007 US dollar calculations. Rates by country are based on 2007

information published by the United States Department of Energy. CO2 emission

factors are from the US Dept. of Energy's most recent data published in 2002. The tool

allows you to select "Customize" and input your specific cost, CO2 emission factor and

usage profile. Please select the "More Info" tab in the tool for more details on using

these features. The Lenovo Energy Calculator provides an estimate and should only be

used as a guide. Lenovo does not guarantee the savings as your company's usage may

New Lenovo-Designed Beijing 2008

Olympic Torch Relay ComponentsUnveiled BEIJING



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February 5, 2008 — In addition to designing the Beijing 2008 Olympic Torch that willtravel the world on its way to herald the arrival of the Beijing 2008 Olympic Games,

Lenovo has designed new torch relay components including the Lantern and Local CityCauldrons. The lantern houses the Olympic flame once it is lit in Olympia, Greece and

safely carries the "mother flame" from city to city for the duration of the relay while theOlympic cauldron will be lit by the day's last torchbearer at each end-of-day city

celebration.The design extends the 'Cloud of Promise' design motif from the OlympicTorch to the lantern and cauldron. Lenovo's designers drew their inspiration for the

lantern from the traditional lanterns that once adorned the walls of ancient Chinese palaces.

PROMOTIONS



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KAUN BANEGA CROREPATI

Lenovo gains from promotion through Kaun Banega Crorepati

China based maker of personal computers

Lenovo has said that they have achieved tremendous sales boost and brand awareness in

India through their marketing initiatives.

The company specially credited their sponsorship of the popular gaming show on the televis

featuring Amitabh Bachchan, Kaun Banega Crorepati. Senior vice Pr

PROMOTION IN MALL

Candid Marketing has created a unique activity to take the new Idea Pad brand byLenovo to masses through experiential marketing. A mall promotion has been designed

by the agency keeping in mind the brand’s target audience, and to interactivelycommunicate product features.

A large ‘Idea Meter’ bulb was created similar to that of the Idea Pad brand logo, and participants were invited to take part in a contest of witty ideas. The winner would bethe one with the wittiest idea, which reflected through the intensity with which the ‘idea

bulb’ glowed. The glow of the bulb is determined by the audience’s reaction to the idea.

Winners of the Idea Meter contest took home brand merchandise. The promotion areaalso doubled up as a space in which customers could test the features of the new productline and sample the product itself.

The activity traveled through malls and larger retails formats of six major metros in thecountry - Bangalore, Chennai, Delhi, Hyderabad, Collate and Mumbai. The activity kick started on 21 June 2008 and will continue till 3 August 2008.

Candid Marketing was involved with conceptualizing, designing and developing theIdea Meter. The task was to intrigue customers and lead them into sampling the product

and increase awareness of the new series, said an agency representative.



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BIBLIOGRAPHY

WWW.GOOGLE.COM

WWW.WIKIPEDIA.ORG

WWW.DOGPILE.COM

WWW.ALTAVISTA.COM

WWW.ASK.COM

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