Project on Promotional Tools in Lenovo

8/7/2019 Project on Promotional Tools in Lenovo

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THE PROMOTI ONA L T OOLSADVERTISING

1. PERVASIVENESS: Advertising permits the seller to repeat amessage 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 providesopppournities for dramatizing the company and its products through the artful print

sound color.

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ADVERT ISIN G CA N BE US EDTO BUILD U P A LON G TERM

IMAGE FO R A P RODU CT

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.

FEA TURES O F SALESPROMO TIO N

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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 PROMOTION

1. TO RAISE VOLUME OF SALES OF PRODUCT.

2. TO RAISE BUYING RESPONSE AND POTENTIAL CONSUMERS.

THREE MA RKETINGPROMO TIO N ST RATEGY

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A] DEFINE YOUR VP-up stands for value proposition and it iscritical 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 pricingyour 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- the more you know and are able to define your various buyer

personas, the more you will be able to communicate tightly focused and powerfulmessage that is relevant to particular customer.

C} GIVE SOMETHING FOR NOTHING- this means tobuild 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

START OFLENOVO

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Hope through Entrepreneurship tells not just the story of Lenovos corporate socialinvestments, but the companys own history. In 1984, 11 computer scientists in Beijing,China had a vision to create a company that would bring the advantages of informationtechnology to the Chinese people. With approximately $25,000 USD in seed money andthe determination to turn their research into successful products, this team opened theirbusiness in a loaned space a small, one-story bungalow in Beijing.

Today, Lenovo is encouraging people around the world to make an impact. As Lenovostechnology helps bridge the physical gap among different parts of the world, thecompanys goal is to do the same through its social investments.

Given Lenovos history and the nature of its business, the company focuses on helpingpeople around the world transform their lives and their communities. To do this, Lenovosupports organizations that encourage business development and socialentrepreneurship. Through microfinance institutions such as Opportunity International,Lenovo is helping provide crucial loans to help disadvantaged people in countries such

as Africa, Asia, Latin America and Eastern Europe.

HISTO RY O F LE NOVO 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 outside

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China, 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 PC

shipment 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 52percent for Dell. Lenovo's sales of services and hand-held electronics grow the fastest ofall 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 formallyannounced in Beijing yesterday. Acquisition expected to be completed in thesecond quarter of 2005.

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OBJE CTI VE OF LENOVOLenovo nose-diving into rural market

China's top PC maker, Lenovo Group Ltd, by introducing cheaper computers, isplunging head-on into the country's rural market, where PC penetration is low andpurchasing 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'smarket 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 DIY market.

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

"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 percent.

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

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

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According to Chen Shaopeng, senior vice-president of Lenovo Group and president ofLenovo'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 brands ofBarcelona FC.

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

SWOT An alys isStrengths:

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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

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 competitorsThreat of price competition with clone PC makers

LEN OVO BOOSTS O NLIN E S ALESTHR OUGH BARGAIN PROM OTION

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China's leading PC producerLenovo Group (0992.HK; LNVGY.PK), recently initiated aseries 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 reductionof 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.

With the extension of internet coverage, the booming online consumption is underpinned

by reduced marginal cost due to more conveniences and increasing transparency of pricefor the components of IT products.

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

LENO VO EXP ANDS MOTORSP ORTSPRESEN CE TO INDYC AR S ERIES F OR

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INDY 500 WITH CURB/ALABAMIAN/ BEC K 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 the CURB/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

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 Lenovo logo

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 Finalson ABC on June 7. Greg Odem and Mike Conley Jr., expected top selections in the NBADraft in June and both Indianapolis natives, will be on-site in Pit Row as guests ofLenovo 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

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Series an excellent partner for Lenovo, where engineering and innovation are toppriorities.

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. 98Dollar/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 first

team 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 variousother 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 a

challenging 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 CarSeries 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 GAMELenovo, 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.

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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. Gails signature is prominentlydisplayed on the cover of the notebook (signed with a black Sharpie Fine PointPermanent marker).

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

ProcessorIntel Core 2 Duo T5250 (1.50GHz, 2MBL2, 667MHzFSB)

Operating systemWindows Vista Business

Display type12.1 inches WXGA Vibrant View TFT with integrated camera (1280x800) (Premium

Silver)System graphics

Intel Graphics Media Accelerator X3100Total memory

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1GB PC2-5300DDR2 SDRAMHard drive

160GB, 5400rpm Serial ATAOptical device

8X Max DVD Recordable (Dual Layer) PATA Fixed Media Bay driveWireless cards

Bluetooth Version 2.0 + EDR,Intel PRO/Wireless 3945ABGBattery

6 Cell Lithium-Ion BatteryWarranty

1 Year Customer Carry-in Repair

Winning bidder receives: One (1) limited edition Lenovo 3000 V200 notebook PC with Olympic torch-themeCloud of Promise design cover

signed by Gail Emms Letter of Authenticity signed by Lenovo

All proceeds will be distributed through the Lenovo Hope Fund.

LEN OVO BOOSTS O NLIN E S ALESTHR OUGH BARGAIN PROM OTION

China's leading PC producerLenovo Group (0992.HK; LNVGY.PK), recently initiated a

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 the ThinkPadSL series to 3,000 Yuan from 5,000 Yuan. Besides, the low- price strategy could producethe largest effect in the summer holiday due to high price sensitivity in the period.

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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 is underpinnedby reduced marginal cost due to more conveniences and increasing transparency of price

for the components of IT products.

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

Lenovo laun ch in IndiaReconnecting 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 Lenovos biggest challenges following their acquisition of IBMsPersonal Computing division in 2005. IBMs ThinkPad was already a bestselling laptopproduct line worldwide, but the Lenovo brand was virtually unknown outside of China.The acquisition elevated Lenovo to the worlds 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 workdeveloping and executing the online piece of Lenovos marketing plan; for this he turnedto Google. We started working aggressively with Ad Words to stimulate direct sales,Gary said. The online metrics showed us a clear payoff through increased traffic to oursite, and we were able to quickly determine what messages and promotions customerswere 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 forways 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 butdidnt 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 that

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TV 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 campaign

set up and management and complete flexibility across 95 networks. The fact that wecould configure and run our campaigns through an online interface was reallyappealing. says Gary.

A Variety Show

Lenovos 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 toLenovo through the standard TV buying process. Google did with TV what theyd donewith search they put control in the hands of the advertiser. The platform gave us theability to easily upload ad creative and change them day-by-day based on our marketingneeds.

With 50 different versions of our commercial we had a lot of opportunity forexperimentation, says David Barbara, another member of Lenovos 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 orwhich ads got the best response. The more comfortable Lenovo got with the system, themore sophisticated their experiments became. David continually adjusted the campaignsto optimize reach and CPMs (cost per thousand impression). We started to betterunderstand which networks gave us the level of impressions we needed to make animpact.

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 thewebsite, the team learned that TV Ads enabled Lenovo to reach new, qualifiedaudiences. We found that 68 percent of the traffic to ExperienceLenovo.com was direct,meaning users were typing the URL directly into their browsers. The only way theycould have gotten there was if they remembered the URL from the television spots we

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ran with Google, says Gary. Additionally, about 65 percent of people who created acustomer 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.

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 networkbuys, Gary said, but most importantly, it lets us control our own destiny.

BRAN D AM BASSADO R

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 the

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world, a new Lenovo auction is beginning each week in a different country, as acountdown down to the Olympic Games. The auction features limited-edition, notebookPCs inspired by the Lenovo-designed Beijing 2008 Olympic Torch, and signed by SaifAli Khan, the Bellwood star.

The limited-edition notebook PC offers the Olympic fans the opportunity to bid and

own 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 ofauction 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 OpenNomination 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 the LenovoHope Fund to select philanthropies, including Right to Play.

ENVIRO NMENTLenovo is committed to environmental leadership in all of its business activities, from itsoperations to the design of its products and use of its technology. Lenovo's corporatepolicy 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 inprotecting 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 carbonefficiency by 10% by 2012, against a baseline of 2007. This 2007 baseline will bepublished in our 2007/8 Sustainability Report.

The Lenovo Energy Calculator

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

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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

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 usageprofile. 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 Bei jing2008 Olympic Torch Rel ay

Compon ents Unve iled BE IJI NG

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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 thelantern from the traditional lanterns that once adorned the walls of ancient Chinese

palaces.

PROMO TIO NS

KAUN BANEGA CROREPATI

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Lenovo gains from promotion through Kaun Banega Crorepati

China based maker ofpersonal 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 televisAmitabh 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 designedby the agency keeping in mind the brands target audience, and to interactivelycommunicate product features.

A large Idea Meter bulb was created similar to that of the Idea Pad brand logo, andparticipants were invited to take part in a contest of witty ideas. The winner would be theone with the wittiest idea, which reflected through the intensity with which the ideabulb glowed. The glow of the bulb is determined by the audiences 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 kickstarted 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 productand increase awareness of the new series, said an agency representative.

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BIBLIOGR APHY

WWW.GOOGLE.COM

WWW.WIKIPEDIA.ORG

WWW.DOGPILE.COM

WWW.ALTAVISTA.COM

WWW.ASK.COM

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Documents

Project on Promotional Tools in Lenovo