联想商用业务品牌宣贯

©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialFY11/12CommercialBrandingMarketingStrategicPlanFeb.27th,2010Page2CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialAgenda•FY10/11品牌推广回顾•FY11/12strategicinitiativesandexecutionplan•KeyCampaignsPage3CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialAgenda•FY10/11品牌推广回顾–Highlightandlowlight–主要营销战役回顾–Keylearning•FY11/12strategicinitiativesandexecutionplan•KeyCampaignsPage4CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialHighlightandLowlight•Highlight–ThinkPadClassic推广平台持续和高端商务人士沟通，保持品牌溢价能力–Edge系列产品上市，打造了和年轻族群的沟通的平台“思迥异做不同”–不断探索异业合作，高端赛事赞助、产品植入、与高奢品牌合作–不断发展创新营销方式,运用社交网络帮助品牌推广，•“红气球”，Xbook等活动引起巨大关注•“小黑主页”、“思考大碰撞”积累大量粉丝–品牌宣传从内部着手，品牌报告，品牌Video等帮助员工更加热爱Think•Lowlight–品牌活动与促进销售结合依然不够紧密–品牌诉求缺乏落地延展–宣传物料欠缺规划Page5CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidential价值产品持续与高端商务人士沟通—ThinkPadClassic•FY10年底过渡到思考新价值平台•MOT（momentoftruth)：知识工作者在极致环境中实践思考•选择高端平面媒体，比如三联、财经等•创意更新、持续投放Page6CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialThinkPadEdge激情上市•将“思迥异做不同”作为与年轻用户的传播平台持续沟通，发布系列产品•Edge寻找红气球事件营销活动，到达311,306,338人次，共有2287支队伍参与Page7CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialT410s-史上最轻薄的T以Xbook与商旅认识持续沟通，提高X占有率WebsiteXbook•与NV合作发布新品，资源得到最大化利用，产品网站表现创历史最佳，二跳49%•针对商旅人士的UGC网络互动活动，通过Xbook的持续沟通推广X为商旅人士的最佳选择Page8CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialFY10ThinkPad高校学生沟通项目ThinkPad思考大碰撞-创新品牌活动•人人网上搭建的“小黑”主页，粉丝达到11万•志工行、创意大赛等活动，配合U-program在学生族群中推广ThinkPad•借助新浪微薄掀起热议，提升ThinkPad品牌知名度，379K网站PV,15K微博Page9CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidential高端赛事赞助与异业合作F1赞助中网赞助赞助宝马Mission3和DestinationX赞助博鳌亚洲论坛赞助观澜高尔夫与开心麻花合作产品植入，客户活动Page10CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialTi产品推广第一波产品定位为精英之选第二波与促销紧密结合ThinkPad服务品牌推广活动主题：业精于专Page11CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialFY10/11KeyLearning-BrandingKeyLearningCampaignContentAgencymanagementTactics•明确品牌精神、产品信息以及销售导向不同层次的沟通内容在Campaign中的作用，尽量主次分开，有效结合•品牌营销活动一定要和销售紧密结合，加强与Programteam甚至销售团队的沟通和合作•针对不同的目标用户，不同的产品特点，勇于采用和尝试不同的沟通形式和沟通渠道•注重brief,关键节点启发Agency,资源有效分配CampaignstructurePage12CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialAgenda•FY10/11品牌推广回顾•FY11/12StrategicInitiativesandExecutionPlan–品牌分析–品牌策略–ActionPlan–品牌推广roadmap–品牌架构–KeyMessage•KeyCampaignsPage13CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialFY11/12品牌分析ProsConsChallenges&Opportunities•ThinkPad在高端商务人士中拥有较高品牌知名度•ThinkPad塑造了专业的品牌形象•ThinkPad产品线定位清晰•扬天在SMB中有较高知名度和美誉度•在CEAThinkPad品牌知名度较底•在高端品牌与低价位段覆盖两者之间难以平衡•如何将ThinkPad与扬天整合，发挥最大优势•如何在CEA建立联想商用平台•如何有效打造明星产品线Page14CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialFY11/12品牌推广策略213成功定位Edgeplus，将plus系列打造为ThinkPad高端产品线4在CMA对商用品牌进行整合，扬天品牌逐步过渡在CEA打造联想商用推广平台，整合旗下各个产品系列在CMA保持ThinkPad高端商务笔记本品牌形象Page15CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialKPI/MeasurementOwnerInitiative&Actions在CMA保持ThinkPad高端商务笔记本品牌形象•借助高端产品上市，比如X1,巩固并加强高端品牌形象•参与赞助高端活动，探索异业合作•保持对高端价值产品推广的持续投入，整合沟通方式•通过小黑Page与未来高端商务人士学生持续沟通1•CampaignE/Rratio=2%•ThinkPadbrandawareness.=90%•Spending=40%•Fans=15w宋琦成功定位Edgeplus，将s系列打造为ThinkPad高端产品线•Edgeplus上市，提高其知名度•打造ThinkPad高端s系列推广平台2宋琦在CMA对商用品牌进行整合，扬天品牌逐步过渡•ThinkWorld改版，整合为CRM的商用产品平台•扬天Campaign调性调整（Laptop&desktop)•探讨SMB市场有效的推广内容和方式3•TWPV=7000/day•TWsupportprojectachievetarget•MaintainYangtiansalestarget宋琦FY11/12ActionPlan在CEA打造联想商用推广平台，整合旗下各个产品系列•建立联想商用产品推广平台-联想商用笔记本-联想商用台式机•争取资源投放TVC4•Favorability=10宋琦•CampaignE/Rratio=2%•EsachieveBudgetCAPage16CommercialbrandingMarketing©2011LenovoLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialLenovoConfidentialFY11联想商用品牌推广RoadmapQ1FY1112Q2FY1112Q3FY1112Q4FY1112BrandingCo-Marketing&SponsorshipCEACampusT3campaign2011/2012Mission3sponsorshipDestinationXSponsorshipMission3sponsorshipUprogramUprogramXiaoheibrandingcampaignCommercialplatformsetupSMBThinkWorldrefreshPlatformJanFebMarAprMayJunJulAugSepOctNovDecEslaunchX1refreshProductTE420sE220sXWClassicEsEClassicrefreshXpadLaunchEs&T3campaignVlaunchE420/320520/120笔记本Classicsust