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2009 Lenovo
Key Summary
MARKET
By bringing the premium AIO category closer to mainstream users, this is Lenovos opportunity to truly become an AIO category leader and switch the dynamics of overall desktop market in APR.
PRODUCT
As Lenovos first mainstream AIO product and a potential tower-PC-killer, C300 allows average consumer to own a next generation PC experience at affordable price.
CONSUMER
Reassurance seekers who want to catch up to their friends and the rest of the world, but must seeking for a smart buy at reasonable price.
MESSAGE
Its time to throw aside the old and bulky PC , and switch to a beautiful next generation AIO life
2009 Lenovo Page 2
Key Summary
MARKET
By bringing the premium AIO category closer to mainstream users, this is Lenovos opportunity to truly become an AIO category leader and switch the dynamics of overall desktop market in APR.
PRODUCT
As Lenovos first mainstream AIO product and a potential tower-PC-killer, C300 allows average consumer to own a next generation PC experience at affordable price.
CONSUMER
Reassurance seekers who want to catch up to their friends and the rest of the world, but must seeking for a smart buy at reasonable price.
MESSAGE
Its time to throw aside the old and bulky PC , and switch to a beautiful next generation AIO life
2009 Lenovo Page 3
Terminology AIO = all in one PC which integrates a display into the PC system SFF = small form factor PC which is much smaller than a traditional tower PC
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Price
US$799 US$699 US$599 US$499 US$399 US$299 US$199
Small OPPORTUNITY
NEW
Desktop Tower PC
Form Factor PC
Design
2009 Lenovo Page 5
As the mainstream value AIO, C300 is better positioned than its competitors to replace traditional tower PCs and SFFs, therefore switch the dynamics of the desktop market competition.
$400+
$899+
Dell XPS One
Apple iMAC
HP TouchSmart
Performance
Lenovo
A600
22" widescreen LCD starts from $1,149
Gateway One
Low price
High price
Price
2009 Lenovo Page 6
Desktop tower PC
Good price/performance Easy to expand/upgrade Limited design appeal Takes up space Need purchase separate monitor
2009 Lenovo
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Key Summary
MARKET
By bringing the premium AIO category closer to mainstream users, this is Lenovos opportunity to truly become an AIO category leader and switch the dynamics of overall desktop market in APR.
PRODUCT
As Lenovos first mainstream AIO product and a potential tower-PC-killer, C300 allows average consumer to own a next generation PC experience at affordable price.
CONSUMER
Reassurance seekers who want to catch up to their friends and the rest of the world, but must seeking for a smart buy at reasonable price.
MESSAGE
Its time to throw aside the old and bulky PC , and switch to a beautiful next generation AIO life
2009 Lenovo Page 8
21.5W, GM45
A6
$749-1299 $749-
A600
A700
B505
21.5W, H57
B5
$649-899 $649-
B510
21.5W, G41, Q2C
B500
A3
$ 499-699 499-
A300
AIO
C3
$449-599 $449-
20W, Atom
C300
18.5W, Atom
C400 C200
20W, Pineview
3000
C C1
$349-499 $349-
C100 follow-on
C100
BTS/S.P.
Concept New ID
Holiday/W.P.
BTS/S.P.
Holiday/W.P.
LC Refresh ROW Refresh WW Refresh Page 9
Concept
New ID
The edge of box indicates the first wave SS date 2009 Lenovo
Ideacentre
Value AIO
3000 C IDEACENTRE K Expandable Cutting Edge Tech. Powerful IDEACENTRE A Trendy design Space Optimized Fun To Use IDEACENTRE Q
-23% -20%
$1199
(2.7%)
$1099
(3.7%)
-15%
-16%
$999
(5.2%)
$899
(7.8%)
-13%
-3%
$799
(11.0%)
$699
(15.3%)
-2%
14% 10% 23% 20%
$599
(18.7%)
$499
(15.2%)
$399
(9.0%)
Tech Pessimists
$299
(2.7%)
$199
(0.3%)
Sales Mix
30%-40%
20%-30%
10%-30%
10%-20%
10%
2009 Lenovo
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Price
US$799 US$699 US$599 US$499 US$399 US$299 US$199
Small Form Factor PC
Desktop Tower PC
Value AIO
Main stream Price
Design
2009 Lenovo
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Lenovo C300
AIO
Jan
Jun
Jul
Aug 2009 Q2
Sep
Oct
Nov 2009 Q3
Dec
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BIGGEST HD SCREEN
Largest screen in value AIO category 20 16:9 format HD display HD graphics support*
DESIGN SIMPLICITY
Integrated display Integrated speakers Single power cable
Desktop Performance & Experience DESKTOP MULTIMEDIA PERFORMANCE + AIO Design & Simplicity
Dual core processors, great for => multi-tasking*** The KILLER Discrete graphics card*
of traditional DT PCWORRY-FREE
Lenovo Rescue System
CONNECTIVITY
Integrated wireless LAN**** FireWire & USB ports Integrated card reader Integrated web camera
* HD graphic playback support is optional feature on C300 models, requiring configuration with a discrete graphics card installed ** Digital TV tuner is optional feature *** Dual core processor options are available on models with(Intel Atom N3xx series **** Wireless LAN is optional feature
2009 Lenovo Page 13
Affordability
Mainstream price of a premium category
Multi-media
Worry Free
Lenovo Rescue System
AIO as a replacement to DT PC
Integrated design & solution
Affordability
Affordable Real value AIO with optimal performance
The Best Buy AIO
2009 Lenovo
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Key Summary
MARKET
By bringing the premium AIO category closer to mainstream users, this is Lenovos opportunity to truly become an AIO category leader and switch the dynamics of overall desktop market in APR.
PRODUCT
As Lenovos first mainstream AIO product and a potential tower-PC-killer, C300 allows average consumer to own a next generation PC experience at affordable price.
CONSUMER
Reassurance seekers who want to catch up to their friends and the rest of the world, but must seeking for a smart buy at reasonable price.
MESSAGE
Its time to throw aside the old and bulky PC , and switch to a beautiful next generation AIO life
2009 Lenovo Page 16
Segmentation
From the 4 global segments defined by the Forrester study, we have chosen Reassurance Seekers as the key target segment where we are most likely to increase propensity to purchase C300. This is based on the following rational:
Task: Persuade Reassurance Seekers that C300 is no doubt the best choice available
Although style and design is typically associated with Fashion Techies, FTs are more likely to purchase a more powerful PC with a larger range of features and may be put off by the value proposition which is attractive to Reassurance Seekers. High End Reliability Seekers tend to over purchase more expensive 2009 Lenovo PCs and would be much less likely to consider the C300 value proposition 17 Page
Segmentation
Reassurance Seekers
Price paid (with monitor)
-17.6% Price paid for last desktop computer; average for segment vs average for whole study
Purchase Influencers IT websites/blogs Manufacturer websites Offers/promotions Peer opinions Advertising POS/in-store demo
Multi-PC households with a yearning for reliability and the safety of a branded PC for a below-average price. They love Lenovos core brand and product messages, but must be reached at a lower price point.
Mean age of 39, 68% under-45 Theyre mostly urban61% are urban overall Just under half have kids in their households Theyre multi-PC households2.0 PCs per household89% at least 1 desktop Driven by promotions/offers as the biggest purchase influencer Focus messages on reliability & service, price & ease of use more than design, brand name and technology
Future Purchase Channel Store 61% (-2pts) Online 21% (+3pts) Usage Analysis Apps. & web browsing Communication Multimedia Influencers on Purchase Appearance/design Brand Ease of use/set-up Low price Reliability & service Software & peripherals Technology/performance
56% 73% 61%
2009 Lenovo
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Segmentation
Key Insights for Purchase Decision
Purchase Trigger The primary purchase trigger is a need to replace. They need to catch up to their friends and the rest of the world, word of mouth is important. In-store promoter/sale people is important influence to them. Factors in Purchase Decision Admittedly unfamiliar with technical spec. and how they relate to computer experience. They use feature yardsticks (brand, memory, screen size, operating system) to reduce the range of products from which to make their final choice. They seek products that match their yardstick from which they can then choose amongst based on their individual appeal. Some of the yardsticks (technical specifications) are not necessarily meaningful to them (and may be provided by friends as a minimum to look for). More meaningful features are those that they can see and touch rather than intangible technical features (screen size and quality, keyboard quality). Screen size, number pad and quality of keyboard appear to be more important to RS than those of other segments, and they will upgrade to get these features. Open to purchase from a variety of brands, but want to minimize uncertainty and protect investment just in case. Compromise cutting edge features for price and view technology as constantly evolving and thus dropping in price so dont need to spend top dollar to get a high quality computer.
2009 Lenovo Page 19
Young Couples
at the beginning of a new life
25-40 yrs old, smart consumers who are looking for down-to-earth advices that can help them to make smart buy decision, and to enjoy quality time at home, also to catch up to friends to stay ahead of the trend. Insight : We have a life ahead of us worth looking forward to. Everything in our home including PC are carefully chosen, the best our budget allows, and symbolize a perfect beginning. I want to build a better life and enjoy quality time with the one I love. Insight : I want to provide my family the best that I can afford. Id like to have a new PC to enrich quality time at home and provide education opportunities to our children. To satisfy the whole family, it has to be easy on the mind and budget. Insight : Id like to improve life quality of my families (parents) by giving them a home DT, which is an easy-to-use computer for basic computing tasks. I want my gift to be trendy and special, as well as durable & affordable.
Role of C300 The best choice of PC available for me and my families to enrich time at home, so we can enjoy the best life has to offer
2009 Lenovo Page 20
Key Summary
MARKET
By bringing the premium AIO category closer to mainstream users, this is Lenovos opportunity to truly become an AIO category leader and switch the dynamics of overall desktop market in APR.
PRODUCT
As Lenovos first mainstream AIO product and a potential tower-PC-killer, C300 allows average consumer to own a next generation PC experience at affordable price.
CONSUMER
Reassurance seekers who want to catch up to their friends and the rest of the world, but must seeking for a smart buy at reasonable price.
MESSAGE
Its time to throw aside the old and bulky PC , and switch to a beautiful next generation AIO life
2009 Lenovo Page 21
Market
Next generation AIO PC entertainment experience at affordable price
for down-to-earth advices that can help them save money, enjoy quality time at home, and stay ahead of the trend.
The best choice of PC available for me and my families to enrich time at home and enjoy the best life has to offer
Product Differentiation
Lenovo C300
Target Insight
Emotional value (lifestyle message) A smart way to stay ahead of the trend and revitalize time spent at home with minimal effort
Rational value (product message) Replace the old PC with a new generation AIO without paying much
Its time to throw aside the old and bulky PC , and switch to a beautiful next generation AIO life
2009 Lenovo Page 22
DRAFT CREATIVES
2009 Lenovo
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Creative Execution Strategy Replace the old PC with the new generation AIO : is the key message
to be communicated in headline and visual, driving consumers desire on new AIO category.
Affordability
Affordable price Real value AIO with solution Integrated design &optimal performance
2009 Lenovo
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C300 -- Photos
2009 Lenovo
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C300 -- Hunting
2009 Lenovo
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2009 Lenovo
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2009 Lenovo
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Detail
DG & brand templates OOH ideas and templates Several web banner templates Various items, tbc Product datasheets Series datasheet, compares product within series Lenovo.com web pages Product & lifestyle photography assets Product training materials Samples for press reviews Product announcement Detailed press kit, based on a theme (tbd) Dedicated microsite
Team
Dentsu Dentsu Dentsu Dentsu Dentsu Dentsu Web team IDC/Dentsu LTS
BU/Cons. Segment Mar.
Delivery Target
End April End April Early May End April End April End April Early May March onwards Early May Early May Tbc Early May End May
PR team
PR team/Cons. Segment Mar.
2009 Lenovo
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GA12W
GA11W
GA10W
GA-9W
GA-8W
GA-7W
GA-6W
GA-5W
GA-4W
GA-3W
GA-2W
GA-1W
GA
Campaign Strategy & deliverable Guidance Brief to Regions & get Input
Offline & ad-hoc meeting/co-work Join weekly APR Marketing interlock as needed and use for region checkpoints/optimization Executives Approval
Key creative/delive rables delivery
Product Info. & Strategy Brief AD agency & regional 4P manager on product F&Bs, segmentation, suggested communication strategy, industry/marketing insights
Campaign Strategy & Deliverable Guidance Brief regions completed strategy; product F&Bs, segmentation, communication strategy (agreed with AD agency), industry/marketing insights, deliverable guidance, geo execution guidance (marketing mix, etc)
Campaign Execution Playback Region playback plan on how they will execute campaign, including marketing mix, deliverables usage, budget, etc.
Key Deliverables delivery Delivery of FA/Source file of creatives, POS. Product video, PR articles, web-page, training material, etc will be delivered before/after around this timeline.
2009 Lenovo
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2009 Lenovo
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SUMMARY KEY FACTORS: Most important: offers/promotions + in-store sales people Secondary: DG advertising & in-store flyers + product reviews on web
2009 Lenovo
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APPENDIX
2009 Lenovo
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2009 Lenovo
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Hardware
2009 Lenovo
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Software
*This list is for indicative purposes. Actual software may vary between countries and regions .
2009 Lenovo Page 36
2009 Lenovo
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Asus Eee Top Price Ship time Display US$599+ March 15. HD display, 16:9 format with touchscreen Intel Atom N270 Optional DDR2 1GB+ 160GB+ No 802.11n No Integrated Integrated
Gateway ZX2300 US$499+ April? 18.5 HD display, 16:9 format AMD Athlon 2650e
(1.6GHz, FSB800)
Yes DDR2 1GB+ 160GB+ Integrated DVD burner 802.11b/g No Integrated Integrated
2009 Lenovo
Optional DDR2 1GB+ 160GB+ Integrated DVD burner 802.11b/g (optional) Optional Integrated Integrated
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LenovoC300
Screen size Processor Memory ODD Compact? Screen power switch USB slots LAN Wifi Firewire 1394 port
18.5 screen AMD Athlon2650e 2GB Yes Fat base No 5 100MB Yes No
2009 Lenovo
18.5 screen AMD Sempron 2GB No Fixed base Yes 6 100MB Yes Yes
20 screen Intel dual-core ATOM 2GB Yes Folding stand Yes 6 100MB Yes Yes
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Asus Eee Box Price Ship time Display CPU US$299+ Now! None Intel Celeron / Atom
Optional DDR2 2GB+ 160GB+ DVD burner 802.11n (optional) Optional (external) No No
2009 Lenovo
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