lcop september 9th fuqua school of business distribute

of 3Leo Curtis | © 2009 Lenovo

1 2 3 4 75

FINAL

THOUGHTS

NOW60 - 75 Minutes

TODAY’S DISCUSSIONBR

ANDING

STRA

TEGY

NEW W

ORLD.

NEW TH

INKI

NG.

PAST

, PRE

SENT,

FUTU

RE

6

MARK

ETIN

G &

DESIG

N

© 2008 Lenovo of 19

Lenovo Confidential | © 2009 Lenovo

Lenovo Corporate Overview

Leo CurtisExecutive Senior Consultant

Beijing, [email protected]

Lenovo Corporate Overview


Start-up Era Development Era

1984 1993 2004

Globalization Era

Year: 2008

1ST Era 2 nd Era 3 rd Era

The Three Era’s of Lenovo


Lenovo Enduring Values

Trust Integrity


2. High Quality & Reliable Products

3. Service Excellence

1. Pioneering

Lenovo Core Attributes

of 3Leo Curtis | © 2009 LenovoName of Presentation

Over 2,000 Computing Patents

1000+ Patents 1000+ Patents


Opportunity


Opportunity

Source: IDC Q2 2009

WE WILL PUT MORE INNOVATIONIN THE HANDS OFMORE PEOPLESO THEY CAN DOMORE AMAZING THINGS.

WE WILL PUT MORE INNOVATIONIN THE HANDS OFMORE PEOPLESO THEY CAN DOMORE AMAZING THINGS.

9

Not just another PC company

11

NEW WORLD. NEW THINKING.


55% of all PC Growth in BRIC Countries by 2010


“Out of every 100 persons added to the population in the next decade…

97 will live in developing countries.”

Source: Hania Zlotnik, U.N. Chief of Population Estimates, 2005

97

A New World CultureCollaborate globally to deliver value

Combine the strengths of multiple cultures

Have roots in and embrace emerging markets

Work to enhance international understanding

Engage with open dialogue with constituencies

Use new media to have the dialogue

Be efficient and fast to market

Be socially responsible


Worldsourcing

2008Year: Present

4 th Era

The Fourth Era - Worldsourcing

16


Diverse global perspectives

Input and ideas from everywhere

Distributed decision-making

No headquarters

Operate in the time zone called “now”

Serving markets anywhere

Fueling Future Growth: Worldsourcing


Lenovo Lives Worldsourcing…

Yamato R&D

China R&D

Raleigh R&D

Beijing


CHINA.CHINA.


Worldsourcing Drives Innovative Solutions


Innovation Can Come From Anywhere


New Science in our Products

Life Copy


Honeycomb Geometric shape


Learn from Nature


Shock Absorbing Feet - Evolution


Manufacturing

Pondicherry, India

Multiple Cultures

27

Strategy

clarity & visionwhile the future and the world

around us may remain a blur,

we have a goal… we have a

plan

28

of 3Leo Curtis | © 2009 Lenovo30

“the front line”


Act Local

Think Local

Be Global


Supply Chain

Marketing Design

Virtual teams enabled by the new 3-dimensional GSC organization will exceed expectations of both internal and external customers

Drive in-depth expertise and excellence through dedicated functional teams in global procurement, global manufacturing and global logistics

Achieve ‘end to end’ optimization and efficiency through cross-functional teams of centralized supply/demand planning and coordinated customer fulfillment.

Global Sojourn Programs


“We have a great supply chain in China and now we are trying to get that same supply chain migrated across the world...”

Specialization

E2E Responsibility

Customer-Oriented

Meeting Your Needs…

Global Supply Chain – Efficient & Fast to Deliver

35

Branding


Q1 •What does ‘brand’ mean?

Are women smarter than men?

…she is using the ThinkPad.

37


Page 38 of 63

Brand

• what a customer thinks and feels about a product or company

Principles

• every touch point establishes the brand identity • a brand’s meaning converges with reality

39

“Where would we be without our imagination?”

ThinkPad Unleashed Campaign


“...[W]e can officially say Lenovo

is continuing the ThinkPad

heritage. It may be a little

sleeker, a little more colorful, and

a little less “IBM,” but it is still a

ThinkPad; tried and true.”


The next step


Lenovo’s Brand Strategy – Key Elements

A New World Company

The Ultimate Business Tool

Rock SolidThoughtful Design

Lowest TCO

Engineered for People

Cutting Edge CapabilitiesTrendsetting Design

Peace of Mind


New ThinkingLenovo Brand Family Segmentation

Commercial Consumer

Relationship LE

Transaction SMB

Transaction Consumer

‘Thin

k’

Product

Fam

ily

‘Idea

’ Pro

duct

Family


‘Idea’ Brand Concept Overview

Idea

50

Marketing


Q2 •What are the 4 P’s of Marketing?

52

Stop and think.

How we view ourselves…

Leo Curtis | © Lenovo 2009

53

How we view others…

Doh’

Leo Curtis | © Lenovo 2009

54

Localized Marketing

Product Placement


Saving your marriage.


S W

O T

Q3 •What is a SWOT analysis?


S

•25+ years experience in Emerging Markets


W

•?


O

•?


T

•?

62

Design


Focus on Design

Multi-Disciplinary

Human Factor Specialists

Interactive Design

Industrial Design

Graphics & Multimedia Design

Mechanical Engineering

Mechatronics

Advanced ManufacturingDie & Mold

Sociology & Anthropology


Capture the heart, and the mind will follow…


We have an …


Appeal to the senses…


An emerging market phenomenon you might be familiar with…

The fifth sense

(haptic research)


Appeal to the senses…


Whenever I have a Choice

Source: KPMG Annual National Shopping Database Survey

Going Green.


Sustainable Packaging Design

79


80


A New World CultureCollaborate globally to deliver value

Combine the strengths of multiple cultures

Have roots in and embrace emerging markets

Work to enhance international understanding

Engage with open dialogue with constituencies

Use new media to have the dialogue

Be efficient and fast to market


Thanks for visiting Lenovo!

All my best,

Leo

,

82


questions

83

© 2008 Lenovo

Internship?

Lenovo Contact: Nico [email protected]

www.iaeste-china.org/ex.asp

“The world is the best classroom, and experience the best teacher.”

www.aiesec.org/

NEW WORLD. NEW THINKING.86

final thoughts

87

Supplemental

“Lenovo is one of a handful of companies [in China] that seem to be getting it right.”

- Andy Switky, Director of product design firm IDEO Shanghai; Plastic News Dec. 9, 2005

91


Shareholding Structure FY/08

93


What is it like working for Lenovo?


“What trait do you consider most important when hiring a new employee?”

Intelligence People who can think differently


Who is our biggest competitor?

96

101

Backup


Olympics

Branding Strategy & Positioning

Building a Global Brand

Formula 1

Local Market Advertising

NBA

Pilot stores launched in HK, Germany & India

© 2008 Lenovo

107

China PC Client Market Share*

LenovoDell

HP

Lenovo Leads Industry in China for 10 Consecutive Years

26.7%

33.3%35.3%

27.4%27.6%27.8%26.7%

20.3%

14.5%

10.8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

* Lenovo Data doesn’t include IBM PCD until 2005

Source : IDC Tracker 1Q07


“...[W]e can officially say Lenovo is continuing the Thinkpad heritage. It may be a little sleeker, a little more colorful, and a little less “IBM,” but

it is still a Thinkpad; tried and true.”

Laptop Logic

Tried and…

True.True.

Our Branding Strategy and Positioning…

Imagination

is the key to innovation

119

in⋅no⋅va⋅tion[in-uh-vey-shuhn]

1.something new or different introduced2.the act of innovating; introduction of new things or methods.

Innovation

120

121

Or even bringing two things together to form a more productive product

© 2008 Lenovo

– Brand Equity

– Business Objectives / ROI

– Brand Repositioning

– Internal Reward – Spirit & Motivation

– Showcasing Products and Services

– Altruism

– Increase activity in specific geographical market

TOP Olympic Sponsorship Objectives


-1E+

Accessibility of 800 Number

Customer Service Quality - Hotline

Skill of Hotline Consultant

Repair ConvenienceRepair Time

Repair Quality

Customer Service Quality - Repair

Lenovo Founder Tong Fang Dell HP

Lenovo China: Sunshine Post-Sales Service

China: Customer Service


Lenovo commits

of corporate income to its

Social Investments

1%

Page 133 of 10

Lenovo’s Commitment to Social Investiture

The Heart of Business

www.lenovoblogs.com

lcop september 9th fuqua school of business distribute

Documents