Marketing Communication for Lenovo
LENOVO YOGA PRO 3 - MARKETING COMMUNICATIONS
Table of Content Page
1) Executive Summary 3
2) Background 3
3) Demographic & Psychographic 3 - 4
4) Positioning Strategies & Perceptual Maps 4
5) Marketing Communications Objectives 5
6) Current MARCOM Mix - Advertisement 5 6.a.1) Advertising Appeals 6 6.a.2) Executional Frameworks 7
7) Current MARCOM Mix - Public Relations Activity 7 - 9
8) Current MARCOM Mix - Internet Marketing Strategy (e-Commerce) 9 - 10
9) Integrated Market Communications 10 - 11
10) References 12
11) Appendices 13
1. Executive Summary
This report is commissioned to conduct a research & analyse the effectiveness of LENOVO YOGA PRO 3 current MARCOM activities (Advertisement, Public Relations & Internet Marketing) launched in Hong Kong. Thereafter, evaluate if the MARCOM Mix are integrated.
2. Background
LENOVO is the world largest personal computer (PC) vendor by volume as of today. But since the invasion of smartphone & tablet in the early 2000s, its PC market share has been eroding rapidly over the years. With the demand for tablet continue to escalate, this signified a change in fundamental PC user behaviour, from PC to Tablet.
Driven by customer centric, Lenovo launched its 1st portable Tablet-PC convertible in 2012 - IdeaPad Yoga 11, which has the capability to transform from PC to Tablet. This capability enable a new way to multitask for different functions; from writing proposals, to building presentations, to emailing, online social media and online shopping
To counter aggression from its rivals, Yoga Pro 2 was introduced in Oct 2013 and subsequently in
Table of Content Page
1) Executive Summary 3
2) Background 3
3) Demographic & Psychographic 3 - 4
4) Positioning Strategies & Perceptual Maps 4
5) Marketing Communications Objectives 5
6) Current MARCOM Mix - Advertisement 5 6.a.1) Advertising Appeals 6 6.a.2) Executional Frameworks 7
7) Current MARCOM Mix - Public Relations Activity 7 - 9
8) Current MARCOM Mix - Internet Marketing Strategy (e-Commerce) 9 - 10
9) Integrated Market Communications 10 - 11
10) References 12
11) Appendices 13
1. Executive Summary
This report is commissioned to conduct a research & analyse the effectiveness of LENOVO YOGA PRO 3 current MARCOM activities (Advertisement, Public Relations & Internet Marketing) launched in Hong Kong. Thereafter, evaluate if the MARCOM Mix are integrated.
2. Background
LENOVO is the world largest personal computer (PC) vendor by volume as of today. But since the invasion of smartphone & tablet in the early 2000s, its PC market share has been eroding rapidly over the years. With the demand for tablet continue to escalate, this signified a change in fundamental PC user behaviour, from PC to Tablet.
Driven by customer centric, Lenovo launched its 1st portable Tablet-PC convertible in 2012 - IdeaPad Yoga 11, which has the capability to transform from PC to Tablet. This capability enable a new way to multitask for different functions; from writing proposals, to building presentations, to emailing, online social media and online shopping
To counter aggression from its rivals, Yoga Pro 2 was introduced in Oct 2013 and subsequently in
References: : Lenovo Club Hong Kong. (2012). Available: http://www.lenovoclub.com.hk/. Last accessed 8th Dec 2014. Lenovo Hong Kong. (2012). Available: http://www.lenovo.hk.com/. Last accessed 8th Dec 2014. Wikipedia. (2015). Lenovo. Available: http://en.wikipedia.org/wiki/Lenovo. Last accessed 8th Dec 2014. e-zone. Available: http://www.e-zone.com.hk/content.php. Last accessed 10th Dec 2014. Clow, Kenneth E.and Baack, Donald (2014) Integrated Advertising, Promotion, and Marketing Communications (6th edition), Pearson Education.