World marketing comments (http://mkt.) Become a sponsor of the International Olympic Committee's TOP 3 years, the Lenovo brand value increase of nearly 100%, a net increase of 4 per cent of sales pull —
June 1, Jinggangshan. By Lenovo and AMD jointly organised by the Beijing Organizing Committee for participation in support of a large Olympic promotion – "2007 Olympic legend Chin County line" officially started. Since 2006, the "Olympic legend Chin County line" footprint throughout the country over 1500 County.
Support from zero fault in Turin, the first large-scale publishing Lenovo overseas brand PC products, to the launch of the Beijing 2008 Olympic torch, become clouds of the Beijing 2008 Olympic torch relay worldwide partners, published in "high-tech Olympics and people's Olympics" are two major Olympic strategy as well as ten Olympic plan ... Lenovo Olympic marketing plan is methodically in full swing.
Olympic marketing, Lenovo initially tasted: from 2004 to 2006, three years, the Lenovo brand value from 307 million Yuan to 607 billion yuan, brand reputation rose from 53% to 62%, a net increase of 4 per cent of sales pulling, Lenovo's popularity index has high level continues to rise.
Olympic strategy — in the context of internationalization
Lenovo brand switch and become a global partner of the International Olympic Committee, acquisition IBMPC business since 2003, Lenovo has promoted one after another in a series of big business, seemingly every independent unit, behind it is Lenovo's internationalization strategy of thoughtful, tent.
"2008 Olympic Games, Lenovo, is a difficult case. Become a TOP sponsor of the Olympic Games, not only round the Lenovo spread the Olympic spirit, to contribute to the Beijing Olympic Games, Lenovo dream to build a world-class brand marketing platform. "Lenovo Group Senior Vice President Chenshaopeng admits.
Lenovo technology, products and services is not a world-class IBM acquisition of? personal computer business, to become the world's third largest PC manufacturers, this proposition has a direct bearing on Lenovo products competitiveness in the global market, but also influences the Lenovo global brand integration plan. Because, by Convention, at the end of 2009, Lenovo globe all products will no longer use IBM trademarks.
"We urgently need a Champ de Mars, needs through the most rigorous and demanding tests to obtain a pass for a global market. "Chenshaopeng said, as the most complex and challenging information system of the Olympic Games for Lenovo offers the best prove their strength.
In addition, the Olympic spirit transcends racial, ethnic, national, religious, implement the Olympic strategy can also help raise global staff and associated agents of cohesion and identity, to promote cultural integration.
Therefore, in the context of internationalization of Lenovo, Lenovo Olympic strategy has always been the main strategy. "In 2006, we introduced the ' borrow potential Olympic and internationalization, to create derived from China's international brand '. This year, in the description Lenovo greater China strategy in three words, ' an Olympic main line ' in the first place. "Chenshaopeng said.
Olympic marketing — from learning to innovation
How to develop integrated marketing programs for the Olympic Games, fully exploiting the value of TOP sponsor, for the good operation of the market for the purposes of the Association, is a new challenge.
"Lenovo Olympic marketing largely in three phases, of which, in 2004 and 2005 's initial stage, the Association's main work is and the Beijing Olympic Organizing Committee, the International Olympic Committee in close communication, learning and mastering the Olympic marketing rules. "Chenshaopeng said, as the accumulation of Olympic marketing experience, Lenovo also and Coca-Cola, VISA and other TOP manufacturers have made positive communication.
The 2006 Turin Olympics of combat exercises, is Lenovo Olympic marketing phase II. Lenovo to Turin offers 348 servers, 4767 businessmen with desktops, laptops, 630 600 printer and 4808 monitors, and on this basis, a score by timing, sports results, with the help of the information, print, distribute, and so on more than one subsystem consisting of Olympic Games information system.
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