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Page 1 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 LenovoPage 2 of 19
Lenovo Confidential | © 2009 Lenovo
Lenovo Corporate Overview
Leo CurtisExecutive Senior Consultant
Beijing, Chinaleo@lenovo.com
Lenovo Corporate Overview
Page 3 of 3Leo Curtis | © 2009 Lenovo
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
Page 4 of 3Leo Curtis | © 2009 Lenovo
Lenovo Enduring Values
Trust Integrity
Page 5 of 3Leo Curtis | © 2009 Lenovo
2. High Quality & Reliable Products
3. Service Excellence
1. Pioneering
Lenovo Core Attributes
Page 6 of 3Leo Curtis | © 2009 LenovoName of Presentation
Over 2,000 Computing Patents
1000+ Patents 1000+ Patents
Page 7 of 3Leo Curtis | © 2009 Lenovo
Opportunity
Page 8 of 3Leo Curtis | © 2009 Lenovo
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.
NEW WORLD. NEW THINKING.
Page 13 of 3Leo Curtis | © 2009 Lenovo
55% of all PC Growth in BRIC Countries by 2010
Page 14 of 3Leo Curtis | © 2009 Lenovo
“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
Page 16 of 3Leo Curtis | © 2009 Lenovo
Worldsourcing
2008Year: Present
4 th Era
The Fourth Era - Worldsourcing
16
Page 17 of 3Leo Curtis | © 2009 Lenovo
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
Page 18 of 3Leo Curtis | © 2009 Lenovo
Lenovo Lives Worldsourcing…
Yamato R&D
China R&D
Raleigh R&D
Beijing
Page 19 of 3Leo Curtis | © 2009 Lenovo
CHINA.CHINA.
Page 20 of 3Leo Curtis | © 2009 Lenovo
Worldsourcing Drives Innovative Solutions
Page 21 of 3Leo Curtis | © 2009 Lenovo
Innovation Can Come From Anywhere
Page 22 of 3Leo Curtis | © 2009 Lenovo
New Science in our Products
Life Copy
Page 23 of 3Leo Curtis | © 2009 Lenovo
Honeycomb Geometric shape
Page 24 of 3Leo Curtis | © 2009 Lenovo
Learn from Nature
Page 25 of 3Leo Curtis | © 2009 Lenovo
Shock Absorbing Feet - Evolution
Page 26 of 3Leo Curtis | © 2008 Lenovo
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
Page 30 of 3Leo Curtis | © 2009 Lenovo30
“the front line”
Page 31 of 3Leo Curtis | © 2009 Lenovo
Act Local
Think Local
Be Global
Page 32 of 3Leo Curtis | © 2009 Lenovo
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
Page 33 of 3Leo Curtis | © 2009 Lenovo
Page 34 of 3Leo Curtis | © 2009 Lenovo
“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
Page 36 of 3Leo Curtis | © 2009 Lenovo
Q1 •What does ‘brand’ mean?
Are women smarter than men?
…she is using the ThinkPad.
37
Page 38 of 3Leo Curtis | © 2009 Lenovo
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
Page 42 of 3Leo Curtis | © 2009 Lenovo
“...[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.”
Page 43 of 3Leo Curtis | © 2009 Lenovo
Page 44 of 3Leo Curtis | © 2009 Lenovo
The next step
45
Page 46 of 3Leo Curtis | © 2009 Lenovo
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
Page 48 of 3Leo Curtis | © 2009 Lenovo
New ThinkingLenovo Brand Family Segmentation
Commercial Consumer
Relationship LE
Transaction SMB
Transaction Consumer
‘Thin
k’
Product
Fam
ily
‘Idea
’ Pro
duct
Family
Page 49 of 3Leo Curtis | © 2009 Lenovo
‘Idea’ Brand Concept Overview
Idea
50
Marketing
Page 51 of 3Leo Curtis | © 2009 Lenovo
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
Page 55 of 3Leo Curtis | © 2009 Lenovo
Saving your marriage.
Page 56 of 3Leo Curtis | © 2009 Lenovo
Page 57 of 3Leo Curtis | © 2009 Lenovo
S W
O T
Q3 •What is a SWOT analysis?
Page 58 of 3Leo Curtis | © 2009 Lenovo
S
•25+ years experience in Emerging Markets
Page 59 of 3Leo Curtis | © 2009 Lenovo
W
•?
Page 60 of 3Leo Curtis | © 2009 Lenovo
O
•?
Page 61 of 3Leo Curtis | © 2009 Lenovo
T
•?
62
Design
63
Page 64 of 3Leo Curtis | © 2009 Lenovo
Focus on Design
Multi-Disciplinary
Human Factor Specialists
Interactive Design
Industrial Design
Graphics & Multimedia Design
Mechanical Engineering
Mechatronics
Advanced ManufacturingDie & Mold
Sociology & Anthropology
Page 65 of 3Leo Curtis | © 2009 Lenovo
Capture the heart, and the mind will follow…
Page 66 of 3Leo Curtis | © 2009 Lenovo
We have an …
Page 67 of 3Leo Curtis | © 2009 Lenovo
Appeal to the senses…
Page 68 of 3Leo Curtis | © 2009 Lenovo
An emerging market phenomenon you might be familiar with…
The fifth sense
(haptic research)
Page 69 of 3Leo Curtis | © 2009 Lenovo
Appeal to the senses…
Page 70 of 3Leo Curtis | © 2009 Lenovo
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Page 72 of 3Leo Curtis | © 2009 Lenovo
Page 73 of 3Leo Curtis | © 2009 Lenovo
Page 74 of 3Leo Curtis | © 2009 Lenovo
Page 75 of 3Leo Curtis | © 2009 Lenovo
Whenever I have a Choice
Source: KPMG Annual National Shopping Database Survey
Page 76 of 3Leo Curtis | © 2009 Lenovo
Going Green.
Page 78 of 3Leo Curtis | © 2008 Lenovo
Sustainable Packaging Design
79
Be socially responsible
80
Be socially responsible
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
Thanks for visiting Lenovo!
All my best,
Leo
,
82
NEW WORLD. NEW THINKING.
questions
83
New World. New Thinking Lenovo Confidential | © 2009 Lenovo…my turn ;-)
Page 85 © 2008 Lenovo
Internship?
Lenovo Contact: Nico Youngyanglsa@lenovo.com
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
Page 88 © 2008 Lenovo
Page 89 © 2008 Lenovo
Page 90 of 3Leo Curtis | © 2009 Lenovo
“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
Page 92 of 3Leo Curtis | © 2008 Lenovo
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Shareholding Structure FY/08
93
Page 94 of 3Leo Curtis | © 2009 Lenovo
What is it like working for Lenovo?
Page 95 of 3Leo Curtis | © 2009 Lenovo
“What trait do you consider most important when hiring a new employee?”
Intelligence People who can think differently
Page 96 of 3Leo Curtis | © 2009 Lenovo
Who is our biggest competitor?
96
© 2008 Lenovo
© 2008 Lenovo
© 2008 Lenovo
© 2008 Lenovo
101
Backup
Page 106 of 3Leo Curtis | © 2008 Lenovo
Olympics
Branding Strategy & Positioning
Building a Global Brand
Formula 1
Local Market Advertising
NBA
Pilot stores launched in HK, Germany & India
Page 107 © 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
Page 108 of 3Leo Curtis | © 2009 Lenovo
Page 109 of 3Leo Curtis | © 2009 Lenovo
“...[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…
Page 110 of 3Leo Curtis | © 2009 Lenovo
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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
122
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Page 127 © 2008 Lenovo
Our Strategic Priorities
Page 128 © 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
Page 129 © 2008 Lenovo
Lenovo Everywhere
Page 130 © 2008 Lenovo
Page 131 © 2008 Lenovo
Page 132 of 3Leo Curtis | © 2009 Lenovo
-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
Page 133 of 3Leo Curtis | © 2009 Lenovo
Lenovo commits
of corporate income to its
Social Investments
1%
Page 133 of 10
Lenovo’s Commitment to Social Investiture
The Heart of Business
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