DESIRED HEADLINES
“Lenovo re-energizes its smartphone business with new VIBE ON brand platform”
“New Lenovo VIBE ON push puts consumers first unlike most smartphone brands”
“VIBE ON: Lenovo’s latest ethos to challenge the saturated smartphone market”
“Lenovo unveils new smartphone brand platform, inspiring millennials to VIBE ON”
HEADLINES TO AVOID
“Is Lenovo’s latest VIBE ON brand platform just another clever marketing spin?”
“VIBE ON: Lenovo isolating other smartphone users by targeting only millennials”
KEY MESSAGES
THROUGH OUR LATEST “VIBE ON” CONSUMER-FRONTING PLATFORM, LENOVO HOPES TO BUILD A PURPOSE-DRIVEN SMARTPHONE BRAND THAT PUTS PEOPLE FIRST. NOT ONLY TO INSPIRE, BUT ALSO TO ENABLE MILLENIALS TO MAKE PROGRESS EVERY DAY.
VIBE
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At the same time, creating and bolstering market demand to help achieve our sales and revenue targets for this year.
Q: What are some of the key strategies Lenovo will be employing?
A: Firstly, getting the consumers to talk about the brand by creating awareness, excitement, intrigue and buzz around Lenovo VIBE. Secondly, driving purchase via word-of-mouth by encouraging our customers to share their positive experiences.
Q: Describe the noteworthy tactics used to execute these strategies.
A: We will be leveraging on useful and entertaining content, credible and integrated affiliation with both celebrities and influencers, as well as strong customer engagement (at the last mile) to nurture the VIBE identity.
ANTICIPATED MEDIA Q&A – PRODUCTS
Q: By excluding the extras, is Lenovo alienating itself from advanced users?
A: Based on our internal research, consumers nowadays are increasingly savvy and price conscious. Most are discerning enough to trade “good-to-have” features for products that offer outstanding value. Take NFC for example, it is a brilliant concept for automating pairing, but is still very sensitive and difficult to use in
3. Increase sales to current customers by 5% each year by using innovative technology in order to find more efficient ways to distribute and manufacture our products leading to more competitive pricing.
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emerging or new market. It can originate from new technology or new market opportunities (Eliashberg, J., Lilien, G. L., & Rao, V. R. 1997). Literature defines product development as exploiting an untapped market opportunity and turning it into a value product for customer satisfaction. Development and introduction of a new product requires extensive research on understanding customer needs, market structure, emerging trends and analysing the internal & external competitive market environments. To evaluate customer satisfaction previous researches provide strong relationship between customer satisfaction and product quality, product features and value for money. ***
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In writing the business plan, I determined our target market and our marketing strategy to gain a share of the market. I also had t...
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... right people by increasing the awareness about the product, its benefits and drawbacks. This is important for the success of a business.