Lcop September 9th Fuqua School Of Business Distribute
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Transcript of Lcop September 9th Fuqua School Of Business Distribute
Page 1 of 3Leo Curtis | © 2009 Lenovo
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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, [email protected]
Lenovo Corporate Overview
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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
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Lenovo Enduring Values
Trust Integrity
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2. High Quality & Reliable Products
3. Service Excellence
1. Pioneering
Lenovo Core Attributes
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Over 2,000 Computing Patents
1000+ Patents 1000+ Patents
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Opportunity
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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.
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Not just another PC company
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NEW WORLD. NEW THINKING.
NEW WORLD. NEW THINKING.
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55% of all PC Growth in BRIC Countries by 2010
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“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
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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
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Worldsourcing
2008Year: Present
4 th Era
The Fourth Era - Worldsourcing
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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
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Lenovo Lives Worldsourcing…
Yamato R&D
China R&D
Raleigh R&D
Beijing
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CHINA.CHINA.
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Worldsourcing Drives Innovative Solutions
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Innovation Can Come From Anywhere
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New Science in our Products
Life Copy
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Honeycomb Geometric shape
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Learn from Nature
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Shock Absorbing Feet - Evolution
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Manufacturing
Pondicherry, India
Multiple Cultures
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Strategy
clarity & visionwhile the future and the world
around us may remain a blur,
we have a goal… we have a
plan
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“the front line”
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Act Local
Think Local
Be Global
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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
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“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
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Branding
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Q1 •What does ‘brand’ mean?
Are women smarter than men?
…she is using the ThinkPad.
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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
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“Where would we be without our imagination?”
ThinkPad Unleashed Campaign
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“...[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.”
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The next step
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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
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New ThinkingLenovo Brand Family Segmentation
Commercial Consumer
Relationship LE
Transaction SMB
Transaction Consumer
‘Thin
k’
Product
Fam
ily
‘Idea
’ Pro
duct
Family
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‘Idea’ Brand Concept Overview
Idea
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Marketing
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Q2 •What are the 4 P’s of Marketing?
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Stop and think.
How we view ourselves…
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How we view others…
Doh’
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Localized Marketing
Product Placement
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Saving your marriage.
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S W
O T
Q3 •What is a SWOT analysis?
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S
•25+ years experience in Emerging Markets
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W
•?
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O
•?
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T
•?
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Design
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Focus on Design
Multi-Disciplinary
Human Factor Specialists
Interactive Design
Industrial Design
Graphics & Multimedia Design
Mechanical Engineering
Mechatronics
Advanced ManufacturingDie & Mold
Sociology & Anthropology
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Capture the heart, and the mind will follow…
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We have an …
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Appeal to the senses…
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An emerging market phenomenon you might be familiar with…
The fifth sense
(haptic research)
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Appeal to the senses…
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Whenever I have a Choice
Source: KPMG Annual National Shopping Database Survey
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Going Green.
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Sustainable Packaging Design
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Be socially responsible
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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
,
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NEW WORLD. NEW THINKING.
questions
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New World. New Thinking Lenovo Confidential | © 2009 Lenovo…my turn ;-)
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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
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Supplemental
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“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
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Shareholding Structure FY/08
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What is it like working for Lenovo?
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“What trait do you consider most important when hiring a new employee?”
Intelligence People who can think differently
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Who is our biggest competitor?
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Backup
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Olympics
Branding Strategy & Positioning
Building a Global Brand
Formula 1
Local Market Advertising
NBA
Pilot stores launched in HK, Germany & India
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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
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“...[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…
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Imagination
is the key to innovation
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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
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Or even bringing two things together to form a more productive product
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Our Strategic Priorities
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– 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
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Lenovo Everywhere
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-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
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Lenovo commits
of corporate income to its
Social Investments
1%
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Lenovo’s Commitment to Social Investiture
The Heart of Business
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