marketing planning q1-2005 & april toshiba easyguard inno frencken, marketing manager 14...

MARKETING PLANNING Q1-2005 & APRIL TOSHIBA EASYGUARDInno Frencken, Marketing Manager14 February 2005

Copyright © 2005 Toshiba Corporation. All rights reserved.

Q1 - 2005 marketing activities (2/3)

February

Promo of the month

Information meeting Toshiba distributor contacts

Integrated campaign (February 9): “IJskoud de beste” (4 weeks)

Launch Toshiba EasyGuard with press activities:Europe: 15 Feb 05 (with info on TPP) / BE: 24 Feb 05 / NL: 1 Mar 05

Interviews with leading Channel magazines


Q1 - 2005 marketing activities (3/3)

March

Promo of the month with expected Super Promo

24th: Launch Qosmio in Belgium (refresh F10 + G10) + other notebooks in Benelux (Satellite (Pro) L10 series:

Celeron M + Pentium M

CeBIT: 10-16 March

[31] GO Toshiba! Partner Program January 2005

April marketing activities

April

Promo of the month

Reinforce Toshiba EasyGuard messaging

18 April: Launch new notebooks:3x Satellite1x Tecra1x Tecra tablet (14”)1x Portégé (thin and light)

Apr/E or May: “Accept no substitute” campaign (tbc)


FEBRUARY CAMPAIGNStart: 9th FebruaryPeriod: 4 weeks


Message

IJSKOUD DE BESTE! / FRAPPE ENCORE MEILLEUR!

(Theme) Accept no substitute


Target audience and products

Good / Better / Best

B2B:• Satellite Pro A60/P4 (good)• Tecra A2 (better)• Tecra S1 (best)


Flyer (front and back)


Media schedule - Advertisements

18 11/1 4cKMO/PME**

24171034k270 + st.klCombi L'Echo / De Tijd

171024k270 + st.klLuxWort/Voix du Luxemb.

Press

9876INZETFORMAATMEDIUM

28/0221/0214/0207/02 2005-BELGIUM/LUX

18 11/1 pag 4cSprout

25 11/1 pag 4cBizz

25 1121/1 pag 4cManagement Team

171025k300 + st.klDe Telegraaf

Press


28/0221/0214/0207/02 2005-THE NETHERLANDS

FEBRUARY


Media schedule - Radio

3130”Radio 2

3430”Radio 1

Radio


28/0221/0214/0207/02 2005-BELGIUM/LUX

125” + 5”Radio NR

125” + 5”Radio 538

225” + 5”Radio 2

225” + 5”Radio 1

Radio*


28/0221/0214/0207/02 2005-THE NETHERLANDS

FEBRUARY


Media scheme - Online banners


Toshiba website


Promo of the month


Toshiba’s product leadership strategy

Our common mission is to decommoditise the market. Toshiba's technology and design is the key to your future revenue and profit.

Serv

ice

Prov

ider

s Box M

overs


http://images.google.com/imgres?imgurl=http://www.pcgames.de/screenshots/original/dell_logo.jpg&imgrefurl=http://www.pcgames.de/external/browser/%3Farticle_id%3D249200%26image_id%3D180666&h=480&w=640&sz=33&tbnid=7JSAb38Pa3kJ:&tbnh=101&tbnw=134&start=2&prev=/images%3Fq%3Ddell%2Blogo%26hl%3Den%26lr%3D

http://images.google.com/imgres?imgurl=http://drug.bmdrc.org/img/IBM%2520logo.jpg&imgrefurl=http://drug.bmdrc.org/eng/sub08_spon.htm&h=399&w=757&sz=85&tbnid=skPVc0KGRVUJ:&tbnh=73&tbnw=138&start=5&prev=/images%3Fq%3Dibm%2Blogo%26hl%3Den%26lr%3D

Product leadership: Not a new thing with Toshiba

Toshiba has sold more portable computers than any other company in the world.

Since 1985 Toshiba has sold more than 10 million portables in Europe alone!


First Commercial Portable - T1000

First 286 Portable - T3100

First PC Compatible Portable – T1100

First 386 Portable – T5100

First CSTN Display – T5200C

First NiMH Battery – T2000SX

First TFT Display - T3200SXC

First 486 Portable – T4400SX

First Ultra Portable - T3400

First Pentium Portable – T4900

First CD-ROM Portable – Sat Pro 2150

First 120 MHz Portable – Tecra 700

First Win95 Handheld - Libretto

First DVD Portable – Tecra 750

First Poly-Silicon Display – Portégé 3110

First CD-RW – Tecra 8100

First Wireless Portable – Tecra 8200

First Instant-On AV Notebook – Qosmio F10/G10

First EasyGuard Portable – Portégé M300

1980

s19

90s

2000

s

!!! MOBILE COMPUTING INNOVATION !!!

Product leadership: Not a new thing with Toshiba

Toshiba has sold more portable computers than any other company in the world.

Since 1985 Toshiba has sold more than10 million portablesin Europe alone!


Toshiba EasyGuard Computing


Toshiba EasyGuard campaign structure

Concept level

Feature levelBrand ads

Tactical level

Tactical ads

ToshibaEasyGuardMessage

Concept Level -“Puzzle” ad

Feature Level

Element – Protect

Technology feature - “HDD protection”

Feature Level

Element – Protect

Technology feature - “Spill-resistant keyboard”

Feature Level

Element – Protect

Technology feature - “Durable design”

Feature Level

Element – Secure

Technology feature - “TPM”

Feature Level

Element – Connect

Technology feature - “ConfigFree / DiversityAntenna”


Thank you for your attention!

marketing planning q1-2005 & april toshiba easyguard inno frencken, marketing manager 14...

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