marketing ppt
TRANSCRIPT
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Welcome To Our Presentation
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Group Member
Maria Akter Ringky 142-11-794 Susmoy Saha Rocky 142-11-798 Kaiser Ahamed 142-11-797 Aktaruzzaman 141-11-717 Noor Nahar Nice Mili 133-11-623
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MARKETING ANALYSIS OF LENOVO LAPTOP
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Product overview o Competitor analysiso STPo Buyer behavior processo Distribution managemento IMCo Recommendationo Conclusion
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Lenovo
Product: Laptop
Founded: 1984, Beijing, China
Founder: Liu Chuanzhi
Headquarters: Beijing, China andU.S.
It employs 54,000 people, operates in more than 60 countries and serves customers in more than 160 countries.
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Type Of the Product
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Competitors
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S= SEGMENTATION
T= TARGET MARKET
P= POSITIONING
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SEGMENTATION
The Geographic segmentations
Demographic segmentationPsychographic segmentationsBenefits segmentations
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TARGET MARKET
SMALL AND MEDIUM SIZE ENTERPRISE STUDENTS PUBLIC SECTOR DIVISIONS IT INDUSTRY HOME USERS
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POSITIONING
Lenovo has marketed three lines of laptops. Thinkpads were business laptops, Ideapads were upscale consumer laptops, and Essentials were budget consumer laptops
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Key Factors of affecting Consumer Behavior
Cultural: Mostly in Chaina, USA & Europe
Social: Mostly high status; also aspirational product
Personal: Brand Personality Dimension
Psychological: Style, status
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Stages of Consumer Decision Making Process
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DISTRIBUTION MANAGEMENT
PRODUCER
SUPPLY CHAINS
DIRECTCHANNELS
SALES AGENT
RETAILER RETAILER RETAILER
INDIVIDUAL CUSTOMER
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SWOT ANALYSIS
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Integrated Marketing Communications
Direct Marketing: Telemarketing, coupons, direct mail, direct selling
Online Advertising: Email ads, banner ads, search engine result pages, bogs, newsletters, online classified ads, media ads,blogs.
Outdoor Advertising: Billboards, street furniture, stadiums, rest areas, subway advertising
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Integrated Marketing Communications
Broadcasting/mass advertising: Internet advertising, radio, television commercials
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Recommendation
Lenovo has marketed three lines of laptops: ThinkPad, IdeaPad, and Essential.Thebasic difference between them has been that they were optimized for either business or consumer purposes. Thinkpads were business laptops, Ideapads were upscale consumer laptops, and Essentials were budget consumer laptops. Lenovo goods and services has good quality but product style are too fewer to choose.
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The Lenovo Group operating activities are often completed through marketing products, producing, research, marketing portfolio. The Lenovo Group product and the quality of products constrain the results of pricing, promotion, and marketing. Therefore, the Lenovo Group managers’ attention should also be given to brand-name marketing, addition to make efforts in the flexibility of the marketing.
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