Week #8: Course Project - Final Slide Presentation Your week #8 Slide Presentation must be submitted within a Word document containing imbedded \"Print-Outs\" of your slides ... do NOT submit a PowerPoint file. Your presentation must be submitted before midnight, Saturday (when the course officially ends). No late submissions can be accepted. Your presentation will be based on your Week #7 final report on your Brand's new & up-dated IMC, and it should include 6-12 slides, and you must include brief 'linking text' between each slide to guide the reader through the presentation ('Linking text' simply means include brief explanatory verbiage between slides which the reader will see as offering logical continuity to the slide presentation. The explanatory verbiage would be your own thoughts and words which connect each slide in a coherent sequence...we're not talking about adding hyperlinks). A professional slide presentation in marketing should be based on high-quality focused and succinct content, and your slides should be clear & compelling - it is important to engage your audience and convey all of the important points that you have developed in your written report. Remember to include illustrative graphics and/or artwork on each slide, and again, you should have brief 'linking text' between each slide ... this will assists the viewer in understanding the logic of your slide transitioning - this is what your audience will want to see. NOTE: Again, your slide presentation must NOT be submitted as a PowerPoint document or file. It must be submitted within a Word document containing imbedded \"Print-Outs\" of your slides. Good Luck and remember the acid test is - would this plan achieve the objectives that you outlined in week #4 ? ... and most of all, will your company's top executives approve it? Here's how your presentation will be reviewed & graded: Slide Presentation Grading Factors Point s Clarity 25 Presentation is well organized in a logical sequence of ideas and provides a plan that could be successfully implemented. Compelling 25 All slide content & graphics have been designed to inform and engage the audience. Editing 25 All slide content, graphics, and presentation order were carefully revised, edited, and proofed. Content & Graphics 75 Relevant and high-quality data, illustrations, and ideas are presented as a result of careful analysis and creative interpretation, manifesting in a practical implementation plan and given in an effective presentation. Total 150 A quality presentation will meet or exceed all of the above requirements. Description Running head:LENOVO MOTO 1 Promotion Campaign Plan for Lenovo Moto Course Name Course Number Student's Name Institutional Affiliation Date of Submission LENOVO MOTO 2 Table of Contents Introduction............................................................................................................................3 IMC Objectives ......................................................................................................................... 4 Branding Objective........................................................................ 4 Branding Analysis and Revised Chart ................................................ 4 Existing and New Customers......................................................................................8 Market Analysis.....................................................................................................................8 Description of the Product.......................................................................................................9 Target Audiences.............................................................................. .9 SWOT Analysis...........................................................................................................9 Value Position Statement.................................................................. 10 Communication Strategy Plan ..................................................................10 Traditional Media ...........................................................................11 The Internet .............................................................................. 11 Direct Marketing ...........................................................................11 Sales Promotion ........................................................................... 12 Public Relations ........................................................................... 12 Conclusion....................................................................................... 12 References ....................................................................................... 13 LENOVO MOTO 3 Promotion Campaign Plan for Lenovo Moto INTRODUCTION Incorporated Marketing Communications Campaign Plan aims at improving the sales volume of the smartphone. Lenovo Company is in the public domain as the primary provider of quality PC and highly rated IT services in the world. Indeed, Lenovo Moto, previously known is Motorola, is a young companythat has a high capability of competing with other larger producers. Due to stiff competition in the market, the company should aim at launching a new marketing plan that will increase the demand for its products. It made its first smartphone in 2014, and hitherto it is experiencing competition from other companies like Samsung and Nokia. From the research, it is apparent that the company continues to integrate Motorola, under Moto brand. Lenovo Company can perform better than other firms in the domestic market do. It is the first national IT industry producer in China and managers strive to improve the efficiency through adopting favorable marketing strategies. It has more than 21% of thecomputer market in China, which is an added advantage, and the company poses a challenge in the market to competitors. The improved level of technology makes it able to manufacture thehighly rated smartphone. According to the statistics, Lenovo Company is among the top three computer companies with high turnover. The aim of the management is to make the company surpass theefficiency of other firms (Business News Publishing, 2014).With the current changes in the technological environment, the company should embrace a marketing plan such as integrated marketing communication plan that will encourage digital marketing. IMC OBJECTIVES LENOVO MOTO 4 The sale of Lenovo Moto smartphone lies on the market campaign of the company. It is one of the unique digital products produced by Lenovo. High level of competition from other producers like Samsung and Tecno poses a challenge on the market demand. A good market campaign plan involves proper branding and selection of relevant audience in the market. Branding Objectives The original brand of Lenovo Moto smartphone was Motorola. There was aneed for change in name to attract new customers in the market. Apparently, some people had anegative attitude towards the original brands of Motorola Company. The aim of the company was to invent more than one connecting device that attract awide range of customers. However, despite the change of the name, Motorola retains its strength due to legacy status. Lenovo wanted to brand all the products after its name, but marketing analysis reveals that there was a need to maintain the legacy of Motorola Company. In this regard, the brand covers other devices from the company such as Moto G smartphone, Moto X-play,and Moto 360 smart watch. Moreover, this name will remain for the benefit of previous consumers who preferred Motorola products (Qiao & Conyers, 2014). \"Hello Moto\" is still the tagline used by the company to attract the attention of the customers. Management reveals that deciding on the best nomenclature for most of the Lenovo products became a little thornier. The level of innovation enables it to come up with theproper branding of products. For this reason, managers are struggling to decide on a brand that advertises the entire image of Lenovo Company. Brand Analysis and Revised Chart Brand Traits LENOVO MOTO Targeted Current New, Revised, &Updated Company found in India The company is opening Customers: Youths are the targeted branches in other Geographic clientele. regions of the world. Location Spreading to other parts Target client involves Demographic of the world even the aging Description Psychographic population description Product/service: Lenovo Moto It was initially a product Name smartphone haslarge of Motorola Company Description, internal storage capacity capable of increasing the competitive and internal storage capacity Advantages (e.g. Modern Android system up to 64GB Brand concept: The smartphone is New Android that the brand's capable of accessing the competes in the market purpose, Internet and perform function, other webcam activities. uniqueness and Can execute the personality: functions of a laptop. Brand Slogan: Hello Moto it's most important traits) A memorable motto or phrase reflecting the Hello Motto 5 LENOVO MOTO 6 Existing and New Customers The marketing campaign aims to increase marketing demand in all parts of the world. The direct customers of this product are the previous consumers of Motorola Company. The retaining legacy of the original company builds confidence on the already existing customers. In this case, Lenovo Company is likely to make fewer changes in this product (St. James Press, 2014). On the other hand, new marketing campaign aims at attracting new customers from other competitors like Samsung and other firms. The management will have to improve the performance of Moto to lure more customers (Ellwood, 2014). Some of the expected changes in the product include reducing theprice of the product, engage in rigorous advertisements, and practice demonstrations to show the value of the new product. Accordingly, youths are the most targeted clientele because of the technicalities required in operating the smartphone. For this reason, marketing campaign should encourage the advertising of this digital device in colleges and other urban centers to attract more customers. MARKETING ANALYSIS Marketing analysis involves exploration of thetarget market, review of SWOT analysis as well as adescription of the product. In this section, there is theapprehension of benefits that the product offers to the customers. There is theidentification of all threats, strengths, weaknesses, and opportunities that surround the performance of Lenovo Product. Marketing analysis will show the directions that management should consider while marketing the product. Description of the Product LENOVO MOTO 7 Smartphones have been in demand in the market, and most of theproducers are innovating methods to manufacture quality cell phones. For this reason, Lenovo Moto faces stiff competition from other Samsung products like J7 and Moto G4 (In Grant, 2014). Regulation of prices is the first aspect that affects the sale of this smartphone in the global market. Some companies sell their products with zero profit line, which influence the sale of other products. Managers focus on using the market campaign to give consumers full HD display, latest software as well as afingerprint sensor to enhance security (Lopez, 2016). Also, the company aims to providean excellent product with significant external and internal memories and RAM of 2GB to 4GB. All these features will depend on the specification of the customers. Target Market Currently, Lenovo Moto has a specific target market in the globe. From the research, the company targets to sell the product in urban centers. Usually, towns and cities have people with progressed brand awareness, highly educated and contain people aged below 45 years (Smith, 2015). In addition, the company also intends to sell the product in developed rural areas because it is likely that customers in those places have increased brand awareness. Finally, the company targets the middle class people who use smart phones for various reasons. SWOT Analysis SWOT analysis chart shown below reflects all the strengths, weaknesses, opportunities, and threats related to theproduction of Lenovo Moto. Environmental factors like population composition of of a chosen country, technological changes and LENOVO MOTO 8 political environment influence the performance of the Lenovo Company. However, high competition is one of the factors that reduce the sale of Lenovo Moto product. Strengths Political influence Availability of funds Experience in the market Efficient leadership Weaknesses Technical aspect of the project High cost of the project Adverse impacts in the environment Shortage of qualified employees Opportunities Threats Improvement of the economy Environmental short-comings Enhances security Inadequate time Improves public relation Resistance to change Value Position Statement Lenovo Moto has both emotional and psychological benefit. The users of this smartphone enjoy the internet access. Learners are the benefiting group because they canlearn using the smartphone. Its bright color and unique design make the users proud while using the smartphone. COMMUNICATION STRATEGY PLAN Communication strategy plan is vital for the efficient campaign plan. The company may use traditional media to reach people at the local level. In this case, such media houses will be able to communicate the description of Moto smartphone to people in local languages. The information relating to this product will also be available on websites and other social sites to attract people that cannot access media reports. Direct LENOVO MOTO 9 marketing will also help in the demonstration of features of this product (Feng & Elfring, 2004). Finally, the company should relate to the public in a way that improves sales volume of the product. Traditional media The marketing campaign aims at using traditional media to reach people who cannot understand international languages. Initially, the product reached few people who could understand the description of the product. The company will cooperate with all traditional media in every country to increase demand of Lenovo Moto. Use of internet services Most of the customers use theInternet to access the information relating to Lenovo Moto. In this regard, the company will have to provide the information on websites and other social sites. Also, this type of advertisement will help in providing information to people who cannot access other forms of media (Publishing, 2014). Facebook and LinkedIn are some of the internet platforms that the company can use to advertise Lenovo Moto. It should be mentioned that Lenovo's targets a market that is likely to be made up of avid users of the internet. A significant benefit of using the latter as a communication method is the possibility of collecting data from the market in an effective and efficient way. For example, the company can determine the number of visits that its website receives on a real-time basis. It is also possible for the firm to collect other less obvious types of market data, including health of its brand in different regions, market demographics, and the effectiveness of marketing campaigns that are conducted through alternative channels. Thus, Lenovo will utilize various marketing and communication LENOVO MOTO 10 avenues that are afforded by the medium. The first one is the search engine optimization; for example, it will be imperative for Lenovo to use key words in the design of its websites. In this instance, the company will have to gain knowledge of the syntax of various languages as search engines have different popularities in diverse global regions. The expected result of this process is the development of websites that will correspond to the terms used when a user searches for them on popular search engines. For example, typing \"ThinkPad\" into Google or Bing should have a list of Lenovo's websites on the very first page of results. These keywords should be dynamic as their use changes over time. The second way that the internet will be of use to Lenovo is through social media websites which include Facebook, Twitter, YouTube, and others. It is imperative that Lenovo chooses each platform carefully as popularity and approach of use vary greatly with demographics and region. Moreover, studies have found that companies fail at creating relationships with their customers when using social media as a marketing tool[Hel11]. Lenovo can overcome this shortcoming by being creative in communicating with its social media customers and linking the strategy to other functions, including television and the radio. Direct Marketing Direct marketing is the best method to convince customers in the market. It involves sending asalesperson to demonstrate the features of the product. In this type of marketing, customers will be able to ask questions and get immediate feedback. It will be possible to display the advantages of this product to the consumers (Publishing, 2014). As a result, clients will make instant decisions depending on the features of the product. LENOVO MOTO 11 Sale promotion Lenovo Company will apply sale promotion as a technique to lure more customers. In this case, management can decide to provide discounts or provision of other items when a customer purchases the product. Moreover, the strategy can be used for communicating with its customers. When using this approach, the company deliberately reduces the price of some of its products with the aim of attracting interest. The method is particularly effective when matched with other communication strategies, such as social media marketing. For example, Lenovo could reduce the price of some of its smartphones for those customers who are members of the company's Facebook page and Twitter handle. The expected result is to increase membership on these platforms, which is useful in other ways, such as the collection of market data at a future date. Therefore, it is critical that Lenovo links its communication channels so as to reap maximum benefits. Public relation Public relations are those efforts that a company makes so that it creates mutually beneficial relationships with the target market[Pub16]. The company can also use thepublic relation to increasing the sales volume. It will maintain the public image of the organization. It should hint on both the positive and adverse effects of using the product (Publishing, 2014). People will purchase most of the products from Lenovo depending on its public image. Another way is sponsoring key events in the technology industry. The company enters into an agreement with the event holders whereby it is allowed to display its products during the function. However, Lenovo's sponsorship should not be limited to technology-related events because there exist other opportunities elsewhere. For example, LENOVO MOTO 12 the company could provide equipment for sporting events in exchange of display space in the playfield. CONCLUSION In retrospect, Lenovo Company has the capability of producing quality digital products. Since the acquisition of Motorola Company, it shows efficiency regarding management. Moto is the latest version of the smartphone that dominates the market. The marketing campaign strategy aims at improving the sale volume in a selected country. For instance, as one of the companies in India, it utilizes the resources of India like qualified employees to produce quality products. Also, low cost of production makes it set standard pricedfor goods that make items compete fairly in the market. However, some challenges that reduce theefficiency of this company include thehigh cost of capital, completion from other developed industries and shortage of skilled workers. LENOVO MOTO 13 References BusinessNews Publishing. (2014). Summary: The Lenovo affair - Ling Zhijun:summary: The Growth of China's Computer Giant and Its Takeover of IBM-PC. New York,Must Read Summaries. Ellwood, I. (2014). The Economist: Marketing for growth: The role of marketers in driving revenues and profits. New York,Profile Books. Feng, S., & Elfring, J. (2004). The Legend behind Lenovo: The Chinese IT Company that dares to success. Hong Kong, Asia 2000. Lopez, N. (2016, June 9). Lenovo announces the Moto Z and Moto Z Force, its take on modular smartphones. The Next Web. Retrieved from http://thenextweb.com/gadgets/2016/06/09/lenovo-just-introduced-first-realflexible-display-phone/#gref Smith, M. (2015, March 20). Lenovo CEO shows off abriefcase full of Moto 360 smartwatches, secrets. Engadget. Retrieved from https://www.engadget.com/2015/03/20/lenovo-ceo-moto-360-sequel/ St. James Press. (2014). International directory of company histories: Volume 153. New York, Cengage Gale. Qiao, G., & Conyers, Y. (2014). The Lenovo way: Managing a diverse global company for optimal performance.New York, McGraw-Hill Professional