Lenovo Laptop-Promotional Strategy Essay

1. PERVASIVENESS Advertising permits the seller to repeat a core many a(prenominal) condemnations. It also al scummys the buyer to compargon gists of assorted competitors. Large surmount advertising says fewthing positive ab by the seller size, power and success.2. AMPLIFIED EXPRESSIVENESS Advertising provides opportunities for dramatizing the attach to and its reapings by the artful print sound color.ADVERTISING CAN BE USED TO BUILD UP A LONG TERM figure FOR A PRODUCTPROMOTIONThe onward motion mix inside the grocerying mix includes advertising, gross revenue enhancement progression and personal selling. Product promotion means making the harvest-festival popular among the consumers and raising its sales by dint of suitable measures the basic intention is to widen the scope of grocery placeing.sales promotion means the promotional activities other(prenominal) than personal salesmanship, advertising and publicity which stimulate consumer purchasing and dealer pot ence through with(predicate) displays, exhibitions, demonstrations, bountiful samples, discount rates, premium etc. it is plus ingredient in selling mix it act as bridge link in between advertising and personal salesmanship. It acts as a supporting facility to advertising and personal selling.FEATURES OF gross revenue PROMOTION1. SALES PROMOTION ACTS AS A TOOL IN MARKETING TO LUBRICATE MARKETING EFFORTS.2. IT IS NECESSARY IN PRESENT COMPETITIVE WORLD AND CONSUMER ORIENTED MARKETING3. IT SUPPORTS ADVERTISING AND PERSONAL SELLING.4. IT AMIS stimulating CONSUMER PURCHASING AT POINT OF SALE.5. IT PROVIDES MORE SALES AND PROFITS TO PRODUCERS AND DEALERSNEED OF SALES PROMOTION1. FOR UNLOADING ACCUMULATED INVENTORY.2. FOR INTRODUCING NEW PRODUCTS.3. FOR OVERCOMING SEASONAL SLUMPS.4. FOR SUPPORTING ADVERTISING CAMPAIGN.5. FOR acquire NEW ACCOUNTS.5. FOR SUPPORTING AND SUPPLEMENTING SALESMAN EFFORTS.OBJECTIVES OF SALES PROMOTION1. TO acquire VOLUME OF SALES OF PRODUCT.2. TO RAISE BUY ING RESPONSE AND POTENTIAL CONSUMERS.THREE MARKETING PROMOTION STRATEGYA draw YOUR VP-up stands for esteem proposition and it is critical to define what unique value you sack bring to your customer. The three items that you should not define as your up.1 low price-if your solely distinguishableiator is price, customer is in tough time. Price is likely the worst focussing to attempt to differentiate your caller-out. Making low present your up is a mistake.2. Quality harvest-times-they are not differentiator, they are an expectation.3. inspection and repair-good service is an expectation, not vp.good service is not simply a unique musical mode you differentiate your business these twenty-four hourss. Up need to focus on a unique way you do business, it cigaret be way your education is packaged, a guarantee that no one else offers, or the way your intersection can transform plenty.Once you defined your value proposition, you must underwrite that this message comes acr oss assoilly to your customers and prospects. An easy way to develop a business drop behind overseas telegram based on your up and parcels this tag in all your customers communications.B MATCH THE MESSAGE TO THE CUSTOMER- the more you get laid and are able to define your various(a) buyer personas, the more you leave be able to communicatetightly focussed and powerful message that is relevant to particular customer.C GIVE SOMETHING FOR NOTHING- this means to build charge by giving away something for nothing. Before you attempt to sell. You must pull in trust they want information. When they surf the earnings they need information. The trust can be piddled all over time by consistently sho temptg customer the knowledge, expertise and valuesSTART OF LENOVO expect through Entrepreneurship tells not vindicatory the story of Lenovos corporate social investments, solely the communitys own history. In 1984, 11 comput optioner scientists in Beijing, mainland China had a vision to wee-wee a party that would bring the advantages of information technology to the Chinese people. With a labialize $25,000 USD in seed money and the determination to turn their research into made products, this aggroup opened their business in a loaned space a small, one-story bungalow in Beijing.Today, Lenovo is encouraging people around the world to define an impact. As Lenovos technology encourages bridge the physical gap among different parts of the world, the societys goal is to do the equivalent through its social investments.Given Lenovos history and the nature of its business, the federation focuses on boostering people around the world transform their lives and their communities. To do this, Lenovo supports organizations that encourage business development and social entrepreneurship. Through microfinance institutions such as luck International, Lenovo is helping provide crucial loans to help disadvantaged people in countries such as Africa, Asia, Latin Amer ica and Eastern Europe.HISTORY OF LENOVOThe sideline is a brief history of Lenovo- 2000 Legend mete outs peak at HK$14.75 on March 6. 2001 dingle takes the largest share of the worldwide PC market for the outset time. Legend sales r separately a peak of HK$27.2 billion in the fiscal form ended March 2001 and decline to HK$23.2 billion in the most re cent fiscal yr ended March 2004. 2003 The beau monde changes disgrace pass water to Lenovo from Legend to avoid infringement of overseas snitchs. The play along says it is preparing for expansion outside China, which has overtaken Japan to become the worlds routine-largest PC market. The US remains the worlds largest PC market. 2004 The Company changes its name to Lenovo collection. Time Warner Inc, the worlds largest media company, on January 7 exits a US$50 million Internet venture in China with Lenovo. China accounts for 99 portion of Lenovos sales in fiscal course ended March 2004 and 98 percentage in the front 12-mo nth period. Lenovos beginning-quarter PC shipment growth in China lags rivals such as Dell, according to market researcher IDC Corp. Lenovo has a 10.9 percent share of the Asian market excluding Japan, compared with 7.3 percent for Dell. Lenovos Asian shipments chuck out 19 percent, compared with 52 percent for Dell. Lenovos sales of services and hand-held electronics grow the alacritous of all its products in the most recent two fiscal years, each at an average rate that roughly quadruples. Computer sales rise at an average rate of 9 percent in the same period. December 3, 2004 IBM in discussions with Lenovo about the sale of its PC business, the newfangled York generation reports. December 7, 2004 Lenovo says its in talks with a major transnational company about a possible science. December 8, 2004 Lenovos barter for of IBMs personal computer business formally announced in Beijing yesterday. Acquisition expected to be hitd in the second quarter of 2005.OBJECTIVE OF LENOVO Lenovo nose-diving into rural marketChinas top PC maker, Lenovo Group Ltd, by introducing cheaper computers, is plunging head-on into the countrys rural market, where PC perceptivity is low and purchasing power is weak.Analysts verbalize the firms low-price schema pull up stakes help it strengthen itsmarket share, which is shrinking. But they are split up about the long-term profitability of the low-priced PCs.Lenovo coating week introduced a red-hot consumer PC series and an e-classroom solution aimed at users in public households and the education sector in townships.The retail prices for the newly PC models exit range from 2,999 yuan (US$361), a record low, to 5,999 Yuan (US$723).Lenovo previously focuse on PCs that cost more than 5,000 Yuan (US$602).The growth of the whole PC market is lackluster. But the township market remains largely untapped, verbalize Yang Yeaning, chief exe railsive officer of Lenovo Group Ltd.The launch of the low-price PCs is part of Lenovos strategic shift. He expects shipments of the new PC series volition scope 800,000-1 million units within a year.Beijing-based CCW Research said tapping the low-end market get out increase Lenovos market share. And so it did.Lenovo is delivering a message that it intends to mantle all market segments, from high-end to low-end, The low-price dodging puts pressure on some regional brands.Besides, operating systems are not pre-installed in the DIY market.We contribute been put in an unfair position, said Lu.If all vendors pre-installed legitimate operating systems and pay the VAT, our market share would be much(prenominal) higher.GAO estimates gross profit margins for Lenovos new series PCs result be about 8 per cent.For fiscal year 2003, Lenovos profit margins were 14.6 per cent, compared with 14.8 per cent in the last fiscal year.Edward Yu, chairwoman of research house Analysis International, predicted the profit margins will be much lower.The shipments of PCs priced at 2,999 Yuan are unlikely to reach 100,000 units. Otherwise, it will be unprofitable, Yu said.The most likely scenario is quite a few of the PCs will be available in the marketplace.The low-priced move is largely a promotion strategy.Since Lenovo is not adopting a direct-sales strategy, the firm is unlikely to save the channel cost, which usually accounts for nearly one-fifth of the price, Yu explained.Lu reaffirmed Lenovo will not follow Dells direct-sales strategy.Lenovos low-price strategy is expected to move a round of price-cutting in Chinas PC industry.Chinas No 2 PC maker, Founder Technology, will not rule out the possibility of making a similar move, said I Dongfeng, the companys managing president.Qi last week said he concord Chinas rural market promises much potential.I think a PC price tag from 2,000-3,000 Yuan (US$241-361) for the rural market is appropriate, he said.Another PC maker, Langchao, plans to launch a new PC model that will cost about 1,999 Yuan (US$241), some med ia take a leak reported.A new round of price-cutting is expected dent profit margins industry-wide. internet have been dropping payable to intense competition.Statistics, released by Analysis last week, indicate PC sales in China in the years second quarter reached 17.53 billion Yuan (US$2.11 billion), up 17.8per cent year-on-year.Shipments in the quarter totaled 2.91 million units, down 0.4 per cent compared with previous quarter, but up 39 per cent year-on-year.Lenovos market share dropped 5.6 per cent, year-on-year, during the period, Analysis said.Barcelona FCs crack soccer star Ronald de Assis Moriera of Brazil, better cognize as Ronaldinho has been named as the official representative of chinas PC giant, Lenovo, in its global promotion campaign. The two sides have signed a confidentiality reason but Lenovo declined to talk about the details, the expenses in particular.According to subgenus Chen Shaopeng, senior vice-president of Lenovo Group and president of Lenovos bi g(p)er China operation, partnering with an internationalist sport star is an all important(p) part of Lenovos global selling strategy.Lenovo hopes Ronaldinhos personal charm and influence worldwide will help Lenovos global promotion campaign and gain popularity. During the one-year promotion, Lenovo will be authorized to use Ronaldinhos personal images as fountainhead as all the brands of Barcelona FC.I believe that combination of the charm of soccer and the sci-tech of computer will bring more color and pleasure to peoples life, noted Marc Ingle, vice president of Barcelona FC.The list of the commercial value of soccer stars done by Germany-based BBDO Consulting months before shows that Ronaldinho, with 32.6 million pounds tops the rank. thrum AnalysisStrengthsStrong sale position in mainland (china) because of 90%sale from it. foodstuff leader in china as Lenovo is learning more revenue from the mainland.Low production cost.Event sponsoring.Good marketing and distribution strat egy.The PC giant forward launched a product under the ThinkPad series for the school-age child market at 7,999yuan and recently cut the price of a new PC product under the ThinkPad SL series to 3,000yuan from 5,000yuan.A market analyst says that the price of IT product is on the decline due to cost decline of parts and terminal. Besides, the low- price strategy could produce the largest raise in the pass holiday due to high price aesthesia in the period.The company has begun to boost the promotion for online buyers, in particularly the young and students, because the company could cut great cost to support its low-price strategy.With the extension of internet coverage, the booming online custom is underpinned by reduced marginal cost due to more creature comforts and increasing transparency of price for the components of IT products.The analyst believes that the campaign would bring great troubles to the domestic PC producers in the second and tierce camps, which might spa rk a new wave of merger and acquisition in China.LENOVO EXPANDS MOTORSPORTS front end TO INDYCAR SERIES FOR INDY quintet hundred WITH CURB/ ALABAMIAN/BECK TEAMLenovo Promotes Relationship with NBA by foreground the Finals on the carINDIANAPOLIS Lenovo, a star(p) computer company that creates the best-engineered PCs in the world, immediately announced a sponsorship agreement with the CURB/ Alabamian/Beck team for the crown gem persist within the Indy motorcar serial the capital of Indiana 500.The announcement attach Lenovos interest in identifying how motor sports can help train the companys goal for building brand awareness on a global scale. This coming weekend provides a significant fortune for worldwide brand exposure. Lenovo is sponsoring teams at two of the locomote worlds most prestigious races the Indianapolis 500 and the Formula 1 race in Monte Carlo, Monaco.The Lenovo Indy Car Series announcement comes during the most important time of year for the series the Indianapolis 500 weekends, when all eye are on Indianapolis for what remains the worlds largest single-day viewer sporting event. The Lenovo logo will be placed on the grim No. 98 CURB/ Alabamian/Beck ram sports Dollar/Honda/Firestone car, driven by Alex Barron, for this weekends Indianapolis 500 race. In addition, the Lenovo-sponsored AT&T Williams Formula One car a partnership announced earlier this year races this weekend at Monaco.In an innovative cross promotion, the Indy 500 sponsorship also showcases Lenovos support for the NBA and The Finals, marking the premier(prenominal) time the fusions marquee event has been promoted during an auto race. The front wings on the car will brand The Finals on ABC on June 7. Greg Odem and mike Conley Jr., expected top selections in the NBA Draft in June and both Indianapolis natives, will be on- billet in Pit Row as guests of Lenovo and driver Alex Barron.Indy Car racing is a data-intensive, computer science-intensive endeavor , highly focuse and invested in innovation and development, and highly dependent on information technology, said Tony George, Tony George, commit and CEO, Indy Racing League, the sanctioning body for the Indy Car Series. We welcome Lenovo to this community and are excited to be working with the best in the business for PC technology.The Indy Car Series has long been recognized for its technical lead, and recently strengthen its leadership track record by being the start in the automobile racing world to use 100 percent fuel-grade ethanol in Indy cars. That leadership makes the Indy Car Series an excellent partner for Lenovo, where engineering science and innovation are top priorities.Effective deployment of information technology is a key part of the CURB/ Alabamian/Beck Motor sports strategic allocation process, and these decisions help confine the teams success at the track. A Lenovo notebook computer computer PC will form an integral part of starting the Indy Car before e ach race, practice and test session. Lenovo PCs will support engineers in car research, test, development and manufacturing. They will support the drivers in their analysis and will support the management team in marketing, logistics, travel and race proviso as well as interneting, inventory, relationships with clients, sponsors and suppliers, human resources, finance and strategy.CURB/Agaganian/Beck Motor sports are a team in the Indy Racing League owned by Greg Beck, Cary Alabamian, and Mike crack. The teams car is a inglorious No. 98 Dollar/Honda/Firestone car. The team participated as Team attracter Motor sports when two Indy Car Teams joined forces to field cars for the 2006 Indianapolis 500. The first team was Beck Motor sports owned by Greg Beck which was founded in 1995. The second team R. Kent Baker Racing owned by Kent Baker which was founded in 1988. twain Baker and Beck had many years experience working with their own and various other Indy Car teams. They were jo ined by Cary Alabamian and Mike Curb of Curb Alabamian Motor sports.About the Indy Car SeriesThe Indy Car Series is the atomic number 61 open-wheel series in the U.S., competing on a challenging combination of superspeedways, short ovals, scenic road courses and temporary street circuits. In 2007 the Indy Car Series will conduct 16 events in the U.S. and one in Japan, all available worldwide through a comprehensive, long-term agreement with ABC Sports/ ESPN. A leader in motor sports technology, the Indy Car Series is the first racing series to power its Honda engines on 100 percent fuel-grade ethanol. The Indy Car Series continues to the be the fastest and most competitive racing series, attracting a diverse lineup of drivers including Marco Amoretti, Sam Cornish Jr., and Dania Patrick.OLYMPIC indorseLenovo, worldwide partner of the Olympic great mullein Relay and the exclusive computing equipment supplier for the Beijing 2008 Olympic Games, is offering limited-edition notebook P Cs inspired by the Lenovo-designed Olympic torch leading into the Beijing 2008 Olympic Games.Bid on this limited-edition Lenovo 3000 V200 notebook PC signed by Gail Emmys of the U.K. Badminton team, the last one of only three available exclusively through this auction. With the Beijing 2008 Olympic Games just one week away, heres your last chance to win this commemorative notebook PCAbout the limited-edition Lenovo 3000 V200 notebook PCLike the debase of visit on which the design is based, the notebook cover features striking swirls of silver against a pure red base color. Gails signature is prominently displayed on the cover of the notebook (signed with a black Sharpie Fine vizor Permanent marker).Due to export restrictions and policies, this product is only available for shipment within the U.K. or to the U.S.A. Bids will only be accepted from bidders with fare addresses in the U.K. or U.S.A.SpecsLenovo 3000 V Series notebooks are make to provide worry-free computing in a sty lish, media-friendly and powerful ultra man-portable widescreen.LENOVO BOOSTS ONLINE SALES THROUGH BARGAIN PROMOTIONChinas leading PC producer Lenovo Group (0992.HK LNVGY.PK), recently initiated a series of market promotion activities for low-price products in domestic online market.The PC giant earlier launched a product under the ThinkPad series for the student market at 7,999 Yuan and recently cut the price of a new PC product under the ThinkPad SL series to 3,000 Yuan from 5,000 Yuan. Besides, the low- price strategy could produce the largest effect in the summer holiday due to high price sensitivity in the period.The company has begun to boost the promotion for online buyers, in particularly the youth and students, because the company could cut great cost to support its low-price strategy.With the extension of internet coverage, the booming online consumption is underpinned by reduced marginal cost due to more conveniences and increasing transparency of price for the component s of IT products.The analyst believes that the campaign would bring great troubles to the domestic PC producers in the second and third camps, which might spark a new wave of merger and acquisition in China.Lenovo launch in IndiaReconnecting with Television AdvertisingLenovo creates promotional flexibility with Google TV Ads.How does a computer manufacturer create brand awareness in a critical newmarket? This was one of Lenovos biggest challenges side by side(p) their acquisition of IBMs Personal Computing division in 2005. IBMs ThinkPad was already a bestselling laptop product line worldwide, but the Lenovo brand was virtually unknown outside of China. The acquisition elevated Lenovo to the worlds third largest PC Company and Lenovo set out to elevate its brand awareness in the US.Gary Milner, global interactive marketing manager at Lenovo, was hard at work developing and executing the online piece of Lenovos marketing plan for this he turned to Google. We started working aggressi vely with Ad Words to stimulate direct sales, Gary said. The online rhythmic pattern showed us a clear payoff through increased traffic to our site, and we were able to quickly determine what messages and promotions customers were responding to, he recalls.As the Lenovo team became more skilled in applying these metrics to better measure and improve the success of its online marketing initiatives, the team began feeling for ways to extend their reach through other forms of media. The Google TV Ads product was intriguing because it offered the measurement and accountability of online.The Power of Sight, Sound and MotionAt the 2006 Winter Olympics, Lenovo used tv set advertising to soften brand awareness and drive sales. right away Lenovo understood the power of television but didnt have the budget to make it a permanent part of their marketing mix. We dictum right away that we got huge spikes in online traffic after that campaign, so we knew that TV was working for us. But at t he time it proved to be a very hard medium for us to work with in a scalable way, Gary remembers.When Gary and his team were introduced to the Google TV Ads platform, they were excited to see that many of the limitations that had kept them from using television more extensively were addressed. Google TV Ads digital platform allowed for easy campaign set up and management and complete flexibility across 95 networks. The fact that we could configure and run our campaigns through an online interface was really appealing. says Gary.A Variety ShowLenovos goal was to use Google TV Ads to generate interest and sales by offering viewing audience a variety of discounts and promotions. But which promotions would be most effective and generate the greatest response? Gary and his team were eager to find out. We worked with an agency to create 50 plus promotional variations of our existing ad which saved us the money and trouble of producing a whole new creative, Gary explains.This promotional strategy demanded a level of flexibility that was not available to Lenovo through the archetype TV buying process. Google did with TV what theyd done with search they put control in the hands of the advertiser. The platform gave us the ability to slow upload ad creative and change them day-by-day based on our marketing needs.With 50 different versions of our commercial we had a lot of opportunity for experimentation, says David Barbara, another member of Lenovos global interactive marketing team. Be it free shipping or a 40 percent off discount we could swap out any of our promotions as often as we wanted based on which deals we were running or which ads got the best response. The more well-provided Lenovo got with the system, the more sophisticated their experiments became.David continually adjusted the campaigns to optimize reach and CPMs (cost per kibibyte impression). We started to better understand which networks gave us the level of impressions we needed to make an impa ct.Channeling successIn some of their ads, Lenovo featured a vanity URL ExperienceLenovo.com developed exclusively for their Google TV Ads. By tracking up tick in traffic to the website, the team learned that TV Ads enabled Lenovo to reach new, qualified audiences. We found that 68 percent of the traffic to ExperienceLenovo.com was direct, meaning users were typing the URL directly into their browsers. The only way they could have gotten there was if they remembered the URL from the television spots we ran with Google, says Gary. Additionally, about 65 percent of people who created a customer account with the site during the time we were running Google TV Ads had never interacted with a Lenovo site before. This meant that Lenovo was attracting new customers.Google TV Ads worked so well for Lenovo that the team had decided to do moreof it. TV advertising has not only brought us increased brand awareness, but it has impacted our success online as well and Google put all of that wit hin our reach.The Google TV Ads platform gives us a flexible, measurable alternative to network buys, Gary said, but most importantly, it lets us control our own destiny.BRAND AMBASSADORYesterday, PC Company Lenovo, Worldwide Partner of the Olympic Torch Relay and circus tent Sponsor of the Beijing Olympic Games 2008, launched its second phase of three online auctions in India as part of a global online philanthropic countdown to the Olympic Games. exclusively as the Beijing 2008 Olympic Torch Relay travels around the world, a new Lenovo auction is beginning each week in a different country, as a countdown down to the Olympic Games. The auction features limited-edition, notebook PCs inspired by the Lenovo-designed Beijing 2008 Olympic Torch, and signed by Saif Ali caravan inn, the Bellwood star.The limited-edition notebook PC offers the Olympic fans the opportunity to bid and own a part of Olympic history, with a personal touch by Saif Ali Khan. The auction site will be closed at midnight of Friday, May 23rd, 2008. The third and net phase of auction in India will begin on July 29th, 2008.Saif Ali Khan was one of the vi Lenovo torchbearers who ran with the Lenovo-designed torch Cloud of Promise in the New Delhi leg of the Olympic Torch Relay on April 17th.The other five comprised Leander Peas (Tennis professional) Amar Babu (Managing Director, Lenovo India), S Ramadorai, Jaishankar K and Dr. Vaibhav Bagaria, the Open Nomination winner from Nagpur.The first phase of the auction, held in February, saw very encouraging response from Indians, with over a dozen bids and over thousand page views in India alone. The first notebook, Lenovo 3000 V200, was auctioned for $ 825.99Hundred percent of the proceeds from the auction will be distributed through the Lenovo Hope Fund to select philanthropies, including Right to Play.ENVIRONMENTLenovo is committed to environmental leadership in all of itsbusiness activities, from its operations to the design of its products an d use of its technology. Lenovos corporate policy on environmental affairs is supported by the companys global environmental management system, which is the key part of the companys efforts to achieve results consistent with environmental leadership and ensures the company is vigilant in protecting the environment across all of its operations worldwide.Climate ChangeIn recognition of the need for control of the greenhouse gases for which industry is responsible, Lenovo has set a voluntary intent of improving our operational carbon skill by 10% by 2012, against a baseline of 2007. This 2007 baseline will be published in our 2007/8 Sustainability Report.The Lenovo Energy CalculatorThis tool uses veridical brawn calculations from internal Lenovo testing, to determine the energy savings on our Lenovo desktops, notebooks and monitors. The energy savings are based on an estimated usage model for various configurations. Costs per Kilowatt Hour are based on 2007 US dollar calculations. Rates by country are based on 2007 information published by the United States Department of Energy. CO2 emission factors are from the US Dept. of Energys most recent data published in 2002. The tool allows you to select Customize and input your specialized cost, CO2 emission factor and usage profile. Please select the more than Info tab in the tool for more details on using these features. The Lenovo Energy Calculator provides an estimate and should only be used as a guide. Lenovo does not guarantee the savings as your companys usage mayNew Lenovo-Designed Beijing 2008 Olympic Torch Relay Components unveilBEIJINGFebruary 5, 2008 In addition to designing the Beijing 2008 Olympic Torch that will travel the world on its way to herald the comer of the Beijing 2008 Olympic Games, Lenovo has designed new torch relay components including the Lantern and topical anaesthetic City Cauldrons. The lantern houses the Olympic flame once it is lit in Olympia, Greece and safely carries the mo ther flame from city to city for the duration of the relay piece the Olympic cauldron will be lit by the days last torchbearer at each end-of-day city celebration.The design extends the Cloud of Promise design motif from the Olympic Torch to the lantern and cauldron. Lenovos designers draw their inspiration for the lantern from the traditional lanterns that once adorned the walls of ancient Chinese palaces.PROMOTIONSKAUN BANEGA CROREPATILenovo gains from promotion through Kaun Banega CrorepatiChina based maker of personal computersLenovo has said that they have achieved painful sales boost and brand awareness inIndia through their marketing initiatives.The company specially credited their sponsorship of the popular gaming show on the television featuring Amitabh Bachchan, Kaun Banega Crorepati. Senior vice PrPROMOTION IN MALL open(a) Marketing has created a unique natural process to take the new Idea Pad brand by Lenovo to hoi polloi through experiential marketing. A mall promoti on has been designed by the agency keeping in mind the brands target audience, and to interactively communicate product features.A large Idea Meter lightbulb was created similar to that of the Idea Pad brand logo, and participants were invited to take part in a contest of witty ideas. The winner would be the one with the wittiest idea, which reflected through the intensity with which the idea bulb glowed. The glow of the bulb is determined by the audiences reaction to the idea.Winners of the Idea Meter contest took mansion brand merchandise. The promotion area also doubled up as a space in which customers could test the features of the new product line and sample the product itself.The activity traveled through malls and larger retails formats of six major metros in the country Bangalore, Chennai, Delhi, Hyderabad, Collate and Mumbai. The activity kick started on 21 June 2008 and will continue till 3 August 2008.Candid Marketing was involved with conceptualizing, designing and de veloping the Idea Meter. The task was to charm customers and lead them into sampling the product and increase awareness of the new series, said an agency representative.