Home>News Center>China
       
 

Lenovo turns to Olympics to boost profile
(China Daily)
Updated: 2006-02-17 08:43

TURIN, Italy: The Lenovo Internet cafe in the Olympic Village seems to be a marketer's dream. The Lenovo name is splashed on the wall, and each of the 34 work stations have athletes and trainers from Australia to Sweden tapping out e-mails to friends and family.

Yet the users have little idea about the sponsor.

"No, no clue. Maybe it's an Internet provider?" said Andy Huppi, a massage therapist for the Canadian men's ice hockey team. "They let us in, and we use the computers."

Athletes are not the only ones hoping the Olympics will bring them worldwide fame.

Lenovo Group Ltd is one of world's largest computer makers, which acquired IBM's personal computer business, but it's a household name mainly in China. However, it is banking on an expensive Olympic sponsorship to help it become a worldwide brand.

"We're using the Torino Games to establish ourselves as a global player," said Deepak Advani, Lenovo's chief marketing officer.

Lenovo is launching an ad campaign with three 30-second spots to air on NBC, the network showing the Winter Games in the United States. It has endorsement deals with 11 Olympic athletes from China, Europe and the United States. And NBC's Olympics crew is leasing 1,000 Lenovo notebook and desktop computers, giving Lenovo more chances to get its brand on TV.

As China's first and only global sponsor of the Olympics, Lenovo is joining such well-known multinationals as Coca-Cola and McDonalds and is trying to follow the Olympic marketing path blazed by other well-known Asian brands such as Panasonic and Samsung.

Lenovo and the International Olympic Committee refuse to disclose how much the company's sponsorship cost, but analysts estimate it paid US$80 million to US$100 million in cash and services for the three-year cycle that covers the Turin competition and the 2008 Summer Games in Beijing.

The deal gives Lenovo the right to affix the Olympic logo of five interlocking rings on products and advertising worldwide. In return, Lenovo provided thousands of servers, computers and monitors for the Turin venues and other facilities. It set up seven Internet cafes like the one in the Olympic Village and has had about 100 engineers on site, some of them living in Turin for nearly two years.

The blitz is Lenovo's biggest marketing foray since it made headlines 15 months ago with the US$1.75 billion purchase of IBM's PC operation. The acquisition is China's largest to date of a US business and a bold move for a company founded 22 years ago as a commercial offshoot of a government research institute.

In a sign of its global ambitions, Lenovo moved its headquarters from Beijing to the New York City suburb of Purchase last year.

The adjustment has not been wholly smooth. Cultural barriers between the Chinese employees and IBM holdovers, different work styles and a 12-hour time difference between Beijing and New York have complicated integration, employees said.

"In the past, we could leave the office at 6 o'clock. Now we have dinner, and by seven the conference calls start coming," said Alice Li, the Beijing-based head of marketing and communications. "More and more we're figuring out how to adapt and change to being an international company."

Lenovo has won positive reviews for updating the style and technology of IBM's well-regarded ThinkPad notebook computer. Moreover, new product launches are planned, including a data-backup system to guard against viruses, Advani said.

(China Daily 02/17/2006 page2)



15 killed in carbon monoxide poisoning
China to pursue energy-efficient constructions
Death of Chinese engineers in Pakistan mourned
  Today's Top News     Top China News
 

No plan to evacuate Chinese from Pakistan

 

   
 

Bernanke says China's might no threat

 

   
 

France accuses Iran of making nuclear arms

 

   
 

AmCham: US firms thriving in China

 

   
 

Energy standards set for buildings

 

   
 

Fifteen die from carbon monoxide poisoning

 

   
  AmCham: US firms thriving in China
   
  Energy standards set for buildings
   
  Gov't to audit Three Gorges dam project
   
  Social enterprises to play bigger role
   
  Lenovo turns to Olympics to boost profile
   
  Overseas firms boost number of trade unions
   
 
  Go to Another Section  
 
 
  Story Tools  
   
Manufacturers, Exporters, Wholesalers - Global trade starts here.
Advertisement
         
主站蜘蛛池模板: 看免费毛片天天看| 四个美女大学被十七个txt| 国产制服丝袜在线观看| 午夜精品福利视频| 亚洲成a人片在线观看中文!!!| 久久精品国产亚洲夜色AV网站| 三级韩国床戏3小时合集| 99re国产视频| 超清中文乱码字幕在线观看| 看**一级**多毛片| 最新国产精品精品视频| 日本黄页网站免费大全| 清纯女神被老头耸动| 男人桶女人30分钟完整试看| 看一级毛片免费观看视频| 浪货一天不做就难受呀| 日韩欧美一区二区三区在线| 女人18片毛片60分钟| 国产欧美色一区二区三区| 国产精品三级视频| 午夜精品不卡电影在线观看| 亚洲伊人久久大香线蕉在观| 丁香六月婷婷精品免费观看| 日本片免费观看一区二区| 福利视频导航网| 日韩中文字幕在线免费观看| 夜夜精品无码一区二区三区| 国产做无码视频在线观看浪潮| 亚洲欧美另类视频| 中文字幕一精品亚洲无线一区| 亚洲香蕉久久一区二区三区四区| 稚嫩进出嗯啊湿透公交车漫画| 日韩精品专区在线影院重磅| 在线中文字幕有码中文| 四虎亚洲国产成人久久精品| 亚洲AV无码精品色午夜果冻不卡| jizz老师喷水| 色cccwww在线播放| 日韩精品欧美国产精品亚| 国产视频福利在线| 免费人成网站7777视频|