Communication concept for the HiPath 1100 – Total Business by slappypappy123

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                    Communication concept for the HiPath 1100
                         – Total Business Communications
         Marcom Strategy for the HiPath 1100 in
         the MEA Markets


 Conquer market share fast in lower segment
 Position Siemens HiPath 1100 offering in the predetermined markets
 Expand existing distribution channels to capture market share fast
  through partners familiar with the market
 Focussing on Unique Selling Points
    Pro:
        Quality
        Image
        Price
        Trustworthiness
 Generate critical mass of leads necessary to achieve sales targets




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           HiPath – Total Business Communications
            Marcom Plan


 Positioning & conquering market share
    Focus: image, quality & trustworthy
    Press
    Above-the-line media
        Print campaign (ad ready for use)
 Lead generation:
    Actions based on short but good Direct Mail-campaign targeting certain
     markets (telemarketing script ready)
    POS Package:
        Besides the DM (linked to campaign)
              Posters in three languages
              Displays for brochures (plexy)




                                                                          1/4/2010 Seite 3
              Mousemats
              Sunscreens for cars


               HiPath – Total Business Communications
              Key factors for succes



   Message:
      Siemens = quality & image

   Distribution model:
      Expanding urgently # partners
      Next-door partners

   Creating critical mass of leads through the direct mail

   Budget:
      Covers creation of adwork, direct mailing (per partner), posters
       and brochures




                                                                          1/4/2010 Seite 4
      Excludes workshops,press fees, media spending (not foreseen
       by us) and eventual workshops


               HiPath – Total Business Communications
Above the line; Advert Arabic




                                          Draft version




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 HiPath – Total Business Communications
Advert English




                                          Draft version




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 HiPath – Total Business Communications
Advert French




                                          Draft version




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 HiPath – Total Business Communications
Below the Line:
Envelope for Direct Mailing in all three
languages




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 HiPath – Total Business Communications
Below the line:
Mailing in English




                                          Draft version




                                                          1/4/2010 Seite 9
 HiPath – Total Business Communications
French, but also Arabic




                                                          1/4/2010 Seite 10
                                          Draft version




 HiPath – Total Business Communications
Point of Sales Materials
Mousemats in UK/F and Arabic




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 HiPath – Total Business Communications
Posters in Arabic




                                                          1/4/2010 Seite 12
                                          Draft version




 HiPath – Total Business Communications
Posters English




                                                          1/4/2010 Seite 13
                                          Draft version




 HiPath – Total Business Communications
Posters French




                                          Draft version




                                                          1/4/2010 Seite 14
 HiPath – Total Business Communications
         Way of working



 Who is entitled?
    Every partner with a focus on HiPath 1100 in his country
    Every partner should check with his channel manager whether he is
     entitled to obtain the HiPath 1100 pack (depending of minimum
     orders)
 How to obtain support?
    A standard pack will be send in language of choice to the partner,
     quantities depending of order quantity for the HiPath 1100
    For Direct Mailing, we do the adaptation and supply the needed
     quantities, they do the dispatch
 Basis investment?




                                                                          1/4/2010 Seite 15
    Done by Siemens
    Any other investment (media, press work,…) by the partner

          HiPath – Total Business Communications
            List of what is made available



   Advert
      English, French and Arabic
   Brochures
      English, French and Arabic
   Displays for brochures
      No language
   Direct Mailing
      Letter and envelope in English, French and Arabic
   Posters (60 x 80)
      English, French and Arabic
   Mousemats
      English/French and Arabic
   Sunscreens
      English/French and Arabic
   Roll ups (tbc)




                                                           1/4/2010 Seite 16
      English, French and Arabic




              HiPath – Total Business Communications

								
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