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Joybook S42 SeriesMarketing Communication Kit
Joybook S42 SeriesMarketing Communication Kit
Rita ChenRita ChenIMC, BQPIMC, BQP
Aug. 2008Aug. 2008
Rita ChenRita ChenIMC, BQPIMC, BQP
Aug. 2008Aug. 2008
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
• Value Proposition• Product Briefing
-ID Outlook-Target Audience & Product Positioning-Selling Points
• Marketing Communication Strategy • Marketing Communication Material Kit• Campaign Gift Suggestions• Appendix
-Marketing Specification-S42 vs. S41-Competitor Comparison-IIP & MDA
Agenda
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
S42 Value Proposition
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
1. 8ms UltraVivid LED display2. Intel® Centrino® 2 processor technology3. nVIDIA GeForce 9600M GT discrete graphics4. Hybrid power management function5. SRS TruSurround XT technology6. HDMI output7. 2.0 mega-pixel webcam
1. 8ms UltraVivid LED display2. Intel® Centrino® 2 processor technology3. nVIDIA GeForce 9600M GT discrete graphics4. Hybrid power management function5. SRS TruSurround XT technology6. HDMI output7. 2.0 mega-pixel webcam
2008 Joybook Value Proposition & S42
Up-to-date TechnologyUp-to-date Technology
With perfect fusion of aesthetics and With perfect fusion of aesthetics and technology, BenQ Joybook provides you technology, BenQ Joybook provides you
incredible digital life experienceincredible digital life experience
Stylish DesignStylish Design
1. Victorian Style LCM cover2. Elegant hair-line brushed
aluminum palm rest3. Decorative silver strip with
diamond cut logo
Sensory EnjoymentSensory Enjoyment
Joybook S42Joybook S42Joybook S42Joybook S42
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Joybook Brand Claim Summary
Better See Hear Touch(Sensory Refinement)
Better See Hear Touch(Sensory Refinement)
We see people’s need for a more
joyful and productive
experience in using NB.
• Supported by Consistent Key Features of Hero Models - See (Display/Video Enjoyment) - Hear (Audio Enjoyment) - Touch (Ergonomic design / Touch & feel quality)
• BenQ ID design & Multimedia Enjoyment - ID story - QMedia Application
• Better See Hear Touch without Compromise in: - Product Design - Reliability and Quality Promise - Service Promise
Sensound Sensight Senstouch
Sensory Refinement Claim
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Joybook Product Segmentation
Commuter betweenCompany & home
FrequentTraveler
Occasionalmover
Mobility
Performance
Gaming
VideoEditing
MultimediaPlayback
DocumentEditing
InternetBrowsing
•Smooth 3D game•Smooth HD video playback•Link video/audio to home
theater•Smooth HD video editing
•Smooth 3D CAD•High speed processing for
big database •Smooth HD video editing
•Smooth 3D CAD•Good quality wireless
Communication•Smooth HD video editing•Good quality VOIP/video
conference•Security for data
•DVD playback w/ above average brightness/color
performance•OK 3D game performancew/ above average response
time display
•Above average display for document processing•Above average robust
•Above average appearance design
•Good quality VOIP/video conference
•Good quality wireless communication
•Fancy appearance design
MultimediaP5/R5 Series
ProfessionalS4 Series
Home BasicA5 Series
SOHOR4/Q4 Series
MobileS3 Series
Thin & LightX3 Series
S42S42
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
CPU
MKT Segment
MKT Name
1 2 3 4 5 7 > 7
NamePanel Size
<12.1"W
12.1"W 13.3"W 14.1"W 15.4"W 17"W > 17"W
Intel
HHome Media Center
A All-in-one A5
RRegular Portable
R4 R5
S Slim S3 S4
Q 2nd Display Q4
XExtremely Portable
X3
C China Models C4
AMD
M Multimedia
DDesktop Replacement
P Portable P4 P5
T Thin & Light T3
U Ultra Portable
Joybook Marketing Name Definition
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
S42 Product Briefing
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
BenQ Joybook S42
A Splendid Feast for the Eyes Design CommunicationLifestyle Design Center
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Work Play
Designed for Young Professionals Who Value Both Work and Play
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
S42 Defines a New Noble Class S42 Defines a New Noble Class with Glamorous Visual Enjoyment with Glamorous Visual Enjoyment
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Amazing high-performance graphics produces dazzling visual effects and optimizes power consumption by BenQ innovative hybrid power management function.
“Green” Incredible Visuals
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Backgrounds from medieval Europe
complete with the resplendent decorations of the period best shown by the premium graphic
card.
The Classic, Grandiose Style of Nobility
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
The designers chose vines, an essential element in the display of elegancefor their Victorian-inspired motifwhich was placed on the top of the S42 with high-precision LCM processing
Victorian Print Laminated Color Metal A New Noble Style with a High-Tech Edge
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
The vine print – oblique and apparent at the same time – creates a sublime effect without being cliché
Viewing the laptop carefully under the lightone begins to notice the richness and depth of the pattern on the metal
Not only a hidden visual delightbut also echoes the mix-and-match trend of classical modern.
Elaborate Noble Pattern Elaborate Noble Pattern ReinterpretedReinterpretedin Modern Sophisticationin Modern Sophistication
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
BenQ Joybook S42
A Splendid Feast for the Eyes
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Target Audience
• Profile:– Mainly male, between 25-40 years old– Working class with medium ~high income– Financial independent & purchasing decision maker
• Insights:– Pursue urbanity, taste and fashion lifestyle– Not really proficient in technology product, but are fast
tracker of new 3C products– Desire a good-looking notebook with good features at
high C/P value– Needs of mobility and balance between work and play
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
A Visual Feast Begins!A Visual Feast Begins!
For customers who need mobility and desire balance in life, the Joybook S42 offers stylish outlook and astonishing graphic performance that make them Lookin’ Great in work and play.
Product Positioning
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
1. Touch & Feel: Exquisite Industrial Design• Classic Victorian style with a blue vine pattern on the cover spread by
Laminated Color Metal Coating technology• Stylish silver bar and diamond-cut logo• Hairline finish aluminum palm rest
2. Ultimate Visual Experience• NVIDIA® GeForce® 9600M GT graphics processing unit• 14.1”W LED display with 8ms response time
3. Hybrid power technology(Switch between NVIDIA® GeForce® 9600M GT discrete GPU or the original iGPU )
4. Intel® Centrino 2 Processor Technology 5. Premium Audio Performance Supported by SRS TruSurround X
T™6. HDMI output7. 2.0 mega-pixel webcam
A Visual Feast Begins!A Visual Feast Begins!
Key Features
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features - Outlook Design (1)
Pure Magnificence, Inside and Out
- Victorian Print Laminated Color Metal, creating an aristocratic flair
- Elegant metal curve
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features - Outlook Design (2)
Laminated Color Metal
A metal material combining the beauty of dazzling color and the excellent sound and durable properties of metal materials by using a high-tech technology to stick the colored film sheets onto the surface of all kinds of metal sheets, such as alloy aluminum, stainless steel sheet, cold rolled steel sheet, electro-galvanized steel sheet, hot-dip galvanized steel sheet, tinplate etc.
- A variety of color choices
- Flame/weather/abrasion/chemical & PH resistance
- Easy processing.
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features – High Graphic Performance
NVIDIA® GeForce® 9600M GT discrete graphics processing unit (discrete GPU)
Powered by NVIDIA® GeForce® 9600M GT, the S42 is your smart choice for DirectX 10 gaming and Full HD film viewing. With the contrast and grayscale in perfect balance, you can expect nothing less than a stuffer-free, life-like video playback! Brand BenQ S42(NB9P-GS)
3DMark06 score 5000-5200
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features – 14.1”W LED Back Light Display
Features:
• LED Panel• Ultra Vivid™• Fast response time: 8ms
Benefits:
• Weight reduction• Slimmer design• Mercury free & Environmental Frien
dly• Low power consumption and EMI• True-to-life colors• Detail• Clarity• High Brightness
6.36.3
WW
Logic Power Logic Power
1.1W1.1W
CCFL Power CCFL Power
3.9W3.9W
Inverter Inverter Power Power
1.3W1.3W
Logic Power Logic Power 1.0W1.0W
LED Power LED Power 3.1W3.1W
Driver IC Driver IC 0.6W0.6W
25% Power Saving!
LED LED PanelPanel
CCFL CCFL PanelPanel
4.74.7WW
Data source: AUOData source: AUO
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features – Hybrid Power Technology
Power optimization
• Power saving mode: integrated GPU
When surfing or doing simple editing, select the power saving mode to reduce power consumption.
• Performance mode: discrete GPU
While playing the hottest video games or watching a classic movie, select the performance setting to enjoy perfect visual presentation delivered by the discrete GPU, NVIDIA® GeForce® 9600M GT.
Power saving mode
Performance mode
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features – Intel® Centrino® 2 Processor Technology
Intel® Centrino® 2 Processor Technology
• Platform
- Intel® Core™2 Duo processors (Penryn 45nm)
-Mobile Intel® 45 Express Chipset- Intel® WiFi Link 5300
• Features
- Intel® Intelligent Power Capability- Intel® Advanced Smart Cache- Intel® Advanced Digital Media Boost-Full HD Video Experience-DX10 supporting- Intel® Clear Video Technology
GM45GFX 533MHz, FSB
1066/667ICH9M, ICH9M-Enhanced
GM45GFX 533MHz, FSB
1066/667ICH9M, ICH9M-Enhanced
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features – Excellent Audio Performance
SRS TruSurround XT
Enjoy the virtualization of 5.1 surround sound over two-speaker systems the S42 delivers through the SRS TruSurround XT. A high quality surround sound experience can be expected when watching DVD movies, playing hot games, the SRS TruSurround XT creates a 3D wall of sound so that you don’t need to sit directly in the middle of the seat to hear best audio effect.
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Key Features – HDMI Output
HDMI output
• All Digital = Highest Quality• Single Cable = simple and
easy to use • Supports any type of audio
and video content• Built-in system intelligence
supports automatic set up and one-touch control
• Universal connection standard and CE and PC product
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
S42 MarCom Strategy
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Objectives
• To keep communicating the classic and fashion design of Joybook to users and accumulating the consistent image of BenQ Joybook as an stylish notebook brand
• To establish the perception of Joybook as “looking great both inside and outside” through S42’s up-to-date spec and technology
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
IMC Plan Suggestion
S42 (A Visual Feast Begins.)S42 (A Visual Feast Begins.)
AD PR Event Last Mile PromotionTool
Items:-POP-Sticker-Flash-Poster-Sticker-Brochure-Flyer-Cool card
Online
Signage
Radio
IT
Fashion
Business
T-shirt
NB bag
Show girl outfit
Giveaway:-Shopping Bag
Road show-Channel-Campus
Co-op withIntel
Demo in pub& stylish mall
SalesPromotion
Co-op withmedia for
photo shooting
Pressrelease
Pressconference
Product review
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
Suggested MarCom CalendarSep OctAug
-Launch preparation-Dealer roadshow to introduce S42 to channel partners
-Product launch-Last mile decoration-AD campaign -Product review-Roadshow
-Product review-AD campaign -Last mile decoration-Roadshow-Hot sale & sales promotion
First 2-week launch market feedback from NS
2nd wave KV
Nov Dec
BenQ Confidential (Aug/2008) 2008, BenQ Corporation
S42 Marcom Material Kit
BenQ Confidential 2008, BenQ Corporation
Marketing Materials
Basic & promotional usage-Product shots & Scenario photo-Press release-S42 totem-T-shirt-Show girt outfit-Shopping bag
Printed materials-Print AD-Brochure-Postcard (cool card)
Multimedia & Online materials-Demo flash / Screen saver -Banners-Banners for official site-Minisite-S42 totem widget
Shop front display-Demo flash / Screen saver-OOH x 2-Poster-Shelf talker-Tent card-Bunting-Postcard (cool card)
Shop front display-OOH-Tent card-S42 totem sticker-Poster-Shelf talker-Bunting
Will do productio
nWill do
production
BenQ Confidential 2008, BenQ Corporation
Product Shots & Scenario Photo
BenQ Confidential 2008, BenQ Corporation
Marketing Materials -S42 Totem• Combine BenQ Joybook S42 & pattern to become
a totem which can be adopted in many ways, like decoration materials and giveaways -Eye catching & Cool-Easy to be used
BenQ Confidential 2008, BenQ Corporation
T-shirt
BenQ Confidential 2008, BenQ Corporation
Show Girl Outfit
•Pattern & wordings are printed by silk screen (serigraphy) or transfer label
•Cloth suggestion: soft, a bit shiny, with elasticity•May wear a lining underneath
BenQ Confidential 2008, BenQ Corporation
BrochureMarketing Materials
BenQ Confidential 2008, BenQ Corporation
Marketing MaterialsPrint AD
Poster
BenQ Confidential 2008, BenQ Corporation
Postcard (Cool card)
Non-IT channel of cool card
Marketing Materials
BenQ Confidential 2008, BenQ Corporation
Marketing Materials
OOH _ HorizontalSize: 1240x640
OOH _ VerticalSize: 920x2270
BenQ Confidential 2008, BenQ Corporation
Marketing Materials
Shelf Talker
Table Card
Bunting
BenQ Confidential 2008, BenQ Corporation
Marketing Materials-Minisite
BenQ Confidential 2008, BenQ Corporation
Marketing Materials-Online Banner
(Banner for official site)
BenQ Confidential 2008, BenQ Corporation
S42 Totem Widget for Download
Battery status
CPU loading
Clock
To do list
BenQ Confidential 2008, BenQ Corporation
Material Production-POSM Pack
Bunting x 1
Shelf Talker x1
Sticker x4
Poster x 1
BenQ Confidential 2008, BenQ Corporation
Giveaway Production-Shopping Bag
•The S42 carton can be put in to this bag.
BenQ Confidential 2008, BenQ Corporation
Campaign Gift Suggestions
BenQ Confidential 2008, BenQ Corporation
Shopping Bag
Gifts Suggestions
Mouse Pad
BenQ Confidential 2008, BenQ Corporation
Beige
Gifts Suggestions
BenQ Confidential 2008, BenQ Corporation
Flash Disk
Campaign Gifts Suggestions
BenQ Confidential 2008, BenQ Corporation
Appendix
BenQ Confidential 2008, BenQ Corporation
S42 Marketing SpecPlatform Intel® MontevinaCore™2 Duo processor
Screen 14.1” W WXGA TFT LCD (Glare) LED Backlight
Graphic nVIDIA GeForce 9600M GT
VRAM 256MB on board
Memory DDRII-667 512MB and above (max to 4 GB)
HDD SATA 5400 rpm 160/200/250 /320GB
ODD 24X DVD/CD-RW Combo (5.25"/ 12.7mm-H/ GBAS)8X DVD-SuperMulti (5.25"/ 12.7mm-H/ GBAS)
LAN Built-in 10/100/1000 Ethernet
WLAN Intel WLAN 802.11ABGN 512AN_MMWG 3X3 (5300)(WorldWide countries except Russia and Ukraine)Non-Intel WLAN 802.11 BG
Modem Built-in 56K/V.92 modem
BenQ Confidential 2008, BenQ Corporation
S42 Marketing Spec
Webcam 2M camera
Speakers 1.5W x 2
Built-in Mic YES
Bluetooth Built-in Rev. 2.0/ EDR (option)
I/O Port HDMI x 1 USB2.0 x 4RJ-45 x 1RJ-11 x 1VGA port x 11394x 1
DC-in jack x 1ExpressCard slot x 1Microphone in x 1Headphone-out x 14-in-1 Card Reader
OS Support LNX/ VB/ VHP/ VHB
Dimension (L x W x H)
337 x 248 x 26.6 (front) ~ 38.7 (rear) mm
Weight (kg) with Battery
2.35 kgs with 6 cell battery
Battery 6-cell Li-ion Battery, 53 Whr (4800 mAh)
BenQ Confidential 2008, BenQ Corporation
S42 vs. S41 S41 S42
CPUIntel® Core™2 Duo processor T5550/T5750/T8100
Intel® Core™2 Duo processorP8400
Display14.1” W WXGA TFT LCD (Glare) CCFL BL (1280x800), 16ms
14.1” W WXGA TFT LCD (Glare) LED BL Type (1280x800), 8ms
ChipsetIntel® GM965 GM45
ICH8M ICH9M
FSB 667/800 MHz 667/1066 MHz
RAMDDRII-667 512MB and above (max to 3.0GB)
DDRII-667 512MB and above (max to 4.0 GB)
VGA chip Nvidia Ge Force 8600M GS Nvidia GeForce 9600M GTVRAM 256M 256M
WebCAM 1.3M Pixel 2.0M Pixel
BT Built-in Rev. 2.0/ EDR (option) Built-in Rev. 2.0/ EDR (option)
WLAN
Intel WLAN 4965 AGN (WorldWide countries except Russia and Ukraine)Non-Intel WLAN 802.11 BG
Intel WLAN 802.11ABGN 512AN_MMWG 3X3 (5300)(WorldWide countries except Russia and Ukraine)Non-Intel WLAN 802.11 BG
Battery Life
2 hrs 45 min 5 hrs (UMA) / 2.5 (discrete)
BenQ Confidential 2008, BenQ Corporation
S42 Competitor Comparison
Brand ASUS ASUS Toshiba Acer HP BenQ
Model F8Va F8Vr Satellite M300 4930G-862G32M Pavilion dv4-
1018TXS42
Photo
Display
14.1in 1280 x 800 TFT LCD
14.1in 1280 x 800 TFT LCD
14.1in 1280 x 800 TFT LCD
14.1in 1280 x 800 TFT LCD
14.1in 1280 x 800 TFT LCD
14.1” W WXGA TFT LCD (Glare) LED BL Type (1280x800)
VGA ATI HD3650 ATI HD3470 ATI HD3470 NVIDIA GeForce 9300
M GS NVidia GeForce
Go 9200M GS Nvidia GeForce 9600M GT
Memory DDR2-4GB DDR2-2G (2G2) DDR2-2GB DDR2-2GB DDR2-2G DDR2-2GB
HDD 320G 250G 250G 320G 250G 320G
CPU T9400 P8600 P8600 P8600 P8600 P8600
OS VHP VHP VHP VHP VHP VHP
Weight 2.59 kgs 2.59 kgs 2.5 kgs 2.5 kgs 2.3 kgs 2.35 kgs
Dimension
335 x 245 x 34.8~37.3 mm
335 x 245 x 34.8~37.3 mm
334 x 242 x 32.7~37.5 mm
340.4 x 247 x 22.9~42.3 mm
334 x 240 x 34~40mm
337 x 248 x 26.6~38.7 mm
Others TV-Tuner Harman/Kardon spe
akers Dolby IMR ID design Hybrid power techn
ologySRS TruSurround XT
BenQ Confidential 2008, BenQ Corporation
IIP & MDAIIP Regulation for Print Media1. Logo usage - The minimum logo size is 3.18cm width and needs to be placed in up
per or lower right corner.
- Please use locked logo to fulfill the requirement of 50% of reimbursement rate.
2. Reimbursement rate: 50%3. Brand mention: Intel® Centrino® 2 Processor Technology 4. Trademark acknowledgment line- Locked logo Intel, the Intel logo, Centrino and Centrino Inside are trademarks of In
tel Corporation in the U.S. and other countries. 5. Additional Branding Elements: - Highly recognizable allowed: 0 - Non-Highly recognizable allowed: 2
MDA 2009 Tagline & Genuine translation
Tagline translation Genuine translation