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中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 1—— www.zte.com.cn —— Skate Series In pursuit of Passion.

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Presentation on theme: "中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 1—— www.zte.com.cn —— Skate Series In pursuit of Passion."— Presentation transcript:

1 中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 1—— —— Skate Series In pursuit of Passion

2 ZTE Terminal Branding Strategy

3 内部公开 ▲ Theme1 Theme2 Theme3 Theme4 中文标题 字体 : 黑体 字号: 32pt 色彩:蓝色 中文副标题 字体:华文细黑 字号: 28pt 色彩:黑色 子目录 (2-5 级 ) 字体:华文细黑 字号: 24-18pt 色彩:黑色 ZTE Corporation is a publicly-listed global provider of telecommunications equipment and network solutions operating in more than 150 countries. No. 1 mobile phone manufacturer in China. 5th largest mobile phone manufacturer in the world. ODM-OEM for big brands like T-mobile , Vodafone, Telenor, etc. Brief Overview Contribute to EU Community

4 内部公开 ▲ Theme1 Theme2 Theme3 Theme4 中文标题 字体 : 黑体 字号: 32pt 色彩:蓝色 中文副标题 字体:华文细黑 字号: 28pt 色彩:黑色 子目录 (2-5 级 ) 字体:华文细黑 字号: 24-18pt 色彩:黑色 Brand Attributes of ZTE for retail customers: Innovative, Reliable, High Quality Top five mobile phone manufacturers in the world (IDC & Gartner) Brand Attributes for ZTE’s smart terminals: Young, innovative, affordable, high quality Brand Attribution

5 秘密 ▲ Innovation Reliable Affordable Innovation (World leading technology, Outstanding Design) Simple & Chic in Design, Practical & Convenient for Usage Consumers Worldwide with appreciation of experience Not the first invention, but the first affordable top technology for the mass Popularizer of Advanced Technology – ZTE For All WHAT? - ZTE Brand Pyramid WHAT 5 Who is ZTE? Why is ZTE?

6 秘密 ▲ Overall Goal Awareness of Smart Terminal become Top.5 worldwide and NO.1 China within three years “Light your smart world” B-B : Joint promotion with industry and operators to raise industry influence. B-C : To forge smart terminal flagship products with Blade & Skate taking the lead H Blade/Light Tab H Skate Brand Positioning the Popularizer of Advanced Technology Slogan Main Region US, Europe, China, Brazil Integrated Brand Positioning and Strategic Goal of ZTE Handset

7 秘密 ▲ HOW: Build New Brand Image via Smart Terminals Target: shipment to reach 12 million in 2012; to become the Top-Five smart terminal brand with 3-5 years Strategy: After the Smart Terminal Strategy announced, take the differentiation image as “the popularizer of advanced technology” Strategy Markets: China, US, Europe and Brazil In MWC2011, ZTE announced the Smart Terminal Strategy ; In Beijing on April 26 th, ZTE released the strategy structure and plan.

8 秘密 ▲ 中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 8—— —— Windows Phone, Key Differentiation and Strategic Drive Multiple Chipset Platforms for Android NFC, Supporting Mobile Payment Trends User Experience improved via Mifavor UI, rich 3rd apps and latest software & service 4 key directions in practice

9 秘密 ▲ 中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 9—— —— MimosaBladeSkate Design language Nature at easeIn pursuit of PassionSharp elegance

10 秘密 ▲ 中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 10—— —— Ease the operation of commonly used modules, such as Contacts, Message, Alarm, etc. Add or reinforce important functions, such as File manager, Stop watch, World time, FM, Note Pad, Task manager. UI Solution for Android Phone Philosophy--- Intuitive, Personal and Amazing

11 秘密 ▲ 中文标题 字体 : 黑体 字号: 35-47pt 色彩:主题蓝色 中文副标题 字体:华文细黑 字号: 24-28pt 色彩:反白 11—— —— Eco design Philosophy Nature, Simple , Delicacy Show product self, limited decorating for package Nature material, less craft or process; less printing ink More duty for environmental protection Highlight the quality of the design Dimension: 13.5*7.6*8.3 Only 60g, half of general package Material: 350g uncoated paper + 112gflute + 126g yellow Kraft paper ; All recycle !

12 秘密 ▲ Beijing Malaysia Indonesia Mexico Brazil UK France Vietnam Finland Sweden Japan SpainHungary Hero Product Strategy Blade, Light, Skate PR : Interviews by Japanese media and web promotions of Light Press Conference : Press conference of Blade in Mexico Print ads : Famous magazine ads in Indonesia to promote Light SNS : SNS activities after Spain Masters Co-marketing : Cooperation with Malaysian operators to promote Light Entertainment Marketing : Tennis star in Spain Masters Net Forum : Light net forums in Indonesia TV ads : Special TV ads of Light in East Europe Channel Marketing : Offline activities in Brazil Awards : Editors’ choice of Best Smartphone and Best Value Smartphone etc by GTB\PC magzine\connect\XDA

13 Thank you !


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