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Informationand Communication Networks

Communication concept for the HiPath 1100 – Total Business Communications

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HiPath – 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) Mousemats Sunscreens for cars

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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 Excludes workshops,press fees, media spending (not foreseen

by us) and eventual workshops

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Above the line; Advert Arabic

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Advert English

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Advert French

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Below the Line:Envelope for Direct Mailing in all three languages

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Below the line:Mailing in English

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French, but also Arabic

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Point of Sales MaterialsMousemats in UK/F and Arabic

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Posters in Arabic

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Posters English

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Posters French

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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?

Done by Siemens Any other investment (media, press work,…) by the partner

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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) English, French and Arabic