Joybook S42 Series Marketing Communication Kit Rita Chen IMC, BQP Aug. 2008 Rita Chen IMC, BQP Aug. 2008

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


S42 Value Proposition


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


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


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


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


S42 Product Briefing


BenQ Joybook S42

A Splendid Feast for the Eyes Design CommunicationLifestyle Design Center


Work Play

Designed for Young Professionals Who Value Both Work and Play


S42 Defines a New Noble Class S42 Defines a New Noble Class with Glamorous Visual Enjoyment with Glamorous Visual Enjoyment


Amazing high-performance graphics produces dazzling visual effects and optimizes power consumption by BenQ innovative hybrid power management function.

“Green” Incredible Visuals


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



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


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 Joybook S42

A Splendid Feast for the Eyes


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


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


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


Key Features - Outlook Design (1)

Pure Magnificence, Inside and Out

- Victorian Print Laminated Color Metal, creating an aristocratic flair

- Elegant metal curve


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.


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


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


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


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


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.


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


S42 MarCom Strategy


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


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

Print

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


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


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


Product Shots & Scenario Photo


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


T-shirt


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


BrochureMarketing Materials


Marketing MaterialsPrint AD

Poster


Postcard (Cool card)

Non-IT channel of cool card

Marketing Materials


Marketing Materials

OOH _ HorizontalSize: 1240x640

OOH _ VerticalSize: 920x2270


Marketing Materials

Shelf Talker

Table Card

Bunting


Marketing Materials-Minisite


Marketing Materials-Online Banner

(Banner for official site)


S42 Totem Widget for Download

Battery status

CPU loading

Clock

To do list


Material Production-POSM Pack

Bunting x 1

Shelf Talker x1

Sticker x4

Poster x 1


Giveaway Production-Shopping Bag

•The S42 carton can be put in to this bag.


Campaign Gift Suggestions


Shopping Bag

Gifts Suggestions

Mouse Pad


Beige

Gifts Suggestions


Flash Disk

Campaign Gifts Suggestions


Appendix


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


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)


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)


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


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

Documents

Joybook S42 Series Marketing Communication Kit Rita Chen IMC, BQP Aug. 2008 Rita Chen IMC, BQP Aug. 2008