1. s
Communication concept for the HiPath – Total Business Communications

2. 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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3. 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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4. 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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5. Above the line; Advert Arabic
Draft version
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6. Advert English
Draft version
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7. Advert French
Draft version
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8. Below the Line: Envelope for Direct Mailing in all three languages
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9. Below the line: Mailing in English
Draft version
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10. French, but also Arabic
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Draft version

11. Point of Sales Materials Mousemats in UK/F and Arabic
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12. Posters in Arabic
Draft version
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13. Posters English
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Draft version

14. Posters French
Draft version
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15. 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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16. List of what is made available
Advert
English, French and Arabic
Brochures
Displays for brochures
No language
Direct Mailing
Letter and envelope in English, French and Arabic
Posters (60 x 80)
Mousemats
English/French and Arabic
Sunscreens
Roll ups (tbc)
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