Lenovo-Building a Global Brand

Sarita RanasinghSnehashreeMitesh Sahu

Vineet KumarParikshit Gupta

Smriti

The Proceedings

• Demand For Computers• Concepts Used By “LENOVO”• Un-branding IBM’s Thinkpad and

Thinkcentre.• Positioning Brand “LENOVO”.• Market Segmentation.• Tackling with Competition .• Pricing Strategy.• Profitability.

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Demand for computers

•Stage of development•I.T literacy•Advanced technology•Internet connectivity

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Comp. Literacy::Literacy of a Country

Marketing concept

oTarget marketoNeedso Integrated marketingoProfitability

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Societal marketing concept

• Introduction of energy star 4.0• More energy efficient and less

carbon dioxide emission• Energy star 4.0 deliver as much as

15% savings in annual electricity cost

• Less thermal stress and last longer

Un-branding

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Branding LENOVO

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Services

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Extension of the Maturity Phase

• More innovative and new products and services are required to be in the markets.

• IBM missed the bus here.

• Lenovo is “CATCHING UP” from where IBM was left out.

Evolution

Segmentation

• Segment Marketing• LENOVO for HOME : Y series• LENOVO INNOVATION : 3000 series• LENOVO BUSINESS TOOLS : Thinkpad

• Local Marketing• LENOVO provides telephonic customer support in

15 languages.• LENOVO provides chat customer support in 15

languages.

• Geographic Segmentation– Executive Headquarters: N.Y– Principal Operation: Beijing, Singapore.– Sales Headquarters: Beijing, Singapore, N.Y,

Paris.– Manufacturing Centers: China, India.

• Relative Marketing– Partners : IBM, Microsoft, Symantec, Intel.– Collaborators : Siebel, Utmaco, Vodafone,

CISCO.

• Mega marketing:– NBA

• Lenovo: Official PC Partner of the NBA. Beginning the 2006-07 season, the NBA is utilizing Lenovo PCs across all 29 NBA arenas to support 1,300 games played during the regular season and playoffs.

– Olympic Partnership

A worldwide partner for the 2008 Beijing Olympic Games and “Global Torch Relay.”

MAX

MAX MIN

MKT

GROWTH

MINRELATIVE MARKET

SHARE

Competitor Analysis

Who are the companies??

Analyzing Competition

• Market share(Lenovo is third after Dell and HP)

• Heart Share(Dell is on the TOP, THINK PAD has still a lot of it)

• Mind Share(THINKPAD IS THINKPAD)

Competition Strategies

• Flank Attack– Attacking Dell at the point at which Dell

won the Battle last time i.e. CRM and Customer Support.

– Building CRM by providing training , consulting etc.

• Value Priced Goods– High Cost = High Quality machines is true

indeed.– Now Lenovo is Providing Low Cost ,Good

quality stuff.

Niche Marketing

• SECURITY

• WIRELESS CONNECTIVITY

• R&D (Collaboration with MIT in the US and IIT’s in India)

Pricing

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Pricing Today

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THE ANSWER IS “NO”- GUESS WHAT?

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There is more BAD NEWS For Competitors.

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DOING WHAT IBM SHOULD HAVE DONE IN THE 1st PLACE!!!!

• The Product Mix now looks more powerful than before.

• They are doing what IBM did not do.

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Thanks For Being Patient!!!!!

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