Finding Lenovo’s way in
“The She Century” To create a branding and service design strategy for
Lenovo to address female mobile phone market in China
Yanan Li Brunel University 2010-2011Design and Branding strategy
Structure
Aim &Objective
Introduction Brand Analysis Research Motivation
Research Question Aim & Objectives
Methodology Secondary Research Primary Research
Conclusion
Findings Branding and design Target group
Brand strategy Design Framework
Planning process
1 Introduction
New opportunity new strategy Women consumers are different
Traditional demographics are dead
Women have unprecedented buying authority Are responsible for 70% consumer purchases in China Women have unprecedented economic power Will control $ 525 billion of consumer spending till 2015
The She Century
THINDO Female Consumer Chanel Research, 2011 http://www.thindo.com/index.php
1 Introduction Lenovo Brand Analysis
NO.4 Global PC Manufacturer
Biggest in Asia-Pacific Region
Own IBM PC Business
Fortune magazine top 500 Company
Female mobile phone market share
Only 4.7%? Fig 1: Female Mobile Phone Market Share by BrandSources: Baidu research center 2010
1 Introduction Trend analysis-- Weibo Phenomena
Sina Weibo is a Chinese micro-blogging site.
It is one of the most popular sites in China
Similar market penetration with Twitter has established in the USA
Weibo has become a phenomenon which is paid close attention to brands and female consumers.
2 Aim & Objectives Key Question:How can design and branding strategy be used as strategic and competitive advantages by Lenovo, to maintain its leadership and win female consumers loyalty in the domestic mobile phone market?
Aim: To create a design and branding strategy for Lenovo to address the Chinese female mobile phone market.
Objectives: 1 To identify the current brand, design and marketing position of the Chinese mobile phone market with references to female consumers 2 To understand female consumers lifecycle and shopping behavior3 To identify how design and branding works with other female targeted brands 4 To establish branding and design approach to address female consumers 5 To formulate a systematic design and branding strategy framework for Lenovo female mobile phone to differentiate itself and gain customer loyalty.
3 Methodology Framework
• Lenovo Market Manager• Fashion and DG Best Magazine Editor • Digital Device Freelance Writer
120 Women Candidates From age15-50
4 Findings Current Brand and Design situation
Compare with other brands targeted female market Lenovo Has More products But Low market share
4 Findings
LG Emotional Branding The taste of Ice cream
Samsung Product ImaginaryA choice of women with good taste
Nokia CustomerCentered DesignMusic and High Pixels
TCL Design-driven Strategy Traditional Cheongsam Theme
Design and branding solutions
• Case studies
We Decide What is Real Beauty /Viral branding
Women are risk taking
We Understand what women want
We know You are super women/reflect new image
4 Findings
4 Findings Customer Research
Fig 2 On-line Questionnaires with 120 women candidates aged from 15-50 show the Factors that they consider when buying cell phones.
Brand Experience
Communication +Service Word of mouth Reputations
Grass root online valuationsCustomer-centered Design
Is the “Her sweat Spot”
4 Findings
56% of Women usepopular social media to find information about brands Among them: Likely to choose that brand over another
62% of them log in at least once a day 70% say a positive online brand experience makes them” more
Customer Research
Fig 3 Female Consumers online searching preference 2009-2010Source: Baidu Research Center
Online s
hopping
Beauty
and sk
incare
Litera
ture
Consumer
electr
onicsNew
s
Socia
l netw
ork
Home ware
Investm
ent
Leisu
re
Fash
ion
trave
l 0
102030405060708090
100
Web search preference
Web search preference
4 Findings Customer Research
4 Findings In-depth interviews
Make Things (appear) Simple To women High-tech Features do not work Talk to her
--Bing. W DG Best Editor
Keep her Chic Treat her as close friends Social-net working all the time-Sina Weibo
--Mang. S Fashion magazine Editor
Being different but not difficultShe’s on Weibo, you must be there She loves communicating
--Qing, R Female DG Freelance writer
Struggling with how to posit our brandAnd shed women’s new imageWhere to reach her effectively -- Anna, Ma Lenovo market manager
4 Findings Experience Design
Samsung D’light:
• The name D'light combines the words "digital" and "light",
• Digital Experiences and Interactive service.
5 Possible Brand Strategy Evaluation
5 Possible Brand Strategy Evaluation
Brand Asset Valuator
Knowledge
Esteem Different
Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
5 Possible Brand Strategy Evaluation
Brand Asset Valuator
Knowledge
Esteem Different
Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
5 Possible Brand Strategy Evaluation
Brand Asset Valuator
Knowledge
Esteem Different
Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
5 Possible Brand Strategy Evaluation
Brand Asset Valuator
Knowledge
Esteem Different
Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
5 Possible Brand Strategy Evaluation
Brand Asset Valuator
Knowledge
Esteem Different
Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
5 Conclusion --Sub-brand Strategy
Sub-brand Strategy
Viral branding
Through Sina Weibo
Emotional branding
Reflecting new image
5 Conclusion --Viral branding Through Sina Weibo
Generate ideas
Posting films
Tracking responses
Iteration process
Updating regularly
Words of mouth ads
5 Conclusion—Service Design Experiential Service Design as main brand Differentiator
5 Conclusion—Customer Journey
5 Conclusion—Service Design
5 Conclusion—Service Design
5 Conclusion—Service Design
5 Conclusion—Design strategy
5 Conclusion—Project Review
5 ReferencesAaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
Brown, M ,2010, BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman,
Harvard press: US
Brannan. B, 2009, Why She Buys: The New Strategy for Reaching the World's Most Powerful
Consumers, Br ion print: Brighten
Gobe, M. (2002) Emotional Branding, NY: Allworth Press
Goodwin,K,2009 Designing for the Digital Age: How to Create Human-Centered Products and
Services, New sight print: NYC
Hewlett, S. A, 2010, Why women are the biggest emerging market, Harvard business review. 8th
March 2010
Holt, D. B. (2004) How Brands Become Icons, HUP: Harvard business school press
Ken Dychtwald, ,2007 The Power Years, New sight print: NYC
Laurel, B. (2001) Design Research : Methods and Perspectives, Cambridge: MIT Press Snyder, T, 2011,
Women Rainmakers' Best Marketing Tips, Harvard press: US
Thin do Researchers (2010): The buying authority of new generation of women. Thindo Research
Center, http://www.thindo.com/ [online], Accessed 16th Aug.
THANKS FOR YOUR ATTENTION
• ANY QUESTIONS?