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Transcript of lenovo-branding-1194590566446367-3
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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