Lenovo-Building a Global

Brand

Sarita Ranasingh
Snehashree
Mitesh Sahu
Vineet Kumar
Parikshit 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

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 Marketing concept
o Target market
o Needs
o Integrated marketing
o Profitability

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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.”
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RELATIVE MARKET MIN
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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