Lime 5 lenovo case study-3 minutes

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Lime 5 lenovo case study-3 minutes, Findings & recommendations.

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Lime 5 lenovo case study-3 minutes

  1. 1. Team members : Group Batch Professor Institute : : : : 1. Prashant Panahale 2. Arun Khedwal 3. Bhanu Bhatnagar I XMBA-25 Vikram Parekh ITM, Vashi
  2. 2. Objective How can we make Lenovo among the top 3 considered tablet & smartphone brands in India by March 2014 in 18-34 TG? This would mean to get the consideration score to a level of 25%-30% in a year’s time Deliverables: Insight on Indian tablet & smartphone consumer Customer segmentation & defining Lenovo TG Positioning for Lenovo Tablets & Smartphones
  3. 3. The Findings
  4. 4. The Findings- Lenovo 38% feels Smartphones are complicated to use 48% Prefers Pc’s for similar use Consumer is very price sensitive 60 % say Lenovo battery life poor Chinese Mobile feeling Brand awareness is very low Women’s smartphones segment unexplored People are afraid of dropping & damaging it Product promotion is not up to the mark Retail chain is limitation
  5. 5. Recommendations
  6. 6. Smartphones Series- Indianisation K-Series  Rename to “King Series” S-Series  Rename to “Spirit Series”  Means Josh, attitude P-Series  Rename to “Phenom Series” “Smartphones are Simple” A-Series  Rename to “Attitude Series”
  7. 7. “Why do you need laptop? Our smartphones provides all your requirements on a small easy to use affordable gadget” Lenovo Smartphone
  8. 8. “If laptop is difficult to operate or bulky to carry, we have one stop solution for all your requirements ” Lenovo Tablet’s
  9. 9. Recommendations  Target both entry level users & consumers with phones at the end of life cycle  Provide better battery life to smartphones  Indianisation the Brand : In KBC the iconic “ Computer ji should becomes Lenovo Tablet Ji”  To Re-vitalise the brand Sponsor the Marathons in all mega cities , Item song in Hindi movie & through social network create brand awareness  Women Smartphones segments should be targeted using brand ambassador like Sania Nehwal,Priyanka Chopra etc.  Launch Lenovo loyalty programme to target existing laptop & PC users
  10. 10. Recommendations Penetration strategy: Tie-up with corporates like ITM,HUL & Dr. Reddy’s to give salesman & medical representative to replace their PDA Lenovo can also target: Father & son relationship, brother & sister relationship & Husband & wife relationship to create gifting segments  Lenovo can also target intuitional sales to schools, Collage, Hotel industry & to doctors Word-of-mouth and social media influencing device choice
  11. 11. Recommendations Increased frequency of ads 1 month prior to Mother’s Day (May) and Father’s Day (June)
  12. 12. Thanks

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