Lenovo Smartphone - Indonesia Growth Strategy

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This presentation describes the growth strategy for increasing the market share of Lenovo smartphone in a new market like Indonesia. It is intended as an academic work and this was not commissioned by Lenovo itself.

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Lenovo Smartphone - Indonesia Growth Strategy

  1. 1. growing lenovo smartphone in Indonesia
  2. 2. SITUATION ANALYSIS
  3. 3. Low Internet & 3G Penetration
  4. 4. Preferred Internet Device is MobileSince 2000, Internet Usage has grown by 1500% Mobile growing at 25% 25% YoY growth presents a huge opportunity for lenovo smartphones
  5. 5. Indonesian Mobile Market Population in Indonesia 240 M 8% 92% 220 M Mobile Users Non-users 44.6 M 176.6 M Smart Feature Phone Phone *BBC Indonesia Country Profile, www.mobilemonday.net US$1 = IDR 9,500
  6. 6. NOW: Beginning of Growth Phase 37 Million 05 Million 2012 03 Million
  7. 7. MARKET ANALYSIS
  8. 8. SEGMENTATION
  9. 9. TARGET MARKETFastest growing customer segment Early adopters of technology Competitive Advantage in Pricing High propensity to spend on devices
  10. 10. Competition 3.60% 0.80%44.6 M 176.6 M 8.30% 9.50% 7.20% 9.50% 46.00% 52.20% 33.40% 29.00% Android Apple BlackBerry Microsoft Symbian Nokia Samsung Mito Cross Others 44.6 M 176.6 M Smart Feature Phone Phone
  11. 11. POSITIONINGLenovo offers smartphones for the middleincome segment with the latest technology,style and a wide range of applications at aprice more affordable than Blackberry
  12. 12. MARKET PLAN
  13. 13. Connect with your friends and family using Lenovo phones having latesttechnology at affordable price Customer InsightsPurbo wants a smartphone that allows him toaccess Facebook, Twitter, the web, playgames, and connect with his friends and familywhile at the same time looking cool and “in”without costing him too much. Benefit StatementCombining form and functionality at prices thatyou can afford Smartphones Available in exciting colors Starting @ $168 RTB Lenovo mobile is backed by the manufacturing and R&D capabilities of Lenovo computers, which is a rapidly growing computer brand
  14. 14. PRODUCT Android 2.3 Gingerbread Operating System A60+ 2 Megapixel Camera with Panorama Mode 3.5" Capacitive Multi-Touchscreen 1 GHz Processor5.0" HD 720p IPS-LCD Multi-TouchscreenAndroid 4.0 Ice Cream Sandwich1.4GHz Quad Core Exynos 4412 Processor1GB RAM, 8GB ROM K8608MP AF with Dual LED Flash rear camera + 2MP front camera2250mAh battery capacity 2500mAh battery capacity with Lenovo Power Saving P700i Application 1GHz Dual Core CPU 3G/HSPA Technology 4" IPS wide angle viewing multi-touchscreen Android 4.0 Ice Cream Sandwich Dual SIM / Dual Standby
  15. 15. PLACEMENT Indirect ChannelDirect Channel 1) Distributors or Wholesalers1)Lenovo showrooms 2) Retailers or dealers2) Lenovo Websites 3) E-commerce
  16. 16. PROMOTIONAwareness Interest Desire Action1) TV /Radio ads 1) Kiosk 1) WOM 1) Offers and2) Print media 2) Organize events 2) Social media promotions3) Online Ads and sponsorship 3) Lenovo 2) Partnership with 3) Exclusive ecosystem telecom provider4) OOH showrooms 4) Blogs 3) Partnership with 4) Ratings ecommerce site 5) Reviews by Tech
  17. 17. PRICING• Existing below-the-radar players offering smartphones from as low as US$50 to capture bottom of the market• Apple, BlackBerry, Samsung, etc. compete in high-end of market• Lenovo focuses on the underserved mid-segment of the market• Lowest Price - $110• Highest Price - $500
  18. 18. BRAND EQUITY AuthorityIdentification Affinity Approval Brand Equity Product Performance Service
  19. 19. QUESTIONS?
  20. 20. Indonesia Facts*Population 240 millionInternet Users 55 million% Internet penetration 23%Facebook Users 37 millionTwitter Users 5 millionBlackberry users 3 millionMobile Phone users 220 million% Mobile Penetration 92%% Smartphones vs feature phones 20%% Mobile Internet Users 29%Average ARPU IDR 23,238** *BBC Indonesia Country Profile, www.mobilemonday.net US$1 = IDR 9,500
  21. 21. CUSTOMER PROFILING1) Elegance and Style2) Easy to use interface3) Compatibility with other devices and fast internet service4) Facilities like scanning Business card etc5) Easier and faster mailing service6) Memory 1) Price and trendiness 2) Technology and internet connectivity 3) Music, video and Camera 4) Compatibility with other devices 5) Access to all modern apps 6) Longer battery life and Durability 7) Memory 1) Price 2) Durability 3) Ease of use 4) Essential feature are must 5) Post sale service
  22. 22. group 7 Charissa Bulos Kushagra Sagar Madhuranath R Nirav Doshi Sahil Shah

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