Lenovo Jdc Mock Session 1

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We provided a branding solution to Lenovo\'s launch into the global market, supported by IBM\'s ThinkPad line.

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Lenovo Jdc Mock Session 1

  1. 1. LenovoBuilding a Global Brand
  2. 2. Agenda1. Recommendations2. Industry analysis3. Brand position4. Effect of the IBM acquisition5. Implementation of strategy6. Next steps
  3. 3. Lenovo’s brand strategy will define thesuccess of it’s recent acquisition. Question:Situation: Which brand strategy can we use toLenovo has taken a step towards the help consumers understand the whoglobal market by acquiring IBM’s PC we are and leads us into the globaldivision. market.1 2 3 4Master Brand: House of Brands: Synergy: Lexus/Toyota:An exclusive focus Moving away from Developing the Different brandson building the the Lenovo in Lenovo brand and representingLenovo brand. favour of product leveraging product different offerings specific brands. specific brands.
  4. 4. Lenovo is a confused brand who would benefit from a synergy strategy. When selecting a strategy the 3 follow are our key measures of success: Synergy: Developing the 1. Brand equity Lenovo brand and 2. New global position leveraging product 3. Maintaining market share specific brands.This would allow us to effectively increase awareness of theLenovo brand while still leveraging the brand equity of ThinkPad.
  5. 5. Currently, Lenovo is positioned as a Low Innovation, Medium Priced brand. Price HighWe are here right now. HP Low High Innovation Dell Low
  6. 6. We recommend positioning Lenovo tobe High Innovation, Medium Priced. Price High HP We want to be here. Low High Innovation Dell Low
  7. 7. With the acquisition of IBM’s PC line, Lenovoincrease awareness in markets outside of China. The Chinese market Enterprise Southern Pacific Beyond China Small businesses Consumer market
  8. 8. IBM’s core brand complementsLenovo’s brand.Core competency Lenovo IBMInnovationCustomer focusTrustworthiness Other benefits 1. Complementary client bases 2. Complementary product lines 3. No channel conflicts
  9. 9. Investing $240 million into globalmarketing efforts will translate into value. Worldwide Olympics Partner Global Advertising Campaigns$240 million Raise Become Building global market Brand awareness leader in Equity to increase innovation revenues Introduce “Lenovo 3000”
  10. 10. Based on our forecasts, Lenovo willgenerate the most sales using Synergy. Conservative Base Positive Ideal Synergy 124 127 129 131 House of 118 120 123 125 BrandsMaster Brand 106 108 110 112.5Lexus/Toyota 115 117 119.5 122
  11. 11. Through the Synergy brand strategy, we are hitting Lenovo’s three key success factors. When selecting a strategy the 3 follow are our key measures of success: Synergy: Developing the 1. Brand equity Lenovo brand and 2. New global position leveraging product 3. Maintaining market share specific brands.This would allow us to effectively increase awareness of theLenovo brand while still leveraging the brand equity of ThinkPad.
  12. 12. A short term push in marketing is vital to the development of our brand awareness Global Advertising Campaign High Winter Olympics Summer OlympicsPriority Medium Innovation of ThinkPad Increasing Unaided Awareness Low Advertising in Chinese Market Year One Year two Year Three and beyond Time Period
  13. 13. Questions?

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