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Branding and Design strategy for Lenovo in the She Centrury

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Branding and Design strategy for Lenovo in the She Centrury

  1. 1. Finding Lenovo’s way in“The She Century”To create a branding and service design strategy forLenovo to address female mobile phone market in China Yanan Li Brunel University 2010-2011 Design and Branding strategy
  2. 2. Structure Brand Analysis Introduction Research Motivation Aim Research Question Aim & Objectives &Objective Secondary Research Methodology Primary Research Branding and design Findings Target group Conclusion Brand strategy Design Framework
  3. 3. Planning process
  4. 4. 1 Introduction The She Century  Women have unprecedented buying authority Are responsible for 70% consumer purchases in China  Women have unprecedented economic power Will control $ 525 billion of consumer spending till 2015 New opportunity new strategy Women consumers are different Traditional demographics are dead THINDO Female Consumer Chanel Research, 2011 http://www.thindo.com/index.php
  5. 5. 1 Introduction  Lenovo Brand Analysis  NO.4 Global PC Manufacturer  Biggest in Asia-Pacific Region  Own IBM PC Business  Fortune magazine top 500 Company  Female mobile phone market shareFig 1: Female Mobile Phone Market Share by BrandSources: Baidu research center 2010 Only 4.7%?
  6. 6. 1 Introduction Trend analysis-- Weibo Phenomena  Sina Weibo is a Chinese  micro-blogging site.  It is one of the most popular sites in China  Similar market penetration with Twitter has established in the USA  Weibo has become a phenomenon which is paid close attention to brands and female consumers.
  7. 7. 2 Aim & ObjectivesKey Question:How can design and branding strategy be used as strategic and competitive advantages byLenovo, to maintain its leadership and win female consumers loyalty in the domestic mobilephone market?Aim:To create a design and branding strategy for Lenovo to addressthe Chinese female mobile phone market.Objectives:1 To identify the current brand, design and marketing position of the Chinese mobile phonemarket with references to female consumers2 To understand female consumers lifecycle and shopping behavior3 To identify how design and branding works with other female targeted brands4 To establish branding and design approach to address female consumers5 To formulate a systematic design and branding strategy framework for Lenovo femalemobile phone to differentiate itself and gain customer loyalty.
  8. 8. 3 Methodology Framework • Lenovo Market Manager • Fashion and DG Best Magazine Editor • Digital Device Freelance Writer 120 Women Candidates From age15-50
  9. 9. 4 Findings Current Brand and Design situation Compare with other brands targeted female market Lenovo Has More products But Low market share
  10. 10. 4 Findings Design and branding solutions LG Emotional Branding Nokia The taste of Ice cream Customer Centered Design Music and High PixelsSamsung Product ImaginaryA choice of women with good taste TCL Design-driven Strategy Traditional Cheongsam Theme
  11. 11. 4 Findings• Case studies We Decide What is Real Beauty /Viral branding Women are risk taking We Understand what women want We know You are super women/reflect new image
  12. 12. 4 Findings Customer Research Brand Experience Communication +Service Word of mouth Reputations Grass root online valuations Customer-centered Design Is the “Her sweat Spot”Fig 2 On-line Questionnaires with 120 women candidates aged from 15-50show the Factors that they consider when buying cell phones.
  13. 13. 4 Findings Customer Research 56% of Women use popular social media to find Web search preference 100 information about brands 90 80 Among them: 70 60 50 40 Likely to choose that 30 20 10 brand over another 0 62% of them log in at least once a day Web search… 70% say a positive online brand experienceFig 3 Female Consumers online searching preference 2009-2010 makes them” moreSource: Baidu Research Center
  14. 14. 4 Findings Customer Research
  15. 15. 4 Findings In-depth interviews Make Things (appear) Simple To women High-tech Features do not work Talk to her --Bing. W DG Best Editor Being different but not difficult She’s on Weibo, you must be there She loves communicating --Qing, R Female DG Freelance writer Keep her Chic Treat her as close friends Social-net working all the time-Sina Weibo --Mang. S Fashion magazine Editor Struggling with how to posit our brand And shed women’s new image Where to reach her effectively -- Anna, Ma Lenovo market manager
  16. 16. 4 Findings Experience Design Samsung D’light: • The name Dlight combines the words "digital" and "light", • Digital Experiences and Interactive service.
  17. 17. 5 Possible Brand Strategy Evaluation
  18. 18. 5 Possible Brand Strategy Evaluation
  19. 19. Brand Asset Valuator KnowledgeDifferent Esteem Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
  20. 20. 5 Possible Brand Strategy Evaluation
  21. 21. Brand Asset Valuator KnowledgeDifferent Esteem Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
  22. 22. 5 Possible Brand Strategy Evaluation
  23. 23. Brand Asset Valuator KnowledgeDifferent Esteem Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
  24. 24. 5 Possible Brand Strategy Evaluation
  25. 25. Brand Asset Valuator KnowledgeDifferent Esteem Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
  26. 26. 5 Possible Brand Strategy Evaluation
  27. 27. Brand Asset Valuator KnowledgeDifferent Esteem Relevance Evolving Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
  28. 28. 5 Conclusion --Sub-brand Strategy  Sub-brand Strategy  Viral branding  Through Sina Weibo  Emotional branding  Reflecting new image
  29. 29. 5 Conclusion--Viral branding Through Sina Weibo  Generate ideas Iteration process Posting films Updating regularly Tracking responses Words of mouth ads
  30. 30. 5 Conclusion—Service Design Experiential Service Design as main brand Differentiator
  31. 31. 5 Conclusion—Customer Journey
  32. 32. 5 Conclusion—Service Design
  33. 33. 5 Conclusion—Service Design
  34. 34. 5 Conclusion—Service Design
  35. 35. 5 Conclusion—Design strategy
  36. 36. 5 Conclusion—Project Review
  37. 37. 5 ReferencesAaker, D. A. (2002) Building Strong Brands, UK: Simon & SchusterBrown, M ,2010, BOOM: Marketing to the Ultimate Power Consumer -- The Baby-BoomerWoman, Harvard press: USBrannan. B, 2009, Why She Buys: The New Strategy for Reaching the Worlds Most PowerfulConsumers, Br ion print: BrightenGobe, M. (2002) Emotional Branding, NY: Allworth PressGoodwin,K,2009 Designing for the Digital Age: How to Create Human-Centered Products andServices, New sight print: NYCHewlett, S. A, 2010, Why women are the biggest emerging market, Harvard business review. 8thMarch 2010Holt, D. B. (2004) How Brands Become Icons, HUP: Harvard business school pressKen Dychtwald, ,2007 The Power Years, New sight print: NYCLaurel, B. (2001) Design Research : Methods and Perspectives, Cambridge: MIT PressSnyder, T, 2011, Women Rainmakers Best Marketing Tips, Harvard press: USThin do Researchers (2010): The buying authority of new generation of women. Thindo ResearchCenter, http://www.thindo.com/ [online], Accessed 16th Aug.
  38. 38. THANKS FOR YOUR ATTENTION • ANY QUESTIONS?

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