Lenovo Branding

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Lenovo Branding

  1. 1. Lenovo-Building a Global Brand Sarita Ranasingh Snehashree Mitesh Sahu Vineet Kumar Parikshit Gupta Smriti
  2. 2. The Proceedings <ul><li>Demand For Computers </li></ul><ul><li>Concepts Used By “LENOVO” </li></ul><ul><li>Un-branding IBM’s Thinkpad and Thinkcentre. </li></ul><ul><li>Positioning Brand “LENOVO”. </li></ul><ul><li>Market Segmentation. </li></ul><ul><li>Tackling with Competition . </li></ul><ul><li>Pricing Strategy. </li></ul><ul><li>Profitability. </li></ul>05/28/09 Free template from www.brainybetty.com
  3. 3. Demand for computers <ul><li>Stage of development </li></ul><ul><li>I.T literacy </li></ul><ul><li>Advanced technology </li></ul><ul><li>Internet connectivity </li></ul>05/28/09 Free template from www.brainybetty.com
  4. 4. Comp. Literacy::Literacy of a Country 05/28/09 Free template from www.brainybetty.com
  5. 5. Marketing concept <ul><li>Target market </li></ul><ul><li>Needs </li></ul><ul><li>Integrated marketing </li></ul><ul><li>Profitability </li></ul>05/28/09 Free template from www.brainybetty.com
  6. 6. Societal marketing concept <ul><li>Introduction of energy star 4.0 </li></ul><ul><li>More energy efficient and less carbon dioxide emission </li></ul><ul><li>Energy star 4.0 deliver as much as 15% savings in annual electricity cost </li></ul><ul><li>Less thermal stress and last longer </li></ul>
  7. 7. Un-branding 05/28/09 Free template from www.brainybetty.com
  8. 8. 05/28/09 Free template from www.brainybetty.com
  9. 9. Branding LENOVO 05/28/09 Free template from www.brainybetty.com
  10. 10. 05/28/09 Free template from www.brainybetty.com
  11. 11. Services 05/28/09 Free template from www.brainybetty.com
  12. 13. Extension of the Maturity Phase <ul><li>More innovative and new products and services are required to be in the markets. </li></ul><ul><li>IBM missed the bus here. </li></ul><ul><li>Lenovo is “CATCHING UP” from where IBM was left out. </li></ul>
  13. 14. Evolution
  14. 16. Segmentation <ul><li>Segment Marketing </li></ul><ul><ul><ul><li>LENOVO for HOME : Y series </li></ul></ul></ul><ul><ul><ul><li>LENOVO INNOVATION : 3000 series </li></ul></ul></ul><ul><ul><ul><li>LENOVO BUSINESS TOOLS : Thinkpad </li></ul></ul></ul><ul><li>Local Marketing </li></ul><ul><ul><ul><li>LENOVO provides telephonic customer support in 15 languages. </li></ul></ul></ul><ul><ul><ul><li>LENOVO provides chat customer support in 15 languages. </li></ul></ul></ul>
  15. 17. <ul><li>Geographic Segmentation </li></ul><ul><ul><li>Executive Headquarters: N.Y </li></ul></ul><ul><ul><li>Principal Operation: Beijing, Singapore. </li></ul></ul><ul><ul><li>Sales Headquarters: Beijing, Singapore, N.Y, Paris. </li></ul></ul><ul><ul><li>Manufacturing Centers: China, India. </li></ul></ul><ul><li>Relative Marketing </li></ul><ul><ul><li>Partners : IBM, Microsoft, Symantec, Intel. </li></ul></ul><ul><ul><li>Collaborators : Siebel, Utmaco, Vodafone, CISCO. </li></ul></ul>
  16. 18. <ul><li>Mega marketing: </li></ul><ul><ul><li>NBA </li></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><li>Olympic Partnership </li></ul></ul><ul><li>A worldwide partner for the 2008 Beijing Olympic Games and “Global Torch Relay.” </li></ul>
  17. 19. MAX MAX MIN MKT GROWTH MIN RELATIVE MARKET SHARE
  18. 22. Competitor Analysis Who are the companies??
  19. 23. Analyzing Competition <ul><li>Market share(Lenovo is third after Dell and HP) </li></ul><ul><li>Heart Share(Dell is on the TOP, THINK PAD has still a lot of it) </li></ul><ul><li>Mind Share(THINKPAD IS THINKPAD) </li></ul>
  20. 24. Competition Strategies <ul><li>Flank Attack </li></ul><ul><ul><li>Attacking Dell at the point at which Dell won the Battle last time i.e. CRM and Customer Support. </li></ul></ul><ul><ul><li>Building CRM by providing training , consulting etc. </li></ul></ul><ul><li>Value Priced Goods </li></ul><ul><ul><li>High Cost = High Quality machines is true indeed. </li></ul></ul><ul><ul><li>Now Lenovo is Providing Low Cost ,Good quality stuff. </li></ul></ul>
  21. 25. Niche Marketing <ul><li>SECURITY </li></ul><ul><li>WIRELESS CONNECTIVITY </li></ul><ul><li>R&D (Collaboration with MIT in the US and IIT’s in India) </li></ul>
  22. 26. Pricing 05/28/09 Free template from www.brainybetty.com
  23. 27. Pricing Today 05/28/09 Free template from www.brainybetty.com
  24. 28. THE ANSWER IS “NO”- GUESS WHAT? 05/28/09 Free template from www.brainybetty.com
  25. 29. There is more BAD NEWS For Competitors. 05/28/09 Free template from www.brainybetty.com
  26. 30. DOING WHAT IBM SHOULD HAVE DONE IN THE 1 st PLACE!!!! <ul><li>The Product Mix now looks more powerful than before. </li></ul><ul><li>They are doing what IBM did not do. </li></ul>05/28/09 Free template from www.brainybetty.com
  27. 31. Thanks For Being Patient  !!!!! 05/28/09 Free template from www.brainybetty.com

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