Lenovo is a computer company that produces laptops, desktops, tablets, and other devices. It segments the market demographically based on factors like age, income, education level, and gender. Some of Lenovo's target markets include city customers with advanced concepts and high education levels, as well as rural customers with strong brand awareness. Lenovo positions itself as an innovator that offers high quality products at competitive prices, focusing on quality, performance, and design to appeal to high-end users while maintaining affordability.

1. BRAND AND PRODUCT MANAGEMENT.
TOPIC: 7P’S SEGMENTATION,TARGETING AND
POSITIONING.
(MATA GUJRI COLLEGE,FATEHGARH SAHIB)
SESSION-2020-21
Submitted to:
Dr.Jashanjeet Kaur
Submitted by:
Bhupinder Singh
B.B.A Final
201637

2. -COMPUTER
A computer is an electronic device, operating under the control of instructions
stored in its own memory that can accept data (input), process the data according to
specified rules, produce information (output), and store the information for future
use1. Any kind of computers consists of HARDWARE AND SOFTWARE. Charles
Babbage, an English mechanical engineer and polymath, originated the concept of a
programmable computer. Considered the "father of the computer", he
conceptualized and invented the first mechanical computer in the early 19th century.

3. -LENOVO COMPUTERS.
INTRODUCTION=The company was incorporated in Hong Kong in 1988 and
would grow to be the largest PC company in China. Legend Holdings changed its
name to Lenovo in 2004 and, in 2005, acquired the former Personal Computer
Division of IBM, the company that invented the PC industry in 1981.

4. -Common uses of computers at home.
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Playing computer games.
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Writing.
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Solving math problems.
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Watching videos.
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Listening to music and audio.
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Audio, Video and photo editing.
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Creating sound or video.
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Communicating with other people.

5. -MARKETING MIX.
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7P’s of Marketing Mix
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PRODUCT
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PRICE
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PLACE
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PROMOTION
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PEOPLE
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PROCESS
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PHYSICAL EVIDENCE

6. -PRODUCT.
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Lenovo makes a large range of products that include laptops and PCs as well as smartphones,
accessories, workstations and other several kinds of hardware and software. While, it mainly makes PCs,
laptops and products or services mainly related to computing, the brand is also known for entertainment
products. It also makes gaming products and smartphones and a number of accessories meant to serve
the entertainment needs of customers. Its products are known for good design and quality. Apart from it,
the technology brand also provides cloud services to its customers. It makes large investments in
research and development. The popularity of Lenovo is mainly because of the performance of its
products. Below is a list of the products and services by Lenovo.
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Lenovo Gaming Products
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Laptops & Ultra books
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Tablets
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Desktops
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Smartphones & Watches
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Workstations
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Systems
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Accessories & Software
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Cloud storage

7. -PRICE.
Lenovo is priced competitively when compared to other top brands. In
fact, in some areas like accessories it also uses penetrative pricing. The
key factor for Lenovo is to balance the price as well as the brand value.
If priced too low, then Lenovo risks the drop of brand image and
positioning in the mind of customers. However, if priced too high,
Lenovo will lose customers to competitors like Dell and Hewlett
packard. On the mobile front, Lenovo has too less models to be actually
competitive and hence it uses a cost plus pricing method where a fixed
markup is added to the product. In the end, laptops are one of the
leading products for Lenovo where it is strongly placed on the pricing
front – having high value for the demanded price of the product.

8. -PLACE.
Lenovo has exclusive showrooms as well as multi brand showrooms. It markets
itself through modern retail, E commerce chains, and majorly through the vast
numbers of IT and peripheral shops present across the country. Typically,
Lenovo operates through channel sales wherein distributors are associated with
the company. These distributors in turn give to individual retailers and channel
dealers. At the same time, Lenovo sells the products directly through modern
retail and through online channels. Because of channel marketing concept,
Lenovo has been able to spread far and wide for its products. Today, Lenovo
has 60000 employees and is present in 160 countries across the globe.

9. -PROMOTION.
Due to its products, Lenovo has a certain measure of headway when it
concerns the promotions department. The technology segment and especially
the IT marget is filled with competitors like HP, Dell and Microsoft to make
the competition very high in the segment. However, by using the right
marketing communications and by targeting geeky customers who like a bit
of zing in the products that they use, Lenovo has hit the right promotions
mix. It has always showcased its products as the right fit for their customers
– which will get the work done. The concept is that Lenovo makes machines
which “Do the work” for the customers. The company uses various ATL as
well as BTL mediums to get its product across to end customers.

10. -PEOPLE
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has people working under its sales team that play a vital role in its
marketing efforts. These people have been trained in persuasive techniques,
but also to show respect to the business customers taking into consideration
their preferences.
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has people working in its customer service department. These are contacted
by customers in case of any issues within the product, and these people
guide customers through the process of getting the issues resolved. These
people are trained to respect the customers and try their best to get their
issues resolved.
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has people working with suppliers to obtain raw materials. These people
play a vital role in maintaining or improving the quality of the final product
produced.
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has people working at retail stores who help the customer on site, by
answering any questions or helping them decide the product that best suits
their needs.

11. -PROCESS.
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to make sure that its products are always available at retail stores
has systems installed where retailers can notify when their
inventory levels are low. provides them with more products while
ordering its productions to replenish its stock. This ensures that
products are always available to customers when needed.
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has an online delivery process, where orders are received in the
computer system and based on these orders, the relevant product
from the inventory is shipped to the delivery service provider.
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is actively involved in researching market opportunities in order to
understand customer needs. It also develops understanding
regarding customer needs through feedback collected at store, its
helpline or social media pages.

12. -PHYSICAL EVEDENCE.
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sells its products in a distinct color packaging that easily identifiable on retail
shelves. These are placed on special shelves provided by the company, which
also have a distinct color and design. This makes it easier for customers to
locate such shelves in busy retail stores.
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has an online website that is user-friendly and allows customers to view its
products in high quality images taken from various angles.
Recommended Physical Evidence Strategy
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should collect feedback from its customers regarding its packaging so that it
could improve on this.
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should set up its own stores where it provides a shopper-friendly
environment and ambience, encouraging its customers to purchase its
products.

13. -MARKET SEGMENTATION OF LENOVO.
The business strategy of Lenovo has the massive changes over the past
years. The Lenovo has become the second world largest personal
computer vendor in the year. The company took the innovation
segmentation and that helps to establish to endure new trend of the
accomplishment. The new market segmentation includes the city
customers especially the rural customers with the great brand awareness.
The Lenovo also focused on the customers with new concepts and high
level educations. There are four market segmentation have been used in
the market for the computer industry to push the product to the people.
•The geographic segmentations
•Demographic segmentation
•Psychographic segmentations
•Benefits segmentations

14. Demographic Segmentation (Consumer Profile)
In the demographic segmentation the company can approach such as age income
education level and occupation. It is more chance to sell the product by
analyzing the techniques. College students they use the laptop for the education
purpose and referring online articles and books. The business class people can
focus on the market situation and checking mail. They can also store the valuable
information in the storage devices.
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GENDER: the purchasing habit of women cannot be overlooked in PC market,
because most woman buyers focus the stylish appearance and lightweight
portable design rather than the computer performance, such as software and
hardware.
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AGE: tweens and teens usually use their computer for study and online game,
while Generation X use their computer for work and social contact. Lenovo two
main PC products Think Pad and Idea Pad are different. Specifically, The Idea
Pad design marked a deviation from the business-oriented Think Pad laptops,
towards a more consumer-focused look and feel (Jackson, 2008).
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INCOME AND EXPENDITURE PATTERN: because the income directly
determine the purchasing power of consumer, Lenovo PC products are
distributed across low end market, mid-range market and high end market.

15. -MARKET TARGETING OF LENOVO.
Lenovo ’ s business strategy has witnessed a massive transformation over the
past seven years. Surpassing rivals Dell and Acer, Lenovo became the world’s
second largest p c vendor behind Hewlett Packard in its fiscal year of 2011.
Recently, new target market segmentations have been established to endure
this rapid trend of accomplishments. Lenovo’s current target markets include
city customers, rural customers with strong brand awareness, customers with
advanced concepts and a high level education. Amongst city consumers
according to Claritas, the “Executive Suites” segment fits Lenovo’s targeted
audience. Executive Suites consists of upper-middle-class singles and couples
who typically own a management career position. Located within suburban
and exurban communities, these are consumers who hunger for the latest
technology, financial products, aerobic exercises, and travel vacations.

16. 1) Strong brand awareness, city customers who have advanced concepts.
In the personal computer market, the impact of Lenovo brand is
comparative advantage, so choosing such target customers can cater to
the needs of such customers.
2) Cities customers who have the high level of education, higher on
admission, and are aged below 45. Lenovo called this crowd high-end
crowd, the crowd is conducive to high-end products sales.
3) Developed rural market, those customers have strong brand awareness.
This crowd has formed part of purchasing power, Moreover, Lenovo early
did the act of the "free movies for countryside" to develop the rural
market, the activities have brought the brand impact, so choosing this part
of the crowd as the target customer group, apparently can quickly enter
the rural market.

17. -MARKET POSITIONING OF LENOVO.
Lenovo laptops are an independent cognitive value in the eyes of
consumers. It’s perceived as cost & product innovator of tech products
unlike its competitors. It offers cheap prices due to low transaction cost
yet high quality. Convenience and reliability is also an added future to
perceived image of Lenovo laptops. Currently Lenovo is successfully
able to capture value from households and domestic PC users through
its product and brand awareness programmes, however it’s developing
planes to capture the attention of High end users and compete with
Apple which encompasses the image of luxury and long usages.
Thus innovation accompanied by quality is the prime objective of
Lenovo which allow it to capture positive image in the minds of
consumers.

18. Through this perceptual mapping tool it can be analysed that for PC Lenovo is
able to capture more value and create a luxurious image as well as a high tech
one. Focused on providing high end quality design, speed performance and price.