Lenovo faces challenges from competition and low brand preference. Its goals are to build a diverse, loyal customer base and increase brand recognition. The strategy proposal focuses on targeting students in fall and professionals in spring through seasonal promotions. It also focuses on emerging markets like China and India, and developing targeted content with strong SEO. The proposal includes blogging promotions, social media use of celebrities, and a $2 million budget. Metrics like followers, CTR, cart abandonment, and .edu emails will analyze results, which expect $1.50 ROI for every $1 spent. Students and young professionals are frequent laptop buyers, and emerging markets provide an opportunity to gain preference with less competition.

1. Ryan Woodington
New Media Drivers License Spring 2012

2. CHALLENGES FACING LENOVO
Outsized by competition
Relatively low brand
preference
Fiercely competitive
industry

3. LENOVO’S GOALS
Build a customer base of
diverse, loyal consumers
Build brand recognition
Build a customer base of
diverse, loyal consumers

4. STRATEGY PROPOSAL
 Seasonal targeting of students in the fall and soon-to-be
professionals in the spring
 Strong focus on emerging markets of China and India
 Development of even more targeted content with a strong
focus on SEO to push the new content

5. BLOGGING
• Offer special discounts to
students who use their
Lenovo laptops to blog about
how the computer helps them
do
• Offer a trade-in promotion so
graduates can upgrade more
cheaply

6. SOCIAL MEDIA
• Use well-known personalities of
the targeted country to gain
substantial credibility fairly quickly
• Familiarize consumers with the
features through entertaining
demonstrations

7. BUDGET
 $2,000,000 to be spent on acquiring celebrities, producing
content, and purchasing adwords such as:
 Back to school promotion
 Laptop sale
 College laptop
 A portion of the budget will go towards analyzing

8. METRICS FOR ANALYSIS
• Although not completely
telling, followers is an important
metric to pay attention to
• CTR
• Number of desserted shopping
carts
• Number of email addresses
given with .edu

9. TIMELINE FOR PROPOSAL
• Peak sales should be
realized around August
• Next highest sales
period occurring late
April, early May
• ROI expected to be
around $1.50 for every
$1 spent

10. CONCLUSION
• Students and young
professionals are frequent
purchasers of laptop computers
• Laptops are Lenovo’s leading
product
• Emerging markets allow for a
new segment to adopt a brand
preference for Lenovo with less
interference
• Social media marketing is very
calculable and returns can be
quantified fairly easily