Lenovo: Brand Observation Portfolio
Brand Observation Portfolio
Under the guidance of Prof. Ravi Shanker
Submitted by:
Ayush Goyal (17)
Gaurav Singh(20)
Karthik Raja(24)
Nitesh Warke(33)
Table of contents
Introduction 3
Understanding the market and competition 4
STP Analysis 5 Segmentation 5 Demographic 5 Psychographic 5 Targeting 5 Targeting Rationale 5 Positioning 5
Product Strategy 7
Advertising 11
Promotion 13 Brands in the Lenovo space 13 Promotion Strategy 13 Impact of Promotion and Future Outlook 13
Channel Strategy 15 Channels of Distribution 15 Physical Distribution 16 Lenovo Customer Support 17 Distribution Strategy 18
Pricing Strategy 19 Alternate Pricing Strategy 20
Product Life Cycle and New Product Development Strategy 21
References 22
Shop Visits 23
Introduction
Lenovo is an ace Chinese computer technology corporation that develops, manufactures and markets desktops and notebook personal computers, workstations, servers, storage drives, IT management software, and related services has been a big player in the laptop and notebook market after acquiring the concerned business from IBM.
Primary activities: Inbound Logistics; Operation; Outbound Logistics; Marketing and Sales; Service.
Lenovo does all the operations from the cargo to the assembly production, from the product-sells to the post-sale service. This has helped company realize the large scale production and cost efficiency. In sales aspect, the company provides many kinds of purchases and the marketing channels. The customer can directly get the product through the on-line purchase and the store purchase way.
Support activities: Procurement; Technology Development; Human Resource Management; Firm Infrastructure.
Lenovo has formidable technical strength, especially in product research and development, and highly trained technical personnel. This superiority has guaranteed the company’s leading status in the market.
Lenovo's global research and
Under the guidance of Prof. Ravi Shanker
Submitted by:
Ayush Goyal (17)
Gaurav Singh(20)
Karthik Raja(24)
Nitesh Warke(33)
Table of contents
Introduction 3
Understanding the market and competition 4
STP Analysis 5 Segmentation 5 Demographic 5 Psychographic 5 Targeting 5 Targeting Rationale 5 Positioning 5
Product Strategy 7
Advertising 11
Promotion 13 Brands in the Lenovo space 13 Promotion Strategy 13 Impact of Promotion and Future Outlook 13
Channel Strategy 15 Channels of Distribution 15 Physical Distribution 16 Lenovo Customer Support 17 Distribution Strategy 18
Pricing Strategy 19 Alternate Pricing Strategy 20
Product Life Cycle and New Product Development Strategy 21
References 22
Shop Visits 23
Introduction
Lenovo is an ace Chinese computer technology corporation that develops, manufactures and markets desktops and notebook personal computers, workstations, servers, storage drives, IT management software, and related services has been a big player in the laptop and notebook market after acquiring the concerned business from IBM.
Primary activities: Inbound Logistics; Operation; Outbound Logistics; Marketing and Sales; Service.
Lenovo does all the operations from the cargo to the assembly production, from the product-sells to the post-sale service. This has helped company realize the large scale production and cost efficiency. In sales aspect, the company provides many kinds of purchases and the marketing channels. The customer can directly get the product through the on-line purchase and the store purchase way.
Support activities: Procurement; Technology Development; Human Resource Management; Firm Infrastructure.
Lenovo has formidable technical strength, especially in product research and development, and highly trained technical personnel. This superiority has guaranteed the company’s leading status in the market.
Lenovo's global research and
References: 1. Lenovo India portal: http://www.lenovo.com/in/en/ 2. http://www.livemint.com/2010/04/13001711/Acer-plans-to-increase-its-ran.html 3. Lenovo India launches new products: http://www.indianexpress.com/news/lenovo-india-launches-12-new-products/639493/ 4. Laptop Stores at Nehru place, New Delhi. (Information collected on: ) 5. Reviving Lenovo. By K R Nambiar (Computer Reseller News: Jul 2009 issue) 6. 'Second Fiddle ' No Longer: India 's PC Market Opens up to Notebooks Published: February 12, 2009 in India Knowledge@Wharton 7. Lenovo’s India Takeaway by Deepak Ajwani, Mitu Jayashankar | Jan 15, 2010 (Business.in.com) 8. What is Lenovo upto in India? By Amit Ranjan Rai (Business Standard) Shop Visits