1. Sobanoo Zain SLIM DBM Batch II - 16773
Lenovo Brand Plan 2014
Sobanoo Zain
SLIM DBM Batch II

2. Vision Lenovo will create personal devices more people are inspired to own, a culture more people aspire to join and an enduring, trusted business that is well respected around the world. This vision guides us in pursuit of our mission to become one of the world's great personal technology companies.   We will accomplish this through: Personal Computers: Lead in PCs and be respected for our product innovation and quality. Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to seamlessly connect to people and web content. Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do business with.

3. Brand Audit Summery

4. SWOT Strengths Weaknesses No 1 PC maker in the world
Innovation Leadership
Flexibility
Global Culture & Global Presence
Heritage
Protect & Attack Strategy
Good Communication Network
Efficiency (5Ps) – Operational Effectiveness
Good Environmental strategy
Competency in mergers and acquisitions
Distributor is Powerful over the Brand
Low Market Share & Market Presence is he Sri Lankan Market
Lack of customer awareness in the market
Low Differentiation
Opportunities
Threats
Growth of the Tablet market
Growth of the smart phone market
Growth of the smart PC market
Government Support for Foreign Business
Increasing social needs in the society
Strategic of the competitors
The High Market Share of the Competitor
The low GDP in Sri Lanka
Product Pricing is at a slightly higher rate for the current buyers

5. Summarise the impact of the brand sphere
Company/Corporation
Distributor
Customer
Competitor
Macro Environment
Coordination
Values
Cultures
Heritage
Communication 7 8
Goal Alignment
Power 6 4
Money Rich
Extended Problem Solving 5
Competitive Set
Brand Prism
5 Competitive Forces 2
Political
Economical
Social
Technological
Environmental
Total per section
Overall score for the Brand
5.6 >> 6

6. Objectives

7. To Achive The Market Leader Position in the next three years for the Idea Banded Product range in Lenovo
To achieve the above Lenovo need to:
Maximise the market share in Sri Lanka to 1.5%
Build brand awareness in Sri Lanka
Strengthen the current distribution and Build a strong distribution channel and gain power over them
Revise the differentiation and positioning in the Sri Lankan market
To highlight that Lenovo is for Innovators and Entrepreneurs
That Lenovo is the best in technology
Bring Lenovo’s global culture to the Sri Lankan market

8. Strategy, Tactics & Actions

9. Positioning Strategy Position: Market Segments and Target Market:
No 1 Choice “For those who do”
Entrepreneurs & Innovative individuals
Market Segments and Target Market:
Young Adults: Sri Lanken Student Population, Personnel Computer needs of the working crowd
Entrepreneurs & Innovators
To fulfil the family PC needs

10. Resonance Encouraging Best tech buddy Go-to person
Marketing Strategy
Product Mix
Customer Based Brand Equity for Lenovo
Resonance Encouraging Best tech buddy Go-to person
Judgements
Possibilities Dynamic Top Notch
Feelings Opportunity Reliability
Performance
Flexible Durable Sleek designs No 1 PC maker in the world
Imagery Young Adults and family Innovation Entrepreneurship Socialising & Networking
Salience Dynamic and Sophisticated designs Best of Breed Technology Smart PCs & Laptops Convertibles

11. Product Platform

12. Pricing Strategy
High Quality & best of breed technology provided for reasonable prices, however as the Sri Lanken Young adults; majority of the Idea products target group are not rich enough to get them at these prices, promotional offers, price discounts, payment scheme methods as well as customised products for lower prices in selected groups should be made available.

13. Place and Distribution
Current Distributors and Retail Outlets
Should look at getting agreements with
Lenovo Exclusive Showroom:
Colombo
Kandy
Galle
Rathnapura
Anuradhapura
Kiribathgoda
Consumer Product Distributer:
Tech Pacific Lanka
Tier 1 Retailers who directly deal with the Consumer (B2C):
The Technocity Pvt Ltd
Singer Sri Lanka
Store space in:
Abans
Keels
Cargills
Arpico
Online Stores
laptops.lk
Lenovo online retail shop
Products in wow.lk
Deals with anything.lk
Deals with mydal.lk

14. Promotion and marketing Campaigns
The Promise/Proposition
Marketing Communication methods
Build Associations

15. The Promise/Proposition:
Positioning Statement: For those who do!
Lenovo is a Do company – a Brand ignite accomplishment of people not just potential
Lenovo is a brand to be associated by the achievers in the community
If you think you are an achiever then, Lenovo is the best tool for you
Lenovo Idea – is your companion when you achieve your personal goals & family achievements

16. Marketing Communications
Banners, Cut outs, Social Networking, Media advertising (TV, Radio & Press)
Highlight No 1 PC maker of the world
Have CSR programs for encouraging Enterprisers and to build brand image
Getting hold of Schools for CSR is also another viable option for Lenovo as they can develop both a loyal group of prospective customer base as well as get the word across. Ex donate IT labs, sponsor science fairs, etc.

17. Build associations
An ideal partner to build an association with would be Etisalate as their positioning statement “It’s about you” will complement “For those who do” in addition to being in a position to help with Lenovo’s business development
They have a number of stores around Sri Lanka
As a telecommunication services provider they are ideally situated to promote the Tablets
The entire Idea Product range will be a value addition in Etisalate stores, especially with Lenovo Acquiring of Motorola
Associations with famous personnel (Artists, Sports stars & Famous Entrepreneurs) & their families, eg:Jackson Anthony, Kumar Sangakkar, Otara
Association with the young adults & family –
Use young adults & families for promotional material
Associations with institutes – Educational, Clubs, etc.
Associations with Events – Sponsorships
Association with the Think Brand of Lenovo Products
Since the think brand is already stable in the enterprise market, use that as a vessel to promote Idea to the same crowd

18. Competitive Strategy
To focus on Innovation and Advanced technological Development of the Products
To focus on the Global Culture in terms of the customer support, efficiency and the diversity
To focus on the relationships with the Distributors in order to increase the product availability in the market

19. Development/Growth Strategy
The Ansoff Matrix (Figure 8) can be used to determine the Growth Strategy for Lenovo. Due to the fact that both the Idea Product Platform and the Market for them currently exists, it can be concluded that Lenovo need to use Market Penetration Strategies for Growth.
Build Intensive Distribution
Build Awareness & Interest in the Mass Market
Reduce to take Heavy Consumer Demand
Price to penetrate the Market at the introduction stage of products or promotions
Offer product extensions, Service & warranty

20. Planned Campaigns No 1 PC maker in the World Promotional Discounts
Promotions
Time period
Campaing to promote & Build Awareness
Advertising and Social Networking (Including Hoardings and Buss Adverts)
Idea – For those who do
No 1 PC maker in the World
Throughout the year
Launching New Stores/Products
Teaser Campaigns ATL & BTL
Promotional Discounts
Associations with targeted institutes/events to promote the products
Throughout the whole year
New Year Promotions
Same as the above
Mar – Apr
Christmas Campaign
Nov – Jan
Campaigns for Techno Events
Sponsorship
During the Events

21. Controls

22. Thank you
Q&A?