Lenovo Case Study

 Lenovo Case Study Essay

NUS Cerebration 2011 – Round II Submission

Lenovo -- For Those Who Do


PGP-II Term-5 AY-11-12

Date of Submission: 20th September 2011

Submitted by simply:

Team: Three4All

Jaipal Charan| [email protected] ac. in | +918085722442

Rahil Maniyar | [email protected] air conditioning unit. in | +917879278890

Sandeep Kumar | [email protected] ac. in | +919752830949


Executive Summary2

Situation analysis4


Competition Analysis5

Marketplace Developments7


Consumer Understanding9

Proposed Strategies10

The Key Strategy11

Executional Delete word Communication12

Market leader placement strategies12

Social Media Strategy12

Work out and talk them for work14

Pull users to Lenovo's Digital Platform15

Acquire MTV16

Kick off a global competition under the brand ‘The Lenovo brain'17

Promoting Lenovo by simply partnering with Pepsi19

Lenovo experience20

For Rural areas20

Global Strategy21

Execution cover communicating a great ecosystem/convergence22

Lenovo Culture22

Ideas for youth of key markets23

Marketing/Media Plan24

Measuring Advertising Investments' Effectiveness28

Measuring success at distinct levels of campaign28

Techniques to evaluate effectiveness29

Crossbreed Level Marketing Plan31

Executive Summary

Present scenerio

In an attempt to drawing business strategies to enhance the position of Lenovo as a brand for children and further improve its position in emerging economies, the market factors, Lenovo's inner strengths and consumer perception about Lenovo and choices among all competitors are researched. Market elements include market analysis, rival analysis and recent market developments that may affect/influence Lenovo's position/market share. The single most important technique is chosen based on parameters such as placement, how very well market innovations are capitalized upon, match the organization's capabilities, Economic viability and turnaround period. Execution Delete word Communication Technique

Once the connection strategy has become finalized, the many execution ways to strengthen the brand name " For those who do” is definitely strengthened through the communication are established. These types of ideas aim achieving the following objectives: 1 ) Achieving the industry leadership in PC industry

installment payments on your Communicating the ecosystem/convergence of services, items, applications & content three or more. Getting named one of the best firms to help How distinct social media tactics are utilized to realise the 1st goal is elucidated, so are the many digital program ideas, delete word penetration in to rural advertising. Each of these ideas are aimed at looking to identify the many objectives in the organization viz. marketing, PUBLIC RELATIONS, HR and top level management. For every of these ideas, execution and financial risk (wherever applicable) and the minimization plan is likewise elaborated. Various plans which can be employed to develop marketing news in the identified key market segments have been presented. The idea for communicating the idea of convergence along with emphasizing on culture for making Lenovo one of the best places to work for have been completely explained while using example of one territory. Media Plan

Executional level particulars in terms of finances plan (expected expenditure) for each and every of the press: Events, TVCs & In-program promotion, Pr and, Social Media are protected in detail.

Measuring Marketing Investments' Effectiveness

Usually the promoting investments happen to be measured directly against the sales and it is not just a true expression of the target of marketing marketing campaign such as segmentation, creating consciousness among target consumers etc . In order to effectively measure the performance of various marketing investments, just how different multimedia influence numerous stages of the purchase method are analyzed. Also several techniques such as enquiry, techniques to measure the buy...