Case Analysis
Case Agenda
Issues
Situation Analysis
Alternatives
Recommendations
Postscript
Case Takeaways
Issues
Company or Business Units
Strategic Direction
Customer Analysis
Industry Analysis
Competitive Analysis
Current Brand Strategy
A. Brand Image and Strategy
B. Brand Building Assessment
C. Brand Growth Assessment
Vision
Purpose
Big Idea
Five Sources of Connectivity
Values
Goals
Strategies
Tactics
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Issues
How rapidly should Lenovo drop the IBM name from its products?
How much of the budget would you put behind the Lenovo brand versus
the Think brand?
What should the positioning be of these two brands and how can each
support the other?
Need for new Think products to show more value while respecting
the essence of the Think brand.
How to set the stage for Lenovos sponsorship of the 2008 Beijing
Olympics realizing a clear global positioning is needed along with
a powerful product line to support it.
Innovation
DELL
Everyone
A Few
HP
LENOVO
SONY
APPLE
Two Lenovos?
Relationship
marketing
Corporate customers
Think
Ultimate business
tool
Rock solid,
thoughtful design
Innovation/Efficiency
West?
Transaction
marketing
Small businesses
3000
Smart choice
Worry-free,
exciting/stylish,
great value
Efficiency/innovation
East?
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Postscript
Lenovo moved to a two product line strategy the Think family of products was
premium positioned and the 3000 family for Lenovos mainstream proposition.
X41 Table Series Launched in April 2005 soon after the acquisition to show former IBM
customers that Lenovo could be trusted to continue the Think tradition of excellence.
Positive trade and media response unfortunately credited IBM rather than Lenovo,
partly on the basis that IBM engineers had to have been behind the product
development. The Lenovo name only appeared on the back of the product as the
manufacturer. The IBM logo remained on the front.
Think Pad Z60 Launched ahead of the Turin Winter Olympics in January 2006, the
objective was to show that Lenovo understood the brand essence of ThinkPad and could
make the ThinkPad product line even better. The new models came with an optional
titanium cover, a wider screen, a built-in broadband card, improved keyboard and other
features. The ThinkPad Unleashed advertising campaign reinforced the spirit of
innovation. While the Lenovo brand name appeared prominently in the ads, the product
remained the hero, still bearing the IBM logo on the front cover.
3000 Family Lenovo launched worldwide in March 2006 the 3000 family of Lenovo PCs,
targeting a different market segment (small business) from the Think family. A number
(rather than a name) was used as a subbrand to minimize distraction from the Lenovo
brand. Sample print ads show the users whom Lenovo is targeting rather than focusing
on the product as hero (as in the ThinkPad ads). The emphasis is on problem solving
and reducing risk by choosing Lenovo. Small businesses depend on one or tow Pcs to
function trouble free so the Lenovocare servie concept is especially likely to be valued
by this segment.
The 3000 launch varied in success from one region to another. In some
markets, like the U.S., the line was viewed partly on competitive pricing as a
low-end product and thus did not help to elevate the Lenovo brand.
However, Amelios emphasis was on penetrating emerging economies,
especially India, where many consumers did not yet have established brand
preferences versus trying to crack the cluttered U.S. market.
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Postscript (Continued)
Postscript (Continued)
http://search.tb.ask.com/search/video.jhtml?searchfor=lenovo+advertising+campaign&p2=^BBQ^xdm100^YYA^us&n=781b397c&ss=sub&st=hp&ptb=E85
51B16-EEC9-43C1-B225-049296A36371&si=CNLFq6PsoMUCFVU8gQod7UkA2Q&tpr=sbt
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Case Takeaways
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