Lenovo is a $34 billion technology company and the largest personal computer vendor in the world. It wants to become one of the top three considered tablet and smartphone brands in India by 2014. To achieve this objective, Lenovo conducted surveys of dealers, shopkeepers and customers. The surveys revealed weaknesses like a single marketing channel and lack of product varieties. Opportunities for Lenovo include exploring new markets. Problems identified include lack of service centers and being new to the smartphone/tablet segment in India. Suggested solutions include re-launching with improved advertising, sponsoring shows, identifying target customers, developing different series for different price points, and improving distribution channels.

2. Contents
Background
Project
Objective
Survey
Problem spotted
Solution

3. BACKGROUND
• Lenovo group limited is a US $ 34 billion company into
personal technology, company serving customers in
more than 160 countries. It is largest personal computer
vendor in the world, having recently surpassed dell & HP.
Formed by lenovo groups acquisition of ibm’s personal
computer business in 2005. Lenovo's acquisition of ibm's
personal computer division accelerated access to foreign
markets while improving both its branding and
technology. Lenovo paid US$1.25 billion for ibm's

4. ABOUT LENOVO SMART PHONES
• K Series- Premium, Ultra-Slim Smartphones:
State-of-the-art smartphones featuring the latest
processor, display, and camera technology.
• S Series Elite Entertainment Smartphones: Sleek
smartphones designed for video, music, and
gaming with powerful processors, high resolution
displays, and studio-class audio.
• P Series Professional Smartphones with Epic
Battery Life: Extra-long battery life, IPS displays,
and powerful processing will keep you connected
on the road and in the office.

5. ABOUT LENOVO TABS

6. PROJECT
• Lenovo is targeting customers of smart connected
devices of the age group 15-35
• It has smart phones ranging from rs.7000-35000
and tablets from rs.9000-50000
• It wants to compete with companies apple, Samsung,
Micromax and many others and wants to lead the
market share.

8. OBJECTIVE
HOW CAN WE MAKE LENOVO
AMONG TOP THREE
CONSIDERED TABLET AND
SMART PHONES BRANDS IN
INDIA BY 2014?

9. •SURVEY

10. Questionnaire
Dealers &
shopkeepers
Customers

11. DEALERS
1. How is your business going on with Lenovo ?
2. What is the % of sale of Lenovo as compared to other brands?
3. Why is Lenovo failing in the market?
4. How is the relationship of the company with you?
5. As per your knowledge what is the future of lenovo company in
smart phones and tab?
6. How is the supply chain?
7. Even if the company has good name and brand why are the
sales of smart phones/tabs down?
8. What changes do you suggest the company should go for to
attract customers?

12. CUSTOMERS
1. What comes in your mind when you here lenovo
?
2. What is your opinion about lenovo tabs and
smart phones?
3. If you have one how do you feel about it?
4. What problems are you facing?
5. What do u want to suggest to the company for

15. SWOT ANALYSIS
Strengths
• The Lenovo goods and services have good quality
• The brand recognition and traditional reputation of
lenovo are very good
• Expanding global markets strategy of the marketing
• The diversification of products
• Owns very convenient and beautiful images
• Good public relationship and sponsorship

16. Weaknesses
• single marketing channel, the products and services are mainly
sold by monopolized stores
• large number of product lines lie in the expansion of overseas
• product styles are too fewer to choose
• marketing sources are not rich
• prices are not cheap

17. Opportunities
• specialty business computer industry takes larger
market in the world
• European countries‟ market exploration, such as
England, France, Italy” is very strong.
Division of products

18. Threats
• There are too many cheap products appearing in the
world
• Competition from other brands are more pleasing to the
consumer
• The market protect in some countries is strong
• Foreign exchange rate fluctuations

19. PROBLEM SPOTTED
We can see that the marketing strategy of the
lenovo competition is not watching competitors,
and only targeting to market shares, but the
lenovo must choose the correct target markets
and market positioning.
Lack of service centres
New to this segment
Lack of varieties

20. SOLUTION OF THE CASE
1. NEED OF A RE LAUNCH
2. ADVERTISEMENT
3. MUST SPONSOR SOME FAMOUS SHOW AS THEY DID IN KAUN
BANEGA CRORE PATI FOR LAPTOPS.
4. IDENTIFY THE TARGET CUSTOMERS
5. K SERIES SHOULD BE MORE DEVELOPED WITH GOOD FEATURES
AND MUST BE DESIGNED AS PER EXECUTIVE PURPOSE AND TRY
MAKING IT A PREMIUM BRAND.

21. 6. S series with medium features and cost should
target youth with sleek design and stylish models.
7. P series should be designed in such a way with
minimum cost more basic features so that every
common man can afford it
8. Need of service centres
9. Improvement in distribution channel
10. Brand ambassadors

22. MORE SUGGESTION FOR
THE IMPROVEMENT OF
THE CASE ARE MOST
WELCOME

23. •THANK YOU