This document provides details of a project for Lenovo to increase its market share for tablets and smartphones in India. The team members are listed. The objectives are to make Lenovo a top 3 considered brand for tablets and smartphones in India by March 2014. Deliverables include insights on Indian consumers, customer segmentation, positioning Lenovo products. Findings show low brand awareness and a perception of Lenovo as complicated and with poor battery life. Recommendations include Indianizing brand names, targeting different consumer groups, sponsoring events, using brand ambassadors, and targeted advertising around holidays.

1. Team members :
Group
Batch
Professor
Institute
:
:
:
:
1. Prashant Panahale 2. Arun Khedwal
3. Bhanu Bhatnagar
I
XMBA-25
Vikram Parekh
ITM, Vashi

2. Objective
How can we make Lenovo among the top 3
considered tablet & smartphone brands in India by
March 2014 in 18-34 TG?
This would mean to get the consideration score to a
level of 25%-30% in a year’s time
Deliverables:
Insight on Indian tablet & smartphone consumer
Customer segmentation & defining Lenovo TG
Positioning for Lenovo Tablets & Smartphones

3. The Findings

4. The Findings- Lenovo
38% feels Smartphones are complicated to use
48% Prefers Pc’s for similar use
Consumer is very price sensitive
60 % say Lenovo battery life poor
Chinese Mobile feeling
Brand awareness is very low
Women’s smartphones segment unexplored
People are afraid of dropping & damaging it
Product promotion is not up to the mark
Retail chain is limitation

5. Recommendations

6. Smartphones Series- Indianisation
K-Series
 Rename to
“King Series”
S-Series
 Rename to
“Spirit Series”
 Means Josh,
attitude
P-Series
 Rename to
“Phenom
Series”
“Smartphones are Simple”
A-Series
 Rename to
“Attitude
Series”

7. “Why do you need laptop? Our
smartphones provides all your
requirements on a small easy to use
affordable gadget”
Lenovo Smartphone

8. “If laptop is difficult to operate or
bulky to carry, we have one stop
solution for all your requirements ”
Lenovo Tablet’s

9. Recommendations
 Target both entry level users & consumers
with phones at the end of life cycle
 Provide better battery life to smartphones
 Indianisation the Brand : In KBC the iconic “ Computer ji
should becomes Lenovo Tablet Ji”
 To Re-vitalise the brand Sponsor the Marathons in all
mega cities , Item song in Hindi movie & through social
network create brand awareness
 Women Smartphones segments should be targeted using
brand ambassador like Sania Nehwal,Priyanka Chopra etc.
 Launch Lenovo loyalty programme to target existing
laptop & PC users

10. Recommendations
Penetration strategy: Tie-up with corporates like
ITM,HUL & Dr. Reddy’s to give salesman &
medical representative to replace their PDA
Lenovo can also target:
Father & son relationship, brother & sister
relationship & Husband & wife relationship
to create gifting segments
 Lenovo can also target intuitional sales to
schools, Collage, Hotel industry & to doctors
Word-of-mouth and social media influencing
device choice

11. Recommendations
Increased frequency of ads 1 month prior to
Mother’s Day (May) and Father’s Day (June)

12. Thanks