This document provides a branding and service design strategy for Lenovo to address the female mobile phone market in China. It begins with an introduction explaining the growing economic power of women in China and the opportunity this presents. It then outlines the objectives of identifying Lenovo's current position, understanding female consumers, examining other brands targeting women, and establishing a branding and design approach. Research findings are presented on Lenovo's market share and competitors' strategies. Customer research shows factors women consider when buying phones and preferences for online searching. Possible brand strategies are evaluated and a conclusion recommends a sub-brand strategy using viral branding on Sina Weibo, emotional branding, and an experiential service design approach.

1. Finding Lenovo’s way in
“The She Century”
To create a branding and service design strategy for
Lenovo to address female mobile phone market in China
Yanan Li
Brunel University 2010-2011
Design and Branding strategy

2. Structure
Brand Analysis
Introduction Research Motivation
Aim Research Question
Aim & Objectives
&Objective
Secondary Research
Methodology Primary Research
Branding and design
Findings Target group
Conclusion Brand strategy
Design Framework

3. Planning process

4. 1 Introduction
 The She Century
 Women have unprecedented buying authority
Are responsible for 70% consumer purchases in China
 Women have unprecedented economic power
Will control $ 525 billion of consumer spending till 2015
 New opportunity new strategy
 Women consumers are different
 Traditional demographics are dead
THINDO Female Consumer Chanel Research, 2011
http://www.thindo.com/index.php

5. 1 Introduction
 Lenovo Brand Analysis
 NO.4 Global PC Manufacturer
 Biggest in Asia-Pacific Region
 Own IBM PC Business
 Fortune magazine top 500 Company
 Female mobile phone market share
Fig 1: Female Mobile Phone Market Share by Brand
Sources: Baidu research center 2010 Only 4.7%?

6. 1 Introduction
 Trend analysis-- Weibo Phenomena
 Sina Weibo is a Chinese
 micro-blogging site.
 It is one of the most
popular sites in China
 Similar market penetration
with Twitter has established
in the USA
 Weibo has become a
phenomenon which is paid
close attention to brands and
female consumers.

7. 2 Aim & Objectives
Key Question:
How can design and branding strategy be used as strategic and competitive advantages by
Lenovo, to maintain its leadership and win female consumers loyalty in the domestic mobile
phone market?
Aim:
To create a design and branding strategy for Lenovo to address
the Chinese female mobile phone market.
Objectives:
1 To identify the current brand, design and marketing position of the Chinese mobile phone
market with references to female consumers
2 To understand female consumers lifecycle and shopping behavior
3 To identify how design and branding works with other female targeted brands
4 To establish branding and design approach to address female consumers
5 To formulate a systematic design and branding strategy framework for Lenovo female
mobile phone to differentiate itself and gain customer loyalty.

8. 3 Methodology Framework
• Lenovo Market Manager
• Fashion and DG Best Magazine Editor
• Digital Device Freelance Writer
120 Women Candidates From age15-50

9. 4 Findings
Current Brand and Design situation
 Compare with other brands targeted female market
 Lenovo Has More products But Low market share

10. 4 Findings
Design and branding solutions
LG Emotional Branding Nokia
The taste of Ice cream Customer
Centered
Design
Music and
High Pixels
Samsung Product Imaginary
A choice of women with good taste
TCL Design-driven Strategy
Traditional Cheongsam Theme

11. 4 Findings
• Case studies
We Decide What is Real
Beauty /Viral branding
Women are risk taking
We Understand what
women want
We know You are super
women/reflect new image

12. 4 Findings
Customer Research
Brand Experience
Communication +Service
Word of mouth Reputations
Grass root online valuations
Customer-centered Design
Is the “Her sweat Spot”
Fig 2 On-line Questionnaires with 120 women candidates aged from 15-50
show the Factors that they consider when buying cell phones.

13. 4 Findings
Customer Research
56% of Women use
popular social media to find
Web search preference
100
information about brands
90
80 Among them:
70
60
50
40 Likely to choose that
30
20
10
brand over another
0
62% of them log in at
least once a day
Web search…
70% say a positive
online brand experience
Fig 3 Female Consumers online searching preference 2009-2010 makes them” more
Source: Baidu Research Center

14. 4 Findings
Customer Research

15. 4 Findings
In-depth interviews
Make Things (appear) Simple To women
High-tech Features do not work
Talk to her
--Bing. W DG Best Editor
Being different but not difficult
She’s on Weibo, you must be there
She loves communicating
--Qing, R Female DG Freelance writer
Keep her Chic
Treat her as close friends
Social-net working all the time-Sina Weibo
--Mang. S Fashion magazine Editor
Struggling with how to posit our brand
And shed women’s new image
Where to reach her effectively
-- Anna, Ma Lenovo market manager

16. 4 Findings
Experience Design
Samsung D’light:
• The name D'light combines the words "digital" and "light",
• Digital Experiences and Interactive service.

17. 5 Possible Brand Strategy Evaluation

18. 5 Possible Brand Strategy Evaluation

19. Brand Asset Valuator
Knowledge
Different Esteem
Relevance Evolving
Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

20. 5 Possible Brand Strategy Evaluation

21. Brand Asset Valuator
Knowledge
Different Esteem
Relevance Evolving
Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

22. 5 Possible Brand Strategy Evaluation

23. Brand Asset Valuator
Knowledge
Different Esteem
Relevance Evolving
Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

24. 5 Possible Brand Strategy Evaluation

25. Brand Asset Valuator
Knowledge
Different Esteem
Relevance Evolving
Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

26. 5 Possible Brand Strategy Evaluation

27. Brand Asset Valuator
Knowledge
Different Esteem
Relevance Evolving
Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

28. 5 Conclusion --Sub-brand Strategy
 Sub-brand Strategy
 Viral branding
 Through Sina Weibo
 Emotional branding
 Reflecting new image

29. 5 Conclusion
--Viral branding Through Sina Weibo
 Generate ideas Iteration process
Posting films Updating regularly
Tracking responses Words of mouth ads

30. 5 Conclusion—Service Design
Experiential Service Design as main brand Differentiator

31. 5 Conclusion—Customer Journey

32. 5 Conclusion—Service Design

33. 5 Conclusion—Service Design

34. 5 Conclusion—Service Design

35. 5 Conclusion—Design strategy

36. 5 Conclusion—Project Review

37. 5 References
Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster
Brown, M ,2010, BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer
Woman, Harvard press: US
Brannan. B, 2009, Why She Buys: The New Strategy for Reaching the World's Most Powerful
Consumers, Br ion print: Brighten
Gobe, M. (2002) Emotional Branding, NY: Allworth Press
Goodwin,K,2009 Designing for the Digital Age: How to Create Human-Centered Products and
Services, New sight print: NYC
Hewlett, S. A, 2010, Why women are the biggest emerging market, Harvard business review. 8th
March 2010
Holt, D. B. (2004) How Brands Become Icons, HUP: Harvard business school press
Ken Dychtwald, ,2007 The Power Years, New sight print: NYC
Laurel, B. (2001) Design Research : Methods and Perspectives, Cambridge: MIT Press
Snyder, T, 2011, Women Rainmakers' Best Marketing Tips, Harvard press: US
Thin do Researchers (2010): The buying authority of new generation of women. Thindo Research
Center, http://www.thindo.com/ [online], Accessed 16th Aug.

38. THANKS FOR YOUR ATTENTION
• ANY QUESTIONS?