I hadn’t experienced such fluctuations then. Before Lenovo, I was an IBM business partner. Recalls Neelkamal Mohanty, owner of S Kumar Computers, a Lenovo business partner in Ahmedabad: “At the time, the company experimented frequently. That is, it has been busy undoing the damage of 2009, when its market share plummeted and relationships with business partners soured. For over two years, Lenovo has been streamlining distribution, building strong channel partnerships and expanding its product line-up to give consumers choice across price points.
The connection is not knocked together by advertisements alone. We will push the awareness level higher.” It is only from last January that Lenovo declared its market position. He claims the company is not late in making the corporate statement: “Two years ago, the business was ahead of the brand because the company had not invested in marketing. It is known to make great products, not limited to PCs,” says Shailendra Katyal, chief marketing officer, Lenovo India. “The brand has resonance with engineering expertise. What is Lenovo’s unique selling proposition? This message is for them, relevant for all Lenovo devices and across budgets.”įor most consumers, Sony laptops spell style, HP stands for durability and sturdy form factor and Dell an array of choices at various price points. Prateek Srivastava, group president (south), Ogilvy India, the advertising agency, which holds the Lenovo account, disagrees: “The campaign targets a different consumer: the section of the youth which uses technology to do more than the usual. Some marketing experts say it is reminiscent of Dell’s ‘Take your own path’ advertisements in ideology (aimed at entrepreneurs and small and medium businesses) and ‘The power to do more’ tag in phonology (aimed at consumers). Perhaps, this is why the campaign doesn’t sound different from others. Lenovo’s latest advertisement campaign with the tag line: ‘For those who do’ is aimed at the aspirational youth, the club that determines the fate of most tech brands.
#Hp vs dell marketing strategy Pc#
Not only can it take on HP and Dell in the PC business, it will soon challenge tech giants across all four screens: smartphones, smart TVs, PCs and tablets. The CES blitzkrieg shows Lenovo is ready with innovative devices packaged in chic boxes. It needs smart marketing and a string of successful products. But building the X factor of its brand may take years. Lenovo seems close to mastering the distribution trick. Efficiency in supply chain management (the Dell way), and strong brand power (HP and Sony strategy) are key differentiators. The computer business is governed by product parity: every label procures components from Chinese, Taiwanese and Thai factory floors. With an order that size, the last quarter of 2011 will likely see the company hit jackpot, though temporarily.īut Lenovo wants to change the pecking order for good. For Jayalalithaa, the chief minister of Tamil Nadu, has zeroed in on Lenovo to dole out the largesse she promised before state elections: 3 lakh PCs to be distributed among students in government schools and colleges. And the company may lose it to Lenovo faster than most predicted.
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