This player as well has it can enhance

This case study talks
about the brand Lenovo and how it
builds its brand globally. The case study takes us into different dimensions.
It mainly shows us the challenges it has been facing in order to get a good
position and to have a good brand image. The case also shows us the strategies
that was followed by the company.  The case
study shows us why the company has acquired IBM, what are the reasons why IBM
got into the deal and the challenges existed in the market in order to be the
number one. Efficiency and innovation is what makes Lenovo different from other
competitors.

 

The case starts with
the news of Lenovo acquiring IBM. This was mainly for the global establishment
in more efficient and effective manner. Lenovo truly believes that IBM can help
them in the global market to have a better brand image and reputation. The reason
why IBM joined hands with Lenovo was that IBM’s present condition was not a
good one it was in a loss making situation. The customers were fragmented,
whereas Lenovo which was known for the innovation they bring in to the large
audience was something that IBM got attracted into. IBM also believed that
Lenovo can be a very good global player as well has it can enhance the brand
image. Hence acquisition of IBM’s PC business allowed Lenovo to move quickly
into the international market. The initial times Lenovo brand was known as
Legend, since this word is very common in western countries they decided to
change it to Lenovo which means legend in new innovations.

       When the company decided to move global
there were many challenges they faced. Dell was considered to be major
competitors during that time. Even after the acquisition of IBM Company has
been facing many challenges they are- Cross cultural differences was one such
thing. Time, Language, place brand identity and losing existing customers
became a constrain for the employees. It made the employees to have large work
load and time clashes. IBM had deep insights and knowledge about the markets
and also followed good strategies. In the other hand Lenovo had good efficiency
and focus on long term strategy. Lenovo used IBM’s stamp as a advantage so that
they can create an impression among the customers and also gain trust. IBM
being the trusted brand can help the company to bring in trust and increase the
growth of the company. Lenovo brings in the best from east as well as west.
They had a good combination after the acquisition

     When Lenovo did a market study that is
face to face interaction with the customers and then they found that
innovation, quality and service was the three main things that customer was
mainly focusing on. Hence they decided to launch something that is PC focused
and promised not to comprise on innovation and quality and they wanted the
customers to experience the same. Huge amount has been invested in
advertisements, campaigns and sponsorships. This market study helped them to
take branding decisions. Lenovo did a market research to choose the most
efficient alternative the alternatives were master brand, house of brands,
synergy approach, and Lexus/Toyota strategy. The preferred or successful
alternative was synergy approach since it gave importance to both the main
brand and the sub brand.  They wanted to
show case Lenovo as the master brand at the same time to give equal importance
to ThinkPad in order to strengthen the brand.

   The company got into three main advertising
methods or plans, the first one was to do a worldwide advertising campaign
where concentrating more on ThinkPad. The second one was the campaign of
ThinkPad unleashed in connection to the Olympics campaigns. The last one was
fully for the Lenovo brand that is concentrating on Lenovo and its advantage,
show casing its Innovation factor. They wanted to be flexible and so that
maintained a proper balance between these two products.

Lenovo being a Chinese
company had many stereo type impressions that made the customers think twice. They
always had a doubt that whether the customer will devalue their product on the
basis of the place and past. So IBM helped them to solve this problem to an
extent. Lenovo is one such brand which aims at mass customers with high
innovation. Not many competitors are following the same way. Efficiency and
Innovation are two major things that helps Lenovo to be different from the
other competitors. Lenovo was trying to create a brand relationship, response,
meaning and identity through various strategies

 

   ThinkPad was a special franchise that
supported Lenovo to gain a position in the market. Advertisements campaign were
organised in order to make the brand stronger. ThinkPad has received awards for
design and engineering. ThinkPad were the first brand to bring in new
technologies and innovations and also to bring up titanium lid (notebooks) and
also the credit was given to IBM. Using ThinkPad brand strength they were
trying to increase the Lenovo’s brand 
strength.

The strategy that they
used in India is that they sponsored a question of Rs-50000 in the program “who
wants to be a millionaire” which was hosted by a famous star, regarding the
name and meaning of the company. This helped to increase the awareness of the
brand among the Indian customer. Lenovo has also taken up Olympics sponsorships
which have successfully succeed the expectation (only Lenovo and ThinkPad logos
were used.)

    Lenovo came up with a new model called Pc
series 3000. They had a doubt whether the customers will choose their product
over other brands. Since they have set a premium price for their product. The
aim was to provide price competitive products under this series.  As the brand had a impression of providing
cheap products, fixing a price that is low would affect the other existing
products and reputation.This case study talks
about the brand Lenovo and how it
builds its brand globally. The case study takes us into different dimensions.
It mainly shows us the challenges it has been facing in order to get a good
position and to have a good brand image. The case also shows us the strategies
that was followed by the company.  The case
study shows us why the company has acquired IBM, what are the reasons why IBM
got into the deal and the challenges existed in the market in order to be the
number one. Efficiency and innovation is what makes Lenovo different from other
competitors.

 

The case starts with
the news of Lenovo acquiring IBM. This was mainly for the global establishment
in more efficient and effective manner. Lenovo truly believes that IBM can help
them in the global market to have a better brand image and reputation. The reason
why IBM joined hands with Lenovo was that IBM’s present condition was not a
good one it was in a loss making situation. The customers were fragmented,
whereas Lenovo which was known for the innovation they bring in to the large
audience was something that IBM got attracted into. IBM also believed that
Lenovo can be a very good global player as well has it can enhance the brand
image. Hence acquisition of IBM’s PC business allowed Lenovo to move quickly
into the international market. The initial times Lenovo brand was known as
Legend, since this word is very common in western countries they decided to
change it to Lenovo which means legend in new innovations.

       When the company decided to move global
there were many challenges they faced. Dell was considered to be major
competitors during that time. Even after the acquisition of IBM Company has
been facing many challenges they are- Cross cultural differences was one such
thing. Time, Language, place brand identity and losing existing customers
became a constrain for the employees. It made the employees to have large work
load and time clashes. IBM had deep insights and knowledge about the markets
and also followed good strategies. In the other hand Lenovo had good efficiency
and focus on long term strategy. Lenovo used IBM’s stamp as a advantage so that
they can create an impression among the customers and also gain trust. IBM
being the trusted brand can help the company to bring in trust and increase the
growth of the company. Lenovo brings in the best from east as well as west.
They had a good combination after the acquisition

     When Lenovo did a market study that is
face to face interaction with the customers and then they found that
innovation, quality and service was the three main things that customer was
mainly focusing on. Hence they decided to launch something that is PC focused
and promised not to comprise on innovation and quality and they wanted the
customers to experience the same. Huge amount has been invested in
advertisements, campaigns and sponsorships. This market study helped them to
take branding decisions. Lenovo did a market research to choose the most
efficient alternative the alternatives were master brand, house of brands,
synergy approach, and Lexus/Toyota strategy. The preferred or successful
alternative was synergy approach since it gave importance to both the main
brand and the sub brand.  They wanted to
show case Lenovo as the master brand at the same time to give equal importance
to ThinkPad in order to strengthen the brand.

   The company got into three main advertising
methods or plans, the first one was to do a worldwide advertising campaign
where concentrating more on ThinkPad. The second one was the campaign of
ThinkPad unleashed in connection to the Olympics campaigns. The last one was
fully for the Lenovo brand that is concentrating on Lenovo and its advantage,
show casing its Innovation factor. They wanted to be flexible and so that
maintained a proper balance between these two products.

Lenovo being a Chinese
company had many stereo type impressions that made the customers think twice. They
always had a doubt that whether the customer will devalue their product on the
basis of the place and past. So IBM helped them to solve this problem to an
extent. Lenovo is one such brand which aims at mass customers with high
innovation. Not many competitors are following the same way. Efficiency and
Innovation are two major things that helps Lenovo to be different from the
other competitors. Lenovo was trying to create a brand relationship, response,
meaning and identity through various strategies

 

   ThinkPad was a special franchise that
supported Lenovo to gain a position in the market. Advertisements campaign were
organised in order to make the brand stronger. ThinkPad has received awards for
design and engineering. ThinkPad were the first brand to bring in new
technologies and innovations and also to bring up titanium lid (notebooks) and
also the credit was given to IBM. Using ThinkPad brand strength they were
trying to increase the Lenovo’s brand 
strength.

The strategy that they
used in India is that they sponsored a question of Rs-50000 in the program “who
wants to be a millionaire” which was hosted by a famous star, regarding the
name and meaning of the company. This helped to increase the awareness of the
brand among the Indian customer. Lenovo has also taken up Olympics sponsorships
which have successfully succeed the expectation (only Lenovo and ThinkPad logos
were used.)

    Lenovo came up with a new model called Pc
series 3000. They had a doubt whether the customers will choose their product
over other brands. Since they have set a premium price for their product. The
aim was to provide price competitive products under this series.  As the brand had a impression of providing
cheap products, fixing a price that is low would affect the other existing
products and reputation.