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Lenovo gives ‘Delete’ command to its old strategy; ups marketing spends

06-October-2010
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Lenovo gives ‘Delete’ command to its old strategy; ups marketing spends

Powered by the corporate strategy of ‘getting closer to consumers’, Lenovo India is now putting all its monies and efforts to propagate ‘fun’ proposition and has decided to widen the horizons.

Rahul Agarwal, Marketing Director (Acting) and Executive Director - KAB & Think CoE, told exchange4media, “We have now increased our focus on the young Indian consumer segment and aim to create an instant emotional connect with the 18-24 age group. As a first step in this process and also to stay in sync with current trends, we have now unveiled a brand new campaign that aims to capitalise on trends in vogue and propel consumers to add more fun to their lives. In short, we want consumers to seek our innovative, fun embodied, stylish products and become de-facto ‘fun’ ambassadors within their social circle.”

From now on, the brand’s marketing communications will revolve around highlighting the ‘fun’ proposition for consumers as well as our feature rich product portfolio – and cater to consumers’ 360 degree requirements. The central theme of the latest TV campaign depicts the new strategy too.

When asked how the brand arrived at the ‘fun’ strategy, Agarwal replied, “We undertook a focused research with our target group to create a wish list – things they see as ‘fun’ and would like to own sometime soon. Most of them listed products like PCs along with products like bikes, MP3 players, video game consoles, fancy mobiles, etc. We then took the same wish list to their dads, asking them which products they would consider buying for their sons. We discovered that an overwhelming majority of dads are not very comfortable buying their sons a fast bike or a fancy MP3 player or gaming consoles, because they think such devices and products will only spoil their sons further and distract them from studies. However, dads were very willing to consider purchasing a good PC for their sons because they view it as adding value to their son’s life, from an education perspective.”

Discussing more on the strategy, Agarwal stated, “We strongly believe our new consumer campaign is by far one of the boldest moves by any PC player in India. This marks the evolution of brand Lenovo in India and our new strategic focus on the consumer segment. Our brand awareness scores are amongst the highest in the category. We have kickstarted a nationwide marketing communications campaign to connect with the young Indian consumer.”

The brand has also increased its marketing budget by a significant margin as it refreshes its approach towards customers. Agarwal informed, “There has been a significant increase in our marketing spends. This campaign is a significant move for Lenovo India. We are placing equal emphasis on each medium for this campaign so as to effectively leverage all forms of media. We have been and will continue to be one of the highest spenders in the category.”

Lenovo’s brand mantra revolves around ‘Innovation with a purpose’ and the brand intends to address consumers’ requirements in a timely manner.

On choosing the right medium of communication for the new campaign, Agarwal said, “We have initiated a nationwide campaign and are leveraging all mediums of communication – television, print, outdoor and online with a unique execution idea for each element, designed to leverage the full potential of each medium. We will be reinforcing the core message across platforms, without restricting the execution to simply adapting the TVC – and most importantly, propagating ‘fun’ with each medium (print, electronic and online).”

The brand is also seeking to establish an “emotional connect” with its young buying population. “Our immediate aim will be to increase brand preference for Lenovo. To start with, the new consumer campaign intends to make brand Lenovo resonate with ‘state-of-the-art technology’ and ‘fun’. Through our new campaign, we are confident of creating an instant emotional connect with the 18-24 age group, propagate Lenovo’s ‘fun’ proposition for consumers and emerge as a strong youth centric brand,” Agarwal concluded.

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