Lenovo has recently expanded its turf with the launch of its ThinkPad Edge series targeting the SMB (Small to Medium Businesses) segment. The move is significant as it marks a change in the playground, which the laptop maker has been playing in for the last 17 years, that is catering to the large enterprise.
While the first phase of its launch campaign is still running, the company has planned to refresh its creative approach for the second phase of this campaign. Talking about the shift, Rahul Agrawal, Executive Director, Lenovo’s Worldwide Marketing Services, said, “Every company needs to re-look at its creative approach every now and then. We feel that for us this is the correct time to revamp our platform and refresh our creative approach. We are looking at understanding the SMBs better and identifying their pain points to address those. We are also redesigning our sales structure to focus on this segment.”
He added, “Until sometime ago, we were focused on the large enterprise and that too in the premium segment. We were witnessing a change in the landscape where SMB as a segment has grown so huge that there was no reason to not leverage the brand equity of ThinkPad to reach this segment. The difference lies in the fact that while SMB users want reliability that our brand is known for, they are also looking at a stylish looking product. This is where we brought in ThinkPad Edge.”
To reach this segment, Lenovo India has outlined a marketing strategy for its offices across the globe, which is running now. It has taken on the integrated marketing approach where Lenovo, being a leader in the category, has taken the leadership tone, but the subject is that of talking to SMBs and their life. Ogilvy Bangalore (Lenovo Hub), which sits on the same floor as Lenovo, is the agency servicing them. It’s a collaborative approach, as Agrawal explained, which has helped them in coming out with cutting edge communication for Lenovo that’s used across the world.
“We have expanded our portfolio with the ThinkPad Edge, and to communicate this to our customers, we looked at an evolved positioning. For the launch, we designed a new campaign and messaging, though interestingly we haven’t changed our value proposition of being ‘The Ultimate Business Tool’, except that we added ‘Ultimate Business Tool with Style’ to communicate to our consumers,” concluded Agrawal.