Top Story

e4m_logo.png

Home >> Marketing >> Article

Retail & digital push for Lenovo’s smartphone foray

02-November-2012
Font Size   16
Share
Retail & digital push for Lenovo’s smartphone foray

To grab a share of the pie, PC maker Lenovo has entered the growing smartphone market of India. This move is a step forward in the brand’s overall four-screen strategy, which comprises PC, tablets, smartphones, and smart TVs.

This launch primarily targets the youth segment. The brand is launching in five markets in the first phase, namely, Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Gujarat.

“The reason for choosing these markets is that they are very significant in terms of the size of the Indian smartphone market. By covering these five states, we have covered 25 per cent to 30 per cent of the market share,” said Shailendra Katyal, Director Marketing, Lenovo India.

“Our brand and retail presence is also very strong in these markets through our Lenovo stores. For e.g., in Gujarat we already have 100 Lenovo stores, through which we are selling computers now. But, it is very easy to extend this to another category,” he added.

According to Amar Babu, Managing Director, Lenovo India, the brand plans to adopt the strategy of learning and growing in these markets in the first phase. It will then adapt those learning to other markets moving forward.

“Having witnessed success in the PC space, our entry into the smartphones category is a strategic move that reinforces our commitment to lead technology and innovation across the four screens. The number of consumers adopting smarter, wireless technology in the country is on the rise and we anticipate a huge increase in smartphone users. Lenovo smartphones offer a compelling value proposition for the Indian consumer and we are confident that our audiences will strongly consider our product portfolio,” added Babu.

The brand’s marketing and communication plan will focus on retail and digital in the first phase; television is not included in the phase. The brand will leverage its overall 1000 retail touch-points and also create content around the digital medium via campaigns on Facebook, Twitter, etc. The brand’s consumer engagements activities will also include mall activations.

“We will create and build excitement for youngsters and ensure our presence at all youth hangouts,” added Katyal.

With the smartphone category getting increasingly competitive, what is the differentiator that Lenovo will provide? 

“We listen to our consumers very intently and design products according to their needs. We will leverage our strengths of product, distribution and brand in India, which gives us an edge over other brands,” said JD Howard, Vice President, Lenovo MIDH. 

“Lenovo has built a solid and successful mobile phone business in China, reaching the number two position in the smartphone category in less than 18 months. We have reached a critical expansion point where we can use the solid platform we have established to expand to other countries and bring our leading technology to many more users. Moreover, we have a long-term plan and strategy; we want to become a household name,” concluded Howard.

Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body

The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways

The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status

Our typical marketing budget is usually 10 per cent of the topline spend

The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’

The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions