Lenovo to pump in Rs 10 crore for Phase I of marketing for ThinkBook

The smartphone brand will leverage a mix of digital & channel marketing, says Amit Doshi, CMO, Lenovo India, in a chat with exchange4media

e4m by Misbaah Mansuri
Updated: Dec 3, 2019 8:22 AM



Smartphone brand Lenovo has decided to invest Rs 10 crore into the first phase of marketing for its new sub-brand line-up ThinkBook targeted at small and medium-sized businesses (SMBs).

“Given it’s a new launch we figured out that the amount is a good seed corpus to build the new brand up to start off,” Amit Doshi, CMO, Lenovo India, told exchange4media. He shared that the brand would leverage a good mix of digital and channel marketing to reach out to its target audience.

Within digital, Lenovo will ride heavily on news and business verticals. “We are working with LinkedIn to see how we can target an SMB employee and make decisions better. So our digital mix is really about news and business; it’s got LinkedIn and very specific SMB destinations where people come in and learn business from. Traditionally, channel marketing has been driven a lot through local events, through collateral, email, etc. We are reimagining how channel marketing is done in the IT sector for sure,” Doshi explained.

According to him, the expectation from the ThinkBook launch is to be able to carve a very strong brand for small and medium businesses in India. “Over the last few quarters we have been able to fine-tune the SMB marketing mix and that is going to be one key element. We have got our own database of customers and we use direct marketing,” he shared.

ThinkBook has been priced from Rs 30,000 onwards and goes up to Rs 70,000, depending upon the configuration and specifications. Doshi further revealed that the size of the market wherein ThinkBook is operating is about 3 million a year. When quizzed on the target markets, he said, “Delhi, Mumbai, Bangalore and pockets in Gujarat and the South. Wherever you have small and medium industry grouped up, it naturally becomes our markets.”

On the need for a product like ThinkBook, when the market has enough options for consumer laptops, Doshi contended, “But when a company has to provide devices to its infrastructure, to its employees, it is a very different ballgame. They look for reliability, tech support from the brand, and security options as employees can’t be operating on devices with the company's data in an insecure manner. So, we believe ThinkBook is the right sweet spot of a product that meet desires of today's employees and a company’s needs, something more secure and reliable. So, it’s like a good balancing act between the two.”

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