Section 2: Marketing Strategy for Lenovo

Abstract

This paper discusses the overall marketing strategy Lenovo should use to launch their new notebook. We have divided the marketing strategy into different perspectives and discussed them individually. Perspectives include how Lenovo can incorporate branding & co-branding opportunities, customize it's advertisements for the new notebook, predicts market segmentation variables in Canada and pricing strategies along with the target market objectives.

Introduction4

Branding & Co-branding4

Multi-country advertising strategy5

Market Segmentation Variables - Canada5

Geography6

Psychographics6

Demographics6

Pricing Strategy7

Production Distribution Channels & Logistics8

Marketing Communications Strategy9

Conclusion9

References10

Marketing Strategy for Lenovo

Introduction

Companies use several marketing strategies all over the world. The industries different companies operate in influence the marketing strategy they adopt to maximize economics gains. Keeping in mind the fact Lenovo operates in a computer industry, we will devise its strategies accordingly.

Branding & Co-branding

Though Lenovo came only in 2004 as a brand, it has a long history since 1984 and already has its own distinct global presence (Lenovo, 2013). Taking advantage from that, Lenovo can use the 'corporate branding' strategy for its upcoming notebook. This way Lenovo will be using their products already present in the market to advertise their new notebook. They can add supplementary informatory material regarding their new notebook with the Lenovo products already selling in the market. Lenovo can also the co-branding approach. For example, they can co-brand their new notebook with Beats audio. One such co-branding has already been done successfully by HTC for their mobile phones in association with Beats audio (HTC, 2013).

Multi-country advertising strategy

Lenovo should adopt a multi-country advertising strategy. They should try to think of the new country as one market segment and then target their advertising campaign towards that particular segment accordingly. This way the content of the ads will vary slightly from the standardized global advertising Lenovo is using currently.

Not all customers in the new country Lenovo are planning to sell its new notebook will have a similar cultural, social or demographic structure. Each factor affects the way a customer reacts differently. If the new country has a small computer market at present, then Lenovo can focus more on creating brand awareness for their new notebook. But if they are entering an already competitive market, Lenovo should focus more on how to make their notebook standout from other notebooks already in the market..

Market Segmentation Variables - Canada

We have selected Canada as a new market where Lenovo decides to launch their new notebook. As all countries differ from each other, they all have their own unique market segmentation variables. Canada is no different; we need to forecast all the market segmentation variables keeping in mind the geographical, psychographics and demographics factors in Canada.

Geography

We can further divide the geographical market variable according to the region and climate. As around 40% of all the people living in Canada reside in Ontario (Ontario Ministry of Finance, 2013), marginal sales from advertisements in this area will be higher than in others. The climate also plays a vital role in Canada with lots of ...