Lenovo India

Bhaskar Choudhuri Director Marketing Lenovo India
Bhaskar Choudhuri Director Marketing Lenovo India

The Game Plan

Lenovo has expanded its product portfolio to include PC’s Smartphones, Tablets, Servers and Workstations, to provide an enhanced user experience. From a marketing perspective, Lenovo is more customer-focused and believes in connecting, engaging, telling stories and building relationships with its customers.
Lenovo’s new brand identity and new brand position captures the core philosophy of constant evolution, observation and stimulating conversation. Additionally, its GLOCAL approach to business has enabled Lenovo to take a customized approach across categories like Laptops, Smartphones, Tablets and Servers, establishing India as a country with the strongest brand consideration outside of China.
The brand has taken the leap into working with e-commerce partners and achieving disruptive growth in new categories. Lenovo’s core channel strength is aimed at building long-term relationships with partners. Its latest strategic partnership with Paytm is an initiative aligned in this direction.
The company has also focused to create a fusion of hardware, software and cloud service platforms, to deliver smart connectivity and the best experience to customers.

Emergence of the Digi-Era

India’s low computer penetration continues to increase the digital divide barrier which needs to be addressed on priority. As a PC leader, Lenovo is taking significant steps towards making India computer-enabled and to address the challenges of the youth.
· ‘Start up with Lenovo’ is a one-of-a kind initiative to address the problem of India’s low computer penetration which is currently at 10%; the lowest among developing countries. It is implemented on a National scale and the initiative is unique to India
· This initiative is a significant effort towards the larger ‘Digital India’ and also ties into the Government’s new ‘Start up India, Stand up India’ campaign that aims to drive entrepreneurship and job creation in the country
· Lenovo has partnered with Microsoft and Intel for college activation programs to increase awareness around PC usage as well as to make PCs more accessible amongst youth in smaller towns

· As Internet access is a challenge to users in the hinterland, Lenovo has tied up with Tata Docomo for easy Internet access by providing free dongles, through a cash-back scheme

The Differentiator

Innovation has been central to Lenovo’s strategy. All Lenovo products across segments are known for optimum performance and superior functionality.
Lenovo continues to invest significantly in R&D globally, employing more than 3,200 brilliant engineers, researchers and scientists. At global forums, the company has demonstrated its vision of computing and emerging technology concepts.
Moreover, it also held its inaugural Lenovo-branded TechWorld event in Beijing last year, where it pushed the envelope on innovation with some ground-breaking concept products like Smart Cast projection smartphone and Magic View smartwatches. Its vision for products and services in the Internet+ era centers on device innovation, delivering powerful infrastructure and, most importantly, creating deep, smart connectivity.

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