LENOVO YOGA 3 PRO

TAB
Group 1
Annie Bui, Amanda Beaty, Lei Huang, Saarah
Khan, Steven Luong, Anand Prosothuman

Survey
Functional Features
Purpose
Usage
Development

Results
Screen - 50% (battery life - 21%)
Camera - 16%, Storage - 13%
Social media - 63%
(television/games - 20%)
Email - 11%, Music - 6%
1-2 hours - 46% (5+ hours - 26%)
3-4 hours - 16%, less than an hour 13%
Mobility - 40% (Projector - 33%)
Battery life - 21%, Ergonomics - 6%

Tablet consumers in
America

Source: IDC Worldwide Tablet Tracker

http://www.forbes.com/sites/chuckjones/2014/02/03/apples-ipad-losing-share-to-samsung-and-lenovo/

Lenovos Market Share

Growth

Source: http://www.statista.com/statistics/276635/market-share-held-by-tablet-vendors/

Demanding
Features
Majority demanded
longer battery
life/lower price
Many of the
demanded
features for the
Surface Pro 4 are
included if not
better in the
Lenovo Yoga Pro 4

Source: http://techspective.net/2015/02/28/dear-microsoft-this-is-what-we-want-in-thesurface-pro-4/

LENOVO vs. APPLE vs.

MICROSOFT
Product
Surface Pro 4
Yoga Tab 3 Pro
10.1 QHD Display
In-built Projector
Intel Atom
Processor
Adjustable Stand
Battery: Up to 18
Hrs
1.47 lbs
Camera: 5 MP/13
MP
Puma Black

12.3
PixelSense
Display
6th Gen Intel
iPad Air 2
Core
9.7 Retina m3, i5, or i7
Display
Surface Pen
Touch ID
Included
A8X Chip Windows 10

LENOVO v. APPLE v.
MICROSOFT
iPad Air 2
Price
Yoga Tab 3 Pro
32 GB

$499

Surface Pro 4

Wi-Fi only
16 GB

$499

32 GB

$599

128 GB $699

128GB / Intel Core m3 - 4GB RAM

$899

256GB / Intel Core i5 - 8GB RAM

$1299

256GB / Intel Core i7 - 16GB RAM

$1799

128GB / Intel Core i5 - 4GB RAM

$999

256GB / Intel Core i7 - 8GB RAM

$1599

Wi-Fi + Cellular
16 GB

$629

32 GB

$729

128 GB $829

LENOVO vs. APPLE vs.

MICROSOFT
Place
Lenovo
Online
ONLY

Apple &
Microsoft
Online
Own Stores
Retailers (Best
Buy, Walmart,
Target, etc.)

LENOVO vs. APPLE vs.

MICROSOFT
Promotion

Pain Points
Marketing sources are not rich
Single marketing channel - products are
mainly sold by retailers
limited customer service and support
Weak global brand awareness
Insufficient publicity for new products
Americans stereotype Made in China

Promote Consumer Review

Popular Youtubers:
Unbox Therapy
320K+ Subscribers
36 Million+ Video views
CNETTV
281K+ Subscribers
111 Million+ Video views
LockerGnome
256K+ Subscribers
158 Million + Video Views

Personalize
Make the tablet personalized through Motorola, a
company owned by Lenovo.
Motomaker provides the opportunity to
personalize phones
Marketing non personalized tablets at a lower
price and personalized tablets at the current
price would increase sales

Social Media Promotions

Social Media
7.6hrs a month
Facebook
1.3Billion users
Twitter
289Million users
Instagram
302Million users

Lenovo and Buzzfeed Posts

17

custom postsand2 quizzes

Received a social lift of 1.5X.

Not related to the

company
Not reaching out to
targeted audience
Focused on sideline
advertising only

Related to the
company
Reaching out to
nostalgic viewers
Focused on
advertising in the
blog post AND on
the side

Tech Tab
-Informs readers
of the latest tech
devices out
there

Buzzfeed Video
1B+ monthlyvideo views
19M+subscribers
Provide Buzzfeed with
tablets to use in their videos

Video Promotion
Hoverboards receive
tons of publicity from
Buzzfeed
Daily videos include Mac
and Dell desktops
Create brand awareness

Potential
Posts

Citations
Voo, Brian. "20 YouTube Tech Channels To Subscribe." Hongkiat Technology Design Inspiration. N.p., n.d. Web. 11
Nov. 2015.
Pirillo, Chris. "Chris Pirillo's IPad Air 2 Review - LockerGnome."LockerGnome. N.p., 09 Feb. 2015. Web. 11 Nov.
2015.
"Social Networking Statistics." Statistic Brain Research Institute. N.p., 24 Mar. 2015. Web. 11 Nov. 2015.
Lipin, Michael. Chinese Brands Little Recognized in US, but Innovation Helping. Voanews. N.P., 29 Dec. 2014.
Web. 14 Nov. 2015
"How Technology Is Changing Media." How Technology Is Changing Media. Buzzfeed Inc, 2014. Web. 15 Nov. 2015.
"BuzzFeed Advertise." : Content Worth Sharing. Buzzfeed Inc, n.d. Web. 15 Nov. 2015.
"BuzzFeed & Lenovo." BuzzFeed. B, 2014. Web. 15 Nov. 2015.
Jones, Chuck. "Apple's IPad Losing Share To Samsung And Lenovo."Forbes. Forbes Magazine, 3 Feb. 2014. Web.
14 Nov. 2015.
"Tablets Vendors: Market Share 2011-2015 | Statistic." Statista. N.p., n.d. Web. 16 Nov. 2015.
Bradley, Tony. "Dear Microsoft - This Is What We Want in the Surface Pro 4." TechSpective. Techspective, 28 Feb. 2015. Web. 16 Nov.
2015.