Customer/User Insight A

People think that ‘Lenovo’ is a brand that is associated with high-tech and high value laptops, pcs, mobiles etc.
Long battery life and Stylish looks of the product
Value for money

Competitive Environment C

Good Battery Life, Handy model, Budget friendly

Competition – HP, Dell, Accer, Asus etc.
Strategic Void – Unable to upgrade the hardware in laptops and mobiles

Company/Product Features B
High performance laptops, mobiles, pcs with good battery, sound, processor, cooling system than its competitor
Provided online Lenovo solution centre to customize the product
One key recovery which is only provided by Lenovo

Rational Benefits Brand Positioning Statement Company Values

Technology for Those Who Do
Lenovo designs tools for those who are driven
Speed C D By accomplishment
Lenovo’s culture defines
Lenovo … it's their DNA. They
call it the Lenovo Way and it's
Ease of Use the values they share and the
A Working class people who are business practices they deploy.
Durability Audience looking for high-tech and durable It's how they address their day-
product and as well students and to-day commitments. The
Good Sound common people for regular work Lenovo Way is embodied in the
statement: We do what we say
Innovative and we own what we do
Features
Description B

Lenovo products are respected for Brand Personality

innovation and quality. It always upgrade its
products and bring some latest unique
technology for its consumer Lenovo chooses competence as
Emotional its brand personality. Lenovo
E
Benefits Benefits C brand personality focuses on the
working class people who are like
Lenovo gives unparalleled experience when it to be successful and want to
comes to regular and rough use of the product achieve their goal.
Hassle free work and it also give smooth experience in high- Lenovo’s have a wide range of
tech problem brand inventory. They sold PCs,
More creative freedom Tablets, Laptops, Mobiles and
Sense of stealth Proof D different type of electronic
To provide smooth experience, Lenovo accessories. Among all these,
Company Values
Attachment invest a huge amount in R&D and every Lenovo make their brand name
time come up with new solution stronger by selling ThinkPad, it is
quite popular among the
Payoffs E consumer. Also Lenovo make
their brand stronger by slowly
Lenovo provides the ultimate emotional payoff
entering into the mobile market.
for the customer by its value for money heavy th
specification Pc at entry level They are 8 in global mobile
market.
Brand Essence
 Key Massage

Our mission is to become one of the world’s great personal technology companies. We aspire to achieve this objective
by leading in three key areas: Personal Computers: Lead in PCs and be respected for our product innovation and
quality.
Convergence: Lead the industry with an ecosystem of devices, services, applications and content for people to
seamlessly connect to people and web content.
Culture: Become recognized as one of the best, most trusted and most well-respected companies to work for and do
business with.”

To create the innovative devices and the

preferred ecosystem of services and application
that will connect the people with the communities