levitt's model - lenovo computers

Levitt’s ModelUrvashi Athavale

Saloni MehraQais Husein

Sheikh Rematullah

Levitt’s Model

Core Product

Lenovo is an engineered laptop for personal and business purposes

Core Level

Product Mix

Cooling system - Lenovo systems are built to lessen heat in critical areas

The fans are specially designed to run quietly with the least amount of power.

Less strain on the system's components, lower power consumption, and more comfort for the user handling the system.

Basic / Formal Level

Product Mix

Design - Lenovo has won more than 100 international awards for forward-thinking design.

Reliability - Notebooks pass 8 military specs for ruggedness under extreme hot, cold, humid, or dusty conditions.


Price Mix

Priced between INR 65,000 – 70,000

Costs almost the same as rival HP ENVY dv6

Performance almost same

Lenovo is for a power user whereas HP is a for a balanced user between basic office work and gaming and designing


Promotion Mix

Ad campaigns of Lenovo Ideapad - rugged vision; encourages real action.

HP Envy – Design, multimedia features, graphics


Place Mix

Both available at retail electronic stores

Lenovo is pushed by sales force (Exhibit Reliance Digital and Croma)


Thousands of support reps worldwide

Consistently ranked as a top provider of customer support in surveys.

Warranty Extensions available for periods of up to five years (product specific)

Augmented Level

Priority Technical Support - direct anytime-access to the right level of tech support on the first call

Faster problem resolution, maximized end user uptime and helpdesk productivity

Augmented Level

Accidental Damage Protection - ADP protects investment from operational or structural damage

Other options – Depot or Courier Service Onsite/In-Home Service, International Warranty Service

Augmented Level

Augmented Level

Potential Level

• Lenovo’s first TVC in India – “Grandma-proof” (2009)

• Message - “If this commercial is true, and you live alone with your grandmother, you will know which brand to buy.”

Driving Wheel – Promotion Mix

• The Doers Campaign –

• Launched new products with tagline - 'For those who do'.

• TVC described these ‘doers’ as significantly different from everybody else.

• Personality of Unique, rugged, action-oriented


• Ranbir Kapoor as Brand Ambassador

• Creating a young personality who are smart and can outsmart anyone.

• Also tied up with MTV to build youth centric personality further

• Tied up with Windows 8 to portray novelty and innovation


1 – Awareness • Initial ad talking about durability• Sales force emphasising on superior

features

2 – Comprehension• Lenovo = Action (Doers Campaign)

3 – Liking / Interest• Interest in endurance and taking initiative

Steps towards building Brand Equity

4 – Attitude/ Preference

Builds a favourable attitude amongst youth; Lenovo would be preferred for its power

5 – Repeat Purchase

Ensuring loyal customers and influencers and reinforcement through advertisements


5 – Added Value

Building cult group amongst users. Sales force emphasising on services.

6 – Brand Advocate

Ranbir Kapoor – Advocating brand for the youth and budding personalities


7 – Word of Mouth

Retweets and Reposts of users satisfied with Lenovo

8 – New Buyer

By attracting customers in the retail level. Placing the laptops on the right hand side of shelves, push by sales force


8 – Loyalty

• Emphasis on 1 million facebook likes (Lenovo India)

• Customer service in constant touch with customers

• Providing technical help instantly• Dedicated twitter handle – Twitter Deals

(coupons)


9 - Brand Equity

• Customer who has bought a Lenovo Laptop once, considers a different model of the same brand

• Is able to identify with the TG through various campaigns

• Is willing to pay higher price over rivals and is instant choice especially when features are similar


Thank You

levitt's model - lenovo computers

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