REPORT
LAUNCHING OF
LENOVO – SOLAR TAB
(YOGA SERIES)
SUBMITTED TO: MS. HAJRA ARIF
PREPARED BY: MUHAMMAD SHAFAAT AWAN - 1858114
MUHAMMAD TAHA RIAZ - 1858115
MUZAMMIL MOBEEN - 1858117
MUHAMMAD ZAIN JAVED -1858116
SUBMITTED ON: MAY 16, 2019
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Contents of Marketing Plan
Part 1: Acknowledgement
Part 2: Executive summary
Part 3: Introduction
a) Vision statement
b) Mission statement
c) Product
Part 4: Analysis
a) Current market situation
b) Objectives
c) SWOT analysis
d) Marketing strategy
e) Basis of segmentation
f) Targeting
g) Marketing mix
Part 5: implementation and control
a) Budgeting
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Acknowledgement
We would like to thank our course facilitator Ms. Hajra Arif for giving us the opportunity to
enhance our knowledge through this project. Her efforts throughout the semester have helped
us to understand the practical implications of Contemporary Marketing in the current era.
We also wish to express our profound thanks to all those who helped in making our report. It
would not have been possible without the kind support and help of many individuals. We would
like to extend our sincere thanks to all of them.
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Executive summary
In recent years, the personal computer manufacturing company Lenovo has utilized unique
competitive strategies to achieve a rapidly increasing share of the computer and notebook
market. After acquiring the IBM brand name and laptop division, Lenovo soon became a major
player in the corporate market, inheriting along with IBM’s notebook division technology and
executive staff a reputation and branding that allow Lenovo a 19% market share in the
international corporate notebook computer market.
However, Lenovo is continuing to optimize their strategies for competing in a market
dominated by major players Hewlett-Packard and Dell who account for 21% and 54% of the
international corporate market, respectively. In the next year, Lenovo will be losing the rights
to use of the IBM branding on their Thinkpad notebook series. This poses an interesting
strategic problem: how can Lenovo continue to improve their share of the corporate notebook
computer market once it has lost the IBM brand name?
In this paper, we attempt to address this issue and analyze Lenovo’s outlook critically, making
the following important strategic suggestions:
• Lenovo should concentrate effort on outperforming competition in the high-end market,
maintaining the Thinkpad brand identity for quality products
• Lenovo should begin marketing mid-range laptops along with the Thinkpad to corporate
clients, becoming a “one-stop shop” for a company’s notebook needs, providing top of the
line Thinkpads to executives, and a range of less expensive but similarly high quality
products to lower spectrum employees.
• Lenovo should considering spinning off a company to market their high-end Thinkpad line
under a brand name that might not raise suspicion about quality.
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Vision
Our vision is that Lenovo will create personal devices more people are inspired to own, a
culture more people aspire to join and an enduring, trusted business that is well respected
around the world.
Mission
Our mission is to become one of the world's great personal technology companies. We will
accomplish this through: Personal Computers, Lead in PCs and be respected for our product
innovation and quality
Products
It markets the ThinkPad business line of notebook computers, IdeaPad, Yoga and Legion
consumer lines of notebook laptops, and the IdeaCentre and ThinkCentre lines of
desktops. Lenovo has operations in more than 60 countries and sells its products in around
160 countries
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Current Market Situation
Lenovo is designed this tablet to fulfil the requirement of its customer who faces the problem
due to load shedding situation in Pakistan, it also a solution provider for those whose usage is
more and they don’t have source of energy to charge their tablet.
Objectives:
Following are some of the objectives which we will achieve;
To increase the market share with USP
To increase profits
To face strong competitors i.e. like Samsung, Apple, Amazon and other
SWOT Analysis
Strength
Weakness
Opportunity
Threat
Strengths
Updated technology
Unique Point of Selling
Specialists available for specialized jobs and tasks
After sales services
Weaknesses
Small distribution network
Strong competitor
less market share
Opportunities
Increase the distribution network
Market is very big and attractive
Takeover of the distribution
Threats
Political instability
So many competitors
Retaining consumers
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Economic instability
Increase of general sales tax
Development of plant
Our Competitors
The Lenovo – Solar Tab is a new product in market which is not produce before by any
competitor. But the competitors of Lenovo in tablet product lines are:
Samsung
Apple
Amazon & others
Product review
The Lenovo – Solar Tab is launched in 7, 8 and 10 inches sizes with specifications:
ST- Yoga 10 SLATE BLACK, 10" IPS HD, 1280x800, Multi-Touch, Qualcomm®
APQ8009 QC 1.3GHz, ANDROID, 4GB, 16GB, NO WWAN, Non-Voice,
WiFi BGN, BT4.0, GPS, ., 12MP Rotatable, Micro SD, Micro USB, Non-
SIM, Dolby® Atmos™, 3.5mm Audio Jack, 6200 mah battery by solar
charging, Upto 20 Hours Usage
ST- Yoga 8 SLATE BLACK, 8" IPS HD, 1280x800, Multi-Touch, Qualcomm®
APQ8009 QC 1.1GHz, ANDROID, 2GB, 16GB, NO WWAN, Non-Voice,
WiFi BGN, BT4.0, GPS, ., 8 MP Rotatable, Micro SD, Micro USB, Non-
SIM, Dolby® Atmos™, 3.5mm Audio Jack, 5000 mah battery by solar
charging, Upto 20 Hours Usage
ST- Yoga 7 SLATE BLACK, 7" IPS HD, 1280x800, Multi-Touch, Qualcomm®
APQ8009 QC 1.0GHz, ANDROID, 2GB, 16GB, NO WWAN, Non-Voice,
WiFi BGN, BT4.0, GPS, ., 2 MP Rotatable, Micro SD, Micro USB, Non-
SIM, Dolby® Atmos™, 3.5mm Audio Jack, 3200 mah battery by solar
charging, Upto 20 Hours Usage
YT3-850, SLATE BLACK, 8" IPS HD, 1280x800, Multi-Touch, Qualcomm® APQ8009 QC
1.3GHz, ANDROID, 2GB, 16GB, NO WWAN, Non-Voice, WiFi BGN, BT4.0, GPS, ., 8MP
Rotatable, Micro SD, Micro USB, Non-SIM, Dolby® Atmos™, 3.5mm Audio Jack, 6200
mAh, Upto 20 Hours Usage,
Competitive Review
Tablets Competitor
The competitors of Lenovo in Tablets which have larger share in market of Pakistan Samsung
and Amazon they both acquire 70% of tablets market share in Pakistan.
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Samsung and Amazon have loyal customers over the years because they are very old and
customers are aware of their merits and demerits. The company’s first purpose is to compete
with the competitors having large market share.
We capture this market by launching a new product which not available in market and these
competitors are not producing this solar technology based tablet. This is new technology and
unique point of selling for Lenovo.
Marketing strategy:
The marketing strategy is based on positioning of the product in the mind of consumers.
Providing high quality and innovative product to the customers
We will distribute our product on mass level to that we can maximize the profitability
Positioning strategies
We want to put an image of our product in the consumers mind as compare to competitor’s
product. We want to target the high school, college and graduate students and government
sectors that have to work hard and need to “them is an instant.
Market Segmentation
Lenovo - Solar Tab will have market segmentation on two basis;
Geographical segmentation
Demographic segmentation
Geographical segmentation
The Lenovo Solar Tablets geographic target area is capital cities of Pakistan. Supplying
product to all big cities of Pakistan, and have further divided the city into four region.
South
East
West & North
Demographic segmentation:
Demographic segmentation is done on the basis of;
Age
Gender
Income occupation
Education
Lifestyles
Social classes
Family size
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Market Targeting
Steps involve in it are;
1) Evaluate market segments:
The segments have been selected need to be evaluated properly. For this three points
are considered that are:
Segment size and growth: it needs to consider the geographic and demographic
segments company has selected for introducing solar tablet, the size of the segment
where the tablet is going to be launched and its growth.
Segment structural attractiveness: it involves power of the buyers of the solar
tablets, distributors of the solar tablets and its availability in the segment.
Company’s objectives and resources: targeting should be done in a way so that the
company can achieve its targets with the resources it have
2) Selecting segments: the segments selected by the company for tablets are:
Undifferentiated
Niche (concentrated)
Targeting
Company will target following customers:
All ages including Leisure and Tech Savvy(demographic)
Upper Middle Class to Upper Class income (demographic)
Urban to Suburban lifestyle (geographic)
Marketing mix
Product
Price
Promotion
Place
Product strategy
Develop the long term relationship with the customers
Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers
In order to accomplish this objective the company has established sales, marketing and
support terms
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Product variety
Our product would be available in difference sizes and specification:
Brand name
The name which we have chosen for our product is “Lenovo - Solar Tab”
Quality
High quality assurance would be our first priority. This would be ensured by:
High efficient quality system, the best products and services which conform to our
customer requirements and expectations.
Total quality management
Improves productivity by controlling variations in various processes in a stable way
Design
Continuing a legacy of breaking boundaries, the Yoga family is expanding beyond 2‑in‑1
convertibles to deliver you the absolute best in innovation, craftsmanship, and premium
experiences
Features
Here are some features of our product:
ST- Yoga 10 SLATE BLACK, 10" IPS HD, 1280x800, Multi-Touch, Qualcomm® APQ8009 QC
1.3GHz, ANDROID, 4GB, 16GB, NO WWAN, Non-Voice, WiFi BGN, BT4.0, GPS, .,
12MP Rotatable, Micro SD, Micro USB, Non-SIM, Dolby® Atmos™, 3.5mm Audio
Jack, 6200 mah battery by solar charging, Upto 20 Hours Usage
ST- Yoga 8 SLATE BLACK, 8" IPS HD, 1280x800, Multi-Touch, Qualcomm® APQ8009 QC
1.1GHz, ANDROID, 2GB, 16GB, NO WWAN, Non-Voice, WiFi BGN, BT4.0, GPS, .,
8 MP Rotatable, Micro SD, Micro USB, Non-SIM, Dolby® Atmos™, 3.5mm Audio Jack,
5000 mah battery by solar charging, Upto 20 Hours Usage
ST- Yoga 7 SLATE BLACK, 7" IPS HD, 1280x800, Multi-Touch, Qualcomm® APQ8009 QC
1.0GHz, ANDROID, 2GB, 16GB, NO WWAN, Non-Voice, WiFi BGN, BT4.0, GPS, .,
2 MP Rotatable, Micro SD, Micro USB, Non-SIM, Dolby® Atmos™, 3.5mm Audio Jack,
3200 mah battery by solar charging, Upto 20 Hours Usage
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Packaging
Lenovo is committed to offering environmentally preferable packaging for its products. Over
the past several years, Lenovo has had a strong focus on increasing the use of recycled and
recyclable materials in packaging, reducing the size of packaging, and expanding the use of
bulk and reusable packaging solutions. Since 2008, Lenovo has totally eliminated over 1000
tons of packaging consumption by weight through design optimization and refinement across
all Lenovo product shipments
Pricing strategies
Lenovo offers solar tablets in different price ranges so that it can cater to customers belonging
to various segments. It has ranging from 15,000 to 101,000.
Promotion
Actually the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good product image in mind of customers, so that they
will buy only our product.
Criteria promotion
Awareness
Knowledge
Liking
Preference
Purchasing
Main Source of Promotion
Electronic media
Print media
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Electronic media
Print media
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Places
Distributors Review
To assure the availability of its product. Lenovo – Solar Tab has established effective network
of registered dealers and distributors.
The Channel and Corporate would then purchases Lenovo – Solar Tab from our authorised
dealers and distributors. The dealers and distributor are the most reliable in the region. This has
ensured that Lenovo – Solar Tab will be made available all over Pakistan.
MANUFACTURER
CONSUMERS DISTRIBUTOR
RETAILER WHOLESELLER
Budgeting
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