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Submitted by: Group 15 Arun Tangri (PGP26138) Umesh Majhi (PGP26180) Vijay Ghule (PGP26186) Vijaynand Mishra (PGP26187)
Question: What are the top 3 criteria for rating IT product brands?
Following are the three most important criteria for rating IT product brands 1. Quality, Reliability and Durability of the products: - These factors help create a long term relationship with the consumers and they would upgrade to a same brand if the existing product passes this mettle in their view. Lenovo wanted to capture this view and promote their new series 3000 of PCs among small business consumers. 2. Innovation in the products: - What are the top 3 Innovation is about having a vision for an idea, spotting the gaps that are in the way of achieving that vision and coming up with a relevant, practical, and usable product at the end. Products from Apple provide most relevant evidence of this fact. The new widescreen ThinkPad Z60 with Titanium cover was created keeping this fact by Lenovo so as to reassure the trust of ThinkPad loyal users. 3. Design, look and feel of the products: - These aesthetic aspects portrayed that the laptop user is progressive and successful, and hence the users would value these features second to none. Hence the brand satisfying hunger of users on these parameters would score high relative to the peers.
Question: What do they rate Lenovo as a brand on a scale of 1-5, 5 being the best?
We would rate Lenovo as a 4 rating brand, i.e., a brand is certainly above average but still can be improved. They very well leveraged the 5 year logo usage permission from IBM, and also effectively built upon the ThinkPad sub brand they owned to strengthen Lenovo master brand. Signing on as the official computer sponsor of the 2006 Winter Olympics in Turin, Italy, and the 2008 Summer Olympics in Beijing was also a very ambitious move to build the Lenovo global brand. Again innovative branding
strategies like using cost effective methods such as branding using Kaun Banega Crorepati etc. were very fruitful for Lenovo. But at the end the quarter by quarter of 2005 till 2006 the market share was decreasing showing despite all this some more efforts were needed, hence a rating 4 would be justified for the Lenovo global brand.
Question: How can brands be transitioned from one vendor to another, as was the fact with Lenovo owing to purchase of PC business from IBM?
To transition a brand the most important concern is to keep customers loyal to the brand. Any lacuna in the quality, reliability, durability, after sales support, design etc. would be suicidal in this, and if few or all of these are even slightly improved then this transition will be highly successful. Given these factors a smooth and highly effective brand transition strategy is needed. Lenovo management and CMO did these both and made this happen. IBM allowed Lenovo to use its logo for its PC products (Laptop and Desktop) for 5 years. Lenovo only used IBM logo on its ThinkPad series. The 3 steps branding process for transition was very effective for this task and the synergy approach for its branding efforts (ThinkPad and Lenovo synergy) further complemented this transition.