Lenovo: Not every laptop is as good as a Lenovo

This case study explains how Lenovo, the computer technology company, applied and adapted its global product launch strategy to India.

Lenovo: Not every laptop is as good as a Lenovo

Manasi Trivedi and Deepanker Mukherji

Campaign details

Brand owner: LenovoAgency: Ogilvy & Mather Worldwide, BangaloreBrand: LenovoCountry: IndiaChannels used: TelevisionMedia budget: 1 – 3 million

Executive summary

Lenovo launched its new global brand positioning of 'For Those Who Do' in May 2011. This case study illustrates how shifting the communication focus from the product to the user meant Lenovo gained an affinity amongst youth in the top cities, and built market share by appealing to the first-time buyer.

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