Finding Lenovo’s way in

“The She Century” To create a branding and service design strategy for

Lenovo to address female mobile phone market in China 

Yanan Li Brunel University 2010-2011Design and Branding strategy

Structure

Aim &Objective

Introduction Brand Analysis  Research Motivation 

Research Question  Aim & Objectives

Methodology  Secondary Research  Primary Research 

Conclusion

Findings Branding and design            Target  group         

             Brand strategy           Design Framework 

Planning process

1 Introduction

  New opportunity new strategy   Women consumers are different

Traditional demographics are dead

Women have unprecedented buying authority      Are responsible for 70%  consumer purchases in China Women have unprecedented economic power Will control $ 525 billion  of consumer spending till 2015

   The She Century 

THINDO Female Consumer Chanel Research, 2011 http://www.thindo.com/index.php

1 Introduction     Lenovo Brand Analysis  

NO.4 Global PC Manufacturer

 Biggest in Asia-Pacific Region

 Own IBM PC Business 

 Fortune magazine top 500 Company

 Female mobile phone market share    

Only 4.7%? Fig 1: Female Mobile Phone  Market Share by BrandSources: Baidu research center 2010

1 Introduction     Trend analysis-- Weibo Phenomena 

 Sina Weibo is a Chinese        micro-blogging site. 

  It  is  one  of  the  most popular sites in China 

  Similar  market penetration with  Twitter  has established in the USA 

  Weibo  has  become  a phenomenon  which  is  paid close attention to brands and female consumers.  

2 Aim & Objectives Key Question:How can design and branding strategy be used as strategic and competitive advantages by Lenovo, to maintain its leadership and win female consumers loyalty in the domestic mobile phone market?

Aim: To create a design and branding strategy for Lenovo to address the Chinese female mobile phone market.

Objectives: 1 To identify the current brand, design and marketing position of the Chinese mobile phone market with references to female consumers 2 To understand female consumers lifecycle and shopping behavior3 To identify how design and branding works with other female targeted brands 4 To establish branding and design approach to address female consumers 5 To formulate a systematic design and branding strategy framework for Lenovo female mobile phone to differentiate itself and gain customer loyalty.

3 Methodology Framework

• Lenovo Market  Manager•  Fashion and DG Best Magazine Editor •  Digital Device Freelance Writer  

120 Women Candidates From age15-50 

4 Findings Current Brand and Design situation 

Compare with other brands targeted female market Lenovo Has More products But Low market share

4 Findings

LG Emotional Branding The taste of Ice cream

Samsung Product ImaginaryA choice of women with good taste   

Nokia CustomerCentered DesignMusic and High Pixels

 

TCL Design-driven Strategy  Traditional Cheongsam Theme

Design and branding solutions 

• Case studies    

We Decide What is Real Beauty /Viral branding

Women are risk taking

We Understand what women want

We know You are super women/reflect new image

 

4 Findings

4 Findings Customer Research 

Fig 2 On-line Questionnaires with 120 women candidates aged from 15-50 show the Factors that they consider when buying cell phones.

Brand Experience

Communication +Service Word of mouth Reputations

Grass root online valuationsCustomer-centered  Design 

Is the “Her sweat Spot”

4 Findings

56%  of Women usepopular social media to find information about brands Among them: Likely to choose that brand over another

62%  of them log in at least once a day 70%  say a positive online brand experience makes them” more

Customer Research 

Fig 3  Female Consumers online searching preference  2009-2010Source: Baidu Research Center

Online s

hopping

Beauty

and sk

incare

Litera

ture

Consumer

electr

onicsNew

s

Socia

l netw

ork

Home ware

Investm

ent

Leisu

re

Fash

ion

trave

l 0

102030405060708090

100

Web search preference

Web search preference

4 Findings Customer Research 

4 Findings In-depth interviews   

Make Things (appear) Simple To women High-tech Features do not work Talk to her

--Bing. W DG Best Editor

Keep her Chic Treat her as close friends Social-net working all the time-Sina Weibo

--Mang. S Fashion magazine Editor                             

Being different but not difficultShe’s on Weibo, you must be there She loves communicating 

--Qing, R Female DG Freelance writer

Struggling with how to posit our brandAnd shed women’s new imageWhere to reach her effectively                                                         -- Anna, Ma Lenovo market manager

4 Findings Experience Design   

Samsung D’light: 

• The name D'light combines the words "digital" and "light",

• Digital Experiences and Interactive service.

5 Possible Brand Strategy Evaluation

5 Possible Brand Strategy Evaluation

Brand Asset Valuator

Knowledge 

Esteem  Different  

Relevance   Evolving  Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

5 Possible Brand Strategy Evaluation

Brand Asset Valuator

Knowledge 

Esteem  Different  

Relevance   Evolving  Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

5 Possible Brand Strategy Evaluation

Brand Asset Valuator

Knowledge 

Esteem  Different  

Relevance   Evolving  Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

5 Possible Brand Strategy Evaluation

Brand Asset Valuator

Knowledge 

Esteem  Different  

Relevance   Evolving  Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

5 Possible Brand Strategy Evaluation

Brand Asset Valuator

Knowledge 

Esteem  Different  

Relevance   Evolving  Aaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

5 Conclusion --Sub-brand Strategy

 Sub-brand Strategy   

 Viral branding 

 Through Sina Weibo 

 Emotional branding

 Reflecting new image  

5 Conclusion --Viral branding Through Sina Weibo 

 Generate ideas 

Posting films

Tracking responses

 

Iteration process

Updating regularly

Words of mouth ads 

5 Conclusion—Service Design Experiential Service Design as main brand Differentiator 

5 Conclusion—Customer Journey

5 Conclusion—Service Design

5 Conclusion—Service Design

5 Conclusion—Service Design

5 Conclusion—Design strategy

5 Conclusion—Project Review

5 ReferencesAaker, D. A. (2002) Building Strong Brands, UK: Simon & Schuster

Brown, M ,2010, BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman,

Harvard press: US

Brannan. B, 2009, Why She Buys: The New Strategy for Reaching the World's Most Powerful

Consumers, Br ion print: Brighten

Gobe, M. (2002) Emotional Branding, NY: Allworth Press

Goodwin,K,2009 Designing for the Digital Age: How to Create Human-Centered Products and

Services, New sight print: NYC

Hewlett, S. A, 2010, Why women are the biggest emerging market, Harvard business review. 8th

March 2010

Holt, D. B. (2004) How Brands Become Icons, HUP: Harvard business school press

Ken Dychtwald, ,2007 The Power Years, New sight print: NYC

Laurel, B. (2001) Design Research : Methods and Perspectives, Cambridge: MIT Press Snyder, T, 2011,

Women Rainmakers' Best Marketing Tips, Harvard press: US

Thin do Researchers (2010): The buying authority of new generation of women. Thindo Research

Center, http://www.thindo.com/ [online], Accessed 16th Aug.

THANKS FOR YOUR ATTENTION

• ANY QUESTIONS?