3. LENOVO’S GOALS
Build a customer base of
diverse, loyal consumers
Build brand recognition
Build a customer base of
diverse, loyal consumers
4. STRATEGY PROPOSAL
Seasonal targeting of students in the fall and soon-to-be
professionals in the spring
Strong focus on emerging markets of China and India
Development of even more targeted content with a strong
focus on SEO to push the new content
5. BLOGGING
• Offer special discounts to
students who use their
Lenovo laptops to blog about
how the computer helps them
do
• Offer a trade-in promotion so
graduates can upgrade more
cheaply
6. SOCIAL MEDIA
• Use well-known personalities of
the targeted country to gain
substantial credibility fairly quickly
• Familiarize consumers with the
features through entertaining
demonstrations
7. BUDGET
$2,000,000 to be spent on acquiring celebrities, producing
content, and purchasing adwords such as:
Back to school promotion
Laptop sale
College laptop
A portion of the budget will go towards analyzing
8. METRICS FOR ANALYSIS
• Although not completely
telling, followers is an important
metric to pay attention to
• CTR
• Number of desserted shopping
carts
• Number of email addresses
given with .edu
9. TIMELINE FOR PROPOSAL
• Peak sales should be
realized around August
• Next highest sales
period occurring late
April, early May
• ROI expected to be
around $1.50 for every
$1 spent
10. CONCLUSION
• Students and young
professionals are frequent
purchasers of laptop computers
• Laptops are Lenovo’s leading
product
• Emerging markets allow for a
new segment to adopt a brand
preference for Lenovo with less
interference
• Social media marketing is very
calculable and returns can be
quantified fairly easily
