Lenovos Transnational Campaign - Assignment Example

Lenovo’s Transnational Campaign Name Institutions Question 1: The Selected Local Brand The Brand Is Lenovo Company has grown over the years into one of the biggest Computer technology firms globally. Having its headquarters in China, the company is most famous for its personal computers development .however the Lenovo strives to increase its market share and a higher positioning in comparison to its competitors in every market it has ventured in as well as establishing new markets. In a bid to strengthen its globalization strategy, Lenovo purchased the person systems division of IBM along with The “Think Pad” brand Name. This move has allowed the Lenovo to raise its brand awareness across the global (De Mooij, 2010). Lenovo has earned some repute in the global market as a global applications company that has its packaging plants that over seven countries, as well as the cooperation plant in various other countries. The Brand Potential Lenovo is predominantly a Chinese firm and in the domestic market, the company enjoys huge market share, which is estimated at 21 percent of that computer market base. The company is significantly popular in comparison to most of that its competitors within the industry. In the international market, Lenovo has continued to acquire a good positioning concerning the sale of personal computers surpassing other industry players such as Hewlett-Packard and that Dell. According to that EUROMINOTOR, Lenovo is ranked at a first position in the globe in the world in the line of sales and marketing of those personal computers (De Mooij, 2010).. However, Lenovo enjoys a strong brand perception in China but high completion from brands such as Apple that are constantly developing new strategies to win over the Chinese marketing are threatening the company’ market share in China The Brand Potential Strengths • Lenovo is known for the development of that good quality product • The company enjoys Strong Brand awareness globally and has traditional good reputation in domestic and global market • The company through its research and design department has been able t diversify its product lines that • The enjoys an expanding global market through its marketing strategy • Lenovo enjoys good public relationship management as well as sponsorships. Weaknesses • The company utilizes a single marketing that channel the in which its services, as well as products, are sold through that monopolized stores • Products manufactured are relatively expensive. Opportunities • With the global demand towards technology increase the company is set on becoming a leading brand in the world of computers development • With the rise of specializing business, Lenovo has the capability to increase its market share through its specialization in computer development • The company seeks to explore the European market in countries such as England, France Italy and among others. Threats • Globalization has led to the development of cheaper products that as well as accessibility, leaving Lenovo’s market share at threat due to its highly priced product. • There are market protection regulations in some countries that constrain the penetration strategy Question 2: Global Branding Strategy In the evaluation of the advertising strategy to be adopted, multinational marketing strategy is most appropriate in the case of that Lenovo. Reviewing the past Marketing trends used by Lenovo shows that the company does not want to be associated with its home country that is China (Gershon, 2013). The reason may be the international attitude towards a product from China concerning Fake products. 1. cross-marketing Multinationals often adopt the cross-marketing strategy, which involves identification of the value proposition that would win over the targeted market in different regions in the world. To this end, the target market has to be analyzed carefully and defined independently from the customer target in the home country from which the multinational company emanates. Therefore, brand awareness of the partner company needs to be evaluated. In the past, Lenovo was able to acquire a higher positioning as well as brand awareness through the acquisition of IBM with an aim of acquiring a global image. 2. The target group fit In addition to considering a partnership, there is a need to consider the aspect of the image as well as brand awareness that to seek to portray itself in the entry market. The target group fit is very important which establishes the relevant marketing and advertising activates that are compatible as well as set the premise of that advertising and promotion campaign (Aaker and Biel, 2013). Therefore, cross marketing that ensures that the particular that partner company or marketing ventures evaluate the desired enlargement of the target group and that the customer associated with a partner company are also aligned to the products that a company such as Lenovo ventures. Brand Image Additionally the marketing activities should be aimed at producing a brand image that best correlates or inspires the targeted customers in the market that it seeks to enter for instance in marketing its computer developments. A fresh, modern look needs to be communicated to its potential target market so that this market segment can accept their products easily (Aaker and Biel, 2013). This would allow the customer to perceive positively Lenovo’s products. This is also important because the particular advertising strategies and adopted in the local market of Lenovo may be restricted in terms of that regulation in other regions which makes them unusable within the new market. Question 3: The Two Countries In this case, the two countries that are chosen as target market areas for Lenovo products include Australia and India. In Australia In this case, the two countries that are chosen as target market areas for Lenovo products include Australia and India. Cultural differences In India, there has been a growing demand for technological products. Over and above that, Indian has a large population that is widely diverse in terms of its societal norms as well as its belief especially religious beliefs. India because of that its free trade market has a tolerance to other cultures however to a certain extent, we find that Indians are prefer to retain their own customs and belief. This is evident from their very conservative television shows, which restrict any show of public affect, which is considering a taboo. Indians are very religious and follow a religion know as Hindu. Although there are open to westerns fashion trends, Indians are more accustomed to their customary type of dressing that is traditional Hindu attire with many ornaments. Additionally Indians are more open to other languages whoever they prefer to speak Hindu in their own country (Kahle and Chiagouris, 2014). . In comparison to China, the languages spoken are very different to which therefore bring about the he element of advertising language. The advertising campaign has the choice to choose a commonly used language such as English which is taught as a second language and is often learnt by many well educated Indians (Gershon, 2013). However in China we find many ethnic la opposed to which is mainly adopts Hindu as the dominant languages. Therefore, marketing efforts can be developed using the Hindu and English language in order to ensure that the wider variety of individuals within the target market are reached. In Australia, the culture is also different in comparison with that of China. We find that Australians are more open to new trends as well as love outdoor activities such as hiking and camping. There are no dominant religions dictating the culture and eccentricities of individuals since the Australian are more secularized (Lee and Johnson, 2013). However, a high population of people follows sports especially rugby among other sports such as rallies and cricket. There is particular emphasis on style and fashion in which latest trends and gadgets are adopted and much more preferred by the high class owing to the diversity of social classes. Target Audience In a review of the target market, we find a similarity in all the markets. The demographic that is being targeted by Lenovo is mainly tech-savvy and younger demographic. This demographic can be estimated to be between the ages of 18 to late thirties. The reason is that there target market is within the demographic has purchasing ability and is aligned to using the product developed by Lenovo whether for work, person or luxury aspects of their lives (Rajesh Kumar Srivastava, 2010). While developing the advertising campaigns one should also evaluate other trends and target group behaviors to incorporate them within advertisements. Regulation difference In India, the regulation process is not restrictive in terms of the advertising, which is regulated by a variety of self-regulating bodies with advertising standards council of India among others. There are broad guidelines that guide advertisers and this include disallowing offensive advertisement, attain public decency as per the Indian culture, should be truthful as well as fair, and should not portray any harmful content to the detriment of society. In Australian market on the online platform is very widely used and accepted in Australia because the regulation require one to include a physical address and money back policy to customers if unsatisfied with the service (Rajabi, et al., 2015).. The ad campaigns on television are restricted in terms of the time that adverts are viewed. This is because sexualized imagery advertisement should not be aired during children shows such the morning hours. The regulatory board also insists on restraint from misleading statement and offensive adverts where a company may face legal action. However, the adverting regulations are restricted to a law minimum allowing advertiser to become more creative in their advertisement development. Question 4: Creative Execution Media to be Use The advertising content model that should be adopted for the different market areas should not be the same. This is due to the cultural aspects are very diverse and incompatible to those of the Lenovo’ domestic market as well as the languages. However, the media to be adopted in order to target efficiently the met required target market are available in both countries. However, it would differ regarding frequency of advertising. For instance, most people prefer India television. Therefore, a frequency of advertisement can occur during those family programs. Television is a very common feature in India also about all kinds of family shows, therefore, would be the most efficient communication delivery medium. Indian television campaigns are ideal due to the aspect of the family in which it is found that Indians have high regard for family (De Mooij, 2013). It is also found that they prefer watching television together and therefore to reach the target market that would also consist of the household members the television advert is more likely to capture a wider audience. As such, Lenovo as well can communicate it value proposition to its two markets using online advertising, social media, Billboards, and posters. Appeal to be Used In India, the use of those custom trends such as their fashion trends would also allow a feel of traditional and custom towards Lenovo products during advertising. This is achievable by adding a real life situation in the marketing campaign. Additionally this should also be accompanied by social media campaigns as most of the targeted market has access to the mobile phones as well as computers. Therefore one should also use futuristic personalization to inspire future success; this would be fit with the up and coming developers and the tech experts. The advertisement campaign for Australians should feature eccentricity and new sophistication for example, a unique strategy where the technological gadgets offered by Lenovo are visualized in 3 dimensions and the Name LENOVO at the center of the visualization. sexual objectification is also allowed and, therefore, having female models higher for the TV commercial is needed as well as a depiction of the outdoors.co-sponsors such as sports cables as well as endorsement form prominent athletes and actors should be featured within the campaign this because the target segments are also expected to have an affection for sports and movies Key Message Value proposition should appear at the bottom part of the advert stating, “For Those Who Do.” A real world personalization advert could also fit in this market. The use of radio as media can also prove effective for the urban youth who are more inclined to listen to that particular radio station that are attributed to freshness and the new genre of music. With the current trend of innovation as well as various online market locations, it is evident that technology is bound that increase rapidly thereby causing the lifecycle of particular products small (Cavusgil et al., 2014). Rapid advancement in technology can render many of their products obsolete as more diverse and value-added advertising tools and services are developed. This therefore calls for constant innovation and development of online advertisements in order for ones business to stay relevant (Englis, 2013). If Lenovo does not develop strategies to stay relevant among its target customers by adopting technology, such business may find themselves obsolete and consequently failing in their marketing endeavors. Hofstede The message to be communicated to both market need to inspire sophistication and quality. In India movie, theaters are also, good places to advertise considering that Indians have developed a culture of watching movies. However using the Hofstede dimensional to evaluation, one find that the Australian markets more of individualistic while that of India is a collectivistic dimension.wht this implies is in collectivistic dimension market such as India, family adverts are suitable in order to capture a collective population where as in Australia the adverts seek to appeal a particular individual. References Rajesh Kumar Srivastava, (2010) "Effectiveness of global advertisement on culture of India: an emerging market", International Journal of Emerging Markets, Vol. 5 Iss: 1, pp.102 – 113 De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications. De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing and advertising. Sage. Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press. Gershon, R. A. (2013). The transnational media corporation: Global messages and free market competition. Routledge. Englis, B. G. (Ed.). (2013). Global and multinational advertising. Psychology Press. Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., & Rose, E. L. (2014). International business. Pearson Australia. Kahle, L. R., & Chiagouris, L. (2014). Values, lifestyles, and psychographics. Psychology Press. Rajabi, M., Dens, N., & De Pelsmacker, P. (2015). Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets. InAdvances in Advertising Research (Vol. V) (pp. 177-190). Springer Fachmedien Wiesbaden. Lee, M., & Johnson, C. (2013). Principles of advertising: a global perspective. Routledge. \. Read More