This presentation describes the growth strategy for increasing the market share of Lenovo smartphone in a new market like Indonesia. It is intended as an academic work and this was not commissioned by Lenovo itself.

1. growing
lenovo
smartphone
in
Indonesia

2. SITUATION ANALYSIS

3. Low Internet & 3G Penetration

4. Preferred Internet Device is Mobile
Since 2000, Internet Usage has grown by 1500% Mobile growing at 25%
25% YoY growth
presents a huge
opportunity for
lenovo
smartphones

5. Indonesian Mobile Market
Population in Indonesia 240 M
8%
92% 220 M
Mobile Users Non-users
44.6 M 176.6 M
Smart Feature
Phone Phone
*BBC Indonesia Country Profile, www.mobilemonday.net
US$1 = IDR 9,500

6. NOW: Beginning of Growth Phase
37 Million
05 Million
2012
03 Million

7. MARKET ANALYSIS

8. SEGMENTATION

9. TARGET MARKET
Fastest growing customer segment
Early adopters of technology
Competitive Advantage in Pricing
High propensity to spend on devices

10. Competition
3.60% 0.80%
44.6 M 176.6 M
8.30%
9.50%
7.20%
9.50% 46.00%
52.20%
33.40%
29.00%
Android Apple BlackBerry Microsoft Symbian Nokia Samsung Mito Cross Others
44.6 M 176.6 M
Smart Feature
Phone Phone

11. POSITIONING
Lenovo offers smartphones for the middle
income segment with the latest technology,
style and a wide range of applications at a
price more affordable than Blackberry

12. MARKET PLAN

13. Connect with your friends and family using Lenovo phones having latest
technology at affordable price
Customer Insights
Purbo wants a smartphone that allows him to
access Facebook, Twitter, the web, play
games, and connect with his friends and family
while at the same time looking cool and “in”
without costing him too much.
Benefit Statement
Combining form and functionality at prices that
you can afford
Smartphones
Available in exciting colors
Starting @ $168
RTB
Lenovo mobile is backed by the manufacturing
and R&D capabilities of Lenovo computers,
which is a rapidly growing computer brand

14. PRODUCT
Android 2.3 Gingerbread Operating System
A60+ 2 Megapixel Camera with Panorama Mode
3.5" Capacitive Multi-Touchscreen
1 GHz Processor
5.0" HD 720p IPS-LCD Multi-Touchscreen
Android 4.0 Ice Cream Sandwich
1.4GHz Quad Core Exynos 4412 Processor
1GB RAM, 8GB ROM K860
8MP AF with Dual LED Flash rear camera + 2MP front camera
2250mAh battery capacity
2500mAh battery capacity with Lenovo Power Saving
P700i
Application
1GHz Dual Core CPU
3G/HSPA Technology
4" IPS wide angle viewing multi-touchscreen
Android 4.0 Ice Cream Sandwich
Dual SIM / Dual Standby

15. PLACEMENT
Indirect Channel
Direct Channel
1) Distributors or Wholesalers
1)Lenovo showrooms
2) Retailers or dealers
2) Lenovo Websites
3) E-commerce

16. PROMOTION
Awareness Interest Desire Action
1) TV /Radio ads 1) Kiosk 1) WOM 1) Offers and
2) Print media 2) Organize events 2) Social media promotions
3) Online Ads and sponsorship 3) Lenovo 2) Partnership with
3) Exclusive ecosystem telecom provider
4) OOH
showrooms 4) Blogs 3) Partnership with
4) Ratings ecommerce site
5) Reviews by Tech

17. PRICING
• Existing below-the-radar players offering smartphones from as
low as US$50 to capture bottom of the market
• Apple, BlackBerry, Samsung, etc. compete in high-end of market
• Lenovo focuses on the underserved mid-segment of the market
• Lowest Price - $110
• Highest Price - $500

18. BRAND EQUITY
Authority
Identification Affinity
Approval
Brand
Equity
Product
Performance
Service

19. QUESTIONS?

20. Indonesia Facts*
Population 240 million
Internet Users 55 million
% Internet penetration 23%
Facebook Users 37 million
Twitter Users 5 million
Blackberry users 3 million
Mobile Phone users 220 million
% Mobile Penetration 92%
% Smartphones vs feature phones 20%
% Mobile Internet Users 29%
Average ARPU IDR 23,238**
*BBC Indonesia Country Profile, www.mobilemonday.net
US$1 = IDR 9,500

21. CUSTOMER PROFILING
1) Elegance and Style
2) Easy to use interface
3) Compatibility with other devices and fast internet service
4) Facilities like scanning Business card etc
5) Easier and faster mailing service
6) Memory
1) Price and trendiness
2) Technology and internet connectivity
3) Music, video and Camera
4) Compatibility with other devices
5) Access to all modern apps
6) Longer battery life and Durability
7) Memory
1) Price
2) Durability
3) Ease of use
4) Essential feature are must
5) Post sale service

22. group 7
Charissa Bulos
Kushagra Sagar
Madhuranath R
Nirav Doshi
Sahil Shah