MAM

Lenovo launches new products; to launch mass media campaign

BANGALORE: With the launch of a new range of laptops and desktop computers based on the 2nd generation Intel core processors, Lenovo India has become one of the first PC manufacturers in India to introduce PCs powered by Intel’s powerful ‘Huron River’ platform.


With a view to targeting the youth, the brand has come up with long term and short term strategies that includes mass media campaign across television, print and the digital media. It started a teaser campaign a couple of days ago and with the new academic year beginning soon, it has planned a back to school campaign to target schools and colleges for its computing products.
 
Amongst the products launched today are some with interesting features like hardware TV, one key TV, multi-touch, options for a 3D enabled experience, inbuilt JBL speakers etc.
 
In 2006, Lenovo achieved tremendous brand awareness and sales branding on Kaun Banega Crorepati. Lenovo intends to be visible on television screens on programs and news channels, but since most brands have followed this trend, the brand plans to do this in a different and interesting way, company sources claim.
 
The long term strategic initiatives for its consumer business include Lenovo’s plans to significantly enhance channel capacity; improve the end-to-end execution and operations; increase profitability by driving higher mainstream and premium mix; improve supply chain efficiency, and inventory management. To this effect, Lenovo plans to up its number of exclusive outlets to 400 by the end of March and to 1000 by the end of the next fiscal.
 

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