{"id":3494,"date":"2025-05-29T14:33:14","date_gmt":"2025-05-29T13:33:14","guid":{"rendered":"https:\/\/incite.strat7.com\/?page_id=3494"},"modified":"2025-07-21T14:18:59","modified_gmt":"2025-07-21T13:18:59","slug":"lenovo-marketing-strategy","status":"publish","type":"page","link":"https:\/\/incite.strat7.com\/en_us\/work\/lenovo-marketing-strategy\/","title":{"rendered":"A marketing strategy for Lenovo, the world\u2019s largest vendor of PCs"},"content":{"rendered":"
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Boxing clever with a 360\u00b0 market view<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

A marketing strategy for Lenovo, the world\u2019s largest vendor of PCs<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The senior and experienced Incite team distilled a huge amount of data and information into a form that was digestible and actionable. Incite helped us plan and deliver a critical piece of work for the Lenovo business, which continues to inform and support our ongoing operations in the B2B market.<\/p>

Steve Gilbert, Global Director,
PCG Commercial Marketing
Lenovo<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

As the world\u2019s largest vendor of PCs, and with operations in over 60 markets, Lenovo is an industry leader, but not one to rest on its laurels. With aggressive growth targets and several years without market-wide insights into commercial end-buyers, Lenovo wanted a better strategy to deliver knockout blows in an increasingly competitive market.<\/p>

Lenovo needed a worldwide segmentation that would support targeting, brand positioning and comms, product design and portfolio management. The solution had to reflect all businesses, from the smallest to the biggest, across all industries and in markets as different as the US and India, China and Germany. Where to start?

<\/p>

While our buyer research took us to eight key markets across four continents, we started closer to home, interviewing Lenovo stakeholders across marketing, sales and strategy to understand their needs and expectations. Only then did we embark on our qual and quant conversations with decision-makers and influencers in small, medium and large enterprises, our analysis being complemented by third-party market information. With data in hand, our combined teams met to pull apart our in-going hypotheses and select a practical solution.<\/p><\/div>

The outcome was a detailed breakdown of the market, with key segments profiled and sized. We provided clarity on how to reach the targets and deliver them focused messages and relevant product offers.<\/p>

Pulling together this many inputs and coming out the far end with a well-informed and focused marketing strategy is no mean feat. It requires big picture thinking, an eye for detail, persistence and pragmatism. Happily, our integrated approach gave Lenovo the direction they needed for the fight ahead.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

\n\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
DON'T JUST TAKE OUR WORD FOR IT<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

It feels different to work with us<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tThe Incite team live up to their name. They are true partners in the way they approach working with the team and create an environment where everyone is able to contribute and innovate.\nTheir workshop style approach ensures that everyone buys into the outcome and actions. Project deliverables have never just been a tick box exercise and they truly come up with tools\/outputs\/ideas that can be taken forward in a pragmatic way. \nIf they had a Google review page - it would have over 1,000 five star reviews. If they were a restaurant, they'd have a double Michelin star. That is genuinely how it feels to work with them.\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\tHazim El Rais<\/span>Head of Commercial operations, leading biotech company<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tWe loved working with the STRAT7 Incite team on this large, strategically important innovation project. They brought passion, enthusiasm and smart thinking in bucket loads, challenging us, but also collaborating with us at every stage of the way. I\u2019m genuinely sad that it\u2019s over but also excited for where the outputs take us now, unlocking consumer led growth and new ways of thinking in our business. \t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\"McDonald's\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\tClare Forster <\/span>Consumer Insight Lead, McDonald\u2019s <\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tIncite\u2019s commercial astuteness and business-centric approach, paired with their passion to go above and beyond, make them an indispensable extension of our team.\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\"Clare\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\tClare Marks<\/span>Head of Research & Insight, Virgin Trains<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tSTRAT7 Incite have been a true partner. They are constructive in challenging our thinking, committed, have an in-depth business understanding and act as true trusted advisors helping to manage internal stakeholders and their buy-in to the approach.\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\"James\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\tJames Johnstone<\/span>Global Head of Customer and Data insights, Shell<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tSTRAT7 Incite have been a delight to work with; they brought significant expertise to guide our approach and importantly, a creativity to our activation that addresses sustained behaviour change across our organization\u200b.\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\"Amy\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\tAmy Gaertner<\/span>Head of Planning, vmo2<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tIt has been a pleasure working with the team. They demonstrate strong commercial acumen, expertise in analytics, and a quick response time. We can always rely on them to answer our business questions, making them very dependable. Thank you for the excellent work.\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\"Fei\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\tFei Ru Ooh<\/span>Global Mobility Insights Lead, Shell<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t\t\t\tI really view the Incite team as an extension of the Tork insight team - I feel we collaborated very well together. We wanted them to be an integral part of the work throughout the project and they were.\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\"Jesper\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\tJesper Valdtun<\/span>Global Customer Insight Director, Essity<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
\n\t\t\t\t\t\t\t
<\/div>\n\t\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Get in touch<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

If you’d like to work with us we would love to hear from you.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tGet in touch<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Boxing clever with a 360\u00b0 market view A marketing strategy for Lenovo, the world\u2019s largest vendor of PCs The senior and experienced Incite team distilled a huge amount of data and information into a form that was digestible and actionable. Incite helped us plan and deliver a critical piece of work for the Lenovo business, […]<\/p>\n","protected":false},"author":2,"featured_media":3707,"parent":68,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-3494","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/3494","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/comments?post=3494"}],"version-history":[{"count":13,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/3494\/revisions"}],"predecessor-version":[{"id":5104,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/3494\/revisions\/5104"}],"up":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/pages\/68"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/media\/3707"}],"wp:attachment":[{"href":"https:\/\/incite.strat7.com\/en_us\/wp-json\/wp\/v2\/media?parent=3494"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}