Lenovo to roll-out branding & marketing activities

Plan aimed at increasing brand penetration in the MEA region

Tags: Lenovo Group
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Lenovo to roll-out branding & marketing activities Lee says Lenovo has identified branding and marketing as pivotal elements needed for Lenovo to continue growing its business.
By  Manda Banda Published  October 19, 2011

PC powerhouse Lenovo has announced that it is planning a series of brand awareness and marketing initiatives in the Middle East and Africa (MEA) region.

The move is part of a broader scheme to raise brand awareness and increase the company's business footprint in countries Lenovo has identified as key growth markets for its consumer, SMB and enterprise solutions.

The move, states the vendor, is in line with the overall strategy to strengthen its business in the MEA region and comes as Lenovo has continued to gain significant market share globally at the expense of its rivals. Most recent IDC figures show that Lenovo has a 12.2% global market share.

Lenovo says the growth that the company is experiencing in the MEA region and globally can be attributed to the strategy it has implemented which focuses on the route to market and geographical coverage.

Jack Lee, corporate vice president, Lenovo Middle East and Africa, said the growth the company is experiencing can be attributed to the decision that it has made which has seen it divide the MEA market to bring more focus and targeted channel initiatives. "We have divided the MEA coverage into for regions namely Gulf, KSA, MENA and Sub-Saharan Africa," he said.

Lee says this strategy has helped to bring more focus in how Lenovo is managing and supporting its consumer, SMB and enterprise business in the four geographies. "We have further divided these regions into four countries that we have identified to be key markets for us. The countries include UAE, KSA, Egypt and South Africa," said Lee.

Lee adds that Lenovo is investing in branding and marketing initiatives as these are crucial for channel and market development in the MEA region.

Lee explained that throughout GITEX, the company has used the exhibition to meet with its retail and reseller partners explaining the initiatives around branding and marketing that it's implementing.

Lee added that apart from branding and marketing activities, the company is also readying a number of channel initiatives that are aimed at building and providing better support to the traditional reseller and retailer base in the MEA belt.

"We have identified branding and marketing as pivotal elements that Lenovo needs as it continues to grow its business and gain market share at the expense of its competitors. We believe that brand recognition and penetration is crucial for all our channels in the MEA region," he said.

"We have recognised this and that's why we want to work with all our channels to reaffirm ourselves and commitment to the business and MEA region. We are also looking at improving our overall support and service to channel partners and end-users in this region."

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