Make Lenovo a global brand
(People's daily online)
Updated: 2006-06-19 17:01 Yong Tang: So far Dell is the number one PC producer and HP is the number two
and Lenovo is the number three. How do you compete with Dell and HP?
Advani: Each of these companies has different business model. We are very
focused on customers that we serve. There are some companies which focus just on
efficiency like Dell and Acer. They are efficient and will not do R&D so
their price is very low. Other companies like Apple and Sony said I am going to
innovate. Lenovo came to the table saying we can do both. We innovate and we are
efficient too. We want to put more innovation in the hands of more people. The
positioning is what people think of you in their mind. It is very believable and
credible that Lenovo is innovative and efficient. China side gives us the
benefit of efficiency. IBM side gives us the benefit of innovation. So the way
we compete with Dell and HP and everybody else is to bring together a unique
proportion of innovation and efficiency to our customers. Our biggest
disadvantage is our economy of scale because our competitors are much larger in
volumes. But we can overcome that by targeting on innovation and efficiency.
Yong Tang: Do you envision a day when Lenovo becomes a global brand and even
more famous than IBM?
Advani: IBM is a very strong brand. We are trying everyday to make Lenovo a
global brand. Our goal is, not only people here but also people around the world
know us. They will have an emotional connection with Lenovo. Becoming a name is
one thing but having a deep emotional connection with the company is quite
another. That is what our aspirations are: to become a brand that people around
the world love. (END)
Bio:
Deepak Advani is senior vice president and chief marketing officer of Lenovo.
Previously, he was the vice president of marketing for IBM's Personal Computing
Division. His experience includes a strong blend of technology and business.
With IBM for 12 years, Mr. Advani was part of the team that built a $1 billion
supercomputer business in four years; and, as the vice president of Strategy and
Market Development, he crafted IBM's early strategies around Linux. He was the
general manager for the high-end Intel server business, where, under his
leadership, IBM went from third in market share to first in two years.
Mr. Advani has a bachelor's degree in Computer Science and a master's degree
in Computer Engineering, as well as an MBA from the Wharton School of the
University of Pennsylvania. He is on the advisory board at Michigan State
University. He has lectured at several universities on the topics of business
strategy, brand management, and personal leadership.
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