Report on Lenovo Ideapad 330 Marketing Communication Mix Analysis

This report provides an executive summary and detailed analysis of the marketing communication mix employed by Lenovo to promote its Ideapad 330 laptop. The report investigates various marketing strategies, including advertising, sales promotion, and internet marketing, to understand how Lenovo communicates with its target consumers. It examines the product's features, such as display size, processor, RAM, storage, and connectivity options, and how these features align with consumer preferences. The analysis also covers the impact of sales promotions, such as discounts and vouchers, on consumer behavior and sales. The report identifies challenges faced by Lenovo, such as increasing costs and evolving consumer expectations, and recommends strategies like targeted marketing and refined communication policies to address these challenges. The report also emphasizes the importance of understanding consumer culture and perceptions in shaping marketing strategies to enhance brand loyalty and sales.

RUNNING HEAD: MANAGEMENT 0
MARKETING COMMUNICATION MIX

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Executive Summary
Communication mix support in transmitting accurate message about the product to the correct
consumers at particular point of time. The purpose of the report is to investigate the strategies of
communication used by organization for promoting Lenovo ideapad 330. From the investigation
it is revealed that organization adopt sales promotion, advertsing strategy to spread awareness.
Therefore, evaluation also revealed that organization also suffered from various other problems
such as increasing cost and expectations of the consumers. Due to this organization can use
strategy of targeting the specific group with segmentation, rephrase the communication policies
etc.

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Table of Contents
Introduction......................................................................................................................................3
Overview of the product..................................................................................................................3
Current marketing mix.....................................................................................................................4
Alignment of marketing mix with the findings...............................................................................5
Recommedations..............................................................................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

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Introduction
The communication mix refers to the specific methods which is used to promote the product and
services of the organization (Ahmed, 2017). The communication mix in marketing contains
several method through which organization can communicate wth the consumers. In ths report,
overview of th product, current marketing mix strategy which organization adopt and
recomemation is provided to the company to increase efficiency.
Overview of the product
Lenovo ideapad 330 increase the satisfaction of the consumers because of large size of display
that is 15.60 inch. The company use Intel Celeron dual core processorfor attracting more number
of consuners it is because this strategy leads in attracting more number of consumers.This results
in increasing the loyalty among the consumers due to operating on the perception of the
cosumers (Issock et al., 2018).
This also provide the opportunity to the company to influence the different group that is to target
only the specific number of group that is youngsters etc. therefore it also lads in influencing
other groups so that organization can expan thir operatins in the international environment. For
selling the product organization also focuses on culture of the consumers it is because the
estimation describes that culture is considered the most important concept through which
organization can undrstnd the behavior and attitudes of the consumers.
The estimation also describes that by understing the attitudes of the consumers the organization
incrase the RAM of the product that is 8GB and raise the storage capacity of the product as well
as hard disk is up to 128GB (Nakano & Washizu, 2017). There sre several connectivity opinions
in the product which includes Bluetooth, Ethernet, this change the buying decision of the
consumers towards buying the product.
The estimation describes this product has more quality and features in cmparison to their
competitors by which the consumers considered it more superiror the most important feature of
the product is that it is highly affortanble and can target all the income group of the consumers
(Mkhize & Ellis, 2020). The consumers also perceive that more consumers change the buying
decision due to good keyboard facility according to the requirements of the consumers through

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which the product meet the expectations of the consumers. This can riase the expectation of the
comumer and raise the sales of particular product.
Current marketing mix
The organization adopt advertising strategy for delivering the message to the target consumer
this strateg is adopted by Lenovo for expanding the operatios and for raising the sales of the
organization (Abidin et al., 2018). In this organization increase and attract more consumers it is
because Lenovo conduct their operations in highly competitive environment and the organization
adopt differet strategies as well as increase the features of the product for focusing on the
attitudes of the consumers. The estimation decribes that in the 2018, the sales of the product
increases because of more attracted cosumers towards the product.
The advertising strategy is one of the major strategy for fighting competition, educating the
consumers about the features of the product and increase the goodwill in the international
market. This results in increasing the quality of the product and supports the marketing managers
for adoting the strategies so that objective of conducting the advertising is achieved by the
organization (Kamran & Siddiqui, 2019). This strategy is adopt for changing the dynami
behavior of the consumers it is because the perception of the consumers changes with the
features and awareness about the product. The more information leads in educating more about
the product to the consumers. Through, evaluation it is described that this can
The other strategy is the sales promotion strategy in which Lenovo use various discots offers for
increasing the sales of the product and for increasing the promotion strategies for the
organization. In the year 2017, the company offer 50% off on purchasing the product and deliver
several vouchers on the first purchae this is done because estimation demostarte that it is thae
central tendancy of the to purchse the product in provide benefits at lower cost and meet the
expectations of the consumers (Pappas, 2016). This unique strategy leads in encouraging more
consumers about the product, that is about 60% of the respondemts which are under age of 25-35
buy the product, the increase in the standard of livng is also he reason of purchasing the product.
Lenovo ideadpad 330 provide different variet and though this the expectations of the consumers
regarding the services of the product is amlso taken into consideration. This leads in providing

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various results to the organization that is raise the involvement of the consumers, decrease the
inventory it is because this resuts in decreasing the wstage of the organization regarding the
product. (Ahuja, 2015) This can include all income group consumers that is 40% of the
respondents are between the income group of $15000 as well as $30,000 this increase the
capability of the organization to target large different income group people.
Internet marketing is one of the strategy which raise the efficiency of the target cosumers and it
is considered extremely at lower risk it is due to the reason that all the information about the
product with different offers is transmitted to the consumers in social media and other internet
technologies. This leads in increasing the interactivity and build the capability of universal
accessibile it is because of building the exposure of the product, this increase the market for all
the types of the consumers. The major strategy through this is also .to increase the exposure of
Lenovo ideapad 330 among the consumers (Badgaiyan & Verma, 2015). This is done to
maintain the culture of the consumers it is because Lenovo increase the marketing of this product
by focusing on the culture of the consumers it is because culture plays an important role in
changing behavior of consumers.
Alignment of marketing mix with the findings
The marketing mix of the strategy is aligned with the analysis that is perception of the consumers
about Lenovo ideapad 330. It is because through advertisement the more number of respondents
gets attracted towards the product that is about 60% of the respondents are working respondents
with the age between 45-56 (Chukwu et al., 2018). This strategy can also target other age group
respoents that is 45-54 age group respondents and respondents which are under the age-group of
65 years. That is respondents gets attracted through the advertiig strategy and because of unique
features of the product. This strategy is also linked with income of the group that is cosumers
educated about the cost of the product and coordinate the cost with the income of the consumers
this leads in targeting the different varieries and different level of consumers towards the
particular product (Khan & Mohsin, 2017).
The income level that is $15,000-$30,000 income level respondens buy the product in more
quantaity and increase the product of the organization. This also leads in attracting other income
respondents which includes $70,000-1,50,000 (Jones & Coffey, 2019). Throuh which more

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population give positive response about the product and inxcrese the respondens to use the laptop
that is through survey it is demonstrate that 80% of the respondents are using laptops in the
offices by which more of the users are Lenovo ideapad 330. The youngsters are more attracted
beause of innovative technologies and innovation in the features of the product which is
according to the needs of the consumers. Therefore, it is evaluated that the survey is linked with
the communication strategies of Lenovo wich they adopt for the promotion of Lenovo ideapad
330.
The sales promotions that is discounts and different offers through encourage the consumers to
purchase the product and also increase the motivation of the consumers it is because of
attracting all income group respondents and maintain the status of the availability and
accessibility of the product. However, this strategy is also linked with the analysis that is about
60% of the respondents are Lenovo users it is due to several core echnical features such as
conditions of payment, mobility, connectivity and other vaue added features (Khan & Mohsin,
2017). Therefore, more consumers also agets attracted towards the regular upgradation of the
new features with the various offers and discounts so that affordability and quality of Lenovo
ideapad 330 is maintained. The analysis demonstrate that the consumers heard about Lenovo
ideabad 330 from their family, friends and different behavior youth it is because of meeting the
expectations amd adopting different strategies to understand the behavior of the consumers
towards the product (Chukwu et al., 2018).
It is demonstrate tha sales promotion help the respondent to undertand the product about their
size, security etc. Therefore, for this 48% of the respondents are attracte towards the price which
is provided by organization and also due to different offers which is revealed, this also leads in
increasing the behavior of the consumers by buying Lenovo ideapad 330 that is it 26% of the
respondents are attracted because of sze of the product and others are encouraged due to security
and configuration.
The other strategy that is internet marketing is associated with the perception of the consumers
about the product that is Lenovo ideapad 330 it is because this leads in understanding the
reviewing of the product and helps the organization to buy the product. The estimation describes
that reviews increase the status and reputation of the product because through this respondents

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rate the satisfaction level of consumers about the product. Therefore,majority of the respondents
marked four starr after consuming the product and by including the price, services offering and
operating system of the product. Th majority of the respondents also marked satisfied due to
focusing on culture and personality of the product.
Recommedations
Lenovo ideapad 330 raise loyalty among the consumers and increase the profits of the
organization due to raise in sales of the product. Therefore, organization adopt different
strategies in attracting more number of consumers by providing distinctive features of the
product and by target whole income group people by maintaining afforadiblity (Bacik et al.,
2018). However, company still different complexity due to more dynamics consumers and high
level of competition.The issue also arises because of increasing the cost of the organization
through which it become difficult for the lorganization to meet the demand of the consumers.
To overcome this organization can select efficient communication channel according to the
target group. It is because through this message is transmitted according to the needs and
requirements of different group and consumers (Jones & Coffey, 2019). Therefore it can also
considered the different income of the consumers and can solve the problem of change in the
pereption of the consumers. Therefore, to overcome the strategy of understanding consumers
needs in dynamic environment it is considered more beneficial for both consumers as well as
organization.
The other problem is that organization conduct their operations in highly competitive
environment in which organization can select focus target group. This will be benefited for the
organization to offer Lenovo ideapad 330 to group and understand their needs through this
organization can also gain the opportunity to take first mover advantage. Therefore, this can also
support the organization to adopt segmentation strategy in which target group is segmented
according to the different factors such as age, income etc so that efficiency is maintained in the
organization (Karjaluoto et al., 2015). This is also considered effective strategy due to reducing
the cost and expenditure of the company and increase the capability to increae the other business
and promotional strategies so that product will be different an unique in the eyes of the
cosumers.

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The new and repharse in the practices of marketing is also become efficient in the organization it
is because new policies leads in increasing communication and raise the awareness among the
consumers. This can also raise the ability of the organization to gain competitive advantage by
investing more in the research and development so that internal and extera will be understand
and necessary initiatives will be taken accordingly (Fill & Turnbull, 2016). This strategy leads
in increasing the profitability of the organization and support the consumers in raising their
education towards the product.
It leads in raising competitive ability and support the organization to use other different policies
in comparison to their competitors. Therefore, this leads in solving the problem of becoming
aware about the external environment (Kamran & Siddiqui, 2019). These strategies leads in
increasing the organization abilities and helps in adopting different technologies and innovation
so that adequate messagae is transmitted to the right consumers at the right period of time. The
communication mix strategy will be adopted by following efficient policies ad structure.
Conclusion
From the above, it is concluded that comunicationmix increase promotion of the product and
educate the consumers about different features of the product. For Lenovo ideapad 330
organization use internet marketing, sales promotion etc. to communicate the message about the
product. Therefore still issue arises due to changes in the external environment, for this
organization can adopt different communication channel and can can also use the strategy of
defining the change in the communication policies.

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References
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