麦肯锡-联想SMB segmentation summary-20130503.pptx

1、SMB segmentation Document for discussion May 3rd,2013 1 2013 Lenovo Confidential.All rights reserved.1 Executive summary 1 Market survey was conducted during February 2013 Scope and approach We surveyed1 decision makers from 2000 SMBs in 4 European countries,representative of the SMB population to a

2、ssess Lenovos position and conduct a needs-based segmentation for end-users Key findings on current performance Our problems are low familiarity and the inability to convert to purchase even SMBs that are familiar with our brands The poor brand performance is despite strong presence in the leading s

3、ales channel(resellers)and linked to weak retail and online presence which is important for branding It appears to be an issue of branding rather than product proposition as when comparing users to non-users,both brands ratings and especially Think improve dramatically among users To improve the bra

4、nd position will depend on a successful consumer strategy,as SMB brand performance correlates quite directly with the consumer segment Actions to strengthen SMB brand performance In order to improve performance of Lenovo brands,Lenovo needs to clearly define:Which SMB population to address and how t

5、o best address them What communication messages would best address these segments(building on our strength and driving differentiation)How to develop all that within the broader context of the consumer brand strategy As a first step,we have identified five distinct needs based segments in the market

6、 with somewhat comparable size across most countries and defined priorities for both brand As a next step,Lenovo needs to develop and test a refined communication strategy within the SMB segment and link it into the consumer brand process to maximize the combined impact 2 2013 Lenovo Confidential.Al

7、l rights reserved.2 We surveyed SMBs using a large scale set-up Survey Design Geographic scope UK Germany France Russia Target audience SMBs from 10 to 1000 employees Decision makers for PC purchase who have purchased Desktops,laptops or tablets in the last 2 years Sample structure and size 500 SMBs

8、 per country Ensured min sample available on specific company size range by country e.g.:10-49:N=200 50-249:N=200 250-1000:N=100 Survey Content PC ownership and Spend Annual Spend on PC Type of products held Future purchase intentions PC Users needs Features preferences on 2 specific topics Behaviou

9、rs and attitudes towards purchase channels Overall decision criteria for selecting a PC maker PC brands performance diagnostic Penetration,loyalty Brand image SOURCE:Market survey;team analysis Survey Methodology Weighting done in 3 steps 1.Weighted all respondents going through screener to be repre

10、sentative of the national populations of SMBs based on industry and company size 2.Obtained a representative profile of the target PC buying SMBs from step 1 3.Weighted the final sample to be representative of the PC SMB market by applying the profile from step 2 Market share calculations Brand-leve

11、l annual units bought and spend captured at respondent level Total spend captured at respondent level as either sum of brand-level spend or overall annual spend if only 1 brand used 3 2013 Lenovo Confidential.All rights reserved.3 SOURCE:Market research;IDC market data Lenovo and Think have very low

12、 familiarity,with further difficulty to convert to purchase Bottleneck Best in class 1 Aided Awareness and Familiarity 2 Currently purchased and main brand data represent share of SMBs and are not weighted for actual spend,thus should not be compared with market share Funnel performance,compared by

13、brand market overview Percent of SMBs Brand Acer 99 91 90 50 32 8 56 64 25 Apple 99 90 89 42 35 10 48 82 28 Dell 98 91 89 58 38 20 65 67 51 HP 99 95 94 64 45 20 68 70 45 Average 96 87 84 41 26 8 48 64 31 Lenovo 90 79 71 29 18 5 40 64 28 Aware1 Familiar1 Purchased in the past Currently purchased2 Mai

14、n brand2 Think 86 76 65 20 12 2 31 58 19 Lenovo consistently outperforms Think across the funnel,with bottlenecks at 3/4 stages for Think Familiarity for the Lenovo brand is low,from a combination of low awareness and low conversion,leading to lowest familiarity in the market except Think.However ke

15、y driver of customer loss is low propensity to purchase(40%)4 2012 Lenovo Confidential.All rights reserved.4 The brands poor performance is despite strong presence with the leading sales channel(resellers)and linked to weak retail and online presence,which is important for branding SOURCE:GLG interv

16、iews,Lenovo manager interviews,internal channel data,CONTEXT data,Store visits Area of strength Area of improvement 1 Based on industry data and experts perspective and estimations Lenovo position Estimate channel MS1,%Channel outlook Retail 30-40 Increasing slowly,and could accelerate as retailers lose consumer share to online,and look to SMB for provide initial sales Continues to be major area for brand building&awareness generation Insufficient presence and coverage(driven by lower consumer s