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Chandrika Jain, Director- Advertising and marketing, Lenovo India talks about how the advertising and marketing operate can wield an enormous affect on the way in which an organization carries out its sustainability efforts, and one such instance is Lenovo’s ‘human-centred innovation’ marketing campaign presently working in India.
Can you are taking us via the human-centred innovation marketing campaign Lenovo has launched? What’s it about?
This marketing campaign is a real reflection of our model DNA. Lenovo stands for what we name smarter expertise for all. That is not simply our model tagline, however it’s additionally our function. There are two components to it- first there’s innovation, and second, there’s purposeful expertise. In my view, if expertise would not have a function, it actually isn’t value it, why do we’d like it in any respect? This marketing campaign permits us the chance to point out how expertise can allow among the most crucial issues that problem human wants.
For instance, we use a water-cooling expertise inside our servers that make our servers devour much less energy than when in comparison with anything on the market available in the market. Due to this fact, through the use of our expertise, any establishment or firm is ready to attain that sustainability aim quicker. We’re capable of save about 40% of the ability consumption.
What’s your tackle the advanced panorama of the office post-pandemic, and its influence on the model? What learnings did Lenovo have from the 2 years of the pandemic?
I feel the most important studying for all of us, protecting private learnings apart, was how expertise might really be the enabler in a number of areas of our lives, whereas we have been all caught within the pandemic. For tech firms, the pandemic jumpstarted an entire new period whereby the adoption of expertise noticed a meteoric rise. We see this pattern evolve and grow to be a actuality, as expertise is addressing this requirement on the planet at the moment. That clearly had a transparent optimistic influence on how the model and the enterprise grew. A few of our options, known as ‘the office answer’ is one thing that we’re driving in the entire world, enabling folks to work from anyplace, anytime, within the absolute and most seamless trend that’s doable at the moment.
If we take a look at the pre-pandemic vs post-pandemic knowledge, Lenovo India’s complete income had seen a constant progress with 14.5% year-on-year improve in FY 20-21 (ending March 2021), and 38% year-on-year improve in FY 21-22 (ending March 2022). This was supported by almost doubling the quantity of manufactured PCs and smartphones in India, whereas considerably rising native manufacturing of tablets.
What’s the present advertising and marketing combine for Lenovo India for its current campaigns?
Within the context of this marketing campaign, it spoke extra to the B2B viewers due to the form of expertise that we have been bringing to the fore. The marketing campaign combine was largely a seamless integration of digital and conventional, we had each digital and social working together with Out-of-home (OOH) and TV in among the main cities in India.
By way of the cut up itself, we noticed a 60-40 cut up on this marketing campaign due to the viewers, its content material sort, the target that we had- which was about constructing consciousness with a bigger viewers on the form of influence that expertise can have. 60% was devoted to print, TV and OOH, whereas 40% of it went to the digital medium. However that cut up just isn’t a good cut up anymore as a result of really every of those mediums has to work in tandem with one another.
Are you able to share the advertising and marketing spends and methods ramped up for this specific marketing campaign and for the approaching 12 months?
By way of advertising and marketing spends, Lenovo has been working very onerous and spending a considerable quantity to construct its model for the final two to a few years. The human-centred marketing campaign is our effort in the identical course. Going ahead into subsequent 12 months, we hope to see comparable funding within the model. By way of methods, we’re nonetheless working via our plan for subsequent 12 months. However there are fairly a couple of points. One is that we see the market redefining itself post-pandemic. I really feel like the necessity to fortify the model subsequent 12 months shall be even stronger. So, that is going to tell how we construct our spends, and resolve our funding for the following 12 months.
The second facet that’s turning into a problem for entrepreneurs like us, is that India is a really crowded media panorama. So, how are we going to get the appropriate consideration in media subsequent 12 months? Will we put money into innovation? Will we choose particular mediums or discover newer mediums which are coming into the market?
The third facet is extra consolidated and stronger approaches, whereas making onerous decisions.
Do you see the present market outlook with the worldwide inflation slowdown witnessed in tech firms impacting the model, particularly in India? What in accordance with you’d be the impact on AdEx due to this?
Globally, we’re seeing a slowdown, however compared, India as a marketplace for Lenovo continues to be persevering with to do positively nicely. To place it in perspective, the market is seeing what I’d name some degree of normalization, particularly after what we noticed taking place through the pandemic.
In instances like this, it turns into much more vital to fortify the model, to put money into the model, to maintain the model prime of thoughts amongst customers, particularly if the market is anticipated to decelerate. So, it’s the proper time to put money into the model proper now, and I don’t see this impacting AdEx proper now.
How is Lenovo investing in sustainable design and core enterprise ideologies like variety, inclusion, and ESG (environmental social governance)?
Sustainability, variety and inclusion work via each facet of what we do. So, I am going to offer you a easy instance of Product Range – 75% of Lenovo’s merchandise are vetted by inclusive design consultants to make sure they work for everybody, no matter bodily attributes or skills. After we design headphones, we design them for numerous folks and cultures throughout the globe, and the scale differs accordingly. Likewise, we’ve a number of examples inside our product classes itself that talk about inclusion and variety.
And it would not cease there, it is also about our staff. Now we have a number of programmes throughout the Lenovo community that encourages ladies in management.
Everyone knows there is a carbon footprint that’s connected to utilizing expertise. We’re one of many first firms to enterprise into CO2 offsetting. Final 12 months we began working with all of our B2B companions, offering CO2 offset as a measure inside all of the merchandise that they purchased from us. Equally, this 12 months we’ve prolonged that supply all the way in which to customers. So, for each Thinkpad that you just purchased, CO2 offsetting was labored throughout the product itself.
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