1.

1 Positioning

Lenovo products are an independent cognitive value in the eyes of consumers. Its
perceived as cost & product innovator of tech products unlike its competitors. It offers
cheap prices due to low transaction cost yet high quality. Convenience and reliability is
also an added future to perceived image of Lenovo laptops. Currently Lenovo is
successfully able to capture value from households and domestic PC users through its
product and brand awareness programs. However, its developing planes to capture the
attention of high end users. Thus innovation accompanied by quality is the prime objective
of Lenovo which allow it to capture positive image in the minds of consumers.

Through that perceptual mapping tool it can be analyzed that for PC Lenovo is able
to capture more value and create a luxurious image as well as a high tech one. Focused on
providing high end quality design, speed performance and price.