VIDEO: Lenovo's Cecilia Chan on building growth in key markets

"From a global perspective, we are doing good all the way. We are one of the fastest-growing PC companies for six quarters in a row and rank third overall in global market share," Chan tells Campaign.

Indeed, the Chinese multinational technology company continues to attract more consumers to its products and generate more recognition as a quality brand in the region. Campaign Asia's Top 1000 Brands report this year shows Lenovo jumping 49 places to land at the number 121 spot from its previous ranking of 170 in 2010. Lenovo is also firmly entrenched at number 450 in the Fortune Global 500 list of the world's largest corporations for 2011.

In the markets she is responsible for, Chan points out, "In Hong Kong, we have been number one in the commercial notebook category for 13 years, while overall in the country we have been number one for the past six years in terms of sales. For Taiwan and Korea, our overall business momentum is growing as we are getting more of the market share in these two markets.

One may see the exclusion of China from her remit, but that is due to the mainland being Lenovo's home country and classified as one unique market altogether. Hong Kong, Taiwan and Korea's similarities lie in high PC penetration rates, prominent use of internet among consumers and consumers looking at similar kinds of products.

In terms of marketing strategies, Chan says Lenovo's marketing teams are working closely with the business teams to formulate 4 P strategies –product, price, place and promotion – and campaigns to continue to build the brand and grab a bigger slice of market share in the region.

A core focus of Lenovo's marketing strategy would be through word of mouth communication strategies utilising social media through Lenovo.com, Facebook, and a loyalty platform programme, with other plans in the pipeline to be rolled out later in the year.

As a technology company, a key challenge for marketers in the industry is how firms translate the combination of innovation, great products to a consumer language that they understand and relate to, according to Chan.

Not resting on their laurels, Chan and Lenovo strive to be the leading technology company in the world and its latest  'For those who do' branding campaign is a step toward that direction. It marks its first global long-term investment with the concept being Lenovo's 'Do machines' help consumers achieve their goals whether in business, home or leisure.