In a bid to increase its presence in the Nigerian mobile market, Lenovo has been running a sensitization program on a national level. The brand was in full effect on the 25th of February, in the Garki, Abuja branch of SLOT, a major phone dealer. According to a representative of SLOT that I spoke with, the activity was a two day affair and had begun on the 24th, at that branch. The store and its environs were full of Lenovo branding, a DJ was playing outside, and inside the store a number of sales representatives were on ground, to attend to prospects and customers.
The representative further said that the sensitization program mainly encompassed shop activations. This creates awareness of the brand by having representatives from Lenovo provide sales support for the store owners. He stated it was a way for the company to provide support for phone dealers who stock their brand, in addition to pushing sales for these dealers.
The world’s fastest growing PC company which acquired Motorola mobility last year, is relatively new in the Nigerian smartphone space and is having to deal with ever growing competition from not just the big names, but also lesser brands like TECNO, that have been shaking up the market. The shop activations are intended to help Lenovo leverage the media reach that the phone dealers have access to.
The sensitization program is in Lagos, Port-Harcourt, Owerri and Abuja, at the moment; with more states to be integrated in the future, according to a Lenovo representative. If all goes as planned, the company hopes to increase market share, brand popularity, preference and vibrancy.
Lenovo manufactures devices across different segments, from PCs to mobile phones. Currently in their portfolio is the low end A319 smartphone which runs on Android and features a WVGA screen, 1.3GHz dual core processor and dual SIM slots. It sells for about N15,000. The company also has a flagship in the Vibe Z2 Pro which sells for around N130,000.