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Article

Title: Can Durability Trump Price in Laptop Wars?

Author: Spencer, Jane Article Type: Product Analysis
Source: Wall Street Journal, v249 n115 pB1(2) Publication Date: May 17, 2007
  ISSN: 0193-2241
  Illustrations: Photographs
URL of Publication: http://www.wsj.com

Lenovo's strategy for differentiating its laptops from the competition involves testing in freezing, wet, and unpredictable environments of toughened computers that are more resistant to rugged handling and environments. Lenovo's IBM ThinkPad laptops are usually purchased by companies for employees and cost about 10 percent more than the industry average. One of the highest priced notebooks to emerge on the market will be a ThinkPad laptop costing about $5,000 for top echelon executives. The laptop will ship with support services, including a promise that if you have a problem, a technician will meet you in person within hours to help solve it. The usual PC sold for a corporate user in the U.S. costs $1,125, says Gartner. Deepak Advani, chief marketing officer for Lenovo notes that the company is not out to sell at the bottom end, but would rather follow Apple's business model, which focuses on a higher priced category that attracts with brand reputation. The newest line of ThinkPads is as usual black with a red dot mouse. The theme of the campaign will be an emphasis on Lenovo as a company with the worlds best engineered and the worlds best engineered PCs.

Special Features: Photographs

Companies:
Lenovo Group Ltd

Products:
ThinkPad

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