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Millennial generation now Lenovo’s biggest market

The millennial generation, or those born between 1982 and 2004, is now considered the biggest source of growth for business today, because this group is a large user of gadgets such as smartphones, tablets and laptops, where Lenovo is a recognized brand.
Vicky Agorilla
Vicky Agorilla, country general manager of Lenovo Philippines, says the company is very aware of this trend and leaving no stone unturned to be the dominant computing company in the millennial market. The Philippine population, according to Index Mundo’s statistics, has a median age of 23, with the 15 to 24 and 25 to 54 age groups comprising 19.1 percent and 36.6 percent of the local population, respectively. Agorilla says by developing products tailored to the needs of the young population bracket, Lenovo is strengthening its foothold in the local PC consumer market, and building the right ecosystem to become a local PC Plus giant. “ Lenovo aspires to build one of the world’s most recognizable ‘power brands’ – a brand that is instantly recognizable and identifies Lenovo as a company that is known, admired, respected and desired around the world for years to come,” says Agorilla, who served as president of the Information and Technology Association of the Philippines from 2009 to 2010. Lenovo recently launched “For Those Who Do” campaign as part of the company’s buildup that seeks to convey a brand position that emphasizes the company’s capability and the mindset of their customers. She says in the third quarter of 2012, PC volume in the Asia-Pacific and Latin American market where the Philippines is a substantial sub-segment, rose 4 percent and achieved a 13-percent market premium. For APLA, Lenovo achieved an 11.3-percent market share. A study by market research firm IDC found that in the third quarter of 2013, Lenovo was the top PC vendor in the Philippines. Lenovo Mobile also increased its foothold in the local smartphones market, having acquired 3-percent market share during its first six months in the Philippines.
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