Due to its products, Lenovo has a certain measure of headway when it concerns the promotions department. The technology segment and especially the IT market is filled with competitors like HP, Dell and Microsoft to make the competition very high in the segment. However, by using the right marketing communications and by targeting geeky customers who like a bit of zing in the products that they use, Lenovo has hit the right promotions mix. It has always showcased its products as the right fit for their customers – which will get the work done. The concept is that Lenovo makes machines which “Do the work” for the customers. The company uses various ATL as well as BTL mediums to get its product across to end customers.