Dell marketing strategy @gd
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Presentation onDELL
Presented By:-
GAURAV DAKHORE 2012189
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1. INTRODUCTION
• Dell is an American multinational computer technology company.
• At age 19, Michael Dell founded PC's Limited.
• Head Quarter : 1 Dell Way, Round Rock, Texas, US
Michael Dell
• Industry : Computer hardware, Computer software, IT consulting, IT services
• Dell is listed at number 51 in the Fortune 500 list (2013)
• In 2010, Dell India became the #1 PC brand in India with a market share of
more than 15 percent. ( IDC Q2CY10 Pulse Tracker)
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ITS ABOUT DELL (VIDEO)
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2. STPD : Segmentation
•DEMOGRAPHIC : No age, gender or race bias but
income, occupation & education
•GEOGRAPHIC : US, EMEA and APJ
•PSYCHOGRAPHIC : Lifestyle, Interests
•BEHAVIORAL : benefits sought by consumers such
as low price with good quality & service
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STPD : Target Market
•A) RELATIONSHIP CUSTOMERS : large corporations,
government and education sectors, Small & Medium
Business
•B) TRANSACTIONAL CUSTOMERS : individual
customers who is price-sensitive looking for low cost,
more reliable, quality service and added value products.
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STPD : Positioning & Differentiation
• POSITIONING :
In the early days, Dell positioned itself as a premium computer
company through an easy and convenient internet-based sales.
Gradually this further growth and increased advertising
managed to establish Dell's position in consumers' minds and
presented it as an aggressive, value-oriented computer
manufacturer.
•DIFFERENTIATION: Was Pioneer in Customize to order, Low
cost with Good quality, Direct to customer (Channel
differentiation)
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STPD OF DELL LAPTOPS
Product Segmentation
Target Positioning Differentiation
Inspiron Basic Laptop All classes Everyday Essential
Low cost with quality
Inspiron R
Laptop (Multimedia)
Youth Multimedia Power
High specifications
XPS Ultrabook High class Youth
Premium Laptop
Ultralight with specifications
Alienware
Laptop (Gaming)
Gamers (Urban youth)
Extreme Gaming
High performance & graphics
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3. MARKET SITUATION
•HP is leading the PC market — desktop, notebook and tablets — in India with 31.4% market share in the second quarter of 2013.
•Dell is in the second position with 11% market share in India.
• Total PC shipments in India rose 27.2 percent to 47,32,410 in the second quarter of 2013
•Dell is listed at number 51 in the Fortune 500 list (2013)
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MARKET SITUATION India Vs. Global
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4. COMPETITION ANALYSIS
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5. SUSTAINABLE COMPETITIVE ADVANTAGE
•Direct to Customer business model.
•Dell brand is one of best known in the world.
•No inventory build up
• Low cost with high quality
•Order to customize
•Best 24x7 Customer support
•Direct sales channels and direct customer relationship
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6. ADVERTISING & SALES PROMOTION STRATEGY
• Advertisements in television, Internet, magazines, catalogues and newspapers.
• Social Networking.
• A Popular Phrase "Dude, you're gettin' a Dell!“ was used to market it’s Products.
• In 2007, Dell began using the slogan "Yours is here" to say that
it customizes computers to fit customers' requirements.
• Dell to run month long sales promotion campaign 'Dell Se'
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TVC OF DELL (MASTI KA PITAARA)
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7. BRAND STRATEGY
•Dell is on the 61st rank in Best Global Brands of 2013 with Total Brand equity of 6845 m$.
• Traditionally a Direct-to-Customer brand.
•Dell’s Brand strategy is 100% customer centric.
•Brand site which features customer stories , articles, case studies and forums.
• “The Power to do more” campaign increased overall brand health.
• Several corporate citizenship initiatives.
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8. DISTRIBUTION STRATEGY
• Dell is leader in using supply chain management.
• Dell sells mostly through Internet (D2C)
• Dell distributes by using Just-In-Time manufacturing system.
• DIRECT DISTRIBUTION MODEL
• Direct distribution allows Dell to eliminate the middleman.
• Since 2007 restarted distribution through Retailers.
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9. PRICE STRATEGY
•Dell follows comparative Lower price to match the customer's expectation of value for money (Comparative Pricing)
- Low inventory cost & Direct Distribution
•Depend on supplier’s price (Cost plus Pricing)
•Customization (Optional feature Pricing)
- No price tag effect
- Pricing strategy based on customer’s need
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PRICING OF SOME OF DELL LAPTOPS
• INSPIRON
• INSPIRON R
• ALIENWARE
• XPS
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BIBLIOGRAPHY
• http://www.dell.co.in/
• http://en.wikipedia.org/wiki/Dell
• http://money.cnn.com/magazines/fortune/fortune500/2013/snapshots/1053.html
• http://www.slideshare.net/8097174415/dell-corporation-strategy.
• http://infotechlead.com/2013/08/07/hp-leads-indian-pc-market-with-25-share-lenovo-acer-dell-apple-dip-in-q2/.
• http://www.idc.com/getdoc.jsp?containerId=prUS24213513
• http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx
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