Dell marketing strategy @gd

Presentation onDELL

Presented By:-

GAURAV DAKHORE 2012189

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)

ITS ABOUT DELL (VIDEO)

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

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.

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)

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

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)

MARKET SITUATION India Vs. Global

4. COMPETITION ANALYSIS

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

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'

TVC OF DELL (MASTI KA PITAARA)

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.

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.

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

PRICING OF SOME OF DELL LAPTOPS

• INSPIRON

• INSPIRON R

• ALIENWARE

• XPS

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