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Dell marketing strategy @gd

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  • 1. Presentation on DELL Presented By:GAURAV DAKHORE 2012189
  • 2. 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)
  • 3. ITS ABOUT DELL (VIDEO)
  • 4. 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
  • 5. 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.
  • 6. 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)
  • 7. 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 Alienware Laptop (Gaming) Gamers (Urban Extreme youth) Gaming Ultralight with specifications High performance & graphics
  • 8. 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)
  • 9. MARKET SITUATION India Vs. Global
  • 10. 4. COMPETITION ANALYSIS
  • 11. 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
  • 12. 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'
  • 13. TVC OF DELL (MASTI KA PITAARA)
  • 14. 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.
  • 15. 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.
  • 16. 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
  • 17. PRICING OF SOME OF DELL LAPTOPS • INSPIRON • INSPIRON R • ALIENWARE • XPS
  • 18. BIBLIOGRAPHY • http://www.dell.co.in/ • http://en.wikipedia.org/wiki/Dell • http://money.cnn.com/magazines/fortune/fortune500/2013/snapshots/10 53.html • http://www.slideshare.net/8097174415/dell-corporation-strategy. • http://infotechlead.com/2013/08/07/hp-leads-indian-pc-market-with-25share-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-GlobalBrands-2013.aspx