Why is HP gaining market share while Dell continues to loose? socialmedia innovation group July 30, 2009 presented by John McElhenney http://uber.la & @jmacofearth

Why is HP gaining market share

while Dell continues to loose?

Inspiron Latitude Studio Vostro XPS Mini Adamo Precision Alienware Toyota – high quality, high value Lexus – luxury and reliability Scion – value with an edge socialmedia innovation group © 2009 John McElhenney

Inspiron Latitude Studio Vostro XPS Mini Adamo Precision Alienware Inspiron – consumer, everyday, everyone computing Latitude – business computer, high quality, long lasting Studio – student computer Vostro – small business computer w/ services added in XPS – high end, was gaming, now high style Mini Netbooks – portable, low cost Adamo – Luxury, high style, first class Precision – engineers and designers requiring the ultimate workstation Alienware – performance at any cost, high style points for unique design Studio XPS – a brand cluster, XPS has become a modifier rather than a brand socialmedia innovation group © 2009 John McElhenney

socialmedia innovation group © 2009 John McElhenney Value/Economical Inspiron Studio Mini/Netbook Business Class Latitude Precision Vostro Luxury/Performance Precision Adamo XPS Alienware

Latitude Vostro Inspiron Studio XPS HP Acer Apple Toshiba Dell vs socialmedia innovation group © 2009 John McElhenney With Dell you have to compare all applicable sub-brands. Business Class Latitude Precision Vostro Value/Economical Luxury/Performance

In the grid, Sub-brands don’t exist. All of these Dell’s are Inspirons distinguished only by price or screen size. Other manufacturers rely much less heavily on sub-branding Sub-branding causes confusion Dell brands compete with other Dell brands socialmedia innovation group © 2009 John McElhenney

I’m back into the land of confusion. 9 sub-brands. 87 models based on sub-brand and screen size. socialmedia innovation group © 2009 John McElhenney

Pick the brand, find the price, buy the computer! Where is Dell in the Best Buy Small Business Matrix? socialmedia innovation group © 2009 John McElhenney

socialmedia innovation group © 2009 John McElhenney Value/Economical Inspiron Business Class Latitude Vostro Luxury/Performance Precision XPS

socialmedia innovation group © 2009 John McElhenney presented by John McElhenney http://uber.la & @jmacofearth Thank You