Dell and Apple employ different marketing strategies. Dell targets both large businesses and consumers with affordable customizable PCs. It focuses on price and uses direct sales. In contrast, Apple targets students, professionals and consumers with premium branded products sold through retail stores and online. While Dell uses Windows, Apple utilizes its own Mac operating system. Both companies aim to satisfy customers with quality products, technology and service.

1. MARKETING MIX ON
APPLE VS DELL
Presented by: Manzil Bhattarai

2. INTRODUCTION OF MARKETING MIX
 Definitions:
 According to Philip Kotler, “ A marketing mix is the mixture of controllable
marketing variables that the firm uses to pursue the sought level of sales in
the target market.”
 According to Neil H. Borden,” The marketing mix is the set of marketing tools
that the firm uses to pursue its marketing objectives in the target market.”

3. TARGET MARKET OF DELL
Dell Currently Target Two Markets:
Large To Mid-size Business:
1. 36 to 50 year old
2. Upper Middle To Lower Class
Consumers, students, small home office:
1. 18to 35 years old
2. Middle class

4. TYPES OF MARKETING MIX

5. MARKETING MIX OF DELL AND
APPLE

6.  Dell first logo from 1984 to 1989
 Dell traces its origins to 1984
 Michael Dell created PC's Limited while a student of the University of Texas
at Austin.
 Dell dropped out of school to focus full-time on his fledgling business
 Getting about $300,000 in expansion-capital from his family.
 In 1985, the company produced the first computer of its own design,
the Turbo PC, which sold for $795.
 PC's Limited advertised its systems in national computer magazines for sale
directly to consumers and custom assembled each ordered unit according to a
selection of options.
 The company grossed more than $73 million in its first year of operation.

7. COMPANY BACKGROUND
Name
Industries served
Geographic areas served
Headquarters
Current CEO
Revenue
Profit
Employees
Main Competitors
Dell Inc.
Computer hardware, Computer
software, IT consulting, IT services
Worldwide
U.S.
Michael Dell
$ 63.07 billion (2012)
$ 3.49 billion (2012)
110,000
Apple Inc., Samsung Electronic Co.,
Ltd., Lenovo Group Limited, Hewlett-
Packard Company, Sony Corporation,
Fujitsu Limited and many others.

8. Vision statement :
It’s the way we do business. It’s the way we interact with community. It’s the way we interpret the
world around us- our customer needs, the future of technology, and the global business climate.
Whatever changes the future may bring our vision – Dell vision – will be our guiding force.
So Dell needs full customer satisfaction. In order to become the most successful computer company,
they need the newest technology and loyal customers.
Mission Statement :
Dell’s mission is to be the most successful computer company in the world at delivering the best
customer experience in markets we serve. In doing so, Dell will meet customer expectations of :
. Highest quality
.Leading technology
.Competitive pricing
.Individual and company accountability
.Best-in- class service and support
.Flexible customization capability
. Financial stability

9. MARKETING MIX OF DELL
 Product:
• Dell believes that, ‘Marketing is not about providing products or services, it is essentially
about providing changing benefits to the changing needs and demands of the customer’.
• Dell designs, develops, manufactures, markets, sells, and supports a wide range of products
that in many cases are customized to individual customer requirements.
• A few examples of products for individual and professional customers are Dell Precision
workstations, Dimension desktops, and Latitude notebooks.
 Price:
• Pricing strategies usually change as the product passes through its life cycle, because there
is constrains on the company’s freedom to price a product at different stage.
• The main objective of Dell is to produce the low price and profitable PC for the customers.
• For the above reason Dell’s product pricing reflects the affordability of the local consumers.
• Dell products are so customizable , the price is largely dependent on the options and
services added to the product.
• Dell is undercutting competitors in price to rapidly gain market share.

10. Place:
• Place is also known as channel, distribution, or intermediary.
• It is the mechanism through which goods and/or services are moved from the manufacturer
/ service provider to the user or consumer.
• Dell has been able to affect the location strategy aspect of its marketing campaign.
• As Dell’s products are always available at the nearest dealer’s customers develop trust for
the “local Dell” thereby achieving the objective of gaining their trust in Dell products and
services, and forming a large and diversified consumer base.
Promotion:
• This includes all the tools available to the marketer for ‘marketing communication’.
• Dell in the past have not concentrated on extensive marketing
• Dell markets its products primarily by advertising on television and the Internet, advertising
in a variety of print media, and mailing or emailing a broad range of direct marketing
publications, such as promotional materials, catalogs, and customer newsletters.
• Dell has recently started promoting its products through retailers like Best Buy, Staples,
Wal-Mart, GOME, and Carrefour.

11. • People:
People refer to all people directly or indirectly involved in the consumption of a service, example
employees or other consumers,
• Physical Evidence:
Physical evidence that related to the environment in which the service is delivered, and the
tangibles that help to communicate and perform the service, and
• Process:
Process is the delivery and operating systems of procedures, mechanisms and flow of activities
which services are consumed.

12. HISTORY OF APPLE
1976: Steve jobs and Stephen Wozniak found the Apple Computer Company.
1977: Apple introduced- first personal computer designed for mass market.
1981: IBM introduces the PC- Apple’s first form of competition.
1984: The original MAC is put on market $2495.
1985: Steve jobs resigns from Apple.
1986 to 1990: Apple endures near financial crises as sales steadily decrease.
1991: First power book ship- Apple becomes standard bearer in portable market.
1997: Steve jobs return to Apple as interim CEO.
1998: IMAC hits market $1299.
1999: Airport debuts on I- book- sets off an industry-wide wifi craze.
2000: Steve jobs become CEO.
2000: Present- Apple continues to release new products and updates to previous
products.
2011: Steve jobs dies.

13. COMPANY BACKGROUND
Name
Industries served
Geographic areas served
Headquarters
Current CEO
Revenue
Profit
Employees
Main Competitors
Apple Inc.
Computer hardware, Computer software,
Consumer electronics, Digital distribution
Worldwide
U.S.
Tim Cook
$ 156.508 billion (2012)
$ 41.733 billion (2012)
72,800 (2012)
Samsung Electronics Co., Ltd., Amazon.com,
Inc., International Business Machines
Corporation, Cisco Systems, Inc., Google
Inc., Microsoft Corporation, Dell Inc., LG
Electronics, Lenovo Group Limited, Hewlett-
Packard Company, Sony Corporation and
many others.

14. Vision statement:
Man is the creator of change in this world. As such he should be above systems and
structures, and not subordinate to them.
Mission statement:
Apple is committed to bringing the best personal computing, portable digital music
and mobile communication experience to students, educators, creative
professionals, businesses, government agencies, and consumers through its
innovative hardware, software, peripherals, services, and Internet offerings.
Apple designs Macs, the best personal computers in the world, along with OS X,
iWork and professional software. Apple leads the digital music revolution with its
iPods and iTunes online store. Apple has reinvented the mobile phones with its
revolutionary iPhone and App store, and is defining the future of mobile media and
computing devices with iPad

15. MARKETING MIX OF APPLE
Product:
• Portable Computers – including Mac products such as Mac Book Pro, iMac,
• Accessories – including Magic Mouse, Keyboard, Led Cinema Display.
• Wi - fi Based Stations - including Airport Express, Airport Extreme, Time Capsule.
• Developer – including Developer Connection, Mac Program, iPhone Program
• iPod – including iPod Shuffle, iPod Nano , iPod Classic.
• iTunes – including movies, TV shows, audio books, games
• Peripheral products – including Printers, Storage devices, digital videos and cameras.
Price:
• Apple is a premium brand computer that does not attempt to compete on price.
• The company has reduced prices after some initial product launches.
• It uses skimming and premium pricing strategies.
e.g. Apples iPad pricing strategy includes the flexibility to lower the prices if consumer
response dictates such action. This would be consistent with a similar $200 price cut on the
iPhone in 2007.

16. Place:
 Apple service providers are certified technicians, who complete regular Apple
training and assessments, and offer repair services, and exclusive access to
genuine Apple parts.
 They are located in Asia/Pacific, Africa, the Middle East Europe and Latin
America.
 Apple has over 200 retail stores worldwide including the US, UK and Canada.
Apple recently opened a new retail store in Shanghai China

17. Promotion:
 Apple, Inc offers special discounts on refurbished Macintosh computers, iPod
Nanas, and the 8GB iPod Touch.
 In each case a 1 year warranty is included on the all products.
 Apple, Inc authorized Training Centers are located throughout the U.S. each
provides instruction in Mac systems, Mac OS X, and Apple’s professional
applications.
 A wide range of certification exams and courses offer innovative learning
opportunities for IT and creative professionals, educators, and service
technicians delivered exclusively by Apple Certified Trainers.
 The Apple Consultants Network website provides a search tool allowing
visitors to locate nearby certified Mac product consultants in the U.S, Canada,
and a number of international locations

18. People:
 People refer to all people directly or indirectly involved in the consumption of a
service, example employees or other consumers
 Stephen P. Jobs is the Chief Executive Officer of the Executive Board at Apple,
Inc.
 Non Executive Board Directors include William V. Campbell, Millard S. Drexler,
Albert Gore and Author D. Levinson.
 Key Senior Management team members include Timothy D. Cook, (COO),
Jonathan Ivey, (Industrial Design), Ronald B Johnson (Retail), Robert Mansfield Mac
Hardware Engineering), Mark Paper master (Devices Hardware Engineering),
 Some certified Apple service providers offer additional services beyond repairs
and parts such as such as data transfer, data recovery, upgrade services, and onsite
deployment and installation.

19. Physical Evidence:
 The Apple logo has evolved from its original depiction of Sir Isaac Newton under a tree
to the memorable rainbow apple to the present blue Apple with a bite taken out.
Process:
• Apple converts new customers and secures their loyalty through a corporate emphasis
on customer service.
• Apple seeks to attract its target market through bold public relations events (such as the
MacWord Expo) as well as advertising imagery which borrows from contemporary
modern art.
• Apple has expanded its distribution channels in recent years including the addition of
WalMart

20. COMPETITORS ANALYSIS OF DELL
 The Competitors of dell include Hewlett-Packard , Compaq ,Gateway AND Lenovo.
 An indirect competitors is found in the form of a strengthening core of vendors that
provide parts to-do-it yourself users and small business that build and upgrade custom
computers for home users and for small office & home office users.

21. COMPETITORS ANALYSIS OF APPLE
 In addition, apple competes with Microsoft in many areas of the personal
computers software industry.
 Apple top three hardware competitors are dell, Hewlett-Packard and IBM.
 Apple’s direct competitors are Google , Samsung , HP .

22. TARGET MARKET OF APPLE
 College and University Students: These students
use Apple Inc. products such as iPad’s ,MacBook’s ,iPhone etc to
quickly record notes. These notes are kept organized in their
devices.
 Business People : Apple targeted the business people also. All
Apple devices such as iPad’s, iPhone’s, MacBook’s etc, have a business
quality that is very useful. In addition, sending documents is easy and
organized.
 Teenagers: Teenagers are considered one of Apple Inc. target
markets. Teenagers use iPod’s for many reasons. Some of the reasons
are to socialize with friends, listen to music. There are so many gaming
apps that appeal to them.
 Adults: iPhone’s are useful to adults for their everyday needs such
as phone calls, map directions, internet connection, documents and
cameras.

23. SWOT ANALYSIS OF DELL
• Growing demand for Smart
phones and tablets
• Profit margin decline on
hardware products
• Slowing growth rate of the
laptops market
• Intense competition
• Expand services and
enterprise solutions
businesses
• Obtain more patents through
acquisitions
• Strengthen their presence in
emerging markets
• Commodity (computer
hardware) products
• Poor customer services
• Low investments in R&D
• Weak patents portfolio
• Too few retail locations
• Low differentiation
• Brand name valued at $7.5
billion
• Product customization
• Environmental record
• Competency in mergers and
acquisitions
• Direct selling business
model Strength weaknesses
opportunities Threats

24. SWOT ANALYSIS OF APPLE
• Rapid technological
change
• 2013 tax increase
• Rising pay levels
• Android OS growth
• Competitors move in
online music market
• Price pressure from
Samsung over key
• high demand
• Emergence of the new
provider of application
processors.
• Obtaining patents through
acquisitions
• strong growth of mobile
advertising
• growth of tablets & laptop
• high price
• Incompatibility with
different OS.
• Decreasing market
share.
• Further changes in
management
• Defects of new products
• Long term gross margin
decline.
• Customer loyalty
combined with
expanding closed
ecosystem.
• Apple is leading
innovator in mobile
device technology.
• Strong financial
performance.
• Brand reputation
• retail stores
• Strong marketing and
advertising teams
strength weaknesses
opportunities threats

25. COMPARISON OF DELL AND APPLE
BASICS DELL APPLE
PRODUCT Dell offers customizable
desktop and laptop
computers allowing pricing
to be dependent upon
components included
Apple on the other hand has
multiple base choices and
few upgrades within these
choices to expand their
variety
PRICING
STRATEGIES
Dell desktops and laptops
cost is less than the apple .
Dell lowest start off at
about 400-500 dollars
Apple desktops and laptops
cost is more than Dell
.Apple’s lowest pricing
laptop ranges from 900-1000
dollars

26. CONT’D....
Basics DELL APPLE
MARKETING Dell was the first computer
to provide direct marketing
to their customers . Dell
recently expanded their
sales locations to include
WALMART and BESTBUY
Apple handles the task of
placing its products in the
market by offering those
products worldwide. This is
accomplished through
online stores, retail stores,
direct sales, third parties.
Operating System Dell use windows operating
system of Microsoft and also
use open source Linux based
operating system in
computers.
Apple use its own
proprietory Mac operating
system in computers .