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DELL LAPTOPS MARKETING STRATEGY

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by

Sharul Mathur

on 24 July 2013

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Transcript of DELL LAPTOPS MARKETING STRATEGY

ABOUT DELL
MARKET TARGETS
Tweens

Students

Gamers

Business Professionals

Non-Tech
TWEENS
Age 8-12 primary school students
Share some characteristics of teenagers
Lives with their parents,
no Income
Higher levels of technology
10% are users of home computer and Internet
NON - TECHS
NON-Techs / Baby boomers are beginning to adopt technology
The baby boomers (1946 to 1965)
Middle-Upper class, hard worker, college educated
TV-Shows, movies, sports and news
GAMERS
BUSINESS PROFESSIONALS
STRATEGIC SITUATION SUMMARY
STUDENTS
WHAT TWEENS WANT IN A LAPTOP?
Fun colors and designs
Play videos and games
Educational software - MS office, Window 7 or 8
Widescreen, HD – watching movies
Spill resistant, Webcam and microphone - communication
Latitude 2100: A Kid-Centric Netbook
LATITUDE 2100:
A Kid-Centric Netbook
Textured rubberized casing - playground ball
Antimicrobial keyboard prevent the spread of germs
Webcam, Bluetooth, Windows XP, Wireless router
Touch screen, network activity, 4.9lbs
Pre-set Web browser for kids that blocks objectionable Web sites
TWEENS PROMOTIONAL STRATEGY
Retail demonstrations
In-store Campaigns, recycle your old Laptop
commercials, 5 seconds long
Redemption program, online games
Website online Pop-ups, coupons
WHAT NON-TECHS WANT IN A LAPTOP?
Big screen 16" - 17.3"
Webcam, microphone - Skype
SD card slot - camera uploads
HDMI slot for connecting to the TV
Microsoft office - Writing letters
Wi-Fi
DELL INSPIRON 17
DELL Inspiron 17
17.3 Screen
Windows 8
HD Graphics
HDMI
1 Year Basic Mail-In Service Plan
NON-TECH'S PROMOTIONAL STRATEGY
Retail demonstrations
TV Advertising – commercials
Flyers
Coupons
Online popups
WHAT GAMERS WANT IN A LAPTOP?
DELL Alienware M17
DELL Alienware M17
GAMER'S PROMOTIONAL STRATEGY
WHAT BUSINESS PROFESSIONALS
WANT IN A LAPTOP
The Dell Latitude E6530 Premier
BUSINESS PROFESSIONAL'S
PROMOTIONAL STRATEGY
Advertise on frequently viewed websites
- Pinterest
- Facebook
- MTV
Offer promotions on desired accessories
- Logitech speakers
WHAT STUDENTS WANT IN A LAPTOP?
STUDENT'S PROMOTIONAL STRATEGY
POSITIONING STRATEGY
PRICE STRATEGY
DISTRIBUTION STRATEGY
SALES FORECASTS & BUDGETS
CONTINGENCY PLAN
CONCLUSION
Operate effectively without excessive interruption due to various threats
Threats can be classified into three major categories:
Natural threats
Human threats
Environmental threats

THE CONTINGENCY PLAN
Dell's global command centers:
Coordinate parts and field technicians to respond swiftly to customers' requests
Monitor potential problems
Work with customers to develop contingency plans
Provides visibility to monitor supply chain activities and make adjustments in real time
Lowest price
Customer value centered
Unique distribution strategy
Internet marketing research
Mass customization

PRICE STRATEGY
Offers: pre-made computers or customized computers
Dell reported a dramatic drop in 2013 quarterly profit
Solution: Continue to decrease price to maintain sales and market share
PRICE STRATEGY
Not long term solution
- Price war
Suggestion:
- Better promotion
- More bundle options
Direct distribution model
Eliminate intermediaries
Previously: Telephone order
Recently: Internet order
Major competitive advantage

Create Dell presence in the store
Rent space in retail stores displaying screens
Space designed for five target markets
- Different colours sections
Communicate and educate consumers
Dell must get back to basics
Realign its core competencies with the needs of a global marketplace.
INTRODUCTION
DELL LAPTOPS MARKETING TEAM

Sharul Mathur
Adnan Siddiqui
Christine Baggs
Sally Wint
Yang Liu
One of the largest PC companies
Founded by Michael S. Dell on November 4, 1984 in Austin, Texas
Business model - “build-to order” machines
Eliminates huge inventories
Dell also provides the following services:
- server systems
- network switches
- data storage devices
- computer peripherals

PURPOSE OF THIS MARKETING PLAN
Enhance Dell Laptops marketing and promotional strategies
Evaluate Dell’s position within this competitive landscape
The recommended strategy for Dell to reinvigorate its differentiation advantage
TOPICS OF DISCUSSION
Five market targets
What Dell products match their needs
What promotional and distribution strategies are required
The budget to implement our recommendations
Contingency plan already in place:
- Dell's global command centers
MARKET ANALYSIS
Current PC market indicates low sales
2012 quarterly reports shows downturn in sales
Decrease in PC sales is portable devices
In 2012 Dell’s sales dropped by 9%
COMPETITORS
Hewlett Packard, Lenovo, Acer and ASUS
Dell was third after Hewlett-Packard and Acer
Number of PC units sold by HP was 14.6 million whereas that of Dell was 9.2 million units
Where the other manufacturers are present in the consumer retail stores, Dell is not

SPENDING ON SELLING
GENERAL AND ADMINISTRATIVE
TOTAL NET REVENUE GROWTH
2012-2016
NET INCOME
2012-2016
Age varies
Computer Savvy Individuals
Seek state of the art technology
Low-Medium income
$20B in PC game sales in 2012
Durable, long lasting
Sleek design
Speed
Lots of memory
HDTV (1080p)
“The most powerful gaming notebooks in the universe are here”
Aluminum shell
AlienFX system lighting
Anti-glare
Optimal in-game sound
5 Very brief ads
Promotions targeted at students ($100 off)
Loading screens for online games
Age 18-65 years old
Generally College-Educated
Hard-workers
Located within the City
Middle-Upper Class Income
Durable, Dynamic and Unique
Sleek Design
Fast Processing Speeds
Mid-level Price Range
Up to date versions of computer applications
Offer warranties
Target them during
commute
Billboard Advertisements
Subway Advertisements
Dell is reliable and will
always have your back
Age 13-25 years old
Immersed in computer culture from a young age
Generally receive funding from outside-source
Can be located anywhere
Multi-purpose laptop (recreational and business)
Fast-processing speeds
Good sound system and graphics
Lightweight
Long battery life
THANK YOU
Full transcript