Dell Marketing Strategies

8/3/2019 Dell Marketing Strategies

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Dell Marketing Strategies

B A S E L N A D I MR A N I M S H A A R L I N A B U K H A R IS A L A M S A M I N


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Dell overview

Dell is a technology company, offering a broad rangeof product categories, including desktop computersystems, storage, servers and networking products,

mobility products, software and peripherals andservices to manage IT infrastructure for largeorganizations . Dell is the number one supplier of personal computer systems in the United States, and

the number two supplier worldwide.
http://www.dell.com/


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Dell Products

1. Desktop PCs Five lines of desktop computer systems are produced fordifferent markets. For example, the OptiPlex line is designed to help business,government, and institutional customers manage their total cost of ownership by offering stability, security, and managed product transitions;The Dimension line is designed for small businesses and home users requiringthe latest features for their productivity and entertainment needs. The XPS tmand Alienware lines are targeted at customers who require the highest

performance gaming or entertainment experience available.

1. Servers and Networking The PowerEdge tm line of servers is designed tooffer customers affordable performance, reliability, and scalability. Againdifferent options are available for different markets include high performancerack, blade, and tower servers for enterprise customers and lower priced towerservers for small organizations, networks, and remote offices.

2. Storage For example, storage area networks, network-attached storage,direct-attached storage, disk and tape backup systems, and removable disk

backup.
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Dell Products

4. Mobility Notebook computers are targeted at customers who requirethe highest performance gaming or entertainment experience available.

5. Software and Peripherals Office software and hardware includingprinters, televisions, notebook accessories, networking and wirelessproducts, digital cameras, power adapters, scanners, and other products.

6. Enhanced Services Dells global services business offers tailoredsolutions that help customers lower the cost of their servicesenvironment and maximize system performance, efficiency, and returnon investment. These include: Infrastructure Consulting Services;Deployment Services to install and integrate new systems; AssetRecovery and Recycling Services. Training Services ; Enterprise SupportServices and Managed Lifecycle Services (outsourced IT management).

7. Financial Services - for business and consumer customers in the U.S.through a joint venture between Dell and CIT Group, Inc.
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Dell business strategy

Dell s vision is to strive to provide the best possible customer experience by offering superior value; high-quality, relevant technology; customized systems;superior service and support; and differentiated products and services that are easy to buy and use. The core elements of the strategy which are evident in Dells marketingcommunications are:

1. Dell simplify information technology for customers . Making quality personalcomputers, servers, storage, and services affordable is Dells legacy. Dell focusedon making information technology affordable for millions of customers aroundthe world. As a result of our direct relationships with customers, or customerintimacy, Dell best positioned to simplify how customers implement andmaintain information technology and deliver hardware, services, and softwaresolutions tailored for their businesses and homes.

2. Dell offers customers choice . Customers can purchase systems and services from

Dell via telephone, kiosks, and website, www.dell.com, where they may review,configure, and price systems within the entire product line; order systems online;and track orders from manufacturing through shipping.
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Dell business strategy

3. Customers can purchase custom-built products and custom-tailored services . The flexible, build-to-order manufacturingprocess enabled Dell to turn over inventory every five days onaverage, thereby reducing inventory levels, and rapidly bring thelatest technology to Dells customers. The market and thecompetition has evolved, and Dell now exploring the utilization of original design manufacturers and new distribution strategies to better meet customer needs and reduce product cycle times. Dellsgoal is to introduce the latest relevant technology more quickly and to rapidly pass on component cost savings to a broader set of Dells customers worldwide.

4. Dell is committed to being environmentally responsible in all areas of business . Dell has built environmental considerationinto every stage of Dell product life cycle from developing anddesigning energy-efficient products, to reducing the footprint of manufacturing and operations, to customer use and productrecovery.
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Dells Sales and Marketing

Dell sell products and services directly to customersthrough dedicated sales representatives, telephone-basedsales, and online at www.dell.com.Customer segments include large corporate, government,healthcare, and education accounts, as well as small-to-medium businesses and individual consumers.Dell stresses the importance of its direct business model inproviding direct and continuous feedback from customers,

thereby allowing them to develop and refine products andmarketing programs for specific customer groups.
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Dells Sales and Marketing

For large business and institutional customers, Dell maintain a fieldsales force throughout the world. Dedicated account teams, whichinclude field-based system engineers and consultants, form long-term relationships to provide our largest customers with a singlesource of assistance and develop specific tailored solutions for thesecustomers. Dell also maintain specific sales and marketingprograms targeted at federal, state, and local governmental agenciesas well as specific healthcare and educational markets.

For its large organizational customers , Dell offers Premier(http://premier.dell.com) which is a secure, customizableprocurement and support site or extranet designed to saveorganizations time and money through all phases of I/T productownership. The main benefits of Dell Premier are described as:

1. Easy Ordering - A custom online store ensures access to your products at your price.2. Easy Tracking - View real-time order status, online invoices and purchase history

details. 3. Easy Control - Custom access groups define what users can see and do within Premier.
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Marketing

Dell markets its products and services to small -to-medium businesses and consumers primarily by advertising on television and the Internet,advertising in a variety of print media, and by mailing a broad range of direct marketingpublications, such as promotional pieces, catalogs,and customer newsletters. In certain locations, Dellalso operate Dell stores or kiosks, typically located

within shopping centers, that allow customers to view products in person and purchase online withthe assistance of a Dell expert.
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Online Marketing

Dell has a three stage order funnel:1. Marketing communications execution measured by Site visits2. Site merchandising measured by consideration % (site visits to e-store visits)3. Store merchandising measured by conversion % of Estore visits to e-receipts)

Dell keeps working on strategic improvements to the siteto improve these levers, examples mentioned includedNew merchandising approaches such as CustomerRatings & Reviews, Videos, Major path or customer journey changes created through Decision support toolsto Help me choose. There are also more tacticalinitiatives to help deliver the right message to eachcustomer including Customisation / personalization,Real estate optimization and Message Balancing.
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Online Marketing

More tactical persuasion of site visitors is based onPrice moves / optimised price position to market andthe mix of product features. A wide range of differentoffers need to be managed. Tactical promotions which are driven by promotional end dates whichare weekly or bi-weekly include varying:

Free shippingMoney off discounts

Free upgrades (e.g. memory)Free accessoriesFinance offersService upgrades
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Dell's Retail Strategy

Dell's corporate computer business has slowed in recent years,forcing the company to increase its efforts to attract personalcomputer users. In the fall of 2007, Dell announced partnerships with major computer retailers, including Wal-Mart, Best Buy andOfficeworks. These partnerships ended Dell's historical reliance onthe direct-to-consumer channel and allowed the company to accessthe mass merchandise distribution channel, which is an enormouspotential business opportunity for the company. Dell continued itsdirect-to-consumer marketing initiatives but also sought to promoteits new partnerships in television and print advertising, often inconjunction with its retail partners. In doing so, Dell has begun tocompete more heavily on price, as retailers such as Wal-Mart are

known as low-price shopping destinations for all types of goods.Recently, Dell's marketing efforts have been less focused on productfeatures and customizability and more focused on low price as thedefining feature of Dell computers.
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Dell Factory Manufacturing tour

This Video can be watched on Youtube.com:http://www.youtube.com/watch?v=ECwdccBTOJc

or can be downloaded through this link:http://www.4shared.com/video/xj4DEiL_/Dell_Production_Process.html
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Resources

http://www.Dell.comhttp://internet-marketing.business-internet-opportunity.com/dell-marketing-strategy.html

http://www.ehow.com/how-does_4963888_dell-marketing-strategies.html Wikipedia.orgGoogle.comhttp://finance.yahoo.com/q/sec?s=dell
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Thank you for your time

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Dell Marketing Strategies