Dell’s Marketing Mix(4p’s) Assignment

Dell’s Marketing Mix(4p’s) Assignment Words: 1200

COMPANY PROFILE ?Mr. Michael Dell is the C. E. O of dell computers. ?Michael Dell founded Dell in 1984. ?Dell is one of the leading Consumer durables brand. ?Dell has been so successful at supply-line management over the past 20 years that it has been credited with driving Compaq into the arms of HP, and IBM out of the desktop computer business altogether. ? Its innovative and efficient build-to-order system, and the fact that it has little retail presence, has helped Dell keep its inventory costs under control in this fast-paced industry.

That’s tough to compete with. ?The industry press reviews are pretty respectful of Dell systems, and Dell is by far the most widely bought ??? and pretty well regarded ??? computer maker among AllBusiness. com readers. ?In the HPC(high performance computers) market, Dell has established itself as the number three system vendor, trailing only its larger competitors, HP and IBM. DELL LAPTOPS AND DESKTOPS ?MARKETING MIX:- PRODUCT MIX Dell produces a number of product lines. OptiPlex- The OptiPlex is the business line, with features aimed at the business user. The Dimension is the general-purpose system, and a good deal for businesses too. ?XPS line- The XPS line is aimed at gamers, or graphics professionals, It starts as high as $1,500 with a dual-core Pentium processor, two gigs of RAM, and a souped-up NVIDIA GeForce graphics card. ?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 provides a wide variety of both business class and home/consumer class products and services. ?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, Inspiron, VOSTRO series, STUDIO series and LATITUDE notebooks. DELL STUDIO LAPTOPS ???PRODUCT SPECIFICATIONS Studio 14 Studio 15 4″ HD Entertainment, Personalised design 15″ HD Entertainment, Personalised design 14″ | Starting at 2. 38 kg15″ | Starting at 2. 51kg ??? HD Display suitable for HD video ??? Personalised design options ??? Local support to get you setup??? HD Display suitable for HD video ??? Personalised design options ??? Local support to get you setup ???TECHNICAL SPECIFICATION Studio 14 Studio 15 Operating System Genuine Windows?? 7 Home Premium 64bit (English)Genuine Windows?? 7 Home Premium 64bit (English) Software Microsoft?? Works Microsoft?? Works

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Design Available in 6 colours and 6 artist designs Available in 4 colours and 8 designs Speed and Power ??? Ideal for multimedia ??? Up to Intel?? CoreTM i7-820QM processor ??? Up to 6GB DDR3 SDRAM??? Ideal for multimedia ??? Up to Intel?? CoreTM i7-820QM processor ??? Up to 6GB DDR3 SDRAM Display ??? 14″ HD WLED displays with TrueLifeTM available in 720p and 900p resolutions ??? 2. 0 Megapixel Webcam ??? Up to 1600×900 pixels??? 15. 6″ HD WLED displays with TrueLifeTM available in 720p and 1080p resolutions ??? 2. 0 Megapixel Webcam ??? Up to 1920×1080 pixels

Graphics ??? Up to 1GB ATI Mobility Radeon HD 5450??? 1GB ATI Mobility Radeon HD 4570 Storage ??? Up to 500GB Hard Drives??? Up to 640GB Hard Drives Service ??? 1 Yr Ltd Hardware Warranty, InHome Service after Remote Diagnosis – Optional warranty upgrade options available??? 1 Yr Ltd Hardware Warranty, InHome Service after Remote Diagnosis – Optional warranty upgrade options available PRICE MIX ???Pricing strategies of dell 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. ???Because 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. Pricing Strategies Adopted by DELL ? ? ?Direct Business Model DD ?Mass Customization ?Markup Pricing ?Bundling Pricing ?Strong Promotional Pricing Strong Promotional Pr ? Most recently Dell has taken the idea of directly

Moselling to customers on the Web, and sales at cus Dell’s Web site now make up 30 percent of Delcorporate business. From the startup of Dell Computer, the entire company – from research and development to manufacture to sales ??? has been listening to the customer, responding to the customer, and delivering what their customer asked for, in line with the direct model. Looking at the fixed pricing strategies it is obvious that Dell uses markup pricing, bundling pricing and strong promotional pricing. produces and sells a number of different products like laptop computers, desktop computers, printers, and scanners.

The products they sell all have many variations and different qualities which allows Dell to price their products accordingly and reach as many consumers as possible. PLACE Dell has a wide variety of products that are sold from the company itself and now also through distributing companies like BestBuy. Dell produces and sells a number of different products like laptop computers, desktop computers, printers, and scanners. Dell’s innovative direct- sales model with good sales growth had been successful until the mid-2000s when the company’s profits and share prices began dropping considerably.

Dell was selling PCs directly to customers by phone and online. In India, as part of the retail initiative, Dell tied up with Tata Croma (the Tata-owned electronics retail chain) in July 2008 and with select Staples stores. By the end of 2008, Dell planned to increase its presence to100 Indian cities by increasing its channel partners. In October 2008, Dell announced the opening of the first Dell exclusive stores in India at New Delhi and Coimbatore. Dell also tied up with 600 systems integrators all over the country who could take orders on its behalf. PROMOTIONAL STRATEGIES

Dell’s New Marketing Strategy in India Dell is targeting the small and medium businesses (SMB) in smaller towns in India as its main driver for growth as the company believes this market sector is growing rapidly and is not exposed to global shocks making it a much more stable market. Dell India is focusing on simplification of the business processes (basic areas to improve cost efficiencies) as part of its new rollout plan.. Dell’s New Advertising Campaign for SMBs ?First launched in India, Dell’s new advertising campaign is titled ??? “Take Your Own Path”.

The campaign targets Indian SMBs with a new range of laptops. ?Testimonial Advertising instead of Transactional In December 2007, Dell partnered with WPP (after withdrawing its advertising responsibilities from over 800 different agencies worldwide) which launched its own specialist unit Enfatico with Dell as its only customer. Enfatico’s first international campaign for Dell targeted SMBs featured successful Indian faces (like P Rajendran ??? NIIT’s co-founder and COO, Raman Roy ??? CEO of Quattro among others with their testimonials) and aimed at establishing an emotional connect with brand Dell. Dell in the past have not concentrated on extensive marketing campaigns but these revolutionaries in 1999 when Dell changed its tactics by engaging in extensive marketing campaigns. ?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,

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