IMC : Integrated marketing communication.
DELL make its new move to launch on New Year's Eve was made intentionally by saying “It's
a new year and it's a new Dell”. “This campaign is a look back and an
honoring of Dell's roots, but it's also looking forward and celebrating our
customers—those who started with dreams and ideas that grew into industry
powerhouses and have done great things not only for the industry, but for the
world.”Dell may no longer be based in a dorm room, but, as this campaign points
out, dorm rooms and little rooms located over pizza places are sometimes more
about a state of mind.
Product of DELL:
Target audience:
Geographic Segmentation:
DELL conduct operations worldwide, and we manage our business
in three geographic regions: the Americas, EMEA, and APJ. The Americas region,
which is based in Round Rock, Texas, covers the U.S., Canada, and Latin
America. The EMEA region, which is based in Bracknell, England, encompasses
Europe, the Middle East, and Africa. The APJ region, based in Singapore, covers
the Asian countries of the Pacific Rim as well as Australia, New Zealand, and
India. We have invested in high growth countries such as Brazil, Russia, India,
and China to design, manufacture, and support our customers, and we expect to
continue our global expansion in the years ahead.
Demographic Segmentation:
Dell mainly target the young generation people both male and female in between the age of 15 to 25. Most of them are student. They also target corporate or business people those who maintain such class.
Behavioral segmentation:
Dell targets those customers preferring design and quality. Corporate, Upper- Middle class and Middle class people, who has a
positive attitude and value toward the brand, who has to conduct business through technology with the trend. The company also focus on
selective perception and subliminal perception based individuals.
Objectives of this campaign :
Dell has used hierarchy of effects model (awareness-
knowledge-liking-preference-convictions-purchase) for their product like Laptop
or printer, projector or mobile.
Advertising:
The company is using several types of
advertising to support their campaign. Last July, Sid Lee, which handles most
of Adidas’ worldwide creative, launched its first work for the PC marketer,
using the tag “More you” to position Dell as a lifestyle brand. The message
behind “More you” sought to create an emotional bond with consumers. Dell ”The
computer giant, which went private in October, is launching its first marketing
campaign since the big announcement. The cornerstone TV spot of the “Beginnings”
campaign will hit airwaves for the first time on ABC's New Year's Rocking' Eve
to an audience of tens of millions of viewers nationwide. The campaign—a
B2B-centric extension of Dell's more consumer focused “Power to Do More”
campaign—centers on the notion that great ideas can come from anywhere; what's
needed is passion, drive, and the will to take them further. it has the
potential to become something tremendous.
commercial's voice over tells us: “At Dell, we're honored to be part of
some of the world's greatest stories. Stories that began much the same way as
ours did; in a little dorm room, number 2713.”The companies featured in the
ad—including Amerijet, Salesforce.com, Skype, Under Armour, Whole Foods,
Zoosk—all use Dell solutions and technology to power their businesses. In
addition to its TV and broadcast push, Dell will be leveraging digital ads,
out-of-home, and social media. A print ad (see right) will run throughout
January and February 2014 in The Wall Street Journal, Forbes, The New York Times,
and The Washington Post. All work was created by the New York office of Young
& Rubicam and its partner agency VML. But one of the first things it's
learned is that even a branding campaign aimed at businesses can strike a chord
with non-business consumers. The social media response has been strong,
according to the company, which says it has received nearly 1 million combined
views in all of its social channels. This isn't to say that the C-suite is not
responding. On the contrary, Dell claims from the moment the campaign launched
it received positive feedback from business customers.
Interactive Marketing
Dell is using E-business marketing in this campaign. They
are using their own website to stay connected with customers. Also they are maintaining fan pages in the most popular
social networking sites like Facebook,Twitter etc. Those tools can
help the company to stay close to their customer. They are also giving their customer customized product like any customer can order online and then he or she can choose the feature or design as they want.
sales promotion
Dell is using different sales promotion strategy to attract their target customer. For example dell is giving 20% or 15% off coupon. They also promote their online orders and also have the guarantee of technical support. Thus they promote their product in the global market.
Public relation
Dell has a strong public relationship. Through this relationship most of the customers are very loyal to them. When they buy any product they buy dell. Those who buy from online dell always keep saving their data and always try to consult with them about the performance of their product. They try to convince people to buy their product through different campaign specially in internet. Dell have also their online technical support which helps to create a very good public relationship.
Personal selling
personal selling is a purchase situation involving a personal, paid for
communication between two people in an attempt to influence each
other. Yes Dell do personal selling through online.
Once the sale is made, manufacturing will begin the process of building the system according to the specifications and per-load all the software packages that you want on your machine. We can load over 300 different software programs to fit your computing needs, install networking software by putting in the network cards and arranging for a subcontractor to install your cables. This information goes directly to the manufacturing facility so you get a custom-built computer system.
Once the sale is made, manufacturing will begin the process of building the system according to the specifications and per-load all the software packages that you want on your machine. We can load over 300 different software programs to fit your computing needs, install networking software by putting in the network cards and arranging for a subcontractor to install your cables. This information goes directly to the manufacturing facility so you get a custom-built computer system.
Direct marketing
They
also made a customer database through their tablets on board and collects
information from their to send new offers and discounts on usage of their
exclusive services. For example,Internally code named “Project North Star,” Dell commissioned a survey of more than
9,000 customers in each of its worldwide markets, including sub markets like China. This research proved that general consumers responded to Dell differently than b-to-b customers and that all customer segments “really wanted was for us to care about their outcomes,” were explained.
Based on the survey responses, Dell was able to formulate an action
plan that ultimately became Dell's brand repositioning and the
well-known “The Power to Do More” campaign.9,000 customers in each of its worldwide markets, including sub markets like China. This research proved that general consumers responded to Dell differently than b-to-b customers and that all customer segments “really wanted was for us to care about their outcomes,” were explained.
Personal opinion
Now Dell is a well known brand all over the world. People are buying their product because of their product quality and features. For me specially i love this brand. Even now am Using Dell and it is performing good. I think through different campaign and through advertising dell has become a popular brand all over the world. I also think that the campaigns they have made so far all are very successful.
