dell ads
The biggest area of expansion for Dell is the consumer market. In order to develop more sales in this market Dell needs to focus more advertising on the needs and wants of the consumer. Currently Dell promotes its direct model, which is a key factor Dell needs to create a better position for itself in the consumer market. With all of the PCs in the market being more or less equal, Dell needs to focus on what differentiates its products from the competition, namely service and support. The advertising campaign need to focus on the emotions of the PC users as oppose to merely their logical side. With a strong emotional ad campaign focusing on the anxieties and fears of the consumers when it comes to making the decision for a computer purchase Dell can reassure the consumers that we are there for them. The direct model and more importantly the virtual integration should be the focus of the campaign as oppose to a "teen-age" part-time employee at your local mall. Why would anyone want to go into a super store where the salesperson pitches everything under the sun to you before you finish telling them what it is you need. With the build-to-order direct way Dell operates "you tell us what you want, we don't tell you what you want." The
The campaign will be primarily focused on the consumer and small business segments. By building the market a company can realize the maximum potential of the product line, if a "Star" is left alone its true potential may never be realized. The first is to enter new segments and to distribute through new channels. As stated in the SWOT analysis, one of Dell's weaknesses is their dependence on a limited number of suppliers. As this trend continues, Dell can capitalize on this trend and Dell's position in the business market to create a new "theme" to the advertisements. "Y Stereotypical Superstore Employee Another possible "Be Direct" variation for consumer advertisements can play upon the obvious stereotypes of the "teenage" sales help at a superstore vs. Recommendation 4- Advertising Campaign Given Dell's market share in the PC market the recommendation for a "Star" is to build with additional advertising. With Gateway opening the Gateway Country Stores and the new alliance with OfficeMax, Dell has a possible model to look at. For example, in order to address the concerns of parents making computer purchases with less technical and computer knowledge the service and support Dell offers will be a major selling point on top of price. Dell can either create an extension of its existing product lines and use the same models with a choice of CPUs or it can create a new line of AMD products and expand the number of models in the channels. By using a simile between the purchase of a family PC and a business purchase in which the customer is shown going through the 800 number support and being reassured about their decision by the service representative can be used. The campaign will run for nine months from April to December, with three different but related messages. According to the Boston Consulting Matrix a "Star" is in a high growth market such as the PC market and the company has a high market share as in Dell's case. Below is a graph depicting the proposed increase in advertising based upon cumulative gross rating points for all media. The retail channel could be what Dell needs to improve their representation in the consumer market.
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