This website uses cookies to ensure you have the best experience. Learn more

Dell Ad Campaign Essay

1979 words - 8 pages

Dell Ad Campaign

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 advertisement campaign will need to be coordinated in print, television, radio and obviously the Internet. Dell can also integrate the direct mail pieces and catalogs with the new pitch to further expand its reach and frequency. Dell can also continue to work towards the small and medium businesses through this strategy using a similar “mirror” campaign in the trade publications and in trade show displays. The idea will be to have the campaign as recognizable and incorporating the “Be Direct” slogan that made Dell what it is.

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. With a “Star” the recommended strategy is to build. In this case the all of Dell’s products, desktops, notebooks, workstations, and servers fall into the “Star” scenario and as such Dell needs to utilize strategies that will build the market. 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. With the PC market currently in the growth maturity stage and competition is at its highest Dell will need to implement strategies that will continue to maintain their market share and work to develop new markets. There are a few different strategies that can be used in this stage. The first is to enter new segments and to distribute through new channels. A second is to offer new products or services and to diversify the product mix. A third option strategy is to offer more line extensions on current products, in the case of the PC possibly the AMD chip as opposed to the Intel chip. Fourth, Dell needs to...

Find Another Essay On Dell Ad Campaign

The Supply Chain of Dell Computers

3333 words - 13 pages computer systems used by air traffic controllers, not being timely can result in disaster. In all its facilities around the world, Dell ensures that it has reliable suppliers from whom they can order intermediary products online ad in real time. For products that are sold by vendors the situation is a bit more relaxed. Dell produces its products and dispatches them to its many vendors around the world. However, a big chunk of its products is sold

Market Mix Essay

1594 words - 6 pages "vision" is to be "everything to the Internet," relies on online advertising as well as traditional media when devising ad campaigns." Macaluso (2001) also states, "Mary Bermel, director of interactive marketing at the company, believes the key to an effective online ad campaign is matching the message to the audience.""If an ad is displayed in the right place to the right people, it can be very effective", says Bermel, who spoke recently to the E

PC Vs Mac

941 words - 4 pages . Dollars per consumer will grow from $1.03 in 2004 to $8.09 in 2007. Apple is about to give digital music another huge push by launching an ad campaign on the upcoming Super Bowl touting a giveaway with Pepsi of 100 million songs from iTunes. Will other PC manufacturers follow in H-P's footsteps? Leigh thinks so; Apple wouldn't comment. Only time will tell. Consumers "will decide which format works, and whether that should be Apple's or

Advertising Strategy

1216 words - 5 pages and indexes, in particular). It's true that images 'speak' to viewers in fundamentally different ways than language does. I was reminded of a media studies class I took in which we discussed a powerful and very controversial ad campaign by the United Colors of Benetton-a clothing company. In these ads, there are no words, and the company's clothes do not show up anywhere. The name of the company appears, but only subtly, very much overpowered by

Apple Corporation - strategic analysis

9356 words - 37 pages " campaign. This program is designed to promote the ease of using Apple products for those who are considering changing from Microsoft to Apple products. However, Apple hasn't realized significant success in the campaign.Apple enjoyed success in the education niche market during the 1980s and 1990s. However, it has recently been losing substantial market share to Dell who is now leading that niche. It has been noted that many teachers prefer Apple

How Persuasion Impacted Clinton's Career

1420 words - 6 pages used this persuasive tactic because this was believed to be damage control for the Clinton campaign going forward after the reports of Gennifer Flowers came out. Had he not done this interview, he would likely have lost the primaries and would not have been President. Going further into the election, another main reason why Clinton was the winner of the election was due to Bush excessive use of “Ad Hominems” and “lack of vision”. An ad hominem

Harrison Keyes Problem Solution

6771 words - 27 pages influenced by stockholders and other factors were too high for the implementation players. It will be important that the executive staff looks at the current goals and the current issues and make a decision to alter those in a way to make it more reasonable for the teams to reach those goals. In that regard, the marketing campaign has been flawed during the initial implementation and needed to be redone due to the target audience but also the

The Electoral College

2395 words - 10 pages Electoral College has resulted in a campaign strategy where Cope 6 candidates focus on the so called “battleground states.” In the 2008 presidential election, ninety-eight percent of the campaign events and ad money were concentrated on just fifteen states. More than half in just four states, Ohio, Florida, Pennsylvania and Virginia. Is this not proof that the Electoral College also results in voters and individual interests being ignored

Information Technology and Open Source Marketing in the Participation Age

6126 words - 25 pages such as spams, and pop-up windows, will increasingly place2 Also referred to as Participation Age which promotes collaboration, sharing, personal involvement, independence,global intelligence values as opposed to ownership, command and control over the business.3 http://www.collaboratemarketing.com/open_source_marketing/11/25/07 3 Patrick PetitGrenoble Graduate School of Business: MBA Marketing Assignmentconsumers out-of-reach of the old-style ad

planning

3629 words - 15 pages chip. Once Intel understood how much its brand was worth to computer makers, it launched the "Intel Inside" campaign in order to command a price premium for its chips. To this day, every Dell computer with an Intel processor carries a sticker telling end users that they have an Intel inside. The Intel example illustrates that understanding how a product delivers value to customers creates a foundation for more profitable prices. But understanding

Leadership style: Meg Whitman, CEO of eBay one of the richest female CEOs in the world

3792 words - 15 pages Internet companies make is waste a lot of money on television advertisement," said Anthony Noto, an analyst. But Meg realized that she had critical mass and that the company needed to tell its story. Thus the company's first multi-million-dollar television ad campaign capped the company's most successful quarter and opened up the company to a broader group of consumers.Meg Whitman believes that people are basically good and so they should be

Similar Essays

How Dell Uses Different Markerting Techniques To To Attract Different Consumers

1251 words - 5 pages hasn't even been touched yet.Work Cited:Dell. Dell Announces New Higher-Education Online Services, Discounts. Retrieved June 30th 2004. From, http://www1.us.dell.com/content/topics/global.aspx/corp/pressoffice/en/1998/1998_01_20_rr_000?c=us&l=en&s=corp.Dell. Dell launches consumer ad campaign. Retrieved June 30th 2004 from, http://www1.us.dell.com/content/topics/global.aspx/corp/pressoffice/en/1999/1999_09_22_rr_002?c=us&l=en&s

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

1937 words - 8 pages 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

Dell Corporate Plan And Situation Analysis Or Market Background

3548 words - 14 pages ad agencies to make presentations on how Dell could be more effective with its $80 million global advertising campaign. But there's one number he cares about most: operating margin. To Dell, it's not enough to rack up profits or grow fast. Execs must do both to maximize long-term profitability. That means products need to be priced low enough to induce shoppers to buy, but not so low that they cut unnecessarily into profits. (http

Dell E Marketing Strategy Essay

4040 words - 16 pages the buying and delivery process. The end relationship with the customer is always in the hands of Dell. Advertising Dell does not have a retail store that you can go in and pick out a product. In 1999, Dells' branding campaign was "Be Direct." The focus of the campaign was not a comparison of other competitors' products or services but on the benefits of new consumer technology. Dell