Essay About High Growth Market And Consumer Market

Ad Campaign Dell
Essay Preview: Ad Campaign Dell
Report this essay
Cant find it here?
Try Collegiate Care
dell ad campaign
By: bill
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 dont
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 Dells case. With a “Star” the recommended strategy is to
build. In this case the all of Dells 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 utilize more specific advertising campaigns to
promote their products and maintain their position. As the market stands now
there are fewer and fewer non-users and with the current life of a PC the
replacement time frame is becoming shorter and shorter. Overall, the strongest
recommendation is for Dell to focus on winning the competitors customers.
With Dells proven satisfaction ratings as seen in the study mentioned above,
Dell has the service and support as well as the commitment to fulfill the
dissatisfaction of the competitions customers. Dell should also consider