Marketing Mix DELL

Dell is one of the leading Consumer durables brand. The marketing mix of dell talks about the way in which dell has improvised to gain a competitive position.

Product:

• 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, OptiPlex desktops, Dimension desktops, and Inspiron and Latitude notebooks.

Price:

• Pricing strategies 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.

Place:

• Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer / service provider to the user or consumer.
• Dell has been able to affect the location strategy aspect of its marketing campaign.
• As Dell’s products are always available at the nearest dealer’s customers develop trust for the “local Dell” thereby achieving the objective of gaining their trust in Dell products and services, and forming a large and diversified consumer base.

Promotion:

• Another one of the 4 P’s is promotion. This includes all the tools available to the marketer for ‘marketing communication’.
• 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, Staples, Wal-Mart, GOME, and Carrefour.

Mayank Mittal

PGDM-2^nd sem

PGDM-11/22