Marketing of IT Products & Services

Marketing Plan
Group 1
Amitesh Chawla (B005)
Vaishnav Singh (B032)
Priya Gaur (B035)
Yashvardhan Pawar (B036)
Aman Yadav (B049)
Upma Golyan (F008)
Executive Summary

About Dell Dell Products

• American multinational computer technology
company founded in 1984
• Desktop
• First in the industry to sell computer directly to
• Notebooks
customers 
• Peripherals
• First company to offer next-day on-site product
service • Servers
• In 1996 use their website to sell computers and • Television
in 2002 decided to expand their product line • Printer
• India and China are the target market • Scanner
• Currently present over 140 nations with 1.65 lacs • Pen drives
of employees all over the world • Smartphones
• Introduced “Alienware” series, a powerful gaming
laptops
 Market Analysis

Key Growth Drivers and Trends Competitive Landscape

Pandemic Drove Sales

Video Conferencing and WFH led feature

innovation

Gaming Category
SWOT Analysis

STRENGTHS WEAKNESSES

• Strong Global Presence • Overdependence on Tech

• Promising Financial Numbers • Less Points of Sales (POS)
• Diversified Offerings • Service Quality Deterioration
• Investment in R&D

• Tariff Effects • Concentrate on Emerging Economies

• Legal Issues • Expanding Growing Divisions
• Tough Competition • More no. of acquisition
• Improve Networking Services

THREATS OPPORTUNITY
 Objectives
Financial
• Maintaining double digit revenue growth (currently net revenue
stands at $94 billion)
• Retaining the gross profit margins that currently stand at 30.57%
• Sustaining the steady CAGR of 12% it has had over the past 5
years
• Regaining Dell’s market share and its market leadership by
capturing ~20% of the market share (currently its market share is
16.7%)
Non-Financial
• Enhancing sense of loyalty amongst existing customers and attract
new potential customers
• Retaining its brand image of being an innovator in introducing new
products and experiences
• Focusing on offering highest quality products
• Increasing sales of new products by the end of the first financial
year.
• Playing a socially responsible corporation by serving its customers as
well as the community
STP Analysis

SEGMENTATION TARGETING POSITIONING

• Customer Segmentation and Product • Tech-savvy

Segmentation
• Geographical Segmentation – • Based on user and benefits it can offer
• Corporate professionals and
• US/Americas executives
• EMEA • Global strategy to interact with and market
to customers
• Asia-Pacific-Japan • Customers with stable purchase
• Demographic Segmentation – habits and low service costs
• Positioning as high-quality products and
• Income
services at a low price to cater to the largest
• Education Level • Focus on strengthening its customer audience
• Occupation engagement channel
Marketing Strategies

Core Strategies New Product/service attributes

3Cs of innovation packaging

1. Product
2. Pricing 1. Cube – Right Sizing
3. Channels 2. Content – Right Materials
4. Promotions and Advertising 3. Curb – Recyclable
5. Sales offers packaging
6. Direct email marketing
7. Sponsorship
 Budget & Control
Dell adopts the zero-based budgeting system approach which states - “Business first, Marketing second”

MONITORING FINANCIAL RESOURCES

System for comparing results to objectives with OKR’s Budget required to execute the marketing strategy
Becoming the world’s #1 most selling Laptop company in the price segment of
Objective 40k – 75k in the Indian e-commerce market

To be able to classify 10 of the topmost requested features in its devices

Brand activation (Offline) $10,00,000
Key Result 1 through surveys and also facilitate launch of 5 of the most requested features
in its devices

To be able to achieve ratings in the range of 4.2 – 4.5 stars on the various Brand activation (Online) $4,50,000
Key Result 2 marketplaces and e-commerce platforms
To achieve an increase in the brand recognition and the level of brand
Objective awareness Customer oriented research $2,00,000

Key Result 1 To launch various customer referral programs

To extend the social media reach and the level of visibility on the digital
Key Result 2
Customer cum Partner referral program $5,00,000
footprint
Thank You