Ad Campaign Dell

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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 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 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 Dell's 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

entering new channels. Despite the failure in 1997, the retail market has seen

significant changes and may now be ready for a direct solution. With Gateway

opening the Gateway Country Stores

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