Dell is one of the leading consumer durable and technological Company, founded by Michael Dell in 1984. It’s headquartered in Round Rock- Texas in the United States. It sells various products like Desktops, laptops. Two in one PC’s, Monitors, gaming PC’s, adapters and batteries, speakers, projectors, storage media, and many other computer devices and accessories. It also involves in selling the servers, workstations, networking devices, storage devices, monitors and various electronic devices. Dell is famous for providing the configured laptops and computers according to the customer specifications and requirements by using built-to-order, and configure-to-order approach and strategy (Dell, 2018).
Products of the Marketing Mix of Dell
Dell is famous for the continuous innovation and provides the qualitative products for the consumers. The products of Dell have won several awards like XPS 13 got awards in CES, 2017. It involves both the business and consumer products in the Dell marketing mix of product portfolio. The product portfolio offers the laptops, desktops, PCs, 2 in 1s, all in one, gaming series, electronic devices, XPS series, monitors and many other accessories. But for the businesses, it has introduced Vostro series of laptops for the use of small businesses, latitude series, which provides durable and scalable designs, the Dell precision mobile certification along with ISV certification, the chrome book with powered through Chrome-OS-laptop. Its Alienware and XPS series is very premium prices, which targets the potential consumers who are looking for the premium quality and also the high end hardware configuration. Dell has also introduces the online remote tool for troubleshooting known as Dell connect that allow the technicians to easily access the computer and resolve the problem (Dell, 2018).
Price of the Marketing Mix of Dell
In the category of notebook, Dell has been priced an Inspiron series of laptops at mostly lower prices, and this follows the XPS that is premium priced, and so Alienware series are the highly priced laptops in the portfolio of the notebook. The Dell’s marketing mix pricing strategies are different for different product range, and this is so, because of the different target market and customer segment that includes the business segment and consumer market. The prices of the products also vary because of the hardware selected for the operating system and the version also. The feature of customization has also helped the Dell in increasing the market share and position, as the consumers now prefer to configure the laptops as they want. Dell also allowed to the consumers for customizing the laptops hardware configuration that is differentiated from the competitor’s one. It also provide the different bundling schemes and offers like free accessories, extended warranty etc. it also helps the consumers in choosing products by giving instruction and the “help me feature” for assistance (MBAskool, 2018).
Place of the Marketing Mix of Dell
Place refers to the channels, intermediaries and distribution. It is known as the mechanism by which movement of goods and services takes place from the service provider or manufacturer to the final consumer. Dell is effectively able to use the aspect of location strategy in the marketing campaigns. As the products of Dell are available anytime at nearest customer dealers for developing the trust level for “local Dell”, hence achieving the goal of gaining the customer trust in the products of Dell and services. It helps in establishing the diversified and large consumer base. The products of Dell are sold from its website, and different e-commerce sites like Flipkart, Amazon and Snapdeals. However, it also sells from the retail stores, as it covers both areas shops and stores. There are many dealers, distributors and showrooms across the globe (Bhasin, 2017).
Promotion of the Marketing Mix of Dell
Dell uses the promotional strategies effectively, as it involves the tools which are easily available to marketers for the purpose of marketing communication. In past, Dell never concentrated on the extensive marketing strategy and campaigns, but later on, it changed its techniques and started engaging in more marketing activities and campaigns. Dell is involve in marketing its products mainly through advertisements on the television and internet, as digital marketing is taking the space, it also use print media and emailing or mailing the broad range of users and target to audience in form of direct marketing. It also uses catalogs, newsletter and other promotional materials to stay in touch with audience. Recently, Dell has started the promotion of products via retailers such as Wal-Mart, GOME, best buy, Carrefour and Staple (MbaSkool, 2018; Bhasin, 2017).
Bhasin, H. 2017. Marketing mix of Dell. [Online], Available at: https://www.marketing91.com/marketing-mix-dell/, [Accessed on: 3rd August, 2018].
Dell, 2018. About us. [Online], Available at: https://www.dell.com/learn/pk/en/pkcorp1/about-dell, [Accessed on: 3rd August, 2018].
MBA skool, 2018. Dell’s marketing mix. [Online], Available at: https://www.mbaskool.com/marketing-mix/products/16980-dell.html, [Accessed on: 3rd August, 2018].