Dell Marketing Strategy
Dell is no longer under any legal obligations to reveal the details of its marketing and other expenses because the company became private as effective from September 2013. Nevertheless, data for the previous periods indicates that the company has been consistently increasing its advertising budget aftermath the global economic and financial crisis of 2007 – 2010. As it is illustrated in figure below, the same strategy has been followed by Dell’s major competitors such as Samsung and Apple, whereas marketing expenses were reduced in 2012 by Dell’s close competitor HP.
Changes in Dell advertising expenses[1]
Dell marketing message emphasizes low price of its products and the highest level of customization of design and experiences. The marketing message is transmitted to the target customer segment in an integrated manner via advertising, sales promotions, events and experiences, public relations, direct marketing and personal selling elements of the marketing mix.
Advertising
Dell relies on print and media advertising as one of its main marketing techniques. One of the latest media campaigns named “Future Ready” is a multi-million dollar attempt by Dell to promote its technology solutions for enterprise space makes an emotional appeal by illustrating the role of Dell technology in assisting a little girl receiving a new heart from a donor.[2]
“Beginnings” is another noteworthy print and media marketing campaign launched by Dell and the campaign attempts to associate the brand with an entrepreneurial spirit, following the company becoming private in 2013. It is important to note that, “Beginnings” marketing video clip has emerged into a viral video in social media platforms, thus increasing the level of brand awareness to a significant extent.
Sales Promotion
Sales promotion as a marketing technique is used by Dell in a frequent manner. Dell official website has a dedicated page titled “Dell Coupons, Discounts and Offers” that announces sales promotions and special offers for PCs, tablets and accessories. Moreover, the company runs Dell Advantage Reward Program that offers free second day shipping, exclusive access to presales and monthly offers, and up to 20% discount on selected items. Dell also offers Promo eGift Card that can be used to save up to USD 500 on selected TVs and electronic deals. Additionally, the company regularly initiates seasonal and location-based sales promotions.
Dell Inc. Report contains more detailed analysis of Dell marketing strategy covering issues of Dell’s public relations, events and experiences and direct selling. The report also comprises application of SWOT, PESTEL, Porter’s Five Forces and Value-Chain Analyses on Dell , along with analysis of company’s approach towards Corporate Social Responsibility (CSR).
[2] Maddox, K. (2015) Advertising Age, Available at: http://adage.com/article/btob/dell-debuts-future-ready-effort-aimed-enterprise-market/298271/