IMC Plan 1

Running Head: IKEA IMC PLAN

Dell Integrated Marketing Communications Plan
******
****** University of Technology
IMC Plan 2

Executive Summary
Contained in this paper is an Integrated Marketing Communications plan for Dell. The target
audience are college students in Tianjin University of Technology and research has been
completed to identify and utilize Dells strengths, weaknesses, opportunities and threats to
prepare a plan most beneficial to the organization. Objectives and tactics have been designed to
fall in line with Dells stong mission and values. This detailed plan includes. A comprehensive
budget and media plan flowchart map out the campaign and the proposed measurement and
evaluation plan will assess the campaign upon completion
.

IMC Plan 3


Table of Contents
Background Information 4
Target Audience 4
SWOT Analysis 5
Communication Objectives and Behavioral Objectives 6
Strategies and budget 6
Conclusion 7
References 7



















IMC Plan 4



Background Information
Dell Inc. is an American privately owned multinational computer technology company based in
Round Rock, Texas, United States, that develops, sells, repairs and supports computers and
related products and services. Bearing the name of its founder, Michael Dell, the company is one
of the largest technological corporations in the world, employing more than 103,300 people
worldwide.
Dell sells personal computers, servers, data storage devices, network switches, software,
computer peripherals, HDTVs, cameras, printers, MP3 players and also electronics built by other
manufacturers. The company is well known for its innovations in supply chain management and
electronic commerce, particularly its direct-sales model and its "build-to-order" or "configure to
order" approach to manufacturingdelivering individual PCs configured to customer
specifications. Dell was a pure hardware vendor for much of its existence, but a few years ago
with the acquisition of Perot Systems, Dell entered the market for IT services. The company has
since made additional acquisitions in storage and networking systems, with the aim of expanding
their portfolio from offering computers only to delivering complete solutions for enterprise
customers.
Dell is listed at number 51 in the Fortune 500 list. In 2013 it was the third largest PC vendor in
the world after Lenovo and HP. Dell is currently the #1 shipper of PC monitors in the world. Dell
is the sixth largest company in Texas by total revenue, according to Fortune magazine. It is the
second largest non-oil company in Texas behind AT&T and the largest company in the
Greater Austin area. It was a publicly traded company (NASDAQ: DELL), as well as a
component of the NASDAQ-100 and S&P 500, until it was taken private in a leveraged buyout
which closed on October 30, 2013.
Dell's mission is to be the most successful computer company in the world at delivering the best
customer experience in markets we serve.
Target Audience
The target audience are all of the college students in Tianjin University of Technology in this
IMC plan. There are about 18 thousands of students in the college


IMC Plan 5

SWOT Analysis
Helpful
to achieving the objective
Harmful
to achieving the objective

Internal Origin
(attributes of the
organization)
Strengths
1: 1. brand recognition
2. owner loyalty
3. quality product and service
4. built to order model
5. just in time inventory
6. plant location in China
Weaknesses
1. damaged reputation in low-
end market
2. similar products as
competition
3. new to market


External Origin
(attributes of the
organization)
Opportunities
1. Strategic alliance with Oracle 2.
Legend popularity declining 3.
China is a developing market
3. Pressure from PC
manufacturers
4. reduced barrier by Chinese
government
5. technology changes offer
increased business
Threats
1. Pricing competition
2. Many major competitors
3. Pressure from PC
manufacturers
4. criticism for leaving low-end
market

IMC Plan 6




Communication Objectives and Behavioral Objectives
Communication objects
Increasing the brand awareness by 20%~30%.
Behavioral objectives
Sales volume>= 2 millions (one year, )
Strategies and budget
1: Rent billboards in the college to make advertisements and show the new products for two
months.10 thousands
2: Use direct mail to deliver brand messages and some products promotion plans to freshmen
when the notice of acceptances are delivered to them. (20 thousands )
3: Cause-related Marketing: Donate some computers to the impoverished students to build brand
loyalty and brand awareness among the students. (500 thousands )
4: Promotion strategies: hold some promotion activities in the on some festivals , with price
discount, premiums, sweepstakesetc. The consumer can choose some of the forms depend on
their mind.
30 thousands


Measurement and Evaluation Plan

The objectives in this IMC plan all revolve around two basic elements: increasing sales and
increasing brand awareness, both in the brick and mortar stores as well as online. These
elements are the measurable criteria that the plan will be evaluated on. There will be testing
throughout to gather information about the specific aspects of the plan as well as pre- and post-
testing to evaluate the plan as a whole. The measurement and evaluation plan will include a
variety of methods and will gather both qualitative and quantitative data. The data will compare
with the original data before we use IMC in the college and to test our results.
IMC Plan 7

There also some limitations in the IMC plans, the strategies used in the IMC plan are not specific
enough and the budget just a guess because I have no idea about the market price.
Conclusion

It is the first I write a IMC plan for one compny and I relize that an excellent IMC plan need
both creative ideas and hard working at th same time.There are lots of preparatory work should
be done to analysis the market and the target audience.
References


1: dell in china . (2014 5 21 ). : 123hellpme.com: http://www.123helpme.com/dell-in-china-
view.asp?id=164562