DELL

Introduction:
Dell is an American multinational computer technology company
that develops, sells, repairs, and supports computers and related products and
services, and is owned by its parent company of Dell Technologies. Founded in
1984 by Michael Dell, the company is one of the largest technology corporations
in the world, employing more than 165,000 people in the U.S. and around the
world. Dell sells personal computers (PCs), servers, data storage devices, network
switches, software, computer peripherals, HDTVs, cameras, printers, and
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
manufacturing—delivering individual PCs configured to customer specifications.
Dell was a pure hardware vendor for much of its existence, but with the acquisition
in 2009 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[buzzword] for enterprise customers. Dell was listed at number
51 in the Fortune 500 list until 2014. Its rank is 34th on the Fortune 500 currently.
It is the world's 3rd largest personal computer vendor by unit sales as of January
2021, following Lenovo and HP Inc… Dell is the largest shipper of PC monitors
worldwide. 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. After going private in
2013, the newly confidential nature of its financial information prevents the
company from being ranked by Fortune. 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.In
2015, Dell acquired the enterprise technology firm EMC Corporation; following
the completion of the purchase, Dell and EMC became divisions of Dell
Technologies. Dell EMC as a part of Dell Technologies focus on data storage,
information security, virtualization, analytics, cloud computing and other related
products and services.
Target Market:
Business activities of Dell are organized in each region
incorporating different customer segments. Which includes the following include:

1. Large corporate (Relationship) customers.

2. Home and small business (Transaction) customers.
3. Public sector (government and educational) customers.

Dell segments its customers into Relationship, Transaction, and

Public/International customers. Dell’s segmentation of customers helps it respond
to changes in demand among different customers, to develop new customer
segments. Relationship customers are Fortune 1000 companies. They currently
number about 50 companies, including Boeing, Exxon, Ford, Goldman Sachs,
MCI, Microsoft, Mobil, Oracle, Procter &Gamble, Sears, Shell Oil, Toyota, and
Wal-Mart. Transaction customers, which represent 30% of U.S. sales, are small
and medium-sized enterprises (about 20%) and Individual Customers and
consumers (about 10%). Transaction customers are served by several thousand
inside sales representatives who can call up historical sales records to assist the
customers in choosing systems that match their prior purchase pattern. Making
quality personal computers, servers, storage, and services affordable is Dell’s
legacy. They are focused on making information technology affordable for
millions of customers around the world. As a result of direct relationships with
customers. They are best positioned to simplify how customers implement and
maintain information technology and deliver hardware, services, and software
solutions tailored for their businesses and homes.

Mobile marketing strategy:

Dell turned to mobile to promote its Vostro models,
targeting the entry-level laptop market in India to generate qualified sales leads.
Dell tapped BuzzCity for the campaign, using WAP as a channel to generate sales
leads as a complement to print and outdoor media, which promoted brand
awareness. The three-week WAP-interaction-based text banner campaign achieved
daily exposure to an average of 71,308 consumers, while the average CTR was
0.55 percent, which prompted Dell to quadruple its initial mobile spend. Dell's
print and outdoor campaign was running parallel to this WAP campaign
throughout India," said KF Lai, CEO of BuzzCity, Singapore.The print and
outdoor was not restricted to the largest cities as such but was also taken to smaller
cities a key target for the company in India.While the print and outdoor part of the
campaign performed the branding and top-of-mind recall function with the? Best
Price Offer' for Dell, the WAP campaign supplemented it to capture leads," he
said. "The WAP component supported the print and outdoor campaign by allowing
them to close the campaign loop by converting the awareness generated into
sales."BuzzCity is a developer of global wireless communities and consumer
services. Established in 1999, BuzzCity operates the MyGamma.com wireless
community for two distinct audiences: the newly connected emerging middle class
in developing markets and the blue-collar sector in developed regions.These
"unwired" consumers are accessing the mobile Internet on their phones due to
widespread and affordable wireless access.For this campaign, Dell used text and
banners promoting Dell business machines and laptops with the ?Best Price Offer.
Consumers could click on the banner ad, which led to a landing page that
contained a brief product description and price with a request to register the
respondent's name, sex, city and contact number. The respondent was then
contacted by the nearest Dell dealer.Dell's target demographic for the campaign
was SMEs, new and growing enterprises, especially in non-metro areas and smaller
towns in India.

Mobile advertising figures defy economic:

BuzzCity has announced the results of its quarterly Global Mobile Advertising
Index, which shows the global recession is having little to no effect on mobile
advertisers or consumer habits.The index documents the growth of mobile Internet
advertising and represents inventory sold across the BuzzCity Mobile Advertising
Network on more than 2,000 publisher sites in more than 200 countries worldwide.
It indicates growth in the number of consumers accessing the mobile Internet, in
spite of declining public confidence in the economy and security in the job market.
In the first three months of 2009, the BuzzCity Advertising Network delivered 8.5
billion paid advertising banners, an increase of 11 percent over the previous
quarter.

The following are the top 10 countries by the number of paid advertising banners
delivered in each:

Indonesia: 4.4 billion (23 percent growth)

India: 842 million (16 percent)

United States: 527 million (38 percent)

South Africa: 428 million (-8 percent)

Egypt: 162 million (8 percent)

Romania: 161 million (9 percent)

China: 130 million (67 percent)

Philippines: 125 million (8 percent)

Britain: 113 million (54 percent)

Bangladesh: 112 million (-16 percent)

Growth and usage of the mobile internet in the first quarter was particularly strong
in China (67 percent), Britain (54 percent), the U.S. (38 percent) and Indonesia (23
percent).

The advertising industry has more reasons for optimism, according to BuzzCity.
Britain is in the Top 10 for the first time and joins Romania in representing
Europe, suggesting an increase in off-portal activity and the prospect of more
advertiser interest.Italy, Spain, Sweden and France all recorded double-digit
growth in the fourth quarter 2008 figures.Similarly, Egypt's rise to fifth place is the
result of steady growth in usage and advertiser interest since it first appeared on the
index. Despite a very challenging economic environment advertisers are clearly
moving more of their advertising budgets to the mobile Internet.Competition for
advertising dollars has never been more intense, but the mobile Internet's superior
ROI has made this medium a part of many marketers' plans.Advertisers are
showing greater emphasis on measurability and return on investment,To make sure
the network delivers its value proposition sto study mobile consumers and their
changing behavior.