Dell – Share Gain Strategy 2020

Total Available Market 16K 6%

8%

35%
HP
Dell Market 4.6K 22%
Dell
Lenovo
Acer
Asus

Target Market Share 35% 29%

Strategy -
2020 Key Pillars

Low Share Digital Alternate

DMDC SMI
Cluster Marketing – Channel
Model Program
Strategy Offline Retail Activation
 Sales Strategy
• Low share cluster • Incentive for store managers in
identification LFR like Croma, Snehanjali,
Reliance Digital
• Right product placement • Target Based Incentive to
in low ASP clusters motivate Store Managers to
• Increased visibility in promote Dell
important clusters • Increased throughput from each
RRF store and increase depth

• Distributor/Dealer funded
Digital Marketing – Leveraging
activities for Tier – 1 and 2
dealer network to promote
colleges to target millennial
product on various social media
• Alternate channel partnership –
platforms
Tie up with premium banks to get
more leads

DMDC (Different Model

Different Channel) –
Optimum product mix
according to the channel