LAPTOP BRANDS IN INDIA

Tavishi Agrawal Paridhi Garg Shivani Ghildiyal Pulkita Jain Chayanika Malik Chhavi Verma

(4) (18) (19) (26) (35) (56)

OBJECTIVE
Studying the brand, DELL Analysis of Existing Strategies

Customer Insight about DELL

Comparison with competitors Scope of improvement and Recommendations

Attribute and Positioning of Dell as a Brand

Customization

Brand

Availability

DELL
After Sales Service Robust

Build to Order

Primary Survey Methodology

Sample Size
136 Age group 18-35(96%)
Objective of the Survey Consumer Perception about Dell laptops on the basis of: Consumer service Price range Features

71%-Students Occupation of 21%-Professionals Respondents 8%-others

Sampling Unit

Metro cities

Brand value Competitors

Purpose of Laptops

Findings of the Survey

Work-related 56 41%

Academic

56

41%

Gaming IT-related Other

4 11 9

3% 8% 7%

Preferred brands at workplaces

BRANDS Dell HP Lenovo HCL Acer IBM Sony NO. OF RESPONDENTS 45 15 15 8 6 4 2

Others

41

Budget Preferences (in thousands)

Below 30
30-39 40-49 50-60 Above 60

15
60 31 18 12

11%
44% 23% 13% 9%

Importance of Different Parameters

Specifications % of

respondents
Price Configuration Brand Design After-sale service On Site Warranty Size/Weight Durability 74 81 62 41 71 60 52 72

Preferred Sources for Purchase

Online purchase Company owned Outlets Retail chain for Electronics (Croma, Reliance Digital etc.) Wholesale markets Authorized Dealers 41 40 26 7 22 30% 29% 19% 5% 16%

Maximum Visibility Through Media

Advertisements Hoardings Kiosks 102 25 14 75% 18% 10%

Sponsorships
Social Media Marketing Promotional Mails Other

18
44 17 16

13%
32% 13% 12%

Perception about Brand

Value for Money Robust 72 36 53% 26%

Good Configuration
Aesthetics Wide range of models Good Customer Service

62
14 34 67

46%
10% 25% 49%

Level of Customization

32

24%

Competitors and their USP

Brands Apple Sony Dell HP Lenovo Brand value Brand value Customer service & price Price & parts replacement cost Price Brand USP

Market Share of Laptops in India

Others

Price
Source: As on May 2012, Economic Times

SWOT Analysis

Built to order Excellent supply chain management Direct Model Brand On site service

Dependence on suppliers

Diversification Strategy

Competitive Rivalry

Delivery and quality issues

Weaker Relations

Increase market share

Branding

Substitute Products
Currency Fluctuations and Trade Barriers

Marketing Mix
Existing 4Ps
Dell markets customized products and services Low price and profitable laptops Price dependent on added services Unique direct build-to-order sales model High availability of products with dealers Partnership with retailers Exclusive outlets and Sales affiliates Emphasis on real-life entrepreneurs No need for any upgradation Quality and features should be in line with the price

Desired 4Ps
Innovation and R&D in better hardware.

Graphics and Sound System

Variety and Aesthetics

Bundle offers for educational Institutions

Increase visibility through hoardings and sponsorships

Interview Excerpts

Customer-centricity Demand for Virtualisation and cloud computing Customers are our ambassadors Using the power of internet to deliver products and services End-to-end technology solutions

Recommendations
Dells pricing should be modified as its more expensive than its counterparts of the other companies. Dell needs to take care of the after warranty service of the laptops. Dells visibility through the customer base needs to be increased and it should be identified with a good branding Advertising for Dell to be more creative and interactive.

THANK YOU