1.
Advertising:
a. Print
and broadcast ads:
There
are various options available in adverting, the top most is print and broad
cast ads,. Dell is focusing on rebuilding its image as cool and compatible to
contemporary lifestyle of people that despite hectic schedules, Dell’s is
around to add vibrancy to life, therefore the ads should have lively and
vibrant colors like red, they should have a tag line which can help them recall
Dell instantly, brand music also plays an important role in positioning, for
e.g. Nokia, Intel, Airtel have adopted a specific brand associated music.
Moreover, Dell should never forget its business markets for which ads should
have a more serious approach with colors like blue, black grey which can
interpret their idea of business executives, their seriousness towards their
business and need for superior technology, impeccably. Their ads should also
highlight the differentiation features about the product like easy to carry,
newer technology or battery life.
b. Billboards
Dell
marketers should plan billboards that have attention grabbing features for e.g.
audio visual bill boards which are digital in nature, moreover, the placement
of billboards both digital and print must be such that the driving by audience
in vehicles or pedestrians can easily have a look at the content of the
message.
c. Point
of purchase displays and display signs
Dell
should set up point of purchase displays at large regularly visited super markets
and hyper markets. The displays can be audiovisual material that can make
people focus for few minutes they stand in the line to make the payments.
2.
Sales promotion:
a.
Fairs and trade sows
A
diverse audience helps trade shows market products like laptops, machines etc.
Dell should focus on arranging fair and trade shows that can attract masses to
the venue where they will get exposed to the message effectively.
b.
Exhibitions.
Dell
should also set up events like exhibitions, may that be life style exhibition
or entertainment exhibitions or Dells entire range of product exhibition. The
deal is to attract people towards the place where the marketers can help them
get exposed to their message and possibly provoke a purchase decision.
c.
Low interest financing can also helps customers particularly households and
students to make purchases since low interest financing is an attractive
alternative for majority.
d.
Premiums and gifts also encourage people to make a purchase. Dell can employ
this tool to increase sales for e.g. it can advertise getting a portable
printer with a purchase of Vostor1520 laptop or similar ideas.
3.
Public relations:
Dell
must employ public relations tools to promote Vostro 1520.
a.
Mainly, by arranging events at colleges, universities or for corporate
employers that can provide entertainment to them as well as great exposure to
Dells products ad content. These events also allow direct interaction of the
marketers with the consumers both current and prospective. It also helps
increase the awareness, knowledge and likeness of the product by the consumers.
b.
Charitable donations and community service is also another tool that can help
improve the company’s image in the society. Dell must steer its efforts in this
direction too for long term brand loyalty and likeness by the population.
c.
Sponsorships to various not-for-profit organization, or providing scholarships
to students will also help them gain better image positioning.
4.
Personal selling:
Samples can be given to top executives of the
big companies or to the officials of various universities who later can
influence the purchase decision of laptops for their students. In this regard,
correct information and appropriate incentive programs can help the sales
persons to achieve the targets. For e.g. university students should be given
lower prices for the laptops or low interest financing for the laptops, because
price is the most important element in the purchase decision of the laptops by
students these days.
5.
Direct marketing:
a.
Catalogs.
Dell
should send catalogs and brochures to credit cardholder so of banks, whenever
they receive their monthly statement. This is the most effective method of
direct marketing, the brochures or catalogs get huge attention and this also
can help audiences decide for a purchase because catalogs provide complete
information about the product which reduces the consumer dissonance about the
purchase.
b.
TV shopping although is not a very successful medium for shopping still, but
these TV shopping shows provide excellent persuasion to the viewers by
providing complete information about the predicts and highlight the weaknesses
of the competitive brands.
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