segmentation, targeting and positioning of dell laptops
DESCRIPTION
A detailed Analysis of the segmenting, targeting and positioning of Dell laptops along with perceptional mapping and product portfolio.TRANSCRIPT
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STP In Practice
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About usWas known as PC’s Unlimited before 2003Multinational computer technology company based in
USA dealing with computer Hardware2006 Dell acquired Alien ware (High end PC’s popular
with gamers) 2009 – Dell acquired Petro systems (Application
development team)
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Product line• Desktops• Laptops and Ultra books• Electronic accessories like batteries, adapters,
projectors and headset
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Dell Alien Ware• High performance - Quad core processor - High end in-built graphics card - Additional graphics card [NVIDIA , AVID] - RAM : 8 GB - Hard disk – 3 TB - Self illuminated (various colours) keyboard & track pad. - Lightning speed performance
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Dell XPS• Quad core processor• Graphics card• RAM : 4 – 8 GB• High end processors• 500 – 1000 GB hard disk• I 7 processors
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Dell Inspiron• 2 GB – 4 GB RAM• Dual core processors• Built in graphics card• 500 – 750 GB hard disk• I 5 processor • Designed for entertainment and student use.
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Dell Vostro• Very minimal configurations• Atom processor• Hard disk 250 GB• Few basic platforms and essential
soft wares are pre loaded. • I 3 processor• No additional graphics card.
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Questionnaire Name: Age:
1. What are the two of the most important criteria according to you for buying a laptop (besides the Price and Brand)?
2. Regardless of the price, which Brand of Laptops comes closest to satisfying your criteria for performance test?
3. Rate Sony, Apple, Dell, HP and Lenovo in terms of Price on a scale of 1-5 (5 being the highest).
4. If you had Rs.50000 budget for a Laptop, which laptop would you go for so as to get the best value for money?
5. Rate each of the five Laptops on the basis of their performance.
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Perspective map
Sony Apple Dell HP Lenovo0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Per-for-
mance
Price
4
5
3.754
3.5
4
5
3.53.25
3.75
Performance Price
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3.4 3.6 3.8 4 4.2 4.4 4.6 4.8 5 5.20
1
2
3
4
5
6
Sony
Apple
Dell
HP
Lenovo
PERFORMANCE
Pri
ce
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Why this segmentationAffordability
• Social class • Income
Behavioural Segmentation
• Knowledge • Attitude • Customisati
on • Usage • Loyalty
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Gamers Creative professionals
Corporates
Students
Personal use
High net worth individuals
Alienware 18
Alienware 18Alienware 17
Dell XPS 17
Dell XPS 15
Dell XPS 15
Affluent class
Alienware17Dell XPS 15
Alien ware 14AdamoDell XPS 12
Inspiron 14 [7000 series]
Inspiron 15 [7000 series]Dell XPS 13
Inspiron 15 [7000 series]
Upper middle class
Alienware 14
Alienware 14 Dell XPS 13
InspironDell Vostro 3560Studio
InspironLatitude D 500 – E 5000Studio
Inspiron Z series
Middle class
Inspiron Z series
Inspiron R series
Dell Vostro 1400
Inspiron mini 1018
Lower middle class
Below poverty line
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Thank you • Kaavya (26)• Kailas (27)• Noushadya (35)• Poornima (37)• Raghuveer (46)• Ram (48)• Vaisshnavi (54)