Term Paper on "Investigate Dell Computers Find Examples of How These Products Are Being Promoted"

Term Paper 4 pages (1231 words) Sources: 1+

[EXCERPT] . . . .

promotional messages used by Dell Computers, describing how these messages are being conveyed. In addition, it will analyze how the messages work to position Dell's products to appeal to its target audience. Lastly, this paper will identify where the products are in its product life cycle and how this life cycle stage affects pricing strategies, for Dell.

Dell Computers

Dell Computers is a leading provider of computer systems for individuals, global organizations and everyone in between. The organization designs, builds and customizes their products and services to meet the varied needs of their diverse customer base. To this end, Dell works directly with their customers ("Company background," 2005).

This paper will investigate the promotional messages used by Dell Computers, describing how these messages are being conveyed. In addition, it will analyze how the messages work to position Dell's products to appeal to its target audience. Lastly, this paper will identify where the products are in its product life cycle and how this life cycle stage affects pricing strategies, for Dell.

Promotional Messages Used by Dell:

Dell has used a variety of promotional messages to attract the attention of consumers. Not so long ago, the "Dell Dude" was the marketing focus, with the slogan, "Dude, you're getting a Dell!" However, the Dell Dude has been retired and Dell now focuses on its product more than the hype of its commercials.

One of the most played television commercials was Dell's advertisement for their Dimension 2400 Desktop with CD Burner. Out of all the advertising campaigns run on network television, this Dell ad ranked number three, according to Advertising Age, in frequency, with only People PC and Petmed Express playing more often ("Top 10 most frequently," 2004).

The Dimension 2400 desktop system is an entry level PC that starts at just $299.00. Dell portrays the computer as affordable computer solution that's perfect for basic computing needs and entertainment, for the home or the office, with the CD-RW drive to meet a consumer's multimedia needs. They note that the computer is fully upgradeable. Dell finally focuses on their award winning service and tech support that comes with the computer, completing the package.

A print ad running in Hollywood trade publications is another example of the promotional messages Dell is using. As opposed to playing to individual consumers, this advertisement is a business-to-business ad. The headline of the ad is "The assistant to the assistant to some of the most powerful people in Hollywood" and then continues with "From scripts to special effects, it's the power behind the scenes" ("Hooray for Hollywood," 2004).

This marketing message is focused on Hollywood moguls and mogul wanna-bes, specifically. "It created the sense that Dell has a keen understanding of Hollywood's lingo and hierarchy" ("Hooray for Hollywood," 2004). This campaign clearly targets a very specific niche market, with the demonstration that Dell understands the business of Hollywood.

In addition to print advertising and television advertising, Dell also utilizes direct mail to share its marketing message with consumers. The Dell direct mail campaign consists of a limited catalog of Dell's computers, televisions, and more. I sampling of Dell's most popular products are highlighted. Everything from entry level computers for those whose computing needs are limited, to top of the line multimedia computers with multiple processors and memory to spare. In addition, other electronic items are featured as well, including MP3 players and LCD and plasma televisions.

It's an effective piece. With the offering of such a wide variety of products, there's something for everyone. In addition to the wide variety of products offered in this advertising piece are a wide variety of price points, something for every budget, as well.

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