Project Of SDM and CB On

Submitted to:Prof. Preeti pillai and Neha Mehta

Submitted by:Vanita parmar (01) Jatin barot (30) Dhruv sathwara (33) Smit joshi (36) Chirag dave (47) Naimish langaliya (50) MBA Sem-3 Sec A(noon)

Index
Company profile. Introduction Product Portfolio management Sales promotion strategies. Dells implementation of sales promotion strategies. Strategies for consumer awareness and information.. Personal selling strategies of the company and CRM Supply chain of the company andCRM SCM of the company for customer need satisfaction. Selection of channel partner to cover the potential market.. 10) Customer retention strategy and customer feedback mechanism 11) Impact of multiple channels on consumer decision making process.. 12) Consumer decision making process.. 13) Bibliography 1) 2) 3) 4) 5) 6) 7) 8) 9)

Company profile
Company name:- Dell Type:- public ltd Industry:- Computer hardware & software I T consulting I T services Founded:- Austin, Texas (U.S) May 1,1984 Founder:- Michael Dell

Headquarters:- 1 Dell way, round rock, Texas, united states

Area served:- world wide Chairman & CEO:- Michael Dell Employees:- 108800(2013)

Introduction

Dell is an American multinational computer technology company based in U.S. that develops, sells, repairs and supports computers and related products and services. Bearing the name of its founder, Michael Dell the company is one of the largest technological corporation in the world employing 108800 employees worldwide. Dell is currently No. 1 shipper of P.C monitors in the world Dell sells personal computers, servers, data storage devices, network switches, software, computer peripherals, HDTVs, cameras, printers, MP3 players, and also electronics built by other manufacturers.

From 1997-2004 Dell enjoyed, steady growth and it gained market share from competitors even during slumps. In 2004, Michael dell resigned as CEO while retaining the position of chairman, handling the CEO title to Kevin Rollins who had been president and COO since 2001. In 2005, while earnings and sales continued to rice, sales growth slowed considerably, and the company stock lost 25% of its value that year. After 4 out of 5 quarterly earnings reports were below expectations, Rollins resigned on January 31st 2007 and founder Michael Dell assumed the role of CEO again.

Product portfolio
1. Laptops

2. P.C

[Link]

4. Printer

5. Projector

Sales promotion strategies

Push A push promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

Dells implementation of strategies Dell uses both push and pull strategies.

Dell company sells its products to wholesalers, and wholesalers to their retailers who have showrooms and consumer directly approaches to these showrooms and retailers.

Dell spends high amount of money on advertising and sales promotions to increase the sales and meet the demand. Eg. Advertisement on newspapers, magazines, television and radios. They even sponsor some events and spends high on these events.

Various types of sales promotion strategies 1. 2. 3. 4. 5. Festive offers Contests Discounts Free accessories Free services (condition apply)

Dell is doing all the promotional activities to increase its sales and market share. It has so many strategies like free accessories , services etc. to increase the customers.

Strategy for customer awareness and information

To make aware about the Dell products it gives advertisement in newspaper, magazines, television and on hoardings. Dell dealers also inform to retailer to tell consumers about newly launched product by informing. Retailers are also provided with catalogues to show it to customers and make aware about recent and latest products.

Personal selling strategy of the company and customer relationship management

Dell Inc. has realized that the most efficient path to the customer is through a direct relationship, with no intermediaries to add confusion and cost. With the power of their direct model and their team of talented people, they are able to provide to their customers high-quality, relevant technology, customized systems, superior service and support and products and services that are easy to buy and use.

Customer relationship management (CRM) is used to define the process of creating and maintaining relationships with business customers or consumers . A long-term relationship with the customer insures their repeat business. It costs more money to gain new customers than it does to retain current ones. Dells goal is to provide customers with their technological, as well as customer service needs. There are three types of software that facilitate Dells CRM: marketing automation software; custom designed Web pages containing purchase data; and a system that benefits the sales, marketing, financial and management segments of Dell. The bottom line to CRM systems is that it directly impacts its customer base, ensuring that better service is offered

Supply chain management of company for customer need satisfaction

For its customer need satisfaction company calls the cusomers at regular interval and ask about the problem regarding the product. Free helpline number has also been provided by company in which customer can call and register their complaints.

Supply chain management A supply chain consists of all parties involved, directly or indirectly, in fulfilling a customer request. The supply chain not only includes the manufacturer and suppliers, but also transporters, warehouses, retailers, and customers themselves. Within each organization, such as manufacturer, the supply chain includes all functions involved in receiving and filling a customer request. These functions include, but are not limited to, new product development, marketing, operations, distribution, finance, and customer service. The process of planning, implementing and controlling the efficient , cost-effective flow and storage of raw materials , finished goods and related information from the point of origin to the point of consumption for the purpose for the purpose of conforming to customer requirements.

A typical supply chain may involve a variety of stages. These supply chain stages include: Customers Retailers Wholesalers/Distributors Manufacturers Component/Raw material suppliers

E.g When a customer purchases online from Dell Computer, the supply chain includes, among others, the customer, Dells Web site that takes the customers order, the Dell assembly plant, and all of Dells suppliers and their suppliers. The Web site provides the customer with information regarding pricing, product variety, and product availability. Having made a product choice, the customer enters the site to check the status of the order. Stages further up the supply chain use customer order information to fill the order. That process involves an additional flow of information, product, and funds between various stages.

Dells Criteria for selection of channel partner to cover the potential market
1. Market Focus Determine your potential partners specific target markets, whether they are based on geographic considerations or business type. Discover their current selling and networking activity. Is their existing customer base demanding better, more advanced solutions? Does their existing customer base suit your business in terms of size, location and application? 2. Target Market Look at the channel partners target market, their focus, their customer base and their marketing strategy. What experience do they have, what successes? How knowledgeable are they about their market and competition? 3. Business Stability How stable and secure is the channels business model? Consider factors like size, viability, suitability for target market, management competency, their profitability and growth. 4. Financial Security Soundness and Structure Understand the the channel partners financial position. Request information about their revenue, size, growth, gross margin and profit, balance sheets and cash flow, are they a private or public company, how is their business financed?

5. Does their process and practice fit with yours? Will partnering with you create a solution conflict potentially reducing maintenance revenue, territory size or services? Are you able to provide new business opportunities, services and competitive advantage? Will your solution allow them to sell more and provide maximum potential revenue for you? 6. Skills and Experience Does the channel have the skills and experience to sell and support your solutions? What is their sales experience, what might your solutions be as a proportion of their total revenue? What specialist skills can they offer? Who are their employees, their background and experience? What is their SE capability, their marketing strategy, their staffing resource and their contact level for their customers and prospects? Do they have the staffing capability for field sales, telesales marketing etc? How do they measure progress and customer satisfaction? 7. Technical Expertise What specialist resources does the channel partner have? Do they have sufficient training plans, experience in network infrastructure, experience in presenting/demonstrations, knowledge of your implementation issues, the ability to be self-sufficient technically, a customer service mentality? 8. Who else are they resellers for? What is the channels track record, and their experiences, (good and bad) are they locked-in to any specific agreements? 9. What Knowledge do they have of you? Sales, Telesales and Marketing?

10. What is their Partnership mentality? How committed is the channel to partner with you? Are they willing to dedicate staff to your business? Do they have lead generation plans and lead follow-up processes? Are they prepared to invest in democapability and training? Are they focused on a long-term partnership, willing to work together to develop a partnership plan and to commit to minimum targets ? Remember that unlike direct selling, the sales relationship between you as the vendor and your channel starts after the sale. Finding the right partner is definitely the first critical step. After that the key to building a successful partner relationship will depend on the education and support provided by the vendor.

CUSTOMER RETENTION STRATEGY AND CUSTOMER FEEDBACK

"Dell, always tried to exceed customer expectations with their products and services," says Michael Dell, the Founder of Dell. "When you delight your customer consistently by offering better products and better services, you create strong loyalty. When you go beyond that to build a meaningful, memorable total experience, you win customers for life. Their goal, at the end of the day, is for our customers to say, Dell is the smarter way to buy a computer."

To retain the company or product in peoples mind dell is regularly giving advertisements in various channels. They also call their customers at regular intervals for their feedbacks and complaints to survive in market as well as with their rivals

Customer feedback mechanism

Company gives a online feedback form to their customers regarding their products. They also contact and call their existing customers and take their feedback. Company then takes action towards the complaints and solves the problems so that the image of the company remains stable as in top.

Impact of multiple channels on consumer decision making process

Multiple channels: This system is adopted by companies which use two or more marketing channels to reach different customers segments. Dell is able for multi channels. Dell uses so many channels for advertisements. 1. Online 2. Intermediaries 3. Showrooms 4. Dealership

Consumer decision making process:

A consumer goes through several stages before purchasing a product or service.

NEED INFORMATION GATHERING/SEARCH EVALUATION OF ALTERNATIVES PURCHASE OF PRODUCT/SERVICE POST PURCHASE EVALUATION

Step 1 - Need is the most important factor which leads to buying of products and services. Need infact is the catalyst which triggers the buying decision of individuals Only those people will buy dell laptop or any other products who need dat particular product with good quality. Step 2 - When an individual recognizes his need for a particular product/service he tries to gather as much information as he can. The people who wants to buy dell products will gather information from different sources like personal sources,

commercial sources, public sources and experiential sources.

Step 3 - The next step is to evaluate the various alternatives available in the market Step 4 - After going through all the above stages, customer finally purchases the product Step 5 -. Post purchase evaluation refers to a customers analysis whether the product was useful to him or not, whether the product fulfilled his need or not??

Bibliography
Websites: [Link] [Link]