* Another one of the 4 P’s is promotion. This includes all the tools available to the marketer for ‘marketing communication’.
* Dell in the past have not concentrated on extensive marketing campaigns but these revolutionaries in 1999 when Dell changed its tactics by engaging in extensive marketing campaigns.
* Dell markets its products primarily by advertising on television and the Internet, advertising in a variety of print media, and mailing or emailing a broad range of direct marketing publications, such as promotional materials, catalogs, and customer newsletters.
* Dell has recently started promoting its products through retailers like Best Buy, Staples, Wal-Mart, GOME, and ...view middle of the document...
These opportunities will require changes in the market strategy in order to fulfil the market demands, hence increasing profits and market share. These suggested changes are further elaborated in the following section.
Dell has a history in Promotional pricing. In the slump in the early 2000s, PC sales were expected to reduce annually. Dell, in an attempt to outdo its competitors HP, Compaq and IBM slashed the prices of its products even higher to steal the market share. This also drove down overall prices in the market. Dell’s direct supply model made it easier for them to provide lower prices without denting their finances too badly but for its competitors, it must have been a force to reckon with. (Business week, Sept 24th, 2001)
Kotler, Armstrong most accurately summarize Promotional pricing as,
“Promotional pricing can be an effective means of generating sales for some companies in certain circumstances.”
However, as the scenario changed and as peoples’ priorities changed, competitors started regaining their positions in the market.
How Dell promotes its products
Promotions are used by an organization to draw attention to its products. Simply put, you start a company and create a product that you would like to sell. But how do you let people know about these developments? How do you tell...