Marketing Project

2. •ALIENWARE – Gaming series laptop’s by DELL .
•CEO – Michael DELL
•Custom Made Consumer series Laptop’s and Desktop’s
, www.dell.co.in
•Zero Inventory Model . Built to Order .
•Recently went private again .

3. Gaming is Good ……

4. SEGMENTATION
Geographic – Metro (Mumbai)
• Demographic
•
• Age Group – 5 to 30
• Sex – Male or Female
• Income – High Income Group
• Occupation – Students , Fresh Graduates
, Working Professionals
• Psychographic : Life Style & High Personality
(Mahender Singh Dhoni )
• Behavioral : Loyalty Status (DELL) And Attitudes
towards product (Cult)
• NICHE … (Micro Marketing)

5. MARKET TARGETING

6. CONSUMER BEHAVIOUR
Consumer Product
Consumer Sub Markets :
1. Youth
2. Teenage
3. College

7. ADVERTISING (POSITIONING)
Brand ambassador : Ankit Fadia (Ethical
Hacker)
Print Advertisment : Express Computer
Bi/Monthly (During X’mas / Summer Vacation)
Content : He has worked hard this year , he
deserves an “ALIENWARE”

8. PRODUCT
• ALIENWARE 14 - 14 “ , 4th generation core i7
processor , 16 GB DDR3 RAM , 750 GB 7200
RPM HDD , NVIDIA 2GB Graphics ,
• ALIEWARE 17
FEATURES : AlienFX system lighting

9. PROMOTION
• SIS – Shop in Shop at Hamley’s Toy Store –
Lower Parel (Phoenix mills)
• College Gaming Events
• Social Media Marketing (Facebook , Twitter)
• Tie – Up with Game Vendors (Game4u)
• Service Engineers who are gamers themselves
• Free T-shirt distributions at Shopping Malls
•

10. Current Price – Quality Strategy
PRICE
MEDIUM
LOW
Q
U
A
L
I
T
Y
HIGH
HIGH
ALIENWARE
MEDIUM
LOW

11. NEW – PRICE QUALITY STRATEGY
PRICE
MEDIUM
LOW
Q
U
A
L
I
T
Y
HIGH
HIGH
MEDIUM
ALIENWARE
LOW

12. FORECASTING
MARKET DEMAND
20
MARKET POTENTIAL
40
MARKET FORECAST
50