Dell’s market share in the small and medium enterprises (SME) segment has gone upto 5.2 per cent. Last year the figure was 3.2 per cent.
Dell’s market share in the small and medium enterprises (SME) segment has gone upto 5.2 per cent. Last year the figure was 3.2 per cent.
Dell has been a known player in the big enterprise and the individual consumer space, but had limited recall value in the fast growing SME segment.
Dell launched a marketing campaign called ‘Take Your Own Path’ a year earlier. The results of the campaign were evident in the first two quarters after the launch. In an internal study, the company found acceptability of the product increasing to 16 points. More importantly, the purchase intent, which was below 10 points in the third quarter of 2008, went up to 21 points in the first quarter of 2009.
Unlike a lot of other IT product campaigns, the ‘Take Your Own Path’ campaign stayed away from using Bollywood themes and spoke about the success story of Indian entrepreneurs.
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