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    Dell Segmentation and Targeting Essay

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    Need for segmentation:- The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customer’s individual characteristics, marketers group customers to market segments by variables they have in common. These common characteristics allow developing a standardized marketing mix for all customers in this segment.

    Market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that differences between buyers within each segment are as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. Major segmentation variables: 1) Geographic:-

    Dell is targeting the small and medium businesses (SMB) in smaller towns in India as its main driver for growth as the company believes this market sector is growing rapidly and is not exposed to global shocks making it a much more stable market. Dell has expanded its presence to about 600 tier-II and tier-III cities. 2) Demographic:- (i)Age:- It mainly focussed the age group between 23 to 60 years. (ii)Occupation:- Mobile Small and Medium Business professionals. (iii)Education:- graduate/post graduate(professioanls). iv)Income:-Middle class 3) Behavioral:- (a)Benefits:- Vostro Series are feature packed appropriate enough for the computing needs of the small businesses,offering a reliable performance coupled with the enhanced security. The models are also lightweight and compact enough for a hassle free carry. Some of the models are ideally suitable for graphic computing. It also extends the advantage of affordability to the customers that come with a no compromise experience. a. 1) Services:-

    Vostro systems come with the level of services small businesses need like: * Dell technicians remotely troubleshoot system with DellConnect. * Specially-trained technicians on-call 8x5x365. * Includes 1-Year PC TuneUp to keep system running efficiently. * It Connect easily to simple networks with Network Assistant v 2. 0. Dell provides customised services to keep business running smoothly such as: * Complete Cover Accidental Damage Service. * Choice of On-Site System Setup Plans. * Gold Technical Support. a. )Quality:- * Built-to-Last Durability:- * With employees on the go, business needs products that can hold up to the mobile needs of workforce. That’s why Vostro laptops are built to work and built to last with RoadReady design. Vostro models are recognized for its computing quality and high mobility. * Are built with Sealed keyboards to help protect against dust and spills. * The Right Features for Business: | | * No Trialware :- There is nothing installed unnecessary and without the request of the buyer, so Dell Vostro is totally free of trail ware too. Optional high-capacity batteries to extend battery life and increase the time you are able to work without a power cord. * Range of wireless options to be productive in and OUT of the office. * Optional Built-In web cameras. * Range of multi-media features like Bluetooth ,media card readers,multi-media keys for quick access during presentations . Optional fingerprint readers to protect your data while you are on the go. Dell has high-tech back support by professionals offering the best customer support to 6,500 on hand customers.

    You get one year online data backup support that uphold up to 10 GB of your data safe from accidental deletion, hard drive failure, and other problems that result in data lost. | | a. 3)Speed:-Gigabit NIC for faster transfer speeds on compatible networks. It offers next generation Wireless-N Wi-Fi facility, which is 5 times faster than normal connectivity. a. 4)Economy:- 30-Days Money-Back Guarantee. b) Usage rate:-It is also compatible to endure heavy usage. It enables the users to remain mobile while holding plenty of power on the fingertips of the business owner. )Attitude towards product:-The attiude of the customers towards the product is positive. Customers of Dell Vostro are highly satisfied with its terrific services and options such as wireless connectivity and AMD processors. It extends the advantage of affordability to the customers that come with a no compromise experience. (d)Ocassion:- Regular. Dell Vostro is a real smart choice that balances workability, consistency, trend and value to your lifestyle. The main objective of Dell Company is to tailor the needs of small business. | |

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