Product And Brand

Management
on PRESENTED BY-

DELL Laptops
GROUP 2
PRITAM SAHA
SAYAN MITRA THAKUR
SOUVANIK BATABYAL
SUBHANGI SHARMA
SUNNY
 Things to be Covered

Introduction
Product Hierarchy
Brand Architecture
Brand Repositioning
Brand Pruning
BCG Matrix of Product Life Cycle of Dell
Conclusion
 Introduction

Dell Inc. was a multinational computer technology company based

in Round Rock, Texas and, along with Dell EMC, is a subsidiary of Dell
Technologies, one of the largest technology companies in the world
with 138,000 employees. The company was known for its innovations
in supply chain management and e-commerce, particularly its
direct-sales model and its "build-to-order" or "configure to order"
approach to manufacturingdelivering individual PCs configured
to customer specifications.
Dell was eponymously named after its founder, Michael Dell.
Product Hierarchy Of Dell Laptop

Dell
Item

Desktops
Product Type
Static Work Station
Product Line

Personal Computers
Product Class
Computers, Calculators,
Product Family Abacus

Need Family Computing

 Brand Architecture

Brand architecture is the structure of brands within an organizational entity.

It is the way in which the brands within a companys portfolio are related to,
and differentiated from, one another.
The most expensive one is the best, usually.
This is a general rule in sales and marketing, the most expensive thing, is
usually the best. So, if you have some doubts between some units, take the
more expensive one.
There is a difference between a gaming laptop and an architectural
laptop
Many people make the mistake thinking - if you take a gaming laptop it
will be better that the one that is with the same configuration, but it doesnt
contain the word gaming in their name.
 Brand Repositioning

Actually competing in the IT management and service field will require an

entirely different approach than Dell has traditionally taken with its direct sales
model. At the moment, Dell is known for delivering standardized systems on
standardized software.
The company provides business-class hardware support and a certain amount of
software training, but Dell has always focused more on selling boxes and less on
selling an overall service.
The company will have to build new types of relationships with its various business
customers, and focus more on delivering the particular hardware and software
its clients need, if it intends to compete in this new market space.
Despite its market troubles this year, Dell is clearly thinking long-term with its
acquisition of SAN vendor EqualLogic and two managed services companies
Everdream and Silverback.
 Brand Pruning

Brand Pruning can be defined as a process by which a company

cuts off those Brands and line brands, which have less contribution
on its bottom-line or sometimes top line as well.
This is almost a continuous process particularly for FMCG and white
goods in India.
BCG Matrix of Product Life Cycle of
Dell
This is the BCG Matrix Analysis of Dell Inc. which has been operating in information
technology and providing robust products to their customers.
The Cash Cow in BCG Matrix is used for products that have a high market share in
their respective industry.
Dell Inc. has some products which can be categorized as a cash cow on the basis of
the high market share and revenues of these products.
According to the BCG framework, Stars on the other hand have the potential to grow
in the market as the industry is still progressing. The high market share possessed by the
stars is also likely to increase with the growth of the product.
The BCG Matrix has also focused on products that seem to have an uncertain future,
which has been termed as Question Marks.
Cloud computing is a question mark for the company as it has recently taken the
initiative to obtain cloud computing platforms. The future of cloud computing
platforms under the management of Dell is still in an emerging phase.
BCG Matrix of Product Life Cycle of
Dell(cont.)
The dogs in BCG Matrix are products that are the low performing items or
business units that fail to generate enough revenues. In addition to this, these
products have a low market share which is an additional issue in managing the
production of these items.
Dell has decided to launch its own brand of cell phones to cater the needs of
smart phone users across the globe.
Thank You