Description
The PPT highlights customer perception of Dell laptops and recommends marketing strategy for the same
• Purpose of this presentation
– Objective: To understand the customer perception of dell laptops
– Outcome: • Understood the customer expectations • Classified the different requirements of customers • Patterns of laptop usage • Issues faced by dell • Core competencies of dell
1/22/2013 2
• Targeted Audience – College Students and working professionals – Total Number of Dell respondents- 25 ? College students- 17 ? Working professionals - 8 • Methodology Followed
• Open ended questionnaire prepared.
• The results were grouped into different logical groups and analyzed
1/22/2013 3
• Your Monthly income • What influenced you to buy the laptop? • What do you normally use it for? • How much time do you use it? • What do you like about your laptop? • Are you satisfied with the present laptop? • Any problems you face with the laptop • Which will be the next laptop you buy?
1/22/2013
4
Market share of brands of laptops
Series1, Mac, 6, 6% Series1, , 0, 0% Series1, Others, 4, 4%
Series1, Dell, 25, 25%
Series1, HP And Compaq, 35, 36%
Series1, Vaio, 28, 29%
1/22/2013
5
Why they like Dell?
Series1, Performance, 2, 8% Series1, Others, 1, 4% Series1, Value for money, 7, 27%
Series1, Battery life, 12, 46%
Series1, User friendly, 4, 15%
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Why they don’t like Dell?
Series1, Others, 3, 12% Series1, Service Problems, 10, 40%
Series1, Hardware problems, 5, 20%
Series1, Bad Speakers, 7, 28%
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% of Dell users who are satisfied with Dell
Series1, Not satisfied, 7, 28% Series1, Satisfied, 18, 72%
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Dell users who plan to move to another brand
Series1, Will not buy Dell again, 11, 44%
Series1, Will buy Dell again, 14, 56%
1/22/2013
9
• Service is an important criteria for users • Online customization of dell laptops is an advantage • However, some users still prefer the traditional method of ordering in stores • College users used at an average of 4-5 hrs and working professionals at an average of 12 hrs • Battery Life is an important aspect for purchasing laptops • People with a monthly income above 40000 prefer style and service while students and others prefer value for money and battery life
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• The working professionals prefers to have light weight laptops • The working professionals use it for 12 hrs and more. Heat radiated must be reduced. • People prefer Apple Mac to dell due to style and more brand value • Quality of service has to be improved a lot. • Customers outside India are more satisfied as they are happier with the quality of service.
1/22/2013
11
• “Dell doesn’t have any good looks. It’s just a black box.” • “ I will never buy Dell again. Their customer care is very inefficient.” • “My cell is better than my Dell, it has better looks, faster speed and better sound.”
1/22/2013
12
• Dell needs to bring in laptop with different brand targeting students and professionals as requirements are different. • Need to provide better service to its customers • Needs to open service centers in many cities to enable fast response to complaints • Needs to stress on value for money and after service • Need to stress more on advertising Dell XPS as its competing with MAC and SONY VAIO which are ahead.
1/22/2013 13
1/22/2013
14
doc_411777975.pptx
The PPT highlights customer perception of Dell laptops and recommends marketing strategy for the same
• Purpose of this presentation
– Objective: To understand the customer perception of dell laptops
– Outcome: • Understood the customer expectations • Classified the different requirements of customers • Patterns of laptop usage • Issues faced by dell • Core competencies of dell
1/22/2013 2
• Targeted Audience – College Students and working professionals – Total Number of Dell respondents- 25 ? College students- 17 ? Working professionals - 8 • Methodology Followed
• Open ended questionnaire prepared.
• The results were grouped into different logical groups and analyzed
1/22/2013 3
• Your Monthly income • What influenced you to buy the laptop? • What do you normally use it for? • How much time do you use it? • What do you like about your laptop? • Are you satisfied with the present laptop? • Any problems you face with the laptop • Which will be the next laptop you buy?
1/22/2013
4
Market share of brands of laptops
Series1, Mac, 6, 6% Series1, , 0, 0% Series1, Others, 4, 4%
Series1, Dell, 25, 25%
Series1, HP And Compaq, 35, 36%
Series1, Vaio, 28, 29%
1/22/2013
5
Why they like Dell?
Series1, Performance, 2, 8% Series1, Others, 1, 4% Series1, Value for money, 7, 27%
Series1, Battery life, 12, 46%
Series1, User friendly, 4, 15%
1/22/2013
6
Why they don’t like Dell?
Series1, Others, 3, 12% Series1, Service Problems, 10, 40%
Series1, Hardware problems, 5, 20%
Series1, Bad Speakers, 7, 28%
1/22/2013
7
% of Dell users who are satisfied with Dell
Series1, Not satisfied, 7, 28% Series1, Satisfied, 18, 72%
1/22/2013
8
Dell users who plan to move to another brand
Series1, Will not buy Dell again, 11, 44%
Series1, Will buy Dell again, 14, 56%
1/22/2013
9
• Service is an important criteria for users • Online customization of dell laptops is an advantage • However, some users still prefer the traditional method of ordering in stores • College users used at an average of 4-5 hrs and working professionals at an average of 12 hrs • Battery Life is an important aspect for purchasing laptops • People with a monthly income above 40000 prefer style and service while students and others prefer value for money and battery life
1/22/2013 10
• The working professionals prefers to have light weight laptops • The working professionals use it for 12 hrs and more. Heat radiated must be reduced. • People prefer Apple Mac to dell due to style and more brand value • Quality of service has to be improved a lot. • Customers outside India are more satisfied as they are happier with the quality of service.
1/22/2013
11
• “Dell doesn’t have any good looks. It’s just a black box.” • “ I will never buy Dell again. Their customer care is very inefficient.” • “My cell is better than my Dell, it has better looks, faster speed and better sound.”
1/22/2013
12
• Dell needs to bring in laptop with different brand targeting students and professionals as requirements are different. • Need to provide better service to its customers • Needs to open service centers in many cities to enable fast response to complaints • Needs to stress on value for money and after service • Need to stress more on advertising Dell XPS as its competing with MAC and SONY VAIO which are ahead.
1/22/2013 13
1/22/2013
14
doc_411777975.pptx