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XPS GTM Plan North America Jessy Cheng. 2 Dell - Restricted - Confidential Executive Summary Gen Y age 25-34 is the core customer that buys premium notebooks.

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Presentation on theme: "XPS GTM Plan North America Jessy Cheng. 2 Dell - Restricted - Confidential Executive Summary Gen Y age 25-34 is the core customer that buys premium notebooks."— Presentation transcript:

1 XPS GTM Plan North America Jessy Cheng

2 2 Dell - Restricted - Confidential Executive Summary Gen Y age is the core customer that buys premium notebooks $800+ Although Apple is a dominate player, opportunity still exists Target Customer Focus on the pain points of MS Excel and other Mac weaknesses Thin, Long Battery Life and Screen Quality Positioning Create campaigns that follow customer purchase journey Online and mobile media channels Promotion Leverage Gen Y online shopping preferences and focus on internet distributions Placement

3 3 Dell - Restricted - Confidential Meet XPS 13

4 4 Dell - Restricted - Confidential Agenda Target CustomerPositioningPromotionPlacement

5 5 Dell - Restricted - Confidential Understanding Premium NB’s Core Customer What is XPS 13? $800+ Premium NB(Ultrabook), high performance, design, long battery life Who buys premium NB and values performance, design and batter life? Age group 25~34 according to latest Dell research Who are people age 25-34? GEN-Y aka Millennials. “US Retail Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)

6 6 Dell - Restricted - Confidential Who are Gen-Y? Generation Y includes any individual between the ages of 25 and 33 Gen Yers are the first generation of digital natives, having been pre- teens when the Internet boom happened in the early to mid-90s. Gen Yers spend $411 more online than the average US online adult per year They are also more likely than the average US online adult to have two or more web-enabled devices and spend 153 more hours per year online. “US Retail Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)

7 7 Dell - Restricted - Confidential Meet Michael – a typical Gen-Y Sex: Male Age: 31 Marital Status: Married without children Education: Graduate Level Income level: $75K+ Current Computer: Macbook Pro 15” bought for $1500 in 2010 Activities on the computer: Communication: , Skype Web Surfing: Amazon, Sports Blogs, Tech Blogs, Youtube, Reddit Entertainment: Simple games(Pinball), Media Streaming(Netflix, HBOgO) Why Apple: great screen, touch pad, attention to detail (magnetic battery connector and light up keyboard) Pain points: Does not offer a great office experience. Had to install windows 7 on boot camp which strained the performance of the overall system Insights: While Michael does not do anything on his computer that required heavy processing power, he still bought premium notebook, highlighting that the notion of premium to consumer does not directly correlate with high processing power

8 8 Dell - Restricted - Confidential Take a guess who Lenovo’s targeting with this AD?

9 9 Dell - Restricted - Confidential Agenda Target CustomerPositioningPromotionPlacement

10 10 Dell - Restricted - Confidential Not everyone’s an APPLE fanatics. There’s a need for a good windows based computer. If we focus on pain points we can win market share Why would Gen Y purchase an XPS VS Apple? Because users need Excel or want a Windows computer for compatibility to other software (work/school environment doesn’t support Mac) Why purchase an XPS VS Lenovo Yoga? Because XPS offers better price for a better product. Let’s do some REAL work At Ultra Low Price

11 11 Dell - Restricted - Confidential A winning product needs laser focused messaging Positioning Statement: For Windows Excel Users who appreciate design, XPS XPS 13 is the thinnest ultra book that offers exceptional battery life and Infinity HD screen*. *It’s not 4k, it’s better than 4k HD and since our rim is so thin, it’s like an infinity screen like the infinity pools. What about performance? Performance is not a real differentiator amongst top competitors, all players have the same Intel processor and RAM. Every competitor talks about performance, so better leave it out and not dilute the message By the time consumer starts shopping, they already know if they want mac or PC. So Dell should focus on differentiating amongst PC manufactures. Lenovo is the biggest competitor.

12 12 Dell - Restricted - Confidential Agenda Target CustomerPositioningPromotionPlacement

13 13 Dell - Restricted - Confidential Understanding Gen-Y’s shopping journey helps us better target them “US Retail Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)

14 14 Dell - Restricted - Confidential A campaign trailing customer journey will pave the way for success

15 15 Dell - Restricted - Confidential Early Discover – Example Thinnest computer ever made? Remove logo to elicit unbiased interest No follow up link to Dell or product site to garnish additional curiosity

16 16 Dell - Restricted - Confidential Explore - Example XPS offers sleek design, exception batter life and ultra HD screen resolution earning a 9.2 score and editor’s choice in this week’s notebook reviews Generate as many reviews as possible Set up metrics to measure how influential someone is Allocate monthly giveaway quantities

17 17 Dell - Restricted - Confidential Main Stream – Example Target Gen-Y at their key locations and focus on value proposition 9+ hours of battery life XPS Unlimited entertainment X XPS 118 Pixels per inch? Not so “flabby” after all X

18 18 Dell - Restricted - Confidential Main Stream – Example In need of bragging rights? We hear ya. XPS

19 19 Dell - Restricted - Confidential Engage – Example Full on experience Set up tents/booths in popular outdoor events such as X games to let people charge their phones while having XPS around to let people use. Free Battery Charge Station XPS

20 20 Dell - Restricted - Confidential Timing is everything But Cost is equally important ** Cost estimated for NA only

21 21 Dell - Restricted - Confidential Agenda Target CustomerPositioningPromotionPlacement

22 22 Dell - Restricted - Confidential Understanding Gen-Y shopping habits and channels helps us target specific channels Recommendation Amazon – largest online retailer, presence needed with “minimum” pricing clause. BestBuy – Shelf space is tight but not for online. Focus on driving web deals. Dell – Simplify shopping journey, create XPS only site to restrict purchasing dilution to Inspiron/Precision. “US Retail Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)

23 23 Dell - Restricted - Confidential Summary 1.Focus on Gen-Y, they are the biggest buyers of premium notebook 2.Don’t compete with Apple, compete with Lenovo 3.Be selective in your messaging, focus only on a few product attributes 4.Push online advertisement, it’s cheap and effective on Gen-Y 5.Align your distribution channels so Gen-Y could buy easily If Dell does all of the above correctly, then:


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