Dell Promo, Case study FORUM SME by Mediacom Mumbai

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Industry IT Solutions & Professional Networks
Media Promo & PR, Case study
Market India
Agency Mediacom Mumbai
Released November 2010

Credits & Description

Category: Business Products & Services
Advertiser: DELL INDIA
Date of First Appearance: Nov 6 2010
Entrant Company: MEDIACOM, Bangalore, INDIA
General Manager: Anita Mookerjee (Mediacom)
Business Group Head: Deepa Sudhakaran (Mediacom)
Business Director: Prem Anand (Mediacom)
Business Manager: Jyoti Das (Mediacom)
Sales Manager: Sheela Kamat (UTVi)
Media placement: Integrated Campaign - TV - UTVi - 6th Nov'10
Media placement: OOH - Delhi,Surat,Chandigarh,Ahmedabad,Pune,Mumbai - Nov'10 - jan'10
Media placement: Print - Nai Duniya,Business Standard - 24th Nov & 25th nov

Insights, Strategy & the Idea

Acer had overtaken Dell as the #2 player in the Small & Medium Enterprises (SME) segment. Dell’s imagery with the SMEs had eroded severely which in turn affected the market shares. SME no longer saw Dell as a ‘preferred technology partner’. It was just another hardware provider which they could evaluate on cost with all the other options available to them.
The 6mn strong SME community in India was critical for Dell & they wanted to get back their leadership. To do this, Dell had to be become a ‘partner’.
Our strategy was to engage and empower SME’s with customised and simplified IT solutions that drive strong business results. We identified & addressed the key challenges that SMEs faced. We believed this would help them bond better with the brand. To amplify our program and make it credible, we roped in a media partner, a banking partner and a financial advisor.

Creative Execution

We chose to partner with Bloomberg UTV, a business channel with strong affinity amongst SME. This partnership helped us to get on board State Bank of India (the largest banking network in India), CRISIL (premier credit ratings organisation that presents credit ratings, capital market information) and D-Link (a global leader in connectivity for SMB networking).
SME’s got an opportunity to interact with an IT Expert, a finance expert, understand credit policies for SME’s and identify their individual networking requirements. Together, they effectively addressed the key issues confronting SMEs.
A caravan with Dell products and representatives and other partners travelled to key SME clusters, and over two days provided customised solutions to their issues and problems. This was done in 6 cities in India.
The entire initiative was promoted through trade press and OOH at key SME clusters and then showcased as a special 6 part series on Bloomberg UTV.

Results and Effectiveness
Leads generated by these events were more than double as compared to any event previously organized by Dell.(Source: Dell)
Sales closures escalated from 20% to 65% during the activity period.
This initiative catapulted Dell back to its Number 2 position and the gap between Dell and HP the market leader reduced from 7% to 1%. (Source: IDC)