XPS GTM Plan
North America
Jessy Cheng
Executive Summary
Target Customer
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• Gen Y age 25-34 is the core customer that buys premium notebooks
$800+
• Although Apple is a dominate player, opportunity still exists
Positioning
• Focus on the pain points of MS Excel and other Mac weaknesses
• Thin, Long Battery Life and Screen Quality
Promotion
• Create campaigns that follow customer purchase journey
• Online and mobile media channels
Placement
• Leverage Gen Y online shopping preferences and focus on internet
distributions
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Meet XPS 13
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Agenda
Target Customer
Positioning
Promotion
Placement
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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.
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“US Retail Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)
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 preteens 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
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“US Retail Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)
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.
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: Email, 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
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Take a guess who Lenovo’s targeting with this AD?
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Agenda
Target Customer
Positioning
Promotion
Placement
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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?
Let’s do some
REAL work
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.
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At Ultra Low Price
A winning product needs laser focused messaging
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.
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*.
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
*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.
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Agenda
Target Customer
Positioning
Promotion
Placement
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Understanding Gen-Y’s shopping journey helps us better
target them
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“US Retail
Segmentation: Gen Y Online Shoppers”, Forrester research(5/2014)
A campaign trailing customer journey will pave the
way for success
Campaign Code
Description
Media Channel
Early Discover
Build early awareness. Use digital Impression to elicit
consumer curiosity prior to CES. Create hype around
the product so that XPS could get more media
coverage on CES. This is targeted to early adopters
Tech centric website(Engadget, Tech
Crunch) and Mobile ads
Explore
Identify key influencers to use and talk about XPS. This
could be your key tech bloggers, Elon Musk, Jon
Stewart, Michael and even DELL employees.
Seed free XPS
Main Stream
Engage
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Social(Facebook/Twitter/GOOGLE+), Digital
impressions(Huffington Post, BuzzFeed) and
SEO, Mobile impression and SEO, Youtube,
Traditional ad campaign that talks about the product
Hulu (certain TV Shows such as Colbert
value proposition in picture and video formats.
Report, Daily Show that has a large audience
of young people). Be sure to focus on
mobile SEO as this is often missed.
Create environment for late adopters to see , feel and
use XPS to fully convince them to buy
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Kiosk type, local On-Site
Early Discover – Example
•
•
Remove logo to elicit unbiased interest
No follow up link to Dell or product site to garnish additional curiosity
Thinnest computer ever made?
01.06.2015
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Explore - Example
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Generate as many reviews as possible
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Set up metrics to measure how influential someone is
•
Allocate monthly giveaway quantities
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
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Main Stream – Example
Target Gen-Y at their key locations and focus on value proposition
XPS
9+ hours of battery life
Unlimited entertainment
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XPS
X
118 Pixels per inch?
Not so “flabby” after all
X
Main Stream – Example
XPS
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In need of bragging rights?
We hear ya.
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.
XPS
Free Battery Charge Station
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Timing is everything
Dino Unveils at CES
2014
Purpose
Campaign Code Nov Dec
Early Discover
Build Product Awareness
Explore
Main Stream
Generate Product Experience
Engage
Jan
Dino goes on Sale
2015
Feb Mar Apr May
Jun
Jul Aug Sep Oct Nov Dec
But Cost is equally important
Campaign
Assumptions
600K Average Viewers on TechCrunch, 5 similar tech site, $3 per
Early Discover targeted 1000 impression, running for 2 months.
Explore
15 free Dinos/month to key influencers, 6 month run, $800 per dino
Main Stream 32mil Gen Y, $3 per 1000 impressions, 2 repeats, split into 7 months
$3000 avg per booth rental for 2nd tier events, 10XPs on site, 1
Engage
generator, 4 sales rep, setup etc, 2 events per months
Total GTM Cost
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** Cost
estimated
for NA only
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Cost
$20,000
$72,000
$250,000
$150,000
$492,000
Agenda
Target Customer
Positioning
Promotion
Placement
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Understanding Gen-Y shopping habits and channels
helps us target specific channels
Recommendation
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“US Retail
Segmentation:
Gen Y Online Shoppers”, Forrester research(5/2014)
•
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.
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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