Through Dell Aarambh, Dell has been engaging with three key audiences - students, teachers and parents - in a series of activities meant to build their confidence and familiarity with using the PC
Digitization paving way for new opportunities...
As India braces itself for a digital revolution, aspiring citizens are looking to technology, to help them find a firm footing in the digital economy. While the country is set to become the world’s youngest nation by 2022, this poses the task of ensuring that the large youth population is employable and equipped to succeed in a new-age economy. Keeping this in mind, in 2016, Dell launched Dell Aarambh, a pan-India PC for Education initiative, as the brand firmly believes that technology will play a crucial role in shaping the skills of the future workforce. The campaign was founded on the belief that exposure to interactive methods of learning in the developmental years contributes to the well-rounded growth of a young mind.
In 2017, Dell launched Dell DigiMoms under Aarambh, on the occasion of International Women’s Day. The program was kick-started with a pilot in 8 towns, namely Belgaum, Hubli, Shimoga, Davangere, Pune, Thane, Nashik and Kohlapur and aims to reach out to 16,000 households. DigiMoms will equip mothers with the basic understanding and usage of the PC, introducing them to interactive learning methods which are useful for their children. Through Aarambh, Dell aims to reach 1 million students, 1, 00,000 teachers across 5,000 schools and 2, 00,000 parents in 75 cities across the country.
Brand positioning & Loyalty...
Dell is an innovator in the personal computing category and believes in enabling users with technology. This belief is reflected in the tagline – ‘Power to Do More.’ It believes that personal computing is an indispensable part of an individual’s overall growth, given that the world is rapidly moving towards end-to-end digitization. With a clear vision to increase PC penetration through its expanding presence across market tiers, with campaigns like Dell Aarambh, Back to School, Campassadors etc., Dell has consistently reiterated its commitment to enhancing the potential of a nation moving towards a digital future,
Brand loyalty plays a crucial role in the success of a consumer brand like Dell. It believes that brand loyalty is built by placing the customer at the heart of everything it does. In the digital era, customers are choosing the platform where they want to engage with their favourite brands. This includes new age platforms like social networking and e-commerce, as well as on-ground engagement. As a brand, Dell has consciously evolved its customer engagement so that it can connect with various users, in order to have deeper conversations with them.
Competitive brand advantage...
According to IDC, Dell achieved the 2nd position in the Indian PC market, with a unit shipment share of 24.1%, as of Q4, 2016. With a vast portfolio, ranging from the flagship Dell Inspiron notebook and desktop portfolio, the high performance Dell XPS family of ultra books, a gaming legacy with Alienware, and most recently the versatile Inspiron 2-in-1 portfolio, Dell offers customers a variety of technology solutions at varied price points and multiple configurations so they can choose the device that best suits their needs. In addition, with a vast retail network of over 625 Dell Exclusive Stores and a widespread presence in multi brand outlets, large format retail stores as well as an online presence, customers can reach out and choose to engage with the brand on any retail platform they choose. Innovative technology, coupled with a vast presence across market tiers in India has resulted in Dell being declared the Most Trusted Technology Brand according to the Brand Trust Report, 2016.
