‘Dell has always engaged with customers to deliver what they need’

Krishnakumar P, Dell’s Senior VP and General Manager, Asia Pacific-Japan, & Ritu Gupta, Marketing Director, Consumer & Small Business, Dell India & ANZ, talk about the company’s latest offerings

Dell

Dell has been ranked as the most trusted brand in India in a ranking published by the Trust Research Advisory’s ‘The Brand Trust Report, India Study 2019'. The report is an extensive comparison of the trust placed in brands by consumers. The study was conducted among identified brand influencers, across 16 cities in India. 

Krishnakumar P, Dell’s Senior VP and General Manager, Asia Pacific and Japan, spoke to exchange4media about the factors that helped the brand build trust. 

“As per TRA’s Brand Trust Report, from 2015 to 2018 Dell was consistently ranked as the most trusted technology brand in the country. This year, we earned the honour of being ranked as The Most Trusted Brand in India across diverse categories,” Krishnakumar said. “We believe that consistency, rising to meet local needs and advancing sustainability are the three elements which have helped the brand build trust. The world over, we have remained focused on listening to our customer. We have utilized these customer insights to spearhead purposeful innovation across our products and solutions. Dell has always engaged with customers to understand and deliver what they need.”  

He added that the brand understood internet penetration in India as well as the ambitions of the government’s Digital India campaign. As a result Dell has created local programs, such as Dell Aarambh, which work towards inculcating digital literacy at the school level in India. 

Throwing some light over another key element, Krishnakumar said, “As a global technology company, Dell believes that we should ensure that our products are responsibly handled and recycled in an environmentally sound manner. Dell is the world's largest technology recycler, with options in more than 75 countries and territories for both commercial and consumer customers.” 

The brand recently launched a business laptop at an event in New Delhi. Ritu Gupta, Marketing Director, Consumer & Small Business, Dell India & ANZ, provided insights into the company’s latest offering. 

“We recently launched the Latitude 7400 2-in-1 with some impressive features, many of which are new to the Indian enterprise market. It is also the first laptop to feature the PC proximity sensor powered by Intel’s Context Sensing technology,” she said. “With offerings such as Express Sign-in and Express Charge, it is designed to be a perfect combination of beauty, design and versatility. The Latitude series is well renowned for productivity, security and manageability functions, for both enterprises and small businesses.” 

When asked about intense competition from key players in the consumer electronic space, Gupta said, “Overall, for us at Dell, it is about what the customers want and working towards catering to those needs. It is also about going beyond just advertising and marketing, and being part of their journey of life, in a way that resonates with them. While the market may be cluttered, the PC has a unique and distinctive place of utility as an enabler and catalyst of passion, be it the consumption or the creation of content. Our focus is to be relevant to our consumers in all their usage scenarios.” 
Other players in the segment, including Lenovo, Samsung and Acer, have famous Bollywood faces endorsing them. Some have also invested in social media influencers, but Dell has a different philosophy.

“Our marketing and communication efforts are derived from customer insights and feedback and that resonates best with our audience. Celebrity endorsements are quite dependent on the personality of the brand and how well these two elements align. Celebrities could possibly help relatively lesser-known brands gain popularity and top of mind recall,” Gupta said.  “At Dell, we firmly believe in adding value to the lives of customers through the power of technology and purposeful innovation. We believe that it is important to create awareness on the use of PC for skilling and upskilling, job creation, digital literacy and much more.” 

The brand is also expanding its reach to target more customers, through various touch points, such as OOH, mobile, digital, print, online and much more. 

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