For global hardware major, Dell, small and medium-enterprises comprise one of the top five focus areas in India. To reach this audience, besides the channel (distributor) route, it has announced the launch in India of its Global Small Business Excellence Award. India will be participating in these awards for the first time.
The award was launched in the US six years ago and globally, a year earlier. The global competition will see entries from 13 countries, including China, Japan, Australia and New Zealand. The winner will get $50,000 (around Rs 2.5 million) in Dell solutions and a meeting with Chairman Michael Dell. For the India leg of the competition, Dell expects 300-400 entries.
But what's in it for Dell? "With SMEs discussing their problems and talking of innovative use of technology, it will mean getting a chance to know what is it that this segment is looking for and how Dell can enhance their requirements," believes Ravi Bharadwaj, head, SMB-SBU, Dell India.
Meanwhile, Dell's first-of-its-kind campaign 'Take Your Own Path' -- which featured business entreprenuers like Raman Roy of Quatrro and P Rajendran, co-founder and COO of NIIT, rather than Bollywood celebrities for its products -- appears to have worked well. It soon plans to replicate the campaign in France, followed by other countries.
Since the launch of the campaign, targeting entrepreneurs and small and medium-enterprises in October 2008, Dell's familiarity among the users grew 8 per cent, favourability increased 7 per cent and usage or the conversion of feedback into actual business and recommendation of Dell products went up 12 per cent, says the company.
The campaign was a fallout of Dell's strategy to increase its penetration in the Indian market in general and among the SMEs in particular. "We launched the Vostro range of products clearly for the SME segment. Along with this, Dell also increased its reach to 150 locations in India, And, finally, this campaign," said Bhardwaj. Bharadwaj is also clear about the focus of the advertisement. "We did not want to create a hype. We want a real story that will connect with our target audience."
