Dell gaming system will be positioned as a unique product proposing unique advantages and benefits to potential consumers. The positioning will be based on symbolic concepts: self-image enhancement and ego identification, sense of belongingness and social importance. The aim of positioning is to establish trustworthiness, confidence, and competence for customers. Personalization, innovation, and technology will be the core of positioning strategy. The buyer perception of benefit-generating attribute will be based on unique design and stylish image of the Dell gaming system appealing to a wide target audience. Dell should create a unique image of the game and a sense of belonging to new generation. Product peculiarity of new product is that the product design is its own form of positioning. This positing strategy will locate brand in the customers’ minds over other brands in terms of product attributes and technological benefits. The relationships between target markets will be based on brand perception and self image of consumers. Self-views of potential buyers arising from the individual level emphasize dimensions or attributes that are personally important and differentiate oneself from others. Their identity is based on personal experience and preferences, tastes and cultural values. For this reason, personalization will be the main attributes of positioning strategy. Personalization is a crucial or such products as gaming systems because a sense of belonging and personal image important factors for gamers which influence their decision to purchase and consume the product. (McDonald & Christopher, 23).
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The advertisement must be informative enough to enable potential customers to make a decision to purchase. The objectives of marketing communication are (1) to locate the brand in minds of consumers, (2) to promote the new product, (3) to create a unique image of the product, (4) to persuade buyers try the product, (5) to position the product. The company’s logo and marketing communication will appeal to customers persuading them to try Dell gaming system (McDonald & Christopher, 23). Effective positioning will differentiates each variety from the others. Also, Dell gaming system should take into account a frequently used benefit positioning strategy which exploits reliability and benefit positions. The objectives are to inform potential buyers about benefits and prices, uniqueness of the product and its features.
Also, the objective of marketing communication is to position Dell gaming system on the global scale. One of the main functions of global and international promotional activity is of course to influence the perceptions of the consumer. Dell gaming system maintained policy of product standardization in order to sell them around the world under the same brand. It will help to meet the needs of a particular customer and provide specific personal service for every supplier and customer. The objectives for Dell gaming system is to initiate co-operative marketing with agents and big retailers in the big cities around the country, to increase market share, to expand regionally with both media and sales personnel, to constantly achieve cost benefit through an expanding provider network. Press Releases will help to inform potential consumers about the product line and its advantages. Marketing mix will be based on on-line and offline advertising and promotion. In addition, marketing communication will help to educate consumers and sales personal about the product and announce news (McDonald & Christopher, 29). It will create awareness and attitudes, product preferences and a buying intention. These factors and views will help consumers to create a unique identity, distinguish what is a ‘good’ and ‘bad’ for them.
McDonald M., Christopher M. Marketing: A complete Guide. Palgrave Macmillan, 2003.