Markating Mix

Marketing Mix

Product

Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might stratify a want or need.

Levels of Products and Services:

* Core Benefit: This addresses the question "What the buyer is really buying?" At this level, marketers must define the core: problem-solving benefits or services that consumer seeks. For example, buyers who buy Dell's laptop are buying more than a laptop.

* Actual Product: At this level, the core benefits must be turned into actual products. Product planners need to develop product and service features, design, quality level, brand name and packaging. Laptop, desktop, printer, and server are actual product which delivering core benefit for customers.

* Augmented Product: Finally at this level, the product planners must bundle the products with services. They must build an augmented product by offering additional consumer services and benefits. For example, Dell must provide a warranty along with its products. Product and Service Classifications:

Dell's Products are Consumer Products:

Consumer products are the products bought by final consumers for personal consumption.

Product Line Decisions

A product line is a group of products that are closely related because they function in a similar way or because they are sold to the same customers or because they are marketed through same outlets or because they have same prices. Dell produces several lines of laptops, desktops, printers, monitors for Home and laptops, desktops, printers, monitors, servers for Small Business. For large enterprise storage, laptops, desktops, printers, monitors, servers.

Branding

A brand is a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service. Consumers view a brand as an important part of a product, and branding can add value to a product.

Price

 Original Price Range $700 to $1,000 with a Profit Margin of 6.39%

 New Price Range $850 to $1,150 with the same Profit Margin

 Redesigning should cost no more than $140 per laptop

Place

 Distribution strictly through the Dell Agency in Qatar

 Initial phase includes the production of 235 laptops