Consumer, Dell Canada, 2005

Partnerships

Problem:  after gaining market share and moving from #6 to #3 in PC sales over 5 years, Dell Canada’s consumer PC business was stalled at the market growth rate.

Challenge: the consumer business has very slim profitability so it is difficult to invest to drive sales, especially in mass media.

Solution – Through a strong combination of partnering both with existing partners like Intel and Microsoft, and new ones like AOL, The Shopping Channel, Bell and Ford, we were able to combine efforts and greatly increase SOV for our brand and ultimately drive Sales.  The partnerships were carefully chosen based on brand strength, appropriate fit, creativity of the teams, and were cemented by Dell’s excellent media strategy and measurement systems which gave everyone the comfort that we’d have strong, measureable results.

Results: Dell Canada Consumer regained above market growth, and we were #1 within 2 years, with 3X market industry growth over that period from the new business models and partnerships created (which competitors eventually copied years later).