PC maker Dell today announced a new marketing initiative directed towards owners of small and medium businesses, which urges them to ''Take Your Own Path.''
This is the first time that Dell has launched a major campaign in the Asia-Pacific and Japan region, beginning first with India where it has a large and rapidly growing presence.
''The spirit of this campaign is similar to our own company's humble beginnings when Michael Dell dared to take his own path to develop an entirely new kind of technology company,'' said Mark Jarvis, chief marketing officer, Dell.
Jarvis ssaid, ''India is a strategic new, emerging economy for Dell and today's announcement underscores our commitment to it. Also, it marks a shift away from our industry's conventional use of celebrity endorsers.''
This campaign showcases a remarkable list of business achievers from different walks of life – the ''real heroes'' of business, including well-respected entrepreneurs like the pioneer of India's business-process outsourcing industry, Raman Roy, CEO of Quatrro, and P Rajendran, co-founder and COO of NIIT.
The campaign is a part of the company's focused SMB initiative, one of the top five priorities for Dell. It's a key element of a larger outreach that will include the launch of a dedicated SMB portal, www.takeyourpath.com, where Indian SMB owners can converse with Dell directly about what solutions can best help them take their own path and improve their businesses. The portal will help bring the brand campaign to life using success stories from other entrepreneurs, business tips, and guidance to help make their aspirations of business success a reality.
''I believe that India's intellectual capital is equal, if not better than anywhere else in the world," said Roy. "I have dedicated my career to my dream of making this talent available and an integral part of the global business. In the process, we have succeeded in creating an entirely new industry that put India on the world map! This has been a catalytic event and it's just the tip of the iceberg for us.''
Roy said, ''I am delighted to see Dell recognise the entrepreneurial spirit in India and I have joined the Take Your Own Path campaign as I am convinced we have entrepreneurs who can and will take their own path, find success and take the country to a higher level of growth. I look forward to celebrating their success.''
Rajendran of NIIT said, ''NIIT was founded when few dreamed that computers and the IT industry would one day play such a vital role in India's development – yet it's gone on to become a pioneering company to train millions in software services, ushering in the IT revolution that brought India to the global stage. I am glad to be a part of Dell's campaign not just because it recognises how NIIT has changed the landscape of information technology and computer-based education in the country but significantly, this campaign looks to unleash the entrepreneurial spirit in each one of us to use the power of vision, self-belief, technology and innovation to shape ideas into full blown businesses of global relevance.''
Understanding that the needs of customers is central to the Take Your Own Path campaign, Dell's new marketing effort is designed to improve interactivity with its current and potential customers by opening more channels for dialogue and discussions.
''Dell is a leading IT supplier to large corporations in India, and has much to offer to SMB customers,'' said Sameer Garde, country general manager, Dell India. ''We have successfully launched SMB-specific products and announced a robust channel program. This comprehensive campaign articulates what the Dell brand stands for to SMBs, and how we're best able to help customers fulfill their business aspirations.''
The campaign roll-out will include a multi-phased launch with a media mix including print, Out of Home (OOH), digital media and broadcast spots, and extensive SMS messaging over the coming months.
The brand campaign launch in India follows Dell's earlier announcement of an enhanced global philanthropy strategy. India is the first country in which grant applications are being solicited for programs that support education and digital-inclusion initiatives for ensuring the next generation's success in the Connected Era. Dell plans to increase its overall corporate giving to 1 percent of the company's pre-tax profits by February 2010.