Launching Dell to the B2B Market in China

This case study explains how Dell, the IT solutions company, targeted small businesses in China and repositioned the brand from being known only as a PC manufacturer.

Launching Dell to the B2B Market in China

Kaiyu Li

Campaign details

Brand owner: DellAgency: Young & Rubicam AdvertisingBrand: DellCountry: ChinaChannels used: Direct marketing, Internet – general, Magazines – business, trade, Outdoor, out-of-home, Print – general, unspecified, Public relations, TelevisionMedia budget: 10 – 20 million

Executive summary

China is estimated to have more than 30 million small businesses. To tap into this opportunity, Dell faced some steep challenges. Dell's reputation as a PC manufacturer was strong, but as an IT solutions provider it wasn't so much low profile as...

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