Dell SME forum
Anita Devraj Mookerjee and Deepa Sudhakaran
Agency: Mediacom India
Brand Owner: Dell India
Media budget USD: $500k - $1m
Channels used: Business-to-business, Branded content, Events and experiential, Internet - general, Newspapers, Sponsorship - event or property
The SME segment was critical to Dell India's business plans. After a stellar branding campaign in 2009, 2010 saw Dell's shares eroding in this segment. The brand had to do something innovative to gain back market shares and be seen as a true partner and not just another vendor among the SMEs.
Recognizing this fact, Dell India partnered with UTV Bloomberg and created SME forums where a banker, a credit rating agency, a networking specialist and an IT specialist gave SMEs solutions to all their business issues at one single point.