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...