One of the biggest computer manufacturers, Dell, announced it wants to convince consumers that it offers also a wide range of premium products along with cheaper alternatives, and it should not be considered only as a maker of ‘economy class’ products. The company, which is actually holding No.2 position on the list of PC manufacturers, announced that it is going to invest heavily to re-construct its image. Though, the company does not unveil the sum officially, last week it was mentioned that Dell is ready to spend «hundreds and hundreds of millions» on the promotional campaign.

Image Courtesy: www.dell.com

«We’re going to stop mentioning price as the single important aspect,» stated Paul-Henri Ferrand, chief marketing officer for Dell’s global consumer, and small and medium business division. The aim of the positioning make-over is to put a stress on the fact that Dell makes a lot of high-quality products, which can compete with other brands in relevant categories. «In a very simple way, you will see what a product does for you, why you need it,” he added.

The company is going to focus on four main directions in for developing the line-up and ad strategy: it will be aimed at generation Y, families and their children, rich professionals, and gamers. The list of new products, which will hit the market soon, also include a 10-inch tablet computer slated for the release in 2011, and a range of smaller tablet devices that are designed to compete Apple’s products.

Commenting on Apple CEO Steve Jobs’s phrase «The current crop of 7-inch tablets are going to be DOA, dead on arrival,» Steve Felice, president of the global consumer and small and medium business division, said, “Apple is known for dictating what’s going to happen in the market place and what a consumer should buy. We’re at the opposite end of the spectrum, emphasizing customer choice. It’s a bit premature to tell customers what they’re going to like and what they don’t like.»