How is Dell taking the Green concept amongst consumers in 2010?
We still continue with our recycle programme in 2010, wherein we offer free recycling of our customers' PCs. We have recently announced two such programmes in India. One is the “Dell go Green Challenge” contest which is an effort to involve users to share photographs, videos and innovative write-ups addressing key issues around green technology at the website www.dellgogreen.com. The other one is an exchange programme wherein we encourage PC recycling among our consumers. Any customer who sends their old systems to Dell for free recycling will be eligible for special Discount Vouchers toward the purchase of their next Dell system.
Is this exchange programme open for only Dell PC products?
Currently, the programme is designed only for Dell computers. The customers who give us back their old Dell computers will be provided with discount vouchers for buying a new PC. This is in keeping with our belief in the Green technology, which is fast gaining momentum among PC vendors across the globe. Separately, we do have programmes for covering non-Dell computers or peripherals but that applies only when you buy equivalent Dell products.
How would you convince your consumer at the price front?
There are various ways of looking at it. I think Indian consumers look for value for the money that they have paid. For instance, when you buy a Dell product online or on phone, there is no negotiation that takes place. There is already a price determined for that particular product by us and we don't encourage any kind of bargaining on that. But despite that you will find thousands and thousands of customers buying them at that particular price. It is a question and an obligation on the part of the company if it can provide the value to the customer for the money that they charge.
How effective is the role of the channel partners in creating consumer awareness?
Dell has a large community of partners and resellers and we work closely with them for various programmes. For this particular programme, whether it is the discount voucher programme or the Dell contest, we value the participation and kind of efforts that our partners have put in to make such programmes a success.
How are you making the consumers aware about this exchange programme?
The work has started in a relatively short period of time. You will see us reaching out to our customers through various methods whether it is through electronic direct mailers of or through point of sale materials that will talk at length about this programme. As I have already mentioned, our channel partners will be playing a pivotal role in doing the needful and spreading the message to our customers.
How many exclusive counters do you have in India?
We have around 30-35 exclusive Dell stores which are present all across the country. We also have Dell shop in shops across several large format retailers like Croma and then we have our products available across thousands of multi-brand outlets too.
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