Ritu Gupta
Director – Marketing
Dell India
A brand really defines the relationship between a consumer and the product. Even in a commoditized category, a brand plays a key role in differentiating one product from the other. Today, customers are looking for brands which are an extension of their own personality. The pace of change and development of technology in the IT systems market makes it very challenging to maintain a competitive advantage. While price and service can be seen as key differentiators, these are becoming less significant in the current competitive landscape. Price cannot be portrayed as a long term differentiator and hence, it will only give a company limited advantage. On the Service front, responsiveness to customer needs – whether in product design/ features or in service initiatives is likely to create a more positive impact in the long run.
