For Consumer Product Strategy Professionals

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	February 21, 2008 Marketing The Socially Responsible PC Dell And Microsoft Bolster Their Consumer Product Brands With (RED) by J.P. Gownder with Michelle de Lussanet, Remy Fiorentino, Ashara Giordanelli	Average: 10  (2 ratings)

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Executive Summary

Dell is offering PCs, with Microsoft's Windows Vista software, cobranded with the (RED) campaign, a philanthropic effort to combat HIV/AIDS in Africa. This type of social responsibility marketing appeals to a brand-loyal group of US consumers. Women, Gen X consumers, and seniors are particularly receptive to social responsibility marketing. (RED) campaign PCs resonate deeply in the Age of Style for PCs, as they empower deep self-expression for socially aware consumer segments by employing both visual styling and a message of values. Dell and Microsoft products, and their consumer product brands, will benefit greatly from their participation in the (RED) campaign.

TABLE OF CONTENTS

• Dell And Microsoft Partner With The Philanthropic (RED) Campaign
• Socially Responsible Product Marketing Makes Sense
• The Dell/Microsoft Partnership With (RED) Is Win-Win-Win

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• Social Responsibility Marketing Has Only Just Begun
• Related Research Documents

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