What The Brand Needed
A decade ago, Dell Alienware was one of the most coveted gaming brands in South Africa, selling hundreds of units a month, despite its premium price tag. Today, the market looks decidedly different, with competitors offering similar products and consumers juggling tighter budgets. If Alienware were ever to regain its position as the king of high-end gaming, it would need to understand that market.
Dell approached us with a mandate to capture the zeitgeist of changing market perceptions, and where Alienware might fit into this landscape. We recommended a medium-term research project focused on auditing its audience, their preferred platforms, retail channels, and publications. The findings would shape Dell’s strategic approach to selling Alienware in South Africa, determining everything from price-point to target audience to messaging.