Marketing PPT on Hewlett Packard
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Market Research
On
The brand
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Agenda
Welcome to hp Evolution Segmentation
Market
Product
Competition Tackling Competition-the “hp way” Positioning Advertising & Sales Promotion Hypothesis Survey Analysis Conclusion
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Welcome to hp
World’s largest IT company (by revenue)
Head Quarters in Palo Alto, California, United States
Known worldwide for its printers, personal computers and high end severs
First financially successful product - Audio Oscillator
First BIG customer Walt Disney
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Evolution
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Market Segmentation
B2B Large scale enterprises
Government
B2C SMBs
Educational Institutes Households
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Products Segmentation
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FY 2006 Revenue Break-Up
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Competition
TSG (B2B Segment) IBM and Dell are the largest competitors
PSG (B2C Segment)Fiercely competitivePlayers are Lenovo, Dell, Sony VAIO, Toshiba etc
THE GRAY MARKETTHE GRAY MARKET
Imaging and Printing Group (B2B and B2C)Canon, Epson, Samsung
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Tackling Competition-the hp way
Mergers and Acquisitions Aggressive M& A (Apollo, Convex Computers, Indigo, VoodooPC,
Compaq etc.)
Timely Innovations and Smart marketing (1940s)-High precision voltmeters. (Mid 1990s) -Online sales system named hponlineshopping.com . (1980s)-single-unit printer /scanner/fax/copier machine.
Viral Marketing efforts-Society for Parental Mind Control- controltheirminds.com
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The HP way contd…..
Distribution Channel
Strong distribution network mix of retailers, re-sellers, OEMs, Independent Software Vendors(ISVs).
Through its PartnerOne programme HP set up a strong distribution channel
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Positioning
Initial Positioning:
Pioneer of pin-point precisioning Positioned itself as an old player
Re-positioning:1980s - Positioned itself as the symbolic founder of Silicon Valley
Late 80s & early 90s - niche player catering to university research and business markets
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Advertising & Sales Promotion
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Need for revamping advertising strategy
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Advertising & Sales Promotion
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HP’s Jay Z Ad Compaq’s Shahrukh Khan Ad
The Computer Is Personal Again
Kal Tumhara Hai
In both the advertisements hp(Jay Z) as well as Compaq (Shahrukh Khan) have used youth icons as their brand ambassador
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Hypothesis
“hp is trying to reposition itself as a youth brand”
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Instruments of data collection
Semi-structured email Interview with former hp country manager for SMBs, Mr. Charanpreet Singh
Is hp trying to reposition itself as a brand ‘for the youth’?
Marketing strategies for the future
Interview with 2 hp dealers from KolkataFeatures people look for in an hp laptop and PC
General age composition of footfalls in showroom
Consumer surveyPurpose of laptop
Rate laptops based on the attributes
Features people expect in laptops
Best laptops availablepage
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Survey Results
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Survey Results
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Tests conducted
Kendall’s coefficient of concordance (Rank order test) to match perception
High degree of accordance and agreement among the rankings
A series of discriminant analysis between hp and each individual brand.
Identify the relative contributions of the variables in maximally separating the groupsStatistiXL: A data analysis add-in for Microsoft Excel.
Line diagrams to give a single view comparison
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Discriminant Analysis
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Discriminant Analysis
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Line diagram
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Conclusion
Majority of the participants prefer to go for hp for its sleek design, add-on features and trendy outlook
We found out that hp has a huge gap between itself and its nearest competitors mainly on the parameters of sleek design, brand image, young look and feel and add on features (Line diagram)
Therefore we can conclude that hp is trying to position itself as a “YOUTH BRAND”
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Powered ByAvneet Singh Bhatia (B07012)Pradeep M Vasudevan (BO7026)Pratik Gupta (B07027)