marketing ppt on hewlett packard
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Market Research
On
The brand
Agenda
Welcome to hp Evolution Segmentation
Market
Product
Competition Tackling Competition-the “hp way” Positioning Advertising & Sales Promotion Hypothesis Survey Analysis Conclusion
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
Evolution
page 404/08/23
Market Segmentation
B2B Large scale enterprises
Government
B2C SMBs
Educational Institutes Households
page 504/08/23
Products Segmentation
page 604/08/23
FY 2006 Revenue Break-Up
page 704/08/23
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
page 804/08/23
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
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
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
Advertising & Sales Promotion
page 12
04/08/23
Need for revamping advertising strategy
Advertising & Sales Promotion
page 13
04/08/23
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
Hypothesis
“hp is trying to reposition itself as a youth brand”
page 14
04/08/23
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
1504/08/23
page 16
04/08/23
Survey Results
page 17
04/08/23
Survey Results
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
page 18
04/08/23
Discriminant Analysis
page 19
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Discriminant Analysis
page 20
04/08/23
Line diagram
page 21
04/08/23
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”
page 22
04/08/23
Powered ByAvneet Singh Bhatia (B07012)Pradeep M Vasudevan (BO7026)Pratik Gupta (B07027)
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