Marketing Mix of HP Printers

COMPANY PROFILE
COMPANY FINANCIALS

PRODUCT CLASSIFICATION

WHY PHOTOSMART HAS AN EDGE OVER OTHER PRINTERS?
THE PERSONALISED EFFECT
CALENDER PRINTING

PERSONALISED SPECIAL OCCASION CARDS
SELF DESIGNED T-SHIRT PRINTING

MARKET SHARE OF INKJET MULTI-FUNCTION
MAJOR COMPETITORS

THE CUSTOMER VALUE HIERARCHY

POINT OF DIFFERENTIATION
1
2
3
4
5
6

PRODUCT QUALITY & FEATURES

PRODUCT SUPPORT SERVICES

PRICING APPROACH

PRICING STRATEGY
HP
Incentives and package offers
CUSTOMER
Sells at variable margins
Ships to National Distributor

BULK DEAL STRATEGY
Supplies to the company
Bulk deal requisition
Account manager HP
National distributor of HP gets the order
Deal feasible
Deal unfeasible
Deal scrapped

PRICE ADJUSTMENT
STRATEGIES

PRICE COMPARISION WITH MAJOR COMPETITOR

Cartridge
Printer
Source: BCG Analysis

PV 42
Cartridge
Printer
Source: BCG Analysis

PLACE
1
2
3
4

ADVERTISING

SALES PROMOTION
CONSUMER PROMOTION
1
2
3
4

SALES PROMOTION
TRADE PROMOTION
1
2

SALES PROMOTION
PROMOTIONAL STRATEGIES
PUSH > PULL

SALES PROMOTION
INCENTIVE SCHEMES

THANK YOU…

Marketing Mix of HP Printers

by Ravindra Choudhary on Aug 24, 2009

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