1. THE COMPUTER IS PERSONAL AGAIN
A GLOBAL INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN
2. INTRODUCTION
HP – Hewlett Packard company
“The computer is personal again”
launched in may 2006
The award winning campaign
helped HP beat DELL
3. BACKGROUND NOTE
Bill Hewlett and David Packard stated the company in California on January
1,1939.
In 1951, HP invented the 524A high speed frequency counter
In 1957, the company went public
IN 1959, HP became a global company
In 1961, HP entered the medical equipment's industry through acquisition of
sanborn company
4. In 1966, the company established HP
laboratories to conduct research
activities relating to new technologies
and products
HP first computer was HP2116A
In 1968, HP introduced the world’s
first desktop scientific calculator
In 1974, HP launched its first
minicomputer
5. HP introduced first touch screen pc in
1983
In 1995, HP entered the home
computing market with the HP
pavilion PC
In 2001-02 the company merged with
Compaq.
6. Initially, HP’s various divisions and regions advertised and marketed their
products independently.
HP also did not maintain a centralized budget for advertising and
communication
We are in a commoditizing industry, in a marketplace where the brand in more
important than speeds and feeds.
In 2002, HP launched “ everything is possible campaign”
7. In Jan 2003, HP launched a marketing communication initiative called
“Operation One Voice”.
We decided the best way to become recognized as the world’s leading
technology company was to simply tell it like it is.
According to Arun Chandra, vice president of strategy and planning in HP’s
marketing group. “Internal and External doesn’t matter.
We have to think about how the brand relates to every constituency- large
enterprise, small and medium business, consumers, and our own employees.
8. 50 percent of its advertisements budget would be spent on brand
advertising
“You+HP” is a part of the ongoing “everything is possible” campaign
Budget for this campaign was US$ 400 million
In June 2005, HP appointed Todd Bradley as the executive vice
president of HP’s PSG
In Feb 2004, HP extended the campaign to the enterprise market with
the tagline ‘change + hp’.
9. We asked hundreds of CIO’s and IT executives what keeps the awake at
night.
However, even as the campaigns helped HP establish a cohesive brand,
they could not help HP overtake Dell, the leader in PC sales worldwide
at the time.
In June 2005, HP appointed Todd Bradley as the Executive vice
president of HP’s PSG
To convey this message, HP launched a new advertising campaign on
may 9, 2006 – ‘The Computer is Personal Again’.
