Hewlett-Packard Marketing Campaign_HP

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Hewlett-Packard Marketing Campaign_HP

  1. 1. Market Analysis • The Thailand Inkjet industry value 140.072 million Baht in September 2011 with 8.8% growth rate • printer users choose CISS 63% for Non CISS is 37%. From the total Inkjet market (1.367million units)
  2. 2. Market Need • • • • Who is using the product? -Mostly female students with a bachelor degree -Income less than 10,000 Baht -Their family has an influence in making purchase decisions. Why do they use the product? - “Quantity over quality" that is they prefer to use (CISS) ink tank system rather than authentic branded ink cartridges is because the prices are cheaper. When do they use the product? -To print a lot of worksheets and project reports of their university work. How is the product used? -It should take the bare minimum operating time and print out smoothly with a fast speed.
  3. 3. External Environmental Analysis: (PESTEL) • • • • • • Political Economic Social Technology Environmental Legal
  4. 4. Competition Analysis Canon Target Market Served EPSON Trendy Life Style market Economic printing Brother Support SME market -“Flight to Old Trafford” : -“At Your Side” : get 50% Lucky draw for tour package discount for cartridge when BKK-UK with Manchester buy Brother Printer United VS Liverpool football ticket Promotion -Discount 1,300 Baht for student who show the student ID card for buying Printer Service - Register the customer warrantee online -Canon Hot line - Register the customer -Service center in all warrantee via Epson website provinces in Thailand -Facebook fan page -Hot line -EPSON Hotline
  5. 5. Strength weakness Canon -Brand recognition -“Be Trendy Be Canon” With a cloud technology called Canon PIXMA Cloud Printing EPSON -High printing quality with 5760 x 1440 dpi -There is EPSON genuine ink tank Brother -Support SME to help organizations manage the cost of operations -There is consulting business -Price quite high compare -EPSON print head is -There is some model with its quality sensitive and also easy to has problem with get blocked and clogged MAC -Paper is easily jammed
  6. 6. Product offering
  7. 7. Destjet A4 Price: 1,290 - 2,290 Baht DJ 2050 all in one DJ 1050 all in one Photosmart A4 HP Envy AIO OJ 7500A OJ and OJP A4 Mobile 100 DJ 2000 OJP 8600 Plus eAIO OJP 8500A eAIO PS 6510 AIO OJ 6500 A Plus PS 5510 AIO OJ 350 A Price: 6,900 - 12,900 Baht OJ pro K8600 Price: 2,990 - 12,900 Baht DJ 1000 Price: 3,200 - 9,900 Baht PS 7510 AIO OJ and OJP A3 OJ and OJP A4 OJ pro K8600 OJ J4660 AIO OJ 4500 All in one OJ 4500 desktop Price: 3,590 - 10,900 Baht OJ pro 8100 OJ 6000 HP Printer Line Up
  8. 8. Competitors Positioning Map
  9. 9. Marketing Strategy
  10. 10. Mission - Customer Loyalty - Profit - Market Leadership - Growth - Employee Commitment - Leadership Capability - Global Citizenship
  11. 11. Marketing Objectives - to increase their market share for ink- jet printers 25% to 50% - Increase the sales of ink-jet printers up to 50% and also encourage consumers to use authentic HP ink cartridges - Make an effort to change consumer perceptions
  12. 12. Financial Objectives • To gain sales growth at 10 % • To achieve the marketing objective • To manage the budget in IMC to get the most efficiency outcomes
  13. 13. Positioning
  14. 14. Product Name: HP Deskjet Ink Advantage K109G, K209g Logo: Has not evolved much over the years Campaign Logo: Based on theme “Solve your Life” Original Slogan: HP invent: They are an innovative bran Packaging: Simple and elegant Product:
  15. 15. Pricing Strategy: (Penetration) 1.) HP DeskJet Ink Advantage Printer – K109g @ 2,900 Baht 2.) HP Deskjet Ink Advantage Printer – K209g All-in One @ 3,900 Baht
  16. 16. Distribution: •Official Resellers: 509 stores throughout Thailand •Retail Corporations: Power Buy = 64 Branches Power mall = 8 Branches E-Commerce:
  17. 17. Sales Force:
  18. 18. TVC 1: Join the Jigsaw
  19. 19. TVC 2: The Jigsaw Detective
  20. 20. Print ad: Missing Pieces
  21. 21. Print ad 2: Jumbled Words
  22. 22. Building Wrap Phone Booths
  23. 23. Transit Ad
  24. 24. Online Collage
  25. 25. Website Banner: Horizontal
  26. 26. Website Banner: Vertical
  27. 27. E-Newsletter Online Facebook Game
  28. 28. Photography Contest
  29. 29. YouTube Music Video Twitter Skins
  30. 30. YouTube Music Video Crazy Cartridge Crystal Solutions
  31. 31. Build a School
  32. 32. Contest: Giant jigsaw Premium: To give at contest
  33. 33. Sweepstakes Loyalty Card

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