Hewlett-Packard (HP) is a global technology company founded in 1939 that specializes in computers and related products and services. HP aims to market products to households, small businesses, and enterprises. Its mission is to develop innovative products and solutions that meet emerging customer needs. HP targets both corporate clients and individual customers. It positions itself as offering a variety of customized, problem-solving products at reasonable prices. HP seeks to sell its products in every major market worldwide.

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MASTER OF BUSINESS ADMINISTRATION- MBA
MARKETING MANAGEMENT
INDIVIDUAL ASSIGNMENT
Lecturer – Matt Murray
INDIVIDUAL ASSIGNMENT
Bilal Ahmed - Nº 2159403
Full time Student
Dublin- 08/01/2016

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Contents
EXECUTIVE SUMMARY .................................................................................................................. 3
HAWLETT PACKARD COMPANY..................................................................................................3
OBEJCTIVE............................................................................................................................ 4
MISSION............................................................................................................................... 4
MARKET SEGMENT ....................................................................................................................... 4
TARGET GROUP ........................................................................................................................ 4
POSITIONING........................................................................................................................ 5
Background.............................................................................................................................. 5
In Context of Marketing:............................................................................................................... 6
Objective..................................................................................................................................6
PRODUCT LEVELS.......................................................................................................................... 9
 CORE PRODUCT................................................................................................................. 9
 ACTUAL PRODUCT .........................................................................................................9
PRE-PURCHASE BEHAVIOUR........................................................................................................ 11
Need Recognition: .................................................................................................................. 11
SEGMENTATION.................................................................................................................. 12
Education sector:.................................................................................................................. 12
Benefits:............................................................................................................................ 17
TWITTER.............................................................................................................................. 19
PURCHASING STAGE................................................................................................................... 21
RETAIL OUTLETS:..................................................................................................................... 21
SALES PROMOTION:............................................................................................................ 22
POST-PURCHASE......................................................................................................................... 23
NEWS LETTERS:....................................................................................................................... 23
CONCLUSION.............................................................................................................................. 25
RECOMMENDATION................................................................................................................... 26
APPENDICES............................................................................................................................... 27
TRANSACTIONALVS RELATIONSHIP MARKETING: ..................................................................... 27
Balance score card.............................................................................................................. 28
Customer relationship management................................................................................... 28
STATISTICS:................................................................................................................................ 30
Newsletter............................................................................................................................. 30
REFERENCES............................................................................................................................... 36

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EXECUTIVE SUMMARY
HAWLETT PACKARD COMPANY
Hewlett-Packard, most commonly known as HP is the world's largest computer
manufacturer. Hewlett-Packard is ranked number 10 in the Fortune 500
list moving up one spot from what they previously held. Their headquarter is in Palo
Alto, California. They specialize in creating and manufacturing computers. Their
mission is to market their products to households, small business, and enterprises.
HP also offers a strong service and consulting business with their products.
Raymond J. Lane is the executive chairman of Hewlett-Packard, and Meg Whitman
is the President and the CEO of the company.
Hewlett-Packard's annual sales volume is currently $9,267,026
Their founders were Bill Hewlett and Dave Packard. They start their company in a
small garage in Palo Alto, California. The company was officially established in 1939
with an initial investment of $538. HP went out to the public on November 6, 1957.
One of the first projects that was financially successful was the precision audio
oscillator. They sold the audio oscillator that they had created for $54.40 whole other
competitors were selling theirs for over $200. One of their first customers was Walt
Disney Productions who pushed eight Model 200B oscillators for $71.50 each for
their theatre to show the movie Fantasia.
www.haelettpackard.blogspot

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OBEJCTIVE
To provide products, services and solutions of the highest quality and deliver more
value to our customers that earns their respect and loyalty and to sell product in
every major market in the world. Its standout in U.S.A but has global reach.
MISSION
Envision dynamic market as an opportunity to thrive; to use our profits and our
capability to establish and develop innovative products, services and tailored solutions
that appease emerging customer needs.
MARKETANALYSIS
The computer industry are in constantly growth.
MARKET SEGMENT
Corporate clients
Small Medium Enterprises
individual costomers
TARGETGROUP
B2B - Companies to Companies
B2C – Business to Customers

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POSITIONING
Economic Brands: Variety of customise products at different price levels, tailored
made, problem solving products at reasonable price.
COMPETITORS
Dell
IBM
1: INTRODUCTION
Background: Hewlett-Packard, most commonly known as HP is the world's largest
computer manufacturer, global information Technology Company. Hewlett-Packard is
ranked number 10 in the Fortune 500 list moving up one spot from what they previously
held. Founders were Bill Hewlett and Dave Packard. They began their company in a
garage in Palo Alto, California. The company was officially established in 1939 with an
initial investment of $538. HP went out to the public on November 6, 1957. One of the
first projects that was financially successful was the precision audio oscillator. They
sold the audio oscillator that they had created for $54.40 whole other competitors were
selling theirs for over $200. One of their first customers was Walt Disney Productions
who pushed eight Model 200B oscillators for $71.50 each for their theatre to show the
movie Fantasia.
www.hawlettpackard.blogspot

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GLOBAL OFFICES: The headquarter is in Palo Alto, California. Its subsidiaries in Miami,
Ontario, Singapore, Geneva, Tokyo, Houston and Victoria.
SPECIALITY: It specialized in developing and manufacturing computing, data storage,
and networking hardware, designing software and delivering services.
PRODUCTS: Major product lines included personal computing devices, enterprise and
industry standard servers, related storage devices, networking products, software
and a diverse range of printers and other imaging products. Their mission is to
market their products to households, small business, and enterprises. HP also offers
a strong service and consulting business with their products.
KEY PERSONNEL: Raymond J. Lane is the executive chairman of Hewlett-Packard, and
Meg Whitman is the President and the CEO of the company.
www.123helpme.com
In Context of Marketing:
Objective: To sell products in every major market, currently has dominant and stand
out position in usa but expand to uk and asia pacific.
In every company effective marketing is the key to introduce company and offer
product to customer. Identify customer need in advance and satisfy that need in

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profitable way. Customer centric approach to doing business is getting dominate which
can be evident by this statement “the successful organization of the future will be
customer focused not product or technology focus, reinforce by market information
capability that link the voice of customer across the company value-chain”
(webster,1997) Ever increasing digitalisation has transform everything in our daily life
so marketing is not immune from this wave. For the purpose of this assignment I have
chosen hawlett packard to critically assess, evaluate and to express my objective
opinion about the marketing and promotion policies that HP is pursuing. My aim is to
define and analyse that how HP is marketing through multi communication channel in
an integrated and identical way. Due to availability of various channels, it becoming
paramount importance that message which is being delivered to target audience
should be delivered in consistent and integrated way, “by integrating tools such as
advertising, direct mail, social media and tele marketing you provide clarity,
consistency and maximum communication impact” (American association of
advertising agencies) which may not misled customer and convey similar message
through variety of channels. Previously all these communication channels were used
in isolated fashion, like advertising ,personnel selling, direct marketing all has different
objectives and target to different audience, now this trend has reversed and all
channels being used consistently to deliver compelling and identical message to target
audience. Now large companies as well as SME are using this channel to target

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market as various stage of their interaction with company. This is the key aim of this
assignment, which I am presenting to elaborate and analyse that how these channels
can be used across consumer decision making journey.Maintainence of customer
warrant systematic planning and implementation of quality system in place, adhere to
customer centric approach in order to gain customer trust and loyalty.in modern
organisation power in supply chain has shifted from manufacturer to
retailer/customers, so customer satisfaction is paramount importance in modern
organisations. ”a survey of UK companies found an evidence that marketing is assume
to be pay-lip service rather than full commitment to customer. Based on survey times
1000 companies senior managers said that customer satisfaction was their real
measure of success, in fact most measures financial target as their key success
factors, only 60 percent realise and acknowledge customer based staff performance.
Seventy percent executive said that customer is their first or second priority, less than
2 percent believe that management should spend time with customer and only 34 saw
it is important to train staff for customer service skills, seventy six percent said that
they have data base of target marketing, but have no policies and practices in place
to build relationship with existing customers.”(Marketing Business, 1997.marketing
plan for services: Malcom macdonald)

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PRODUCT LEVELS
Every product consist of three levels, and every level required different form of
services and expectation by consumer. Marketer must be aware from these levels in
order to deliver measurable and expected service. (Philip Kotler,2000) argued that
“consumer will prefer those products that offer most quality, performance and
features”, thus product can be divided in to three levels which are
 CORE PRODUCT(satisfying immediate need)
- Satisfying interactive needs to be connected, use office tools, social networks
through portable high quality laptops.
 ACTUAL PRODUCT(offers)
-providing extended memory, cloud storage, recyclable and informative packaging,
excellent quality, recognise branded product.
 AUGMENTED (benefits and offers).
-After sales support, one year warranty for computing products, customer care
centres.

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HP PROMOTION
HP from its inception has very aggressive approach to marketing. Here are some of
its contemporary campaigns which aim to grow sales as well as increase brand
awareness.
 HP launched a branding imagination called, “One Voice,” to better incorporate its
vast line of consumer electronics and computer hardware products.(Brand Image)
 HP uses many vehicles to recommend its business solutions products and services,
including a website with videos and navigation by sorted by business
application.(Customer support)
 Key Hewlett Packard personnel host blogs covering subjects such as networking,
servers, enterprises software and storage.(Digital Support)
 Hewlett Packard employs a “Trade-in Program” whereby a customer can obtain a
free quote on an old product and trade it in on new products.(Sales Promotion)
 HP is promoting an instant $300 savings on its ISS ProLiant AMD Servers.(Sales
Promotion)
 Hewlett Packard is offering limited time 0% financing on qualifying products and
services.(Sales promotion)
http://www.marketingteacher.com/hewlett-packard-marketing-mix
From above points it is quite clear that HP uses this techniques to enhance brand
recognition as well as growing revenue. Now I analyse how HP utilising multiple

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promotion channels to reach market and how its policies helping HP to stand out
from competitors. Every consumer go through the several stages when he/she take
buying decision, it is called consumer decision making process which required
different form of marketing and support to customer in order to sustain long term
relationship for computing products (desktop,laptop,notebook)out of many product.
PRE-PURCHASE BEHAVIOUR
Need Recognition: This is very first stage where someone identify the need for
something, by its nature this is the stage where marketers can excel from other
competitors by better satisfying those need. “Organizational goal depend on
determining the need and want of target market and delivering the desired
satisfaction more effectively and efficiently than competitors do” (Kotler et al 1996)
. At this stage company use combination of channels or marketing tools in order to
assure consumer that we can satisfy his need cost-effectively.HP mainly uses
advertising and website as their main tools. The premium quality product of HP also
play a vital role by word of mouth marketing. Advertising is basically paid form of
non-personal communication, aimed at wider market and no feedback from
customers. Advertisement also play a vital role in order to create need for a product
effective advertisement go through from four stages “manipulating physical stimuli,
providing information, arousing emotion and offering value”(tellis 1998).where

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company can feature the product as cheaper then competitor or providing different
benefits as in case of HP education sector specific laptops. Many advertising media
and vehicles can be exploit at this stage such as Television, radio, magazines etc.
This from of channel suited for early stage marketing where new product, service or
idea being brought to market and aim to mesmerized public. Its works on the
phenomenon of AIDA (Awareness,interest,Desired,Action)
HP mainly segment its market in to two types first is corporate clients and second
household consumers. Both have different needs and technological solutions and
packages, by identifying the segments HP customised its computers according to the
need of specific segment. For the sake of simplicity and for the requirement of
assignment I will focus on education sector (students) and computing products
(laptops, notebook)
SEGMENTATION
A segment should be a measureable, accessible, substantial and unique in response
to marketing stimuli (paper frank et al 1972)
Education sector: April 9, 2008 making personal computers more in reach of
school students is both a noble cause and an growing target market. HP has now
entered the education market with the announcement of the HP 2133 Mini-Note
PC, a full-function, small-format laptop PC priced from under US$500.(Noel
mckeegan,2009)

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many vehicles to tout its business solutions products and services, including a
website with videos and navigation sorted by business application.it was targeted to
students who are mostly young people’s HP use mobile ad, websites and
commercials to market this product and also some form of direct marketing in which
direct mail is most prominant.by putting light on its features HP create demand for
this product which specifically designed to cater student needs.uses.its also
extensively used newsletter to target education market and sell product through
global partner/distribution system, where local distributors provide first-hand
experience and personnel selling to customer. There are three primary distribution
channels: retail outlets for low-end models, specialized distributors for all models
and corporate purchasing channels. HP.
DIGITAL MARKETING:
It is very important form of marketing, and can be exploit effectively if used in
consistent, collaborative and integrated manner with traditional marketing
channnels.it has quite large audience reach, because many and many peoples
around the globe are using online channels and social networks. Significance of
increasing digital usage can be evident by this;” there were hundreds and thousands
of peoples who were trained and mentored and studied classical marketing, and they
were good at it…unfortunately the world has changed—that education is no longer
relevant”(Kokich,Clark;2014)former chairman.

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According to research;
 71% of online adults use Facebook
 23% of online adults use Twitter
 26% use Instagram
 28% use Pinterest
 28% use LinkedIn
HP understands the power of social media as a marketing tool and to develop
customer association, having implemented an innovative strategy across multiple
channels. They have develop a following of around 6 million across Facebook,
Twitter, Instagram, Google+ and Vine. But for conciseness I include Facebook, vine
book and twitter presence to promote products.
FACEBOOK:
HP have substaintial following on Facebook with a largest 3.6 million followers on
their page The content that HP share on Facebook is really different and many of
their posts are promoting HP products.
http://linkhumans.com/case-study

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VINE APP: Vine is a short-form video sharing service where users can share six-
second-long looping video clips. The service was founded in June 2012, and
American Tech giant twitter buy it in October 2012, just before its official launch.
Users' videos are published through Vine's social network and can be shared on
other services such as Facebook and Twitter.
HP hit the jackpot by turning its Vine campaign for the HP Pavilion x360 convertible
laptop into a first-of-its-kind national TV commercial.
http://www.adweek.com/
.
SALES PROMOTION: Sales promotion is marketing communication activities, other
that personal selling, and public relations, in which a short-term incentive motivates
consumers or members of the distribution channel to purchase a good or service
immediately, either by lowering the price or by adding value. Which Hewlett-
Packard offers many coupons like online coupons for instance you just click on it
and it will direct you to what the coupon goes to? Also sometimes you get free
shipping and handling to. I think as consumers we don't want to buy expensive
things but once we see coupons and 40% off purchases were interested and we
wane buy, at least i know I am(Thomas;2014).Sales promotion has potential to

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bring new customers as well as increase sell to existing. HP organize regular
promotions to retain customers and enhance sales level..
For the product concept, consumers prefer products that offer the most in
credibility, performance and novel features. HP produce two new notebooks, HP
Pavilion dv4000 and Compaq Presario V4000 series Notebook PCs which has a
new feature that minimise memory usage and extend battery life to deliver cutting-
edge performance . at last for and production concept, consumers will prefere
products that are available and highly reasonabl prices. Hence, HP sells its
products in an reasonable price and they ensure that consumers can buy the
products conveniently. HP products can be purchased easily Have a look, these
are some examples among many promotions
 HP is offering cash-back claim on new purchase of laptops and notebooks. Where
anyone can claim 100$ back after purchase laptops.
 Free cloud storage on outlook with collaboration to Microsoft. For example HP note
book are now augment by one year warranty and 220 GB to 1 TB cloud storage.
 Last chance to save an additional 25$ on your online order of 125$ with coupon
code.

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INFORMATIONSEARCH
This is the second stage in pre-purchase journey of consumer in which
prospective buyer rationally looking for an information, evaluate different products
in terms of price and performance, seek guidance from those who have already
used that product an so on.in this stage HP mainly target this specific market
through print advertising, direct mail, social media, catalogues etc.by providing lot
of information and features enhance brand visibility and drive traffic towards
purchase.in both of pre-purchase stages(need recognition and information
search)HP uses identical set of promotion tools by little variation in order and target
market size. For example at information search stage HP emphasize more on
social media and viral marketing tactics while at need recognition stage more
emphasize place on web and tv advertising as well as electronic words of mouth.
CO OPT MARKETING: HP also direct traffic toward specific outlets through co-opt
marketing initiatives.
Benefits:
Reach millions of customers actively seeking relevant offers.
Targeting both mass and niche markets.
Target specific stores and market.

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Richer customer experience with extensive product information.
Extremely cost effective.
Print advertising:HP team partner are the interface to end-user, they
periodically undertake extensive training by HP trained staff about how to treat
customer and to give outright solution,HP also promote computers through this
end-user channel .and retail outlet The team's partner publications had narrow,
niche audiences. In response, the team embed printed insert into the magazines,
thinking it would mesmerised more audiance than a print advert. The insert
manifest the microsite's URL and entice recipients to visit and register.
Direct mail
the team Deliver a direct E-mail to IT students, managers and other targeted
Audience within the partners' databases. The E-mail prompt recipients to visit the
informed microsite and register for the newsletter and to get a free shirt. The site also
display a "Subscribe" button in its upper right-hand corner, which brought visitors
with ease to registration for the email newsletter.

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This from of promotion is consider to be a blend of direct mail plus sales promotion
whereas short term incentive free T-shirt is offer to register for newsletter. This also
enhance image of company. This help HP to be more focused and personalise to
customer specific, once customer registered for newsletters and allow cookies to
gather more and more unstructured data about individual customer needs. This
help in two ways one it provide idea about emerging need and features required
specific education market second it help HP to identify anticipate customer need
and designed product accordingly.
www.community.hpe.com
DIGITAL MARKETING:
TWITTER:
HP are active on Twitter on a daily basis, however the level of activity varies from
day to day with only 2 posts shared on some days and up to 6 on others. They
share a variety of content, from product promotion, to technology news and
interesting facts and tips related to the industry, that are sure to interest a large
percentage of their target market
http://linkhumans.com/case-study

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NEWS LETTERS:
HP built an email database of college students and IT professionals and sent a
monthly newsletter with informative content and some promotional contents of its
products. The content was hosted on an HP microsite called the InformEd resource
center, which also linked to HP's products.
HP's marketers strive to establish a database of IT professionals in higher
education. A the outset, they planned a campaign to drive targeted traffic to the
InformEd microsite where visitors could browse content and register for the email
newsletter. The marketing collateral that promoted the page would also encourage
people to register. The emails featured messages designed according to the higher
education market together with descriptions of computers, tablets and other
hardware.

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PURCHASING STAGE
HP Retail outlet available worldwide. They ensure access to store by every person
and provide a sense to touch and feel the product. These stores are equipped by
latest equipment and humble staff, provide 24/7 technical support. This is the first
contact point which HP use as delighted and convenient experience.
RETAIL OUTLETS:HP is today also announcing that following its successful
introduction to a select number of Irish retail outlets in November of last year, the
HP Retail Photo Studio will shortly be available at additional retail outlets across the
Munster region. Initially introduced to customers in Sound store’s Limerick and
Cork outlets, the HP Retail Photo studio will also available at Sound store locations
in counties Kerry and Waterford as well as two new locations in Cork from the end
of March 2010.every large superstore ,computer specialise shops, outlets keep HP
products at their place, where eye catching symbols,labels,offering and after sales
support with humble staff welcome to prospective buyer and create trust.HP also
using website extensively for its initial customer acquisition stage, either customer
can place order for computing product using HP official website or using shopping
channel websites. If one is using official online store, one can watch product

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features, warranty, images, delivery time and so on and can get free shipping. Here
are some statistics.
www.adweek.com
SALES PROMOTION:
This technique also used to increasing purchasing by the existing customer.by
providing unique values and benefits or by lowering price. This technique can be
used at early stage when buyer rationally looking to buy product, or alternatively it
also can used at purchasing stage to entice to buy more.
PERSONAL SELLING.This technique is more useful when offering product is more
complex as in case of computing products or more expensive which require
extensive efforts to persuade buyer by putting light on its specific benefits and
value that offer over and above competitor similar product.it is useful to Gain trust
in by providing face to face selling experience and augmented the product by
various support services. Provide technical assistance and guidance in selection
throughout the purchasing.

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PACKAGING: it’s also use packaging and product label, user guide and manual to
convey effective message it include lot of information and overarching detail of
outlets ,customer care centres, help lines and upcoming promotions.
WEBSITE
The "HP Product Highlight" tab revealed descriptions and prices for products
(desktop, laptop, and notebooks) related to higher education IT. The site's footer
also featured a phone number to HP's sales team, as well as buttons to shop online
or locate a nearby reseller.supplemeted online experience by offering similar
products, make record of every purchase and analyse consumer behaviour in a
productive way by targeting only those products which are complemented to
purchased product or similar type and ranges of products. focused on building and
nurturing the email database with high-quality content.
www.marketingteacher.com
POST-PURCHASE
At post-purchase stage HP mainly focus on newsletters to disseminate customise
e-mail to customer and offer only those product which are more related to his
previous purchase.
NEWS LETTERS:
HP sent monthly email newsletters to the newly built database. Provide personal

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product support and customise service. The newsletters were based on the content
published on the Informed microsite each month and were the primary mode of
communication after purchase. Their goal was to encourage subscribers to visit the
Informed microsite where they could learn about various IT topics and browse more
HP products. This news letter also guide user to install updates and how to fix
various issues automatically without the support of I.T engineer.
www.slideshare.net
DIGITAL MEDIA:
SOCIAL NETWORK:
HP continuously update content on twitter and Facebook, which largely based on
new products and additional features of existing products. But at this stage digital
media not publish customise content.
WEBSITE: HP official website is very useful for consumer in the sense that it can
accommodate him in many ways, from live chat to phone call support. Or by
submitting your queries, so; after you can get answer from many IT professionals
about your problem. Excellence in after sales support is the key in ant IT industry
which not only enhance the image of company but also grow sales.HP is delivering
quality level of service which result in satisfied and happy buyer.

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CONCLUSION:
HP is in technology sector and this sector intensely based on the services that
company offers to its customer.it mainly based on augmented level of product
which standout company against competitor. As we mention that product level is
the key factor which determine how to serve customer at various level.HP normally
augment it all product by some forms of after-sales service, customer support and
supplement it by warranties and guaranties. Presently HP offering one year
warranty and free cloud storage with the collaboration with Microsoft Company.
This enhance company sales as well as reputation. The mix of communication
channels HP is using at various stage exhibiting the prudence and matureness of
its marketing department. But it can also improve its promotion on pre-purchase
stage by deploying more resources on digital media,which its already doing but
some elements like text messaging and SEO manifest lack of focus by HP.if these
form of communication utilise wisely it can engage target consumers more stickly.

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RECOMMENDATION:
 Ascend the use of digital media because segment is post-internet
generation.
 Increase the ease of access for customers to get support services or
customer related queries.
 Collaborate with information technology institutes to deliver education as
well as identified contemporary needs for new products.
 Increase the proportion of traditional media in promotion mix to cover rest of
the market.
 Expand retail outlets by renew current contract and establish new contract in
under-utilised markets.
 Enhance sponsorship of sporting and philanthropic events.
 Actively looking to reduce environmental damage from its activities and
produce energy-efficient products.
 Implement training and development programmes for employees and embed
the culture of customer focus.
 Inter-functional harmony is necessary in order to make customer-centric
strategy effective.

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APPENDICES:
TRANSACTIONAL VS RELATIONSHIP MARKETING:
“The scope of Relationship Marketing is wide enough to cover the spectrum of
marketing sub-disciplines business to business marketing, marketing behaviour,
service marketing, marketing research, marketing communication, strategic marketing
and direct marketing(sheth and parvatiyar,2000 pp.121)”
To achieve customer satisfaction, the company has to produce quality product with
reasonable pricing, and also assist them with first-class customer service. HP has
given first-class services till it get the Number 1 position for customer satisfaction
and a positive impact on its overall rating which was done by online surveys. HP also
has an online feedback form to find out the level of customers’ satisfaction. Also HP
has built good relationship with its loyal customers with benefit programmes and
discounts. Not only that to assist any problems after the purchase of product, help
and support is given through website, customer service centre and hotline. In the HP
support website, HP offers online diagnostic program, downloading of drivers and
software and etc

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Balancescore card is one whichwas proposed by“Drs Norton and Kaplan “byglobal
study conduct by banco listed 5th on top ten widely used management practices. The
main purpose of all these theory is to make companies aware that long term
engagement with customer major success factors in which even after the transaction
has done. This is shift toward transactional approach to relationship management.
Companies using multiple communication channels to engage with customer.
From above discussion it is very clear that in today hustle bustle and ever increasing
technological environment where power laid with customers, companies need to adapt
changing environment as well as increase customer satisfaction to make them strong
advocate of company.
Customer relationship management function perceive to be an important a vital
department in organization. Many author have put forward theories In order to develop
customer centric environment in organisation. which is useful to manage long term
relationship with customer by analysing data, make unstructured data more
meaningful to identify trends and relationship to better accommodate and personalise
service.CRM basically glean data from various sources such as websites ,phone calls
,web chat, live chat, social media, marketing material etc. analyse this data to improve
company interaction with customer. His tool is widely used by marketing function in
organisation in order to build rapport and long term relationship, focus is to maintain

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current customers. Customer retention is more than just giving what they expect it is
about exceed their expectation, customer centric approach required to put customer
value at centre of organisation strategy rather then put profit motive at centre of
strategy.
CORPORATESOCIALRESPONSIBILITY:
It is the key issue in 21st century.and companies putting more and more efforts
and resources to reduce environmental footprint and use resources from sustainable
sources.CSR is also a key driver to deliver strong marketing message by adhering to
the principles of CSR.
Empirical Evidence suggest that many consumer take ethical consideration when
taking purchase decision(Business and society 2001:4).environmental conscious
behaviour is good marketing signal to society.
- There is all sorts of information we can arm them with so that when it does come time
to make a purchase decision, HP is top-of-mind and they realize that HP really knows
and cares about higher education,( Kathleen Barrett, Manager, Marketing
Communications, Hewlett-Packard.)
www.hawlettpackard.blogspot.com

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HP is committed to reducing its environmental impact of business. HP manages its
energy impact by calculating greenhouse gas (GHG) emissions generated by our
operations and use of electricity.
CONTINOUS IMPROVEMENT:KAIZEN: is a Japanese approach during
1960,70s to bring continuous improvement in work place and establish customer
centric ideology.aim is to bring incremental change and embed the change culture in
every element of organisation.it is also among many initiatives which been taken to
implement customer-focus approach.
STATISTICS:
Here are some stastical evidence which HP publishes about the efficacy of its
communication tools,it can be quite helpful in order to understand the effectiveness
of each channel in market.
Newsletter
o Open rate: 20.48%
o Clickthrough: 3.86%

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- Launch results:
Email:
o Generated: 11% of subscribers
o Open rate: 14.33%
o Click rate: 1.36%
Direct mail:
o Generated: 84% of subscribers
Print insert:
o Generated: 5% of subscribers(Adam T. Sutton, Senior Reporter,july,2011)
http://www.marketingsherpa.com

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The headline from the infographic summarising the research is that digital tools are
forge with web, email and social channels used extensively via the harmonize
approach.HP also identified regarding its customer requirments through online
feedback forms and survey. By means of that, HP was also able to realise that not
everyone are capable to utilise their products hence it has created this HP
accessibility products which can be accessed by anyone including people with
disabilities and age – limitations. Some of the products under the PSG industry is

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the Mobile Speak Pocket which was made specially for visually impaired peoples.
I’m not sure why a modern integrated marketing approach wouldn’t use all of these
together though - so why aren't they all at 100% (and SEO/PPC)?
For building lists of subscribers, list purchase is still rated effective by many. This
chart shows that for large B2C brands purchase of opt-in lists is still common with
purchased prospect lists and third-party sponsorship of lists rated top for CPA by
more than a third.

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But the highest rated method of list-building by CPA was prospect lists built in-house
- this shows the effectiveness of inbound marketing to build lists via a website and
other activities used to add to an in-house list.
The report also presents a more complete review of customer acquisition channel
effectiveness - take care with interpreting this one, its bizarre - the chart is scaled to
100% but the rating of which channels were used against which were rated most
effective don’t add up to one hundred percent for each channel. For example, 65%
use Search marketing (surely higher than this) with 24% rating it the most effective -
if I’m interpreting this correctly…

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http://h20195.www2.hp.com

36. 36
REFERENCES
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 [Online]Available At:www.bestfurbishedlaptop.com

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