assignment#1 hewlett packard

8/3/2019 Assignment#1 Hewlett Packard

1/22

G- MARC ExecutiveExcellence Program

Gargi College, New DelhiGroup number :2Case title : HEWLETT-PACKARD DISCOVERS MARKETINGCase Number : #1Date Submitted: 30

th

August, 2011Due date :10thSeptemberApoorv [email protected]


2/22

Summary

HEWLETT PACKARD DISCOVERSMARKETING


3/22

HEWLETT PACKARD

HP focuses on simplifying technology experiences forall of its customers from individual consumers to the

largest businesses. With a portfolio that spans printing,personal computing, software, services and ITinfrastructure, HP is among the worlds largest ITcompanies.During fiscal 2009, HPs operations wereorganized into seven business segments: Services, Enterprise

Storage and Servers, HP Software, the Personal SystemsGroup, the Imaging and Printing Group, HP FinancialServices, and Corporate Investments.


4/22

HP is one of the first companies to commit to the WorldEconomic Forums Global Greenhouse Gas Registry andparticipates in the following climate change and renewable

energy partnerships: Suastinable Silicon Valley (SSV), ClimateRESOLVE, Pew Center on Global Climate Change, California Climate

Action Registry Board of Directors, the PFC Reduction ClimatePartnership and the U.S. EPAs Fortune 500 Green PowerChallenge


5/22

Hewlett Packard Marketing Strategy


6/22

Management philosophyaccording to which a firm'sgoalscan be best achieved through identification and satisfactionof the customers' stated and unstated needs andwants.

The marketing concept holds that the key to

achieving organizational goals consists of beingmore effective than competitors in integratingmarketing activities toward determining andsatisfying the needs and wants of target markets

The Marketing Concept -Kotler
http://www.businessdictionary.com/definition/management-philosophy.htmlhttp://www.investorwords.com/8751/according_to.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/customer.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/goal.htmlhttp://www.investorwords.com/1967/firm.htmlhttp://www.investorwords.com/8751/according_to.htmlhttp://www.businessdictionary.com/definition/management-philosophy.html


7/22

H-P, has adopted marketing concept, it keeps on designingportable Model to be compatible with other PCs . Theseportabe designs includeBuilt in hardware and software.

Dealers were particularly pleased when H-P began offeringlarger quantity discount.

By 1987, computers and peripheral equipment accounted forover 65%of H-P sales and profits. Goverment was a strongcustomer segment and even in 1987 10% of the company soutput was sold to the U.S GOVERMENT


8/22

The 4 P's of services marketing are:-

PRODUCT(P)PRICE(P)

PLACE(P)PROMOTION(P)


9/22

- It is a tangible good or an intangible service that is massproduced or manufactured on a large scale with a specific volumeof units. Intangible products are service based like the tourismindustry& the hotel industryor codes-based products likecellphone load and credits. Typical examples of a mass produced

tangible object are the motor car and the disposable razor. A less obviousbut ubiquitous mass produced service is a computer operating system.Packaging also needs to be taken into consideration. Every product issubject to a life-cycle including a growth phase followed by an eventualperiod of decline as the product approaches market saturation. To retainits competitiveness in the market, product differentiation is

required and is one of the strategies to differentiate a productfrom its competitors
http://en.wikipedia.org/wiki/Mass_producedhttp://en.wikipedia.org/wiki/Mass_producedhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Market_saturationhttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Product_differentiationhttp://en.wikipedia.org/wiki/Market_saturationhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Product_life-cycle_theoryhttp://en.wikipedia.org/wiki/Computer_operating_systemhttp://en.wikipedia.org/wiki/Razorhttp://en.wikipedia.org/wiki/Motor_carhttp://en.wikipedia.org/wiki/Hotel_industryhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Tourism_industryhttp://en.wikipedia.org/wiki/Mass_producedhttp://en.wikipedia.org/wiki/Mass_produced


10/22

The price is the amount a customer pays for the product. Thebusiness may increase or decrease the price of product if otherstores have the same product

Place represents the location where a product can bepurchased. It is often referred to as the distribution channel.It can include any physical store as well as virtual stores onthe Internet


11/22

Represents all of the communications that a marketeer may use inthe marketplace. Promotion has four distinct elements:advertising, public relations, personal selling and sales promotion.

A certain amount of crossover occurs when promotion uses the

four principal elements together, which is common in filmpromotion. Advertising covers any communication that is paid for,from cinema commercials, radio and Internet adverts throughprint media and billboards. Public relations are where thecommunication is not directly paid for and includes press releases,sponsorship deals, exhibitions, conferences, seminars or trade

fairs and events. Word of mouth is any apparently informalcommunication about the product by ordinary individuals, satisfiedcustomers or people specifically engaged to create word of mouthmomentum. Sales staff often plays an important role in word ofmouth and Public Relations
http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Personal_sellinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Advertising


12/22


13/22

OrientationVery early in the history of HP, became clear. Shortly aftercompleting their first year in business, Bill and Dave agreed that allemployees should share directly in the future success of the company.(vision, mission, policies) In 1940, the young company made its first charitabledonation - $5 to local charities. The same year, the company paid its first bonus to

employees, a $5 Christmas bonus, and adopted a production bonus. (tactical)These programs became the basis for the company-wide profit-sharingplan that commenced in 1962. (emergent strategy) Subsequently, Mr.Packard and Mr. Hewlett decided to provide catastrophic medicalinsurance, host regular parties and picnics for the employees and usefirst names to address employees, including themselves. In 1948, HPimplements an insured pension plan for all employees with a minimum of fiveyears service with the company. That year, Dave began what would become nineyears of service on the Palo Alto school board. The founders believe that HPhad a responsibility to be a good corporate citizen.


14/22


15/22

HP has customers in every arena of the business world. To getthe most out of its customers, the company began using the

consumer as a guide to its small business and corporateinitiatives. Their customers have shown a marked enthusiasmfor this approach, which in turn has given HP more qualifiedleads and business partners. This strategy allows the companyto be led by the customer.

For computers:-


16/22

The Current Strategy for Hewlett - Packard

According to Barney Beal's 2004 article, HP's new approach was developedto deal with the 86 marketing departments in use at the time of the

merger. When the merger occurred, it created a series of internalproblems. HP had to deal with multiple platforms, legacy systems anda lack of continuity among its marketing departments. Eachdepartment had separate budgets and resources, leaving the company

with no idea of the marketing focus or the total amount spent onmarketing. The new strategy allowed the company to focus on a

results-based, data-driven model. The aim of this strategy was to givethe new company a single language that enabled parts of the marketingcampaign to be integrated.


17/22

Similarly the way H-P focused on consumers, carcompanies also focused and offer double warrantyschemes and by making promises of 24/7 service andassistance. And by making the latest hardware andsoftware inbuilt in the system at reasonable price that willsurely attract the customers.


18/22


19/22

Maruti Udyog Limited (MUL), was established in Feb 1981through an Act of Parliament, to meet the growing demand of apersonal mode of transport caused by the lack of an efficient

public transport system. It was established with the objectives of -modernizing the Indian automobile industry, producing fuelefficient vehicles to conserve scarce resources and producingindigenous utility cars for the growing needs of the Indianpopulation. A license and a Joint Venture agreement were signed

with the Suzuki Motor Company of Japan in Oct 1983, by which

Suzuki acquired 26% of the equity and agreed to provide the latesttechnology as well as Japanese management practices. Suzuki

was preferred for the joint venture because of its track record inmanufacturing and selling small cars all over the world.


20/22

Support your customers through the entirecustomer life cycle

All customers are not created equal. Some represent a reliablesource of profitable revenue; others do not. You must strike a

delicate balance, especially in your contact centersreduce thecost of attracting, retaining and rewarding your best customersand improve the customer experience to create loyal and satisfiedadvocates.

HP CRM Services provides efficient, effective services that let you

recruit, retain and reward your best customers anywhere in theworld. We transform your customer contact center into a revenue-generating, multichannel customer retention center. We processand fulfill orders in direct-to-consumer operations.


21/22

We have the services you needautomatic call distribution,interactive voice response, workforce management, qualitymonitoring, knowledge management and all the rest. CRMManaged Services lets you:

Improve customer satisfaction, retention and share of walletBetter support customer needs and preferencesGain flexibility and scalabilityImprove agent morale and retention by using leading toolsEnhance brand recognition and equity

Mitigate operational risks and better manage compliance withpolicies and regulations


22/22

assignment#1 hewlett packard

Documents