Market Research

On

The brand

Agenda

Welcome to hp Evolution Segmentation

Market

Product

Competition Tackling Competition-the “hp way” Positioning Advertising & Sales Promotion Hypothesis Survey Analysis Conclusion

Welcome to hp

World’s largest IT company (by revenue)

Head Quarters in Palo Alto, California, United States

Known worldwide for its printers, personal computers and high end severs

First financially successful product - Audio Oscillator

First BIG customer Walt Disney

Evolution

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Market Segmentation

B2B Large scale enterprises

Government

B2C SMBs

Educational Institutes Households

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Products Segmentation

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FY 2006 Revenue Break-Up

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Competition

TSG (B2B Segment) IBM and Dell are the largest competitors

PSG (B2C Segment)Fiercely competitivePlayers are Lenovo, Dell, Sony VAIO, Toshiba etc

THE GRAY MARKETTHE GRAY MARKET

Imaging and Printing Group (B2B and B2C)Canon, Epson, Samsung

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Tackling Competition-the hp way

Mergers and Acquisitions Aggressive M& A (Apollo, Convex Computers, Indigo, VoodooPC,

Compaq etc.)

Timely Innovations and Smart marketing (1940s)-High precision voltmeters. (Mid 1990s) -Online sales system named hponlineshopping.com . (1980s)-single-unit printer /scanner/fax/copier machine.

Viral Marketing efforts-Society for Parental Mind Control- controltheirminds.com

The HP way contd…..

Distribution Channel

Strong distribution network mix of retailers, re-sellers, OEMs, Independent Software Vendors(ISVs).

Through its PartnerOne programme HP set up a strong distribution channel

Positioning

Initial Positioning:

Pioneer of pin-point precisioning Positioned itself as an old player

Re-positioning:1980s - Positioned itself as the symbolic founder of Silicon Valley

Late 80s & early 90s - niche player catering to university research and business markets

Advertising & Sales Promotion

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Need for revamping advertising strategy

Advertising & Sales Promotion

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HP’s Jay Z Ad Compaq’s Shahrukh Khan Ad

The Computer Is Personal Again

Kal Tumhara Hai

In both the advertisements hp(Jay Z) as well as Compaq (Shahrukh Khan) have used youth icons as their brand ambassador

Hypothesis

“hp is trying to reposition itself as a youth brand”

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Instruments of data collection

Semi-structured email Interview with former hp country manager for SMBs, Mr. Charanpreet Singh

Is hp trying to reposition itself as a brand ‘for the youth’?

Marketing strategies for the future

Interview with 2 hp dealers from KolkataFeatures people look for in an hp laptop and PC

General age composition of footfalls in showroom

Consumer surveyPurpose of laptop

Rate laptops based on the attributes

Features people expect in laptops

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Survey Results

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Survey Results

Tests conducted

Kendall’s coefficient of concordance (Rank order test) to match perception

High degree of accordance and agreement among the rankings

A series of discriminant analysis between hp and each individual brand.

Identify the relative contributions of the variables in maximally separating the groupsStatistiXL: A data analysis add-in for Microsoft Excel.

Line diagrams to give a single view comparison

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Discriminant Analysis

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Discriminant Analysis

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Line diagram

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Conclusion

Majority of the participants prefer to go for hp for its sleek design, add-on features and trendy outlook

We found out that hp has a huge gap between itself and its nearest competitors mainly on the parameters of sleek design, brand image, young look and feel and add on features (Line diagram)

Therefore we can conclude that hp is trying to position itself as a “YOUTH BRAND”

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Powered ByAvneet Singh Bhatia (B07012)Pradeep M Vasudevan (BO7026)Pratik Gupta (B07027)