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    HP: The Computer Is Personal Again

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    rk_kiran86
    HP launched a new marketing strategy called "The Computer is Personal Again" to differentiate itself in the commoditized PC market and regain market share. The campaign featured celebrities from different fields using HP computers without showing their faces to create an emotional connection. It increased awareness, preference for the HP brand, and sales. However, the innovative products did not receive expected customer acceptance. HP also faced challenges from competitors adopting similar strategies and not receiving expected retail partner support. Moving forward, HP planned to invest more in the corporate market and improve services.

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    HP: The Computer Is Personal Again

    Uploaded by

    rk_kiran86
    25 views16 pages
    HP launched a new marketing strategy called "The Computer is Personal Again" to differentiate itself in the commoditized PC market and regain market share. The campaign featured celebrities from different fields using HP computers without showing their faces to create an emotional connection. It increased awareness, preference for the HP brand, and sales. However, the innovative products did not receive expected customer acceptance. HP also faced challenges from competitors adopting similar strategies and not receiving expected retail partner support. Moving forward, HP planned to invest more in the corporate market and improve services.

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    HP-CaseStudy

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    HP launched a new marketing strategy called "The Computer is Personal Again" to differentiate itself in the commoditized PC market and regain market share. The campaign featured celebrities from different fields using HP computers without showing their faces to create an emotional connection. It increased awareness, preference for the HP brand, and sales. However, the innovative products did not receive expected customer acceptance. HP also faced challenges from competitors adopting similar strategies and not receiving expected retail partner support. Moving forward, HP planned to invest more in the corporate market and improve services.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    25 views16 pages

    HP: The Computer Is Personal Again

    Uploaded by

    rk_kiran86
    HP launched a new marketing strategy called "The Computer is Personal Again" to differentiate itself in the commoditized PC market and regain market share. The campaign featured celebrities from different fields using HP computers without showing their faces to create an emotional connection. It increased awareness, preference for the HP brand, and sales. However, the innovative products did not receive expected customer acceptance. HP also faced challenges from competitors adopting similar strategies and not receiving expected retail partner support. Moving forward, HP planned to invest more in the corporate market and improve services.

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    You are on page 1of 16

    HP: The Computer is Personal

    Again

    Group: Mismatch
    Team Members:
    Karthik M.N 10DM-075
    Kiran R.K 10FN-054
    Sidharth M 10FN-056
    Rakesh R 10HR-028
    Kapil Berry 10IB-036
    Murali Podile 10IB-041

    HP-The Computer Is Personal


    Again
    Case Introduction
     HP is a technology company providing a wide range of
    products and services started by Bill Hewlett and
    David Packard in 1939.
     HP acquired COMPAQ in 2002 to overtake DELL as the
    market leader for a brief period of time.
     The stock price fell more than 18% when merger was
    announced and DELL again overtook HP-COMPAQ duo
    to become market leader.
     The entire PC industry was cost driven and marketing
    strategy adopted was informational appeal.
     The PC was seen as a vessel for technology of Intel
    and Microsoft.

    HP-The Computer Is Personal


    Again
    Market Scenario
     Major players in the PC market were HP,
    Dell, Apple, Acer and Lenovo.
     Market segment consisted of individual
    consumers, small and medium enterprises
    and large business customers.
     Retail channels, value added resellers and
    Online direct sales.
     Retail Channels accounted for a large share
    of the market but online sales grew
    steadily.

    HP-The Computer Is Personal


    Again
    Market Scenario(Contd.)
     HP was more into consumer market while
    COMPAQ was into corporate or business PCs.
     The standardization of key computer
    components and the fact that the principal
    source of differentiation came from external
    technology had led to increasing
    commoditization of the PC industry.

    HP-The Computer Is Personal


    Again
    HP’s New Strategy
     Differentiation
     Customer Experience
     Global reach
     Viral component
     Cost effective

    HP-The Computer Is Personal


    Again
    Execution of New Strategy
     HP came up with the new theme of
    Computer is Personal Again.
     Campaign was launched at the
    Cannes film festival.
     HP’s ads featured achievers from
    different fields.

    HP-The Computer Is Personal


    Again
     The spots filmed the hands and bodies of
    profiled achievers and used cutting edge
    graphics along with the hand graphic Goodby
    had developed to show how they used their HP
    computers and technology. The faces of the
    celebrities remained hidden with their identities
    revealed at the very end in text.
     HP Jay-Z advertisement
     The campaign reached to non traditional
    audience through Internet ads & by pointing
    them to an online tool at hp.com/personal
    HP-The Computer Is Personal
    Again
    Marketing Communications Mix
     Advertising- Featured various
    achievers from different field
    HP received US Campaign of the
    year award.
     Events and Experiences- HP
    partnered with MTV for the show
    Meet or Delete.
    Cannes film festival
    HP-The Computer Is Personal
    Again
     Direct Marketing- Online sales
    through website.

     Sales Promotion- HP launched a


    contest in collaboration with MTV
    called the “Engine Room”.

    HP-The Computer Is Personal


    Again
    Hierarchy of Effects Model
     Cognitive Stage: Awareness and Knowledge-
    Computer is personal again campaign created
    awareness and knowledge.
     Affective Stage: Liking, Preference and
    Conviction- HP had a stable and high quality image
    which was transformed to a more trendier and cooler
    image.
    The youth were targeted.
    The “personal” factor of the campaigning created an
    emotional connect with consumers.
     Behavior Stage: Purchase- Increase in Market
    share, sales and Brand value.

    HP-The Computer Is Personal


    Again
    Challenges
     Innovative and stylish products designed
    did not receive the expected accolades
    from customers.
     Expected support was not received from
    retail partners in acquainting customers
    with new features.
     The Personal again campaign focused more
    on the consumer PC market at the cost of
    corporate market.
     Competitors were also adopting similar
    strategies like “Yours is here” campaign by
    Dell.
    HP-The Computer Is Personal
    Again
    The way forward
     Investing in specialized direct sales
    professionals.
     Concentrating more on getting deals
    from corporate accounts.
     Improvement of service sector such
    as data storage and remote service
    and support.

    HP-The Computer Is Personal


    Again
    THANK YOU!!!

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