Hp the Computer Is Personal Again

Brand : HP computers
Company : HP
Agency : Publicis

Brand Count :146

The Indian reckoner hardware manufacture is huge and growing. The sheer size of the Indian middleclass is an ample show of the huge potential for personal computers in the land. The computer penetration in Republic of india is barely ane percent that makes the market more challenging and attractive.

Although the numbers present a rosy picture, the reality is non as rosy as information technology seems. The market is dominated by unbranded players and the computer today accept a commodity status with brands losing its relevance to a domicile reckoner buyer. This has put lot of pressure for the organised player to reduce margins and price to compete with the unbranded players. In the earlier stages of the evolution of this industry, the factors like reliability and service had given the organised players significant reward over the unorganised sector. But with the standardisation of products and the outsourced service elements becoming popular, the branded computers lost their border.
Even with the price war raging , the branded version costs anywhere between 20-30% premium over the unbranded ones.The rate at which the processors and technologies condign obsolete is forcing the customers to look for cheaper options. The rationale for the customer is elementary " The system I purchase in 2006 is going to be obsolete in 2007, hence why invest in a branded i?".

HP ( Hewlett Packard) is one of the major players in the organised market place in Republic of india. This multinational giant have around 20% share in the desktop market place. Reports suggest that HCL-the domestic thespian is leading the market place.
In this market which is typically fragmented with chances of differentiations are slim, it takes lot of innovation and marketing skill to survive. That is what HP is currently doing. In June 2006, HP launched its global marketing campaign to reinvent the personal computer industry. The campaign with the tagline " The calculator is Personal Again" is an endeavour to make a commodity again. Personal Computers or PC was what we used to call the desktops but later the term lost its amuse and we began to utilise the terms like desktops, laptops and notebooks. These terms were technical terms and was a outcome of the market becoming more mature and as a result more commoditised.Most of the campaigns past computer manufacturers were focusing on technical specifications and price offers. There were little branding efforts and almost of the campaigns were dealer ads funded partly by the manufacturers. Branding was slowly dying and sales promotions were gaining prominance.

HP'due south new initiative is to bring back the personal nature of the computers. Business organization Week in a report has detailed that this entrada is intended to position HP equally a company that truly understands how cardinal PC'southward has go to almost people's life. The entrada features a " Paw drawn graphic of a Hand" in every ads. Just select products will be highlighted in this campaign and these products will be promoted using only their striking feature. That means that the company is going back to the marketing nuts of USP, Positioning and Differentiation. The campaign has besides roped in MTV for a Advertiser Funded Plan titled " Meet or Delete" reality evidence as a part of its 360 degree brand campaign.

The print ads featuring celebrities stand out intheir designs and advice. The sheer beauty and depth of entrada makes it 1 of the most memorable marketing efforts of recent times. The campaign globally is conceived by Goodby, Silverstein and Partners for the Personal Services Group of HP.
Another beauty of the current positioning platform is the flexibility and creativity that it offers to the marketer. There is ample scope for extending this positioning to all product ranges, new products and across segments.The campaign also gives the marketer an opportunity to experiment with the production, alter its design and sometimes make mistakes all in the name of reinventing PC.

With regard to the current theme and its execution in Indian market, the ads mainly is targeted at the affluent middleclass tech savvy customers. The ordinary lot will not understand this advice considering the execution of this ad is also complicated for an ordinary buyer to understand. I am non sure whether HP is simply aiming at Premium customers ?The success of this entrada will depend a lot on how this strategy is being executed at the customer moments of truth or touchpoints. Is he going to go a personalised attending at the retail level? Volition the visitor follow this strategy with new production ranges and extend this campaign to a mass level?

Whatever be the outcome of this campaign, this will be rated as a classic marketing initiative . As a marketer, I am happy considering " Marketing is personal again"

source: businessweek, bbc,expresscomputers, agencyfaqs

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Source: http://marketingpractice.blogspot.com/2006/10/hp-computer-is-personal-again.html

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