H.
P LAPTOPS
Apr. 21
TERM PAPER
OF
ADVERTISING
TOPIC:- LAPTOP (H.P)
SUBMITTED BY: MOHIT KUMAR
ROLL.NO:-RSE134A22
REG.NO: 10802036
SUBMITTED TO: Mr. BALJEET SINGH
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CONTENTS:-
INTRODUCTION TO ADVERTISING
Apr. 21
MARKETING
IMC
H.P LAPTOP
IMC OF HP
PUBLICITY
PERSONAL SELLING
DIRECT MARKETING
ONLINE MARKETING
REFERENCES
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Advertising:-
The paid, public, non-personal announcement of a persuasive message by
an identified sponsor; the non-personal presentation or promotion by a firm
of its products to its existing and potential customers.
Apr. 21
Marketing:-
The systematic planning, implementation and control of a mix of business
activities intended to bring together buyers and sellers for the mutually
advantageous exchange or transfer of products. Marketing is the process of
teaching consumers why they should choose your product or service over
your competitors; if you are not doing that you are not marketing. It’s really
that simple! The key is finding the right method and defining the right
message to use to educate and influence your consumers.
Companies make the mistake of thinking that marketing is just “one” thing,
but marketing is everything that the consumer encounters when it comes to
your business, from advertising, to what they hear, to the customer service
that they receive, to the follow-up care that you provide. It’s all marketing
and creating the decision within the consumer whether or not to choose you
initially or for repeat business.
The activities of marketing are often confused with advertising and sales,
but it is important to realize that there is a difference. To gain a greater
understanding of the differences and the roles that advertising and sales
play in marketing I have written the following articles:
After reading both of the definitions it is easy to understand how the
difference can be confusing to the point that people think of them as one-in-
the same, so lets break it down a bit.
Advertising is a single component of the marketing process. It's the part that
involves getting the word out concerning your business, product, or the
services you are offering. It involves the process of developing strategies
such as ad placement, frequency, etc. Advertising includes the placement of
an ad in such mediums as newspapers, direct mail, billboards, television,
radio, and of course the Internet. Advertising is the largest expense of most
marketing plans, with public relations following in a close second and
market research not falling far behind.
The best way to distinguish between advertising and marketing is to think
of marketing as a pie, inside that pie you have slices of advertising, market
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research, media planning, public relations, product pricing, distribution,
customer support, sales strategy, and community involvement. Advertising
only equals one piece of the pie in the strategy. All of these elements must
not only
Apr. 21
work independently but they also must work together towards the bigger
goal. Marketing is a process that takes time and can involve hours of
research for a marketing plan to be effective.
WHAT IS IMC ?
Integrated marketing communications (IMC) is a process for managing
customer relationships that drive brand value primarily through
communication efforts. Such efforts often include cross-functional
processes that create and nourish profitable relationships with customers
and other stakeholders by strategically controlling or influencing all
messages sent to these groups and encouraging data-driven, purposeful
dialog with them. IMC includes the coordination and integration of all
marketing communication tools, avenues, and sources within a company
into a seamless program in order to maximize the impact on end users at a
minimal cost. This integration affects all firm's business-to-business,
marketing channel, customer-focused, and internally directed
communications.
IMC COMPONENTS:-
The Foundation - corporate image and brand management; buyer
behavior; promotions opportunity analysis.
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Advertising Tools - advertising management, advertising design:
theoretical frameworks and types of appeals; advertising design:
message strategies and executional frameworks; advertising media
Apr. 21 selection. Advertising also reinforces brand and firm image.[3]
Promotional Tools - trade promotions; consumer promotions;
personal selling, database marketing, and customer relations
management; public relations and sponsorship programs.
Integration Tools - Internet Marketing; IMC for small business and
entrepreneurial ventures; evaluating and integrated marketing program.
1. BRAND CHOOSEN:
TOPIC: LAPTOP
SO , I choosen HEWLETT PACKARD (H.P) laptops
Hewlett Packard was founded in 1938 by William Hewlett and David
Packard and went public in 1957. HP has come a long way since then from
being an electronic instruments company to a major player in the computer
industry.
HP established its presence in India in 1988. Today, the Indian site is one of
the largest sites outside the U.S. HP has more than 30 thousand employees
in 42 locations. HP has a presence in over 350 cities in India. The HP and
Compaq merger in 2002 resulted in the creation of the largest PC company
in India with revenues of Rs. 35 billion and a combined 17 per cent market
share (more than a third of the organised market) in India. The merged
entity's market share was was more than double of the nearest competitor
New Delhi-based HCL Infosystems (eight percent).
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Apr. 21
•
• Consumer focus: Indian youth and women
• Product Focus: Technology loaded and stylish products with
connectivity and mobility not ignoring price sensitivity of Indian
market.
• Market Focus: Targeting Tier 2 and Tier 3 cities in India
• Segment focus: Large product portfolio catering to SOHO,
SMB, government and enterprise segments.
• Dual-Brand Marketing Strategy: Mass market brand like
Compaq Presario and at the same time ultimate digital
experience brand HP pavilion.
• Significant investment in R&D
• Glocalization: Adopting a global framework and adapting
locally
• Following the principle that PC’s are very personal
HP's 'Trade in Trade Out' program:-
In September 2009, HP India launched the second edition of its 'Trade in
Trade Out' program aimed at all corporates and customers in India. Season
one of the 'Trade in Trade Out' program received a tremendous response
from HP customers. Under the program, any corporate or customer can
exchange/upgrade their existing high-end large format printers in order to
help their business obtain more value from IT investments. The products
taken back are recycled to reduce the environmental impact of technology
products.
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Apr. 21 Integrated Marketing Communications:-
– The Computer Is Personal Again
HP’s campaign, to be fully implemented by the end of 2006, was a true-
global, several hundred million dollar campaign and its theme (The
Computer is Personal Again) is still going strong today, four years later.
Target Audience:-
The campaign was targeted at PC users between eighteen and thirty-four
years of age, and small to mid-size companies (Center for Management
Research, 2008).
Communication Objective:-
Throughout the campaign, HP’s communication objective was “to grow a
more profitable worldwide business through the introduction, support and
marketing of innovative products, services and solutions that will deliver
the absolute best customer experience in personal technology” (HP Fact
Sheet, 2006). The underlying objectives were to build and cultivate an
image (a brand) and to spark consumer engagement and an emotional
connection to its user.
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Apr. 21
Campaign Idea:-
The campaign idea ‘The Computer is Personal Again’ sought to position
HP as ‘the company’ that truly understands how the PC has become central
to most people’s lives and how computer’s are no longer merely electronic
devices used for bland corporate-only tasks, but a place which provides the
tools necessary to store and cultivate an individual’s expression of self
(Marketing Practice Blog, 2006).
IMC Tools And How The Internet Was Used:-
The campaign pieces together traditional (print, broadcast, outdoor
advertising), web and viral marketing elements. The majority of the
mediums and elements all drive the audience to HP’s website dedicated to
the campaign, found at www.hp.com/personal. Today the websiteexists
here: http://www.hp.com/apac/personal.
Linking television with internet:-
HP created advertising spots highlighting how celebrities (as well as
noteworthy business people along with other recognisable personalities) use
their PC’s and how their computer is personal to them. The ad spots then
linked to HP’s new ‘Personal’ site which showcased ‘hot products’, a ‘HP
Total Care’ page, as well as an ‘Extras’ page with fun (engaging and viral)
activities (like allowing the public to create their own personal versions of
the ‘hand’ television spots). It is safe to say that no expense was spared in
the creation and execution of the campaign.
Online advertising
The online campaign also included the creation of what Peter Burrows
(2006) describes as ‘striking online ads’. These ads, at first glance,
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appeared to be standard banner ads, though within seconds the ad expanded
to become a full-page feature showing a HP notebook. More than this, these
ads were strategically placed and created. For example, HP purchased space
Apr. 21 on Yahoo!’s Entertainment page and the full-page ad copy sported the
tagline: “Like you, it craves entertainment.”
ONLINE COMPAIGN :-
'31 Days of the Dragon' blogger promotion for its HDX Dragon laptop.
Here's the claimed results:
• Sales of the HDX Dragon increasing by 84%
• Overall 10% increase in PC sales
• 14% increase in traffic to HP'shpshopping.com site
What HP did was give an HDX Dragon laptop to 31 bloggers, letting each
one give away the laptop to its readers, in a week-long contest. Each day, a
new blog started a new week-long contest. HP's PR firm contacted me
about the program's results just as I was leaving for SBMU, so I didn't have
time to get much info from them about the promotion, but they did answer a
couple of questions for me: Apparently, none of the bloggers were paid to
participate in this promotion, but due to the high retail price of the laptop
($4,500-5,000), Buzz Corps did make a payment to the winners to help
them offset the taxes they will have to pay for receiving the laptop.
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Overall, the results are very impressive, but not shocking to those of us that
are active in this space. What I would like to see HP do next is use the
Apr. 21 success of the '31 Days of the Dragon' promotion as incentive to develop
stronger ties with bloggers, especially the company's blogging evangelists.
It's great to boost awareness/sales by giving stuff away, but simply taking
the time to create and cultivate relationships with bloggers and blogging
customers can work wonders as well.
Social media
HP’s campaign also features the employment of today’s current social
media platforms, such as Twitter (http://twitter.com/HPNews) and
Facebook (http://www.facebook.com/hpcomputer). Over and above basic
Facebook features, such as the use of the ‘Wall’, HP’s Facebook account
also includes a ‘Video Tips’ page and a ‘Discussion’ (forum-type) area. On
the date of this article’s publication, HP has a total of over 17,000 fans and
almost 15,000 followers on Facebook and Twitter respectively.
Hewlett-Packard and Integrated Marketing Communications Conclusion:-
In conclusion to this IMC cast study, my favourite campaign has to be HP’s
“The Computer is Personal Again.”
Through this IMC campaign, HP not only sought to gain immediate
monetary and brand results, but also redefined how the personal computer
was marketed in that day, shifting away from the industry’s bland, specs-
focused campaigns to a more human, user-focused, personal and individual
direction of campaigns, featuring ‘how people use the computer’ and ‘how
the computer has become central to the individual’s life’ not merely ‘these
are the specs you get for your money’.
PUBLICITY:-
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Apr. 21
'Go-To-Market'
Shahrukh Khan as the Brand Ambassador to promote their newly launched
'Go-To-Market' strategy for small and medium businesses (SMBs).
SRK will also be a part of HP's new marketing campaign 'Dream Bigger' as
a part of its 'Go-To-Market' strategy, under which SRK will be endorsing
HP's newly launched products. The 'Dream Bigger' campaign is a part of
the company's worldwide $300 million global marketing campaign called
'What do you have to say?'.
PERSONAL SELLING:-
It’s uncommon to see sales increase by double digits. HP had a new laptop
called Dragon. Sales were flat after trying traditional marketing. So they
decided to try another way – engaging bloggers. A quick way to do that is
to send bloggers an ultralight $5,000 laptop to give away to one of their
readers.
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Nine months after launch, the 15 pound laptop with a 20.1-inch screen and
500-gigabyte hard drive wasn’t selling that well. HP hired social media
marketing firm Buzz Corps Inc. and they brainstormed with bloggers and
HP to come up with the campaign.
Apr. 21
DIRECT MARKETING:-
Direct marketing is an excellent way to develop a relationship with your
customers and potential customers. It enables you to contact prospects and
customers directly and address their unique needs.
VehiclesExamples of direct marketing vehicles include:
• Mailings: postcards, letters, or packages
• E-mail and electronic newsletters
• Telemarketing and telesales
• Direct response advertising (ads that call the reader to action)
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REFERENCES:-
http://www.google.co.in/search?
um=1&hl=en&biw=1280&bih=677&site=search&tbm=isch&sa=1&q=
Apr. 21 hp+logo&aq=0&aqi=g10&aql=&oq=HP+
www.hp.com
www.hpstore.com
www.hpmarketingcorp.com
www.mobilecommercedaily.com/
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