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 competitive
Players are Lenovo, Dell, Sony VAIO, Toshiba etc
THE 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

Need for revamping advertising strategy

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 Advertising & Sales Promotion

The Computer Is
Kal Tumhara Hai
Personal Again

In both the advertisements

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

HP’s Jay Z Ad Compaq’s Shahrukh

Khan Ad

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 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 Kolkata

Features people look for in an hp laptop and PC
General age composition of footfalls in showroom

Consumer survey
Purpose of laptop
Rate laptops based on the attributes
Features people expect in laptops
Best laptops available
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 Survey Results

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 Survey Results

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 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 groups
StatistiXL: 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 By
Avneet Singh Bhatia (B07012)
Pradeep M Vasudevan (BO7026)
Pratik Gupta (B07027)