J-MAT Award 21

...

+=

1. 4 ( 084-011-4193)

2. 4 3. 4 4. 4 5. 4 6. 4 7. 4 8. 4 9. 4 10. 4

Executive Summary 1 PESTN Analysis 2 Company 3 Competitor Analysis 4 Customer Analysis 6 Cost Analysis 8 Customer Insight & Big Idea 9 SWOT & TOWS Analysis 10 Marketing & Financial Objectives 11 Alternative Plan 11 STP Analysis 12 Strategy Map 14 Holistic Marketing Strategies

Product & Service Strategies 14

Price Strategies 15

Channel Strategies 16

People Strategies 17 CRM 18 CSR 18 Integreted Brand Communication (IBC) 19

Phase 1 : Why Worry? 20

Phase 2 : Dont Worry, Be HP 22

Phase 3 : Kick off your worry 24

Phase 4 : Dont Worry, we are HP 25 KPI 27 Gantt Chart 28 Financial Statement 29 3 Years Plan 30

Executive Summary

HP

,

Deskjet Ink Advantage

(End

User) (Influencer)

(Customer Insight)

Big Idea Dont Worry, Be HP

Big Idea

Product & Service Strategies, Pricing Strategies,

Channel Strategies, People Strategies, CRM CSR (Integrated Brand Communication)

IBC 4

Why Worry?

Dont Worry, Be HP HP Desk Jet Ink Advantage

Kick off your worry HP Deskjet Ink Advantage

Dont Worry. We are HP community HP online offline

HP Deskjet Ink Advantage

Insight

Loyalty HP Community

1

Situation Effect (Opportunity/Threat)

Politic

Economic

..2555 ..2554 .. 2555 GDP

IT .. 2555 IT

..2555

..2554

IT

Social

"value for money"

HP

Convenience-oriented

Collectivism Influencer Cloud Computing

Cloud Computing

Technology

Social network Social Social Network

2

Media share

Feedback Feedback

Nature

Global Warming

(Paperless Trend) Tablet PC Cloud Computing

HP Professional IT Desktop PC Notebook HP Deskjet Ink Advantage HP (Ideal Life) Ideal Life IT HP mass (HPs Partner)

(Education Segment) HP HP Attention HP

Company,

3

CISS

Pro

du

ct

HP Deskjet Ink Advantage k109g (print only)

Deskjet Ink Advantage k209g (All-in-One)

Hp 703

4

Canon IP 2770 (print only)

Canon MP287 (All-in-One)

Epson ME32 (print only)

Epson ME340 (All-in-One) Comax B InkTec Nano A Inktec 100ml.

PIXMA Ink Efficient E500 (All-in-One)

pixma88 pixma98

Epson L100 (print only),

Epson L200 All in one 1 4 4

Bra

nd

ing

IT

4

Pri

ce

- K109g : 2,790 - K209g All-in-one : 3,690 - : 320 ( : 0.53) - : 320 ( : 1.81 )

- Inktec 100ml. 200 - Comax100ml. 140 + 700-2,000 ( )

PIXMA Ink Efficient E500 : 2,790 - : (PG-88) 390 ( : 49 ) - : (CL-98) 390 ( : 98 )

- L100 : 5,290 - L200 : 6,290 - : 250 ( : 6.3) - : 250 ( : 11.5 )

Ch

an

n

el

online

IMC

Facebook fan page http://www.facebook.com/#!/HP

Website http://itidea.tarad.com/product.detail_697977_th_4055050

Facebook fan page https://www.facebook.com/#!/canon.thailand?sk=photos

Road Show

- Facebook fan page https://www.facebook.com/#!/EpsonExceed4All

Pe

op

le

HP Real user

Celebrity endorsement

5 CISS

(Consumer Insight) /

1. (Problem Recognition)

6W 1H (Habits)

In-depth Interview 30

Face-to-face Questionnaire 150

Purchasing Process

Canon, Epson HP Canon, Epson HP (55% ) Canon Epson (45% )

(Education segment)

IT 61%, 32%, 4% Tesco Lotus / BigC 3%

: / : /

71% 29%

1. (54% ) 2. (46% ) Point of purchase

Who

What

Where

When

Why

Whom

How

6

2. (Information Search)

3. (Evaluation of Alternative)

Brand

4. (Purchase Decision)

5. (Post-Purchase Behavior) Loyalty

Point of Purchase

pantip, IT Blog

1 2 3

1.

Cognitive

Affective

Conative

POP

2. ,

Cognitive Affective Conative

POP

7

HP 3690

! 2000

Total

HP 3690 6 x 320 = 1920 - - - 5610

CISS 2000 4 x 100 = 400 6 x 300 = 1800 1500 6(100) = 600 6300

pantip

Cost Analysis HP 3 100 HP 6 320 ( 2 ) HP 3 s 4 100 2

300 1500 100 HP

HP

HP 12.3%

8

Deskjet Ink

Advantage

Outstanding

Quality

0% problem

Dual-Drop Volume

3

Emotional Benefits

Attribute Product Related

Functional Benefits

Dont Worry, Be

(Customer Insight)

(Big Idea) Dont worry, Be HP HP Deskjet Ink Advantage insight

9

STRENGTHS 1. HP 3

HP 2.

3. First mover advantage

Multifunction , All-in- one ePrint

4.

WEAKNESS 1. HP

HP

2. HP 3.

OPPORTUNITIES

1. Paperless ( )

2. IT

3. HP

4. Social Network Internet

SO Strategies /

HP

WO Strategies /

HP

(Brand Relevant)

THREATS

1. HP

2.

3.

4.

5. (Cloud Computing) IT Tablet Smartphone

ST Strategies /

HP

WT Strategies /

SWOT & TOWS

Analysis

10

1. () HP Ink Advantage HP

2. HP HP Ink Advantage

3. 25% 50% 12 4. HP Top of mind

HP

Marketing Objective

2554 100 150 2555

Financial Objective

HP Ink Advantage

HP Deskjet Ink Advantage HP Deskjet Ink Advantage

HP Ink Advantage HP

11

S Segmentation (Usage Level) 1. High volume printing 100

Canon Epson (Non-

User) HP (HP-User)

2. Low volume printing 100 2

Functional Benefit

HP

Insight

Emotional Unmet Needs

HP Ink Advantage

HP

Key Message

12

Canon Epson (Non-User) HP (HP-User)

T Targeting , /

1. HP Brand Perception

2. Canon Epson

P Positioning

Insight

Insight HP Ink Advantage HP HP : (Image) HP Professional IT HP IT / : Emotional Benefit

Professional Image Fashion Image

Economical

CISS

Carefree

13

PRODUCT

Dont Worry, Be your own style HP Deskjet Ink Advantage HP

Holistic Marketing Strategies Product & Service Strategies

Holistic Marketing

Strategies

Strategy

Map

Strategy

Map

BIG IDEA!!!!

Dont Worry, Be HP

People

Strategy

Trade

Promotion

Channel Strategy +

+ Sale Driven

Brand

Preference

Marketing

Activities

Phase 1 4 + CRM

+ CSR

4th Marketing

Objective

Financial Objective

+ 3rd

Marketing Objective

Financial

Objective

Media

website Facebook

+

+

Integrated

Integrate

d Brand

Commun

ication

Brand

Preference

Brand

Preference

1st Marketing

Objective

Top of Mind

Financial Goals

Perception +

Awareness

14

Price

Strategy

Channel

& E-

Channel

Product

Strategy

Product

& Service

Strategy

Integrated

Brand

Communication

Integrated

Brand

Communication

Integrated Marketing

IntegratedMarketing

HP Ink Advantage HP Dont Worry Packaging Packaging packaging packaging recycle HP

recycle packaging HP (Green Company)

SERVICE Dont Worry Hotline

Dont Worry Hotline 24 HP Dont Worry Hotline Dont Worry Online Consultant

online 24

Customer insight HP HP Best Priced HP Deskjet Ink Advantage Lowest total cost of ownership HP

Price Strategies

HP Awareness HP (Core Value) IBC Sales Promotion HP

15

HP Deskjet Ink Advantage HP Ink Advantage

Bundle HP Ink Advantage Package 1. HP Ink Advantage 2. HP

Existing Channel Development

Dealer Relationship Management HP HP HP

Create HP Premium Shop HP Premium Shop Dealer HP

10 HP HP Conner ( HP) ,Credit term , Special Gift Set HP Dealer HP

Seminar & Workshop with Dealer HP Workshop

Dealer Dealer HP HP New Channel Development

HP Station HP Education Segment

awareness HP HP Station 2 HP Store HP ,

Channel Strategies

Dont worry Set

16

HP Community IBC Strategies

HP Partner Store HP Partner Store Dealer HP HP IBC Strategies

Vending Machine McDonalds 24hrs McDonalds HP Ink Advantage HP HP HP

HP Salesperson

IT HP

HP HP Ink Advantage, HP Ink Advantage

HP

HP Service Mind IT Specialists as influencers

HP

People Strategies

17

Workshop IT Specialists IT Specialists online media youtube workshop IT Specialists

CRM Loyalty HP

HP Member Club HP Partner Big C, IT City HP Member Club 3 HP Station HP Coffee shop, internet wi-fi print 150 E Privilege SMS

CRM

CSR

Save the world

HP HP HP HP

HP 5 HP HP Deskjet Ink Advantage facebook fanpage HP

Care to share

HP HP HP

HP HP HP HP Deskjet Ink Advantage facebook fanpage

18

HP Ink Advantage

HP Ink Advantage Big Idea

4 phase

Why worry? Dont Worry,Be HP Kick off your worry Dont worry, we are HP

Objective

HP

HP Ink Advantage

touch points

community

Activities

Worry Model

Worry Poster

Modified Bus

New Leaflet

HP Channel in Youtube

Spot Radio

Happy Model

Happy Poster

HP Event Day

HP Road Show

Augmented Reality Game

HP Station

Social Network

Timing

Awareness / Interest Search/ Information Experience/Action Share

19

1. , , , ,

2. Worry Model : : Model Social Network Model Insight Insight Model , BTS, MRT, Model Model " 2 " Model "! " , Supermarket, Lifestyle Mall,

IBC Strategies

Phase 1 (Why Worry?)

20

" " Model " "

: : 4,900,000 Worry Poster

: : Poster Poster Poster , , Poster ", " poster , , , Superstore, Lifestyle Mall Poster " : - : 2,300,000 Modified Bus

: : wrap : - : 3,900,000

21

New Leaflet

: : HP IT Mall, , Event, Boot Road show : : 700,000

1. HP 2. HP Ink Advantage

HP Channel on Youtube : : Youtube - , HP Ink Advantage : , : 150,000 Spot Radio

: , HP Ink Advantage : Spot Radio 2 Spot Radio 2 HP Ink Advantage HP Ink Advantage : , , : 1,100,000

Phase 2 (Dont Worry, Be HP)

22

Happy Model : HP Ink Advantage : phase1 Model HP Ink Advantage Model phase1 Model HP Ink Advantage "" Model "" Talk of the town : : 4,900,000 Happy Poster

: HP Ink Advantage : phase1 Poster HP Ink Advantage " 3 " HP Ink Advantage 3 : : 3,000,000

HP Event Day

: ,

23

1. HP Ink Advantage 2. HP Ink Advantage

HP Road Show : HP Ink Advantage : Road Show Theme HP Road Show Dont worry, Be HP HP Road Show Dont worry guy & girl Road Show Local Presenter Partner store HP Ink Advantage HP HP Ink Advantage ,Super store Lifestyle mall Sale Promotion Back to school

: event Park Paragon Check In Like Facebook Fanpage HP Ink Advantage , , HP HP HP

: : 5,000,000

Phase 3 (Kick off your worry)

24

: : 9,400,000

Augmented Reality Game

: HP Ink Advantage, HP : application smart phone download website Augmented Reality (AR) HP Ink Advantage Facebook : : 80,000

1. HP 2. (Evangelist)

HP Station

: HP Community (HP Evangelist)

Phase 4 (Dont worry, we are HP)

25

: HP Station awareness Community HP modern HP HP Station HP Store HP HP member club 150 workshop - HP HP HP Station HP Station HP Station HP HP Top of mind HP

: : 720,000

Social Media

: HP Ink Advantage : HP Ink Advantage IT HP HP : : 40,000

26

Marketing objective Tool KPI Goal

Aw

are

ne

ss

(Awareness)

- IBC phase 1 2

-

- HP Deskjet Ink Advantage -

Se

arc

h

- -

- New trend of searching information - HP Channel on Youtube

- - - View youtube

- Search Engine - youtube 200,000

view/

- 80

Co

nsu

lt

- Dont Worry Online Consultant - Dont Worry Hotline - IT Specialist - HP Salesperson

- Consult - online consultant - Call center

- 50 - 80 - call center 100,000 /

Bu

y

- IBC Phase 3 - Dont Worry, Be your own style - Dont worry set - Privilege - New Channel - HP Salesperson - Roadshow

- - -

- 50 - 80 - 80

Co

mm

un

ity

- - -

- CRM - Workshop -Member Card -IBC Phase 4

- - Mind Share - -

- 80 - Top of mind - member 200,000 / - Facebook 400,000 share/

KPI

27

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Don't Worry, Be your own style 1,000,000

Don't Worry Packaging 1,000,000

Don't Worry Hotline 40,000

Don't Worry Online Consultant 80,000

Price Don't Worry Set 1,000,000

IT Specialists 1,000,000

HP Salesperson Development 900,000

Existing Channel Development

- HP Premium shop 2,000,000

- Seminar&workshop for dealer 400,000

New Channel Development

- HP Station 6,200,000

- HP Partner Store 4,320,000

- Vending Machine 4,000,000

CRM HP Member Club 1,000,000

Save the World 250,000

Care to Share 250,000

IBC

Worry Model 4,900,000

Worry Poster 2,300,000

Modified Bus 3,900,000

New Leaflet 700,000

HP Channel on Youtube 150,000

Happy Model 4,900,000

Happy Poster 3,000,000

Spot Radio 1,100,000

HP Event Day 5,000,000

Kick Off Your Worry HP Roadshow 9,400,000

Augmented Reality Game 80,000

HP Station 720,000

Social Media Integration 40,000

59,630,000

Product & Service

Total

CSR

Why worry ?

Don't Worry, Be HP

People

Channel

Don't Worry, We are HP

Budgetstrategy ActivitiesNov DecOctSepAugJulJunMayAprMarFebJan

28

Gantt Chart

200 300 400 500 600 700 800 900

1,000 1,100 1,200

2555 2556 2557

Mill

ion

s

2555

()

2556

()

2557

()

1,704 1,874, 2,062

426 469 515

852 975 1,093

HP ink Advantage

383 439 492

(F) 2555F() 2556F() 2557F()

sale 383 439 492 cost of good sold 115 132 146

gross 268 307 344

60 - -

208 - -

4.47 - -

29

Financial statement

years Plan 2554 1,200 2555 10% 1,320 HP Market share 25 % HP 330 segment Deskjet ink advantage 45 % HP

segment 148.5

Dont worry,be HP Market share 50 %

Holistic Marketing Strategies

Key Message HP

sales promotion Road show HP

DeskJet Ink Advantage HP DeskJet Ink Advantage

383 4.47 3 HP

community

4.47

Our Future Target Market

HP Key Messages HP Loyalty HP HP HP HP HP HP

Upcoming Activities

30

3 years Plan

Roadshow (20,050,000 ) HP

Dont Worry Guys & Girls

Expanding HP Station (17,600,000 ) HP Station HP HP Station IT Service Center Community Center HP User

Expand Vending Machine and continuous Relationship with McDonalds (32,000,000 )

HP Ink Vending Machine

HP McDonalds

Paperless Trend (2,000,000 ) HP Print Ads,Leaflet Out Of Home media