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 Sh