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Don't Worry, Be HP (PDF)

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  • 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

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