Apr. 21

H.P LAPTOPS

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

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.

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

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 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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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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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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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

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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, 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 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

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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.

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

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.”

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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:-

'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?'.

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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.

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.

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=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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