Published by MBA Skool Team, Last Updated: March 26, 2017
Marketing Strategy of HP analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on HP marketing mix, help the brand succeed.
HP marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the HP Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
HP Product Strategy:
The product strategy and mix in HP marketing strategy can be explained as follows:
HP, earlier known as Hewlett-Packard, is a leading computer hardware & software company. HP Inc. produces hardware like personal computers and printers. The categories of products offered by HP in its marketing mix are as follows:
• Laptops / Tablets
• Digital cameras
Various printers offered by HP include Black and White Laser Printers, Color Laser Printers, Inkjet All-in-One Printers, HP Designjet Large Format Printers, HP Indigo Digital Presses, HP Latex Printers & Network Print Server. Computers are further divided on the basis of usage, viz. High volume, office and personal. HP personal computers consist of the following brands. HP Omnibook, Compaq Presario, HP Envy, G series, HP Mini are the more popular brand of computers. Tablet computers include brands like HP Slate, HP TouchPad, HP Omni 10 and HP Stream. Other than the above mentioned it also produces digital camera pocket computers, workstations and servers.
HP Price/Pricing Strategy:
Below is the pricing strategy in HP marketing strategy:
HP has a very in-depth product portfolio and hence a very diverse pricing range in its marketing mix.
It operates in computers, printers, workstation and servers only but within these categories also the product depth is high. So many variations to suit the needs of businesses. HP follows fair pricing strategy, it charges for the quality and expertise it gives in the field of hardware and software. HP fights with competition based on its quality regime and supreme performance and after sales services. Newer products with latest innovative technologies are priced at a premium and as competition enters the prices are reduced gradually.
HP Place & Distribution Strategy:
Following is the distribution strategy in the HP marketing mix:
HP is a global brand and it has its presence all across the world. With its products & services, HP is present in more than 170 countries worldwide. HP sells its products both directly and indirectly. It has exclusive stores of HP and also multi-brand store where it is available. HP has a presence on online portal as well products can be bought directly from websites or from other shopping websites. It has a lot of partners which can be located through its website who sell HP products. HP is known to have presence of service centres most cities making post sales services easily accessible. Its subsidiaries are located around the globe. HP remains in touch with all parts of its supply chain, viz.
logistics, middlemen, suppliers, manufactures, etc.
HP Promotion & Advertising Strategy:
The promotional and advertising strategy in the HP marketing strategy is as follows:
HP uses 360 branding in its marketing mix for creating brand awareness. HP ad campaigns are spread across different media like TV, newspapers, magazines, website, billboards etc. HP has a campaign called One Voice, this campaign was designed to resonate the image of HP as one stop solution to hardware and software needs. The campaign was successfully integrated to its website and outdoor campaign as well. HP also has an exchange program which allows to exchange old products for new. Other than regular discounts, sometime HP has offered some services for free for a period of time in order to promote HP. HP has also played the sponsor in many sports like formula one and Premier League Club. Hence, this gives an insight in the marketing mix of HP.
About HP (Hewlett-Packard):
HP, earlier referred as Hewlett-Packard, is an American global company. It deals in information technology, consulting, software and hardware, etc. The company was setup by William Hewlett and David Packard in Palo Alto, California in the year 1939. In November 2015, the company split into two as HP enterprises and HP Inc. In these seventy-eight years HP had acquired a lot of companies to gain leadership in its industry.
Some of the companies acquired were Apollo Computers, Compaq, Convex Computers, etc. Due to these acquisitions HP overtook Dell in terms of market share in personal computer industry.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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