Download - Hewlett-Packard Marketing Campaign_HP
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Market Analysis
• The Thailand Inkjet industry value 140.072 million Baht in September 2011 with 8.8% growth rate
• printer users choose CISS 63% for Non CISS is 37%. From the total Inkjet market (1.367million units)
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Market Need • Who is using the product?
-Mostly female students with a bachelor degree
-Income less than 10,000 Baht
-Their family has an influence in making purchase decisions.
• Why do they use the product?
- “Quantity over quality" that is they prefer to use (CISS) ink tank system rather than authentic branded ink cartridges is because the prices are cheaper.
• When do they use the product?
-To print a lot of worksheets and project reports of their university work.
• How is the product used?
-It should take the bare minimum operating time and print out smoothly with a fast speed.
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External Environmental Analysis: (PESTEL)
• Political
• Economic
• Social
• Technology
• Environmental
• Legal
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Competition Analysis
Canon EPSON Brother
Target Market Served
Trendy Life Style market Economic printing Support SME market
Promotion -“Flight to Old Trafford” : Lucky draw for tour package BKK-UK with Manchester United VS Liverpool football ticket
-Discount 1,300 Baht for student who show the student ID card for buying Printer
-“At Your Side” : get 50% discount for cartridge when buy Brother Printer
Service - Register the customer warrantee online -Canon Hot line
- Register the customer warrantee via Epson website -Facebook fan page -EPSON Hotline
-Service center in all provinces in Thailand -Hot line
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Canon EPSON Brother
Strength -Brand recognition -“Be Trendy Be Canon” With a cloud technology called Canon PIXMA Cloud Printing
-High printing quality with 5760 x 1440 dpi -There is EPSON genuine ink tank
-Support SME to help organizations manage the cost of operations -There is consulting business
weakness -Price quite high compare with its quality
-EPSON print head is sensitive and also easy to get blocked and clogged
-There is some model has problem with MAC -Paper is easily jammed
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Product offering
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Destjet A4
DJ 2050 all in one DJ 1050 all in one DJ 2000 DJ 1000
Photosmart A4
HP Envy AIO PS 7510 AIO PS 6510 AIO
PS 5510 AIO
OJ and OJP A3
OJ 7500A OJ pro K8600 OJ pro K8600
OJ and OJP A4
Mobile 100 OJ pro 8100
OJ 6000
OJ and OJP A4
OJP 8600 Plus eAIO
OJP 8500A eAIO OJ 6500 A Plus
OJ 350 A OJ J4660 AIO OJ 4500 All in one
OJ 4500 desktop
Price: 1,290 - 2,290 Baht
Price: 3,200 - 9,900 Baht
Price: 6,900 - 12,900 Baht
Price: 3,590 - 10,900 Baht
Price: 2,990 - 12,900 Baht
HP Printer Line
Up
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Competitors Positioning Map
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Marketing Strategy
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Mission
- Customer Loyalty - Profit - Market Leadership - Growth - Employee Commitment - Leadership Capability - Global Citizenship
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Marketing Objectives
- to increase their market share for ink- jet printers 25% to 50%
- Increase the sales of ink-jet printers up to 50% and also encourage consumers to use authentic HP ink cartridges
- Make an effort to change consumer perceptions
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Financial Objectives
• To gain sales growth at 10 %
• To achieve the marketing objective
• To manage the budget in IMC to get the most efficiency outcomes
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Positioning
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Product Name: HP Deskjet Ink Advantage K109G, K209g Logo: Has not evolved much over the years Campaign Logo: Based on theme “Solve your Life” Original Slogan: HP invent: They are an innovative bran Packaging: Simple and elegant Product:
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Pricing Strategy: (Penetration)
1.) HP DeskJet Ink Advantage Printer – K109g @ 2,900 Baht 2.) HP Deskjet Ink Advantage Printer – K209g All-in One @ 3,900 Baht
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Distribution: •Official Resellers: 509 stores throughout Thailand •Retail Corporations: Power Buy = 64 Branches Power mall = 8 Branches E-Commerce:
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Sales Force:
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TVC 1: Join the Jigsaw
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TVC 2: The Jigsaw Detective
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Print ad: Missing Pieces
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Print ad 2: Jumbled Words
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Building Wrap
Phone Booths
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Transit Ad
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Online Collage
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Website Banner: Horizontal
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Website Banner: Vertical
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E-Newsletter Online Facebook Game
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Photography Contest
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YouTube Music Video Twitter Skins
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YouTube Music Video
Crystal Solutions
Crazy Cartridge
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Build a School
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Contest: Giant jigsaw Premium: To give at contest
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Sweepstakes
Loyalty Card
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