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Hewlett-Packard aggressively woos millennials with new devices

14-February-2014
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Hewlett-Packard aggressively woos millennials with new devices

The personal computer market in India is facing a stiff competition from tablets and smartphones. However, manufacturers still have strong faith in the personal computer business. With a multi-prolonged strategy, Hewlett Packard (HP) has created a huge impact on the consumers. PC as a category has started penetrating into the B and C towns as well and people have started realising the power of a PC from an education, business and communication perspective.

In order to fill the gap and ensure enhanced performance and maximum mobility, Hewlett-Packard launched HP Slate6 VoiceTab and HP Slate7 VoiceTab, plus four new mobile devices for the new generation especially engineered for the way they multitask and stay connected.

According to Ranjivjit Singh, Head - Marketing, PPS, HP India, The HP Slate VoiceTab series are slim and light tablets with voice calling capability, powered by a quad-core processor running on Android 4.2.2 (Jellybean) Operating System and offers 3G connectivity with Dual SIM convenience. “This kind of a tab is large enough to do official work, play games and small enough to make phone calls. We have got some exclusive offers on this also along with the HP Connected Music,” he said.

The brand has started shedding off the corporate image tag and wants to be seen as a more cool and youth-oriented brand. They have started shifting focus on more and more consumer devices particularly targeting the style conscious youth. The brand is also shifting its marketing focus to the young generation of consumers to become a lifestyle brand. Singh feels that the ‘Millennials’ or the youth have created a lot of waves in the country. They have courage to stand up for what they believe. “We need to tell inspiring stories to the youth and for that we need a role model hence we roped in Deepika Padukone as our brand ambassador. She seems to be a perfect fit because she is dynamic and very well connected with youth. She has been reinventing herself all the time just like HP that is continuously reinventing itself,” Singh said.

However, it is often believed that celebrity power doesn’t create a major impact in a category like computers. But Singh believes that one has to be very careful before appointing any celebrity for a brand because he/she should be related to the brand. The fit has to be right to create the desirability, pull and the premiumness for the brand.

The brand will be launching an integrated marketing campaign across print, TV, outdoor and digital. They will also launch a TVC around the ‘more than a tablet and smarter than a phone’ theme. The brand has created a hashtag #talk big perform bigger on social media and has asked people to share their performances. The contest got immense response from the online community.

Singh stressed on the importance of experiential marketing and establishing connect through music. “We are part of the YouTube FanFest starting from 1st March. We are going to be addressing the millennials through that channel. Users want a mix of technology and entertainment and HP is providing that to the consumers,” Singh said.

On the pricing strategy, he added that HP has always been about providing good value to the customers. He promises an exciting year ahead for the customers by establishing the mobility portfolio and the next generation portfolio that goes much beyond the voice tabs.

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