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HP inks new strategy to please all segments

HP inks new strategy to please all segments

Author | Source: The Economic Times | Thursday, Jun 15,2006 8:18 AM

HP inks new strategy to please all segments

As PC penetration improves and businesses increase spend on IT, the printing and imaging market in India is on a roll.

To tap this segment, Hewlett Packard is expanding its product portfolio and has chalked out an aggressive marketing strategy.

The company is rolling out more segment-specific products to address the diverse printing needs of customers, ranging from home users to small and medium businesses (SMBs) as well as corporate users.

"Indian customers have specific requirements and are looking at solutions that give reliability and quality at competitive price points. To satisfy these needs, we are expanding our portfolio, incorporating more user need-based products," Raj Kumar Rishi, country manager( supplies), HP India, told ET.

"We will continue to grow as the upcountry market in India is growing fast. Call centres, SMBs and home users are using printers, which is increasing business opportunities for HP," he said. Globally, 11 trillion pages were printed in '05 and industry estimates say the figure will rise to 12 trillion by '10.

But, statistics for the Indian market are unavailable due to the presence of many small players.

Mr Rishi said recognising that some customers need only draft-quality everyday printing, like printing an e-mail or online article, HP is introducing the Simple Black version of its Black Inkjet Print Cartridge (HP 27b).

"This is an economical alternative for customers who have been using non-original cartridges and inks, offering the affordability without the potential problems," he said. The upper-end users can choose the improved version of Black Inkjet Print Cartridges (P+, HP 27a).

"HP's strategy is to address all customers to ensure that they have easy access to genuine products at stable prices," said Mr Rishi.

With the needs of medium-to high-usage customers in mind, HP will launch a selection of twin and multi-cartridge packs. HP has nearly 1,500 purchase points across India including original HP cartridge stores as well as channel partners.

"We will increase the numbers to keep pace with the growth in India," Mr Rishi added.

"These are customer-centric value propositions that make original HP supplies a better investment over third-party alternatives," he said.

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