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HP to leverage its positioning as a lifestyle computing brand

HP to leverage its positioning as a lifestyle computing brand

Author | Pallavi Goorha | Monday, Dec 15,2008 7:12 AM

HP to leverage its positioning as a lifestyle computing brand

Continuing with putting the ‘personal’ back into personal computing, Hewlett-Packard has chalked out a future marketing strategy that involves leveraging its positioning as a lifestyle computing brand. Personal technology isn’t just a marketing term, it’s a reality of life today, this is what HP aims to highlight. Moreover, women as HP’s target consumers would continue to be the company’s focus for the year 2009.

Shubhodip Pal, Head of Consumer Marketing, Personal Systems Group, HP India, explained, “HP’s advertising strategy in digital, print, electronic is that the company follows a dual-brand marketing strategy that has redefined the Indian PC market space. HP targets the mass market with India’s leading brand category in the personal computing space, Compaq Presario, and the cosmopolitan niche segment of the users are targeted with HP Pavilion that promises the ‘Ultimate Digital Experience’ to its users through its lifestyle computing product portfolio. Our advertising strategy is directly in line with our target audience in these two categories across all media vehicles. We are high significant, high spenders in advertising, but as a company policy we can’t disclose our advertising spends.”

Pal further said, “Personal technology isn’t just a marketing term, it’s a reality of life today. Intensive marketing research has shown that children play an important role in influencing process of a brand, therefore, going forward we will be targeting them in a more focussed way. Youth will continue being an important target audience for us and we will continue catering to them by introducing innovative offerings for them across both brands.”

“Also, women as our target consumers will continue to be our focus for the year 2009. Form and factor and designs and innovations will be aimed at keeping the women users happy, as they see laptops as an extension of their style statement and not mere functional devices. As the market leader in the PC space, HP enjoys a clear brand preference – that stems from our countless innovations that have not only made computing simple and enjoyable, but have opened up unlimited digital lifestyle possibilities and we will continue to do so even in the future,” he added.

Regarding the economic slowdown, Pal said, “I do not see smart advertisers’ spirits being hindered by the slowdown. Plus, it is great time to further increase your market share and leave the competition even far behind and maintain brand leadership in the industry. TV, print and online are our primary media vehicles, and how we strategically use each medium to complement each other keeping the business objectives in mind, is the way to tackle the times ahead. Cutting back on advertising spends during a slowdown is the easiest thing to do, but I firmly believe that in good times, everybody wants to advertise, but in bad times you have to.”

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