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HP on a brand building exercise, to launch ‘Just for Kids’ printers

04-May-2002
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HP on a brand building exercise, to launch ‘Just for Kids’ printers

HP is on a brand building exercise for its printers. The game plan is to treat printers just like any other consumer durable and opt for the worldwide ``customisation'' strategy to help top-of-the-mind recall.

Worldwide, HP has a customisation initiative in which the company launches limited editions of printers for specific target communities based on age, gender, professions and usage patterns.

The newest such initiative born out of India is printers for children in the age group of 5 to 12. The `Just for Kids' programme will launch throughout the country starting May 6 to coincide with the school summer holidays.

According to company sources, Children of this age are more IT savvy, a big influence in buying decisions in homes, like to be creative and like vibrant colours. The `Just For Kids' entry-level HP Deskjet 656c is a multi coloured printer with plastic moulds in red, blue, green and yellow.

Visual appeal apart, the company also caters to the creative urge by offering an A4 size page of stickers with Walt Disney characters on it. Users can fill the cartoons with colour and make their own stickers. According to company sources, the stickers alone would retail for Rs 500 or so and this is the first time that Walt Disney has agreed to an OEM arrangement.

According to company sources, the immediate aim is more to keep the brand alive than push up sales. The `Just For Kids' printers will be advertised through ground level promotions.

During the promotion period, printers will be installed in leading toy stores to give children the ``touch and feel'' experience. A total of 6,000 printers will be produced and sold out of 300 outlets in India

Source: Business Line

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