Description
CASE STUDY OF HP
CASE STUDY: How HP changed perceptions about in-home printing
Never believed printing could make a difference to a student’s life? HP thought differently when it introduced the Deskjet Ink Advantage printer series. Read on to find out how a dispensable peripheral product entered the category of necessary products. Campaign: A+ Client: Hewlett Packard Background: Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, United States. It provides hardware, software and services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. The company was founded in a one-car garage in Palo Alto by William “Bill” Redington Hewlett and Dave Packard. After capturing the market for PCs and professional printers, back in 2009, HP and the other inkjet printer vendors had a market problem at hand. Inkjet printer sales in India were growing at a progressively lower pace in the months and quarters leading up to 2009. Inside the home, while a PC was seen as a prized possession like other valuable assets including car, TV and mobile phones; a printer was seen as a dispensable peripheral. This was the finding of a research study commissioned by HP. Challenge: The task was to move above the dominant method of rational advertising in the printer category and create an emotional connect to achieve the desired sales results and establish the printer as a necessity in
the house. HP, being a trusted brand, knew that its words would be believed by the customers. Strategy: HP separately commissioned a research in 2011 to find out what were the drivers of printing at home. This research found that printing of educational documents topped the list of printer usage at home in both volume and frequency. Backed by industry data and researches, HP worked on understanding the root cause of the problem and devised a solution that did wonders to its printing business – the A+ marketing campaign which focused on children’s education. Campaign: The campaign called “A+” highlighted the benefits of HP’s Deskjet Ink Advantage printers and cartridges as a great tool to help students to showcase their work at its best, giving them the opportunity to achieve top grades. Students did not need to think twice with the Deskjet Ink Advantage system, which offers up to 50 per cent savings and features a dual drop weight technology in Original HP ink cartridges that provide high-quality printing of photos and documents. The campaign promoted the idea that students can rely on HP’s Deskjet Ink Advantage series to draw inspiration and showcase their creations at their best. Result: The emotional A+ campaign of HP (focusing on kid’s education) stood out, delivering impressive business results. It didn’t just turn sales around, it changed the way Indian families viewed printing and increased the trend of in-home-printing. Marketing campaigns (both ATL and BTL) were very crucial in this entire journey of around 3 years. The A+ campaign tripled printer sales, and sustained average quarterly growth of more than 50% throughout 2012.
doc_530902777.docx
CASE STUDY OF HP
CASE STUDY: How HP changed perceptions about in-home printing
Never believed printing could make a difference to a student’s life? HP thought differently when it introduced the Deskjet Ink Advantage printer series. Read on to find out how a dispensable peripheral product entered the category of necessary products. Campaign: A+ Client: Hewlett Packard Background: Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, United States. It provides hardware, software and services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. The company was founded in a one-car garage in Palo Alto by William “Bill” Redington Hewlett and Dave Packard. After capturing the market for PCs and professional printers, back in 2009, HP and the other inkjet printer vendors had a market problem at hand. Inkjet printer sales in India were growing at a progressively lower pace in the months and quarters leading up to 2009. Inside the home, while a PC was seen as a prized possession like other valuable assets including car, TV and mobile phones; a printer was seen as a dispensable peripheral. This was the finding of a research study commissioned by HP. Challenge: The task was to move above the dominant method of rational advertising in the printer category and create an emotional connect to achieve the desired sales results and establish the printer as a necessity in
the house. HP, being a trusted brand, knew that its words would be believed by the customers. Strategy: HP separately commissioned a research in 2011 to find out what were the drivers of printing at home. This research found that printing of educational documents topped the list of printer usage at home in both volume and frequency. Backed by industry data and researches, HP worked on understanding the root cause of the problem and devised a solution that did wonders to its printing business – the A+ marketing campaign which focused on children’s education. Campaign: The campaign called “A+” highlighted the benefits of HP’s Deskjet Ink Advantage printers and cartridges as a great tool to help students to showcase their work at its best, giving them the opportunity to achieve top grades. Students did not need to think twice with the Deskjet Ink Advantage system, which offers up to 50 per cent savings and features a dual drop weight technology in Original HP ink cartridges that provide high-quality printing of photos and documents. The campaign promoted the idea that students can rely on HP’s Deskjet Ink Advantage series to draw inspiration and showcase their creations at their best. Result: The emotional A+ campaign of HP (focusing on kid’s education) stood out, delivering impressive business results. It didn’t just turn sales around, it changed the way Indian families viewed printing and increased the trend of in-home-printing. Marketing campaigns (both ATL and BTL) were very crucial in this entire journey of around 3 years. The A+ campaign tripled printer sales, and sustained average quarterly growth of more than 50% throughout 2012.
doc_530902777.docx