MARKETING MANAGEMENT

Hewlett Packard
 CONTENTS
Company Profile
Product Line
STP
Marketing Mix
Competitors
Financial Data
Marketing Strategy
SWOT Analysis
 WHAT IS HP?

HP is a global provider of personal systems, imaging

and printing products, and technology solutions. The
company is the largest player in the inkjet printer and
laser printer market.

Hewlett-Packard is one of the major companies in the

enterprise storage and servers market and is also one of
market leaders in the global PC market.
COMPANY PROFILE
Computer hardware
Computer software
Industry
IT services
IT consulting

Type Public ;
Listed on NYSE

Split into two companies – HP Inc and

HPE
Fate HPE spun-off its Enterprises Services
division as DXC Technology and its
Software division to Micro Focus.

Founded January 1, 1939

William Redington Hewlett and

Founders
David Packard

Headquarters Palo Alto, California, U.S.

TIMELINE
 PRODUCT LINE

Laptops & tablets

Desktops
Printers
Ink & toner
Displays & accessories
Business solutions
STP
 MARKET SEGMENTATION

Hewlett Packard Company is providing the

products for different segments of the society.

These products are good for the house work,

office, business and corporate sector and it
meets all necessary requirements of the clients.

The students use them for their own purpose

and they carry out different educational activities
with the use of products and appliances of this
company
 MARKET TARGETING

HP provides its products and services in the

target markets and it needs to start its business in
the newly emerging economies.

 Today almost all of the businesses and

government departments use computer and IT
related equipments to make their working easy,
 POSITIONING

HP Company will provide such items in the company,

which can have different functions and they can suit for
the requirements of the clients.

This company is the leader in the international market

and it will meet the requirements of the clients.

The equipments are modern and in these products,

latest technology is used to make them wonderful and
according to the latest techniques and requirements
MARKETING MIX
 Place
HP is headquartered in California with subsidiaries
located in Miami, Ontario, Geneva, Tokyo, Houston,
Singapore, Victoria and Rivonia.

It operates a worldwide program for independent

software vendors, developers and system integrators
called the Developer & Solution Partner Program
(DSPP).

The HP website provides a partner locator service

sorted by small and business, home and home office,
large business enterprises, as well as type of product
needed.
 Product
Infrastructure technology,
Business process outsourcing,
Technology support and maintenance,
 Networking products and resources,
Application development and support,
Consulting and integration services,
Enterprise information technology infrastructure,
Software,
Personal computing and related access devices,
imaging and printing related products and services.
 Product

In 2007 HP introduced the TouchSmart PC, an all-in-

one PC with a touch-screen display

Home Networking Products such as the Linksys

WRT54G2 Wireless-G router which provides a high-
speed Internet connection with several computers.

HP Care Pack are designed to cost-effectively upgrade

or extend a customers’ standard warranty with easy-to-
buy, easy-to-use support packages.
 Price

In 2003 Hewlett Packard introduced an automated

technology that can measure the percent utilization of
each CPU, thereby offering significant advantages to
customers during slow periods so they do not pay for
processing they do not utilize.

They design products with features and esthetics aimed

specifically at consumers. It will first estimate how much
consumers will pay, then design products to sell at
that price.
 Promotion
“One Voice,” to better integrate its vast line of consumer
electronics and computer hardware products.

 A website with videos and navigation by sorted by

business application

Blogs covering topics such as networking, servers,

enterprises software and storage

“Trade-in Program” whereby a customer can get a free

quote on an old product and trade it in on eligible
products.
 COMPETITION
In the personal systems segment
• Lenovo,
• Dell,
• Acer,
• ASUSTeK,
• Apple,
• Toshiba,
• Samsung
In the printing segment
• Canon,
• Xerox,
• Seiko Epson,
• Ricoh,
• Samsung.
 MARKETING STRATEGY
HP has maintained its own marketing strategy and this
strategy is focused on different problems like solving the
problems of the consumers or the enterprises.
The company is not only providing the products but
also gives attention over the service of the products,
which can make work easy and fluent.
The people have to buy these products for their
different functions and they adopt them in their different
works.
 The company tries to solve their problems with the
provision of their appliances and also provide the
services.
SWOT ANALYSIS
 Strengths
Brand Valuation of a whopping 19.3 billion dollars, much
ahead than many of the players in the consumer durable
segment. HP ranks 50th amongst the top 100 brands around
the world

Sector Rank of 10 in the IT industry which has the likes

of Apple, Facebook and Google.

Production excellence: HP ships two personal computers

and two printers every second. This shows its dominance in
this sector. They hold the second position in the world for
shipping PC equipment. HP had a market share of nearly
20%. In the printer segment, they hold a market share of
40.5%.
 Weaknesses

Declining Demand: The demand for printing systems

and personal computers have decreased by 8.3% during
FY 2015. Smartphones are fast overtaking laptops.

After sales service in computers: HP’s laptop and

desktops are known to have poor after sales service
especially in emerging countries.
 Opportunities

3D printing: The 3D market will reach a value of $30.2

billion by 2022 with a CAGR of 28.5%. Worldwide
shipments of 3D printers grew by 103% in 2016.

Electronics Market: The performance of electronics

market is going to increase with a CAGR of 2.7% till
2019. The value is expected to become $299 billion by
2019.
 Threats

Challenges: The growth of personal computer product

line has slowed down. The printing line also has many
competitors and is facing a growth decline.

Competition: Competition is increasing every day

Smart phones: Due to rising in the demand and

popularity of the smart phones the PC is taking a
slowdown.