Term Paper on "Promotion and Price Analysis"

Term Paper 3 pages (1122 words) Sources: 1+

[EXCERPT] . . . .

Promotion and Price Analysis

Hewlett-Packard (HP) provides technology solutions to consumers, businesses and institutions on throughout the world. The product offerings of the company extends printing and imaging, IT infrastructure, personal computing and access devices, global services meant for consumers, enterprises and small and medium businesses. (Out of this World: New Marketing Campaign Celebrates HP, Disney Collaboration for Mission: SPACE Attraction at Epcot)

Television Ads

The You+HP global campaign was released in mediums viz. TV and print. The campaign was captioned as "one day in the life of technology." In HPs TV ads, the solution is just about everywhere, doing in excess of one's imagination. The "Anthem" advertisement totals the entire "Everything is possible" campaign along with the statement that "for the world's greatest companies, thinkers and performers, HP makes more things possible in much more ways."

Publicity:

HP introduced the biggest international enterprise advertisement campaign in its history. The theme of the campaign was captioned "change+hp," the idea displays the manner in which HP Adaptive Enterprises solutions assist customers benefit from the change. The campaign "change+hp" ranks change as a positive force to make business opportunity and a competitive gain. This genre of advertisement builds on HPs revolutionary consumer launch and adds to HPs existing "consumers+hp = everything is possible" global brand advertisement campaign. ((HP Brand campaign: Change + HP)

Print ad:-

The recent extension to the company's prize-winning brand campaign handles the complex question of change by showcasing HP customers who use technology to overcome change. In a 16-page insert appearing in the recent edition of Wall Street and New York Times comprises of HP customers Kimberly-Clark, Advance Transformer, United States Postal Service and the Screen Actors Guild. Every company is displayed as in a 2-page spread which functions like a mini-case study detailing the manner in which HP products, solutions and services assisted them with tackle with change. According to Nora Denzel, Senior Vice President at HP the cliche that "the only constant is change" could not be more appropriate in the present business environment. He went to say that what it signifies to employ technology to manage large-scale change. "We narrate from experience on the theme of what it takes to be an adaptive enterprise." In the light of the campaign, they anticipate to help companies view the advantages of embracing change. (HP Launches Largest-ever Enterprise Advertising Campaign)

Internet:

HP visualized a consolidated email marketing program in order to collect and analyze useful data regarding the new and current customers, subsequently offer personalized and relevant communications on a regular schedule. Preliminary research showed that customer needed support information instead of marketing information. IT customers indicated the categories of content they desired to receive, while non-IT customers expected HP to bring out what is the exact necessity.

The Solution:

It was realized that they are in need of two categories of communications for their each primary audience, IT and non-IT experts. They asked for the help of Digital Impact to offer a solution to the problem. Digital Impact suggested a one-to-one email personalization engine to uniquely dispatch personalized e-mail messages based on the customer's product ownership, IT experts and content preferences. HP agreed to the contract and the outcome was one-to-one marketing. The personalization engine micro segments HP's customers instead of barely sectoring the Audience into bigger clusters, dispatching 50,000 to 100,000 different content combinations every month. The… READ MORE

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