Hewlett-Packard or HP is
an American multinational corporation headquartered in Palo alto,
California, United States. It provides hardware, software and services to
consumers, small- and medium-sized businesses and large enterprises,
including customers in the government, health and education sectors.
It specializes in
developing and manufacturing computing, data storage, and networking hardware,
designing software and delivering services. Major product lines include
personal computing devices, enterprise and industry standard servers, related
storage devices, networking products, software and a diverse range of printers
and other imaging products.HP also has services and consulting business around
its products and partner products. In 2014 it was the world's second largest
personal computer vendor by unit
sales after Lenovo.
Positioning:
Positioning a brand
successfully is an integral step for any brand to achieve greatness. Brand positioning needs to create a distinctive
place in the minds of the consumers.
HP is equipped with the
broadest portfolio of all their competitors. From services to servers, printing
to networking, storage to mobility and far beyond, HP have lead the market in
almost every category in which they operate
The power of the portfolio could only be fully
leveraged by aligning it behind a compelling vision. This vision would inspire
the various businesses and over 300,000 employees world-wide with a unified
purpose and behaviors. Hewlett-Packard pioneered the desktop laser printer and
today has some 40% of the world market for computer printers.
The Sprout by HP
Hewlett Packard has
positioned itself as one of the big game players in the tech arena. But HP is
constantly taking steps to ensure they keep their brand value. They are working
with ‘Moving Brands’ in order to redesign their brand image. Innovation is a lofty goal for many marketers, but for
Hewlett-Packard, during its five-year turnaround plan, it has placed innovation
at the top of its strategic goal list and it has delivered great results and
positive brand loyalty.
As part of the brand’s strategy in building long term relationships with
its retail partners and media through technology, on top of increasing its
sales, said Anurag Kontu, regional trade marketing lead, HP Asia Pacific,
printing & personal systems, Asia Pacific & Japan.
For instance, the brand organized a HP Consumer Partner Summit 2013
earlier this year, a conference where the brand met with over 400 retailers and
partners during the four-day event.
In Singapore, it also launched an event called The Elite Assembly. This
was a B2B event for the IT industry where the brand reached out to the C-suite
professionals with the range of HP Elite family of business products. The key
objective was to increase awareness amongst the target audience on the HP Elite
family of business products and generate leads for potential sales.
References:
Forbes (2012). Redesigning the HP Brand. http://www.forbes.com/sites/marketshare/2012/09/18/redesigning-the-hp-brand/.
Moving Brands (2015). The vision of a brand built for the moving world. [ONLINE] Available at: http://movingbrands.com/work/hp.
Charlene Teo (2013). Hewlett Packards APAC Events Strategy. [ONLINE] Available at: http://www.marketing-interactive.com/hewlett-packard-apac-events-strategy/
Jim Tierney (2014). Hewlett-Packard Reignites Innovation, Brand Loyalty . [ONLINE] Available at: http://loyalty360.org/resources/article/hewlett-packard-innovates-brand-loyalty
