RITIKA

PGSF1930
Segmentation, targeting and positioning
of Hawlett-Packard (HP)
Introduction of company-
Hewlett-Packard popularly known as HP is a Multinational IT sector company
of America. The company deals in the software and the hardware products and
services. It’s headquarter is in California, U.S.A. It was founded in 1939 by
William R. Bill Hewlett and David Packard, on which the company name is
base on.it provides it products and services across the globe. HP was the
world’s largest producer of personal computers from 2007 to 2013.
Major product lines of HP-
 Printers- Home and home office, ink tank system, scanners, large format
and digital presses
 Desktops- business, gaming, towers, Z Workstations
 3 D print
 Ink and toner
 Laptops and personal computing devices
 Displays and accessories
 Business notebooks and personal notebooks
 Digital cameras
In 2015, HP splits into two publicly traded entities namely HP Inc. and
Hewlett-Packard enterprise where the Hewlett-Packard enterprise business is
completely for Personal Computers and printer. The tagline of HP is “Make it
Matter Keep Reinventing”. Which means that if you are doing something make
it matter. If you are doing something don’t keep it to yourself only, let it echo
around and let people know that you have done something and let them talk
about it. And reinventing for hp means that as they are global leaders in
computers and printers, they believe that technology make life better for
everyone. The major competitors of HP are -Dell, Lenovo, Apple, Acer, IBM

Segmentation –
Segmentation refers to a process in which a company divide a broad range of its
potential customers into the divisions based on their nature and characteristics
and make their products according to the need of the customers.
segmentation
of HP

Demographic Geographical

Segmentation of HP is mainly done on the basis of geographical and

demographic variables to meet the needs of the different customers
Geographical segmentation-The company has a vast area as it provides its
laptops and printers all over the world. Currently, a HP is working in the 170
countries, a network of more than 2,50,00 channel partners. HP offices are
found in the worldwide. The company is also selling through online so one can
order from their website easily, and their stores are easily available in most of
the cities in India also.The product oh HP satisfy all the needs of its customers
as it is providing its products in different sectors which include businesses,
housework, and corporate sectors
Demographic segmentation – The segmentation which is done on the basis of
the family, gender, religion, income etc. The company is targeting the age group
from children to working peoples mainly from year 14 to 65 years of age. For
example- HP provides laptop for the children for playing games for which a
laptop comes with equipped with powerful hardware and a standout design and
also providing laptops for working people which offer solid security, durability
and excellent design. On the basis of the income HP products are available in
various ranges. For example- HP laptops are available in different ranges
which starts from 12,000 and exceed more than 1,50,000.
The aim of segmentation is to grouping of the similar kinds of customer in one
category and the needs are identifies and get to know to the company that which
area it should target , which will be the more profitable for the company and in
which area it can capture the maximum share in the market, which area will be
profitable so that they target them which becomes the target market later on.

Targeting-
After segmentation, when a company divides a group of large number of people
in a smaller segment, they target the customers to whom they can sell their
products, who needs them, so, that the resources of the company don’t get
wasted so that the market is profitable for them. HP is using the strategies which
provide customised products and to meet the demand of various section of the
society.
Segmented marketing- All customers’ needs different product according to the
usage of the product, the products of HP are also available in customised forms.
For example- laptops and printers of HP are for the different usages for which
features are also different like some required larger RAM, more battery power,
different versions of windows depending upon their usage so HP is providing all
kind of laptops which are different in terms of usage and their series. Different
kinds of laptops by their usage and series provided by HP are below-

shop by
shop by use
series

For
ENVY
home

For
OMEN
buisness

Gaming VALUE

Elite /Z
display

So, HP is solving problems of the different consumers like every consumer need
is different and they buy the product for different works, as HP is providing
services to each and every sector of the society whether it is medium enterprise,
small enterprise, government organisation, private organisation or whether an
individual consumer. For example -HP introduces mini-notebook-
“HP2133Mini-Note PC”. which is launch for the education sector.
Mass marketing – HP is also providing its products which fulfil the needs of
all its customers in a single product. For example -HP-All-In-One-20-C417-in
model of laptop can be used for the homework assignment, school project, game
and all-day movie binges. So, it provides the usage of various things in one
laptop. And there are also other printers available in HP which can be used for
the school projects and also for the office’s usages.

Positioning
 Refers to the identity or image created by the brand in the mind of the
consumers, and how company products are different from its competitors. It can
be anything like its price, quality, or any feature of the product which creates a
brand image in the mind of the consumers. HP uses mix of the product and the
price-based strategy for positioning.
The points for which the consumers prefer the HP and make it successful are the
following-
 Diversified product that are provided by the HP for the both retail
consumers and the enterprise which includes computers, laptops, printers
and other related products. HP is well known for its printers, scanners,
laptop. These products are known as reliable, so it has a strong customer
base with relate to its brand.
 Merger and acquisition with various companies like with Compaq
computer corporation helps in improving the technology and resources
which another company bought with them. Hp innovates various new
products like
 The pricing strategy of HP is fair enough. It provides all the range of the
products for the middle-level income group and also for the upper level
group. Market research is done by the HP and prices of its products are
decided after that.

Suggestions to the company –

 As hp is leading in their printing system and laptops but the demand for
laptops has been decreased in last years by 8.3% because smartphones are
replacing the laptops. As smartphone are providing the features of the
computers also so hp should invest in the smartphone also and make it a
successful.
 Customers are not satisfied with the after sales services by the hp so hp
should also work on it as there is a very tough competition prevailing in
the industry.
 As HP is also facing a very tough competition from other brands like
Apple, Dell so it should innovate more and more according to the market
needs and take competitive advantage.