PRINCIPLES OF

MARKETING-HP
BY-VARUN KUMAR
THE HEWLETT-PACKARD
COMPANY
INTRODUCTION

– HP Inc. is an American multinational information technology company that

develops personal computers (PCs), printers and related supplies, as well as 3D
printing solutions.
– The company is known throughout the world by operating in more than 170
countries around the world.
– HP's global operations are directed from its headquarters in Palo Alto,
California, USA.
HISTORY OF HP

– The company was founded on January 1, 1939, by William R. Hewlett and David
Packard, two recent electrical-engineering graduates of Stanford University.
– Their first product was an audio oscillator and one of their first customers Walt
Disney.
– HP entered the computer market with the HP 2116A in 1966.
– In 1972 the company released the HP 3000 general-purpose minicomputer—a
product line that remains in use today—for use in business.
– Hewlett-Packard introduced its first desktop computer, the HP-85, in 1980.
HISTORY OF HP

– During the 1990s, Hewlett-Packard collaborated with the Intel Corporation, an

integrated circuit manufacturer, in the design of the 64-bit microprocessor,
which was introduced in 2001.
– During the 2000s, Hewlett-Packard expanded its worldwide operations by
opening research laboratories in Bangalore, India (2002), Beijing, China (2005),
and St. Petersburg, Russia (2007).
– In 2015 Hewlett-Packard split into two companies: HP Inc., which made
personal computers and printers, and Hewlett Packard Enterprise, which
provided products and services for businesses.
HP CORPORATE MISSION
AND VISION
– Passion for customers
– Customer loyalty
– Trust and respect for individuals
– Profit
– Achievement and contribution
– Growth
– Results through teamwork
– Market leadership
PRODUCT LINE OF HP
DESKTOPS AND LAPTOPS

– Business desktops:
 ProDesk: Affordable business desktops
 EliteDesk: High end business desktops
 Z workstation: Premium professional workstations
– Business laptops:
 ProBook: Affordable business laptops
 EliteBook: High end business laptops
 ZBook: Premium professional workstation laptops
DESKTOPS AND LAPTOPS

– Consumer laptops and desktops:

 Pavilion: The name is applied to both desktops and laptops for the Home and
Home Office product range.
 Envy: The HP Envy series is a line of high-end laptops and other products
manufactured and sold by Hewlett-Packard
 Spectre: Premium consumer computers
 Omen: High end gaming computers
 All-In-One: HP's all-in-one computers
 Chromebooks: Laptops running Linux-based Chrome OS.
PRINTERS

 DeskJet and OfficeJet inkjet printers

 LaserJet laser printers
 PageWide wide-format inkjet printers, sheet-fed and web-fed
 DesignJet plotters and wide-format printers
 Indigo digital presses, sheet-fed and web-fed
 Latex large-format printers
 HP Sprocket mobile photo printers.
OTHER PRODUCTS OF HP

Business solutions

Scanners

Desktops

Ink and toner

Workstations

Accessories

Care pack
 COMPETITORS OF HP

ACER LENOVO DELL ASUS SAMSUNG

MARKET SHARE OF HP

PC COMPANIES MARKET SHARE IN INDIA,2019

Others
9%
Acer group HP INC.
12% 28%

HP INC. Dell Tech.

Lenovo Acer group

Lenovo
25% Others

Dell Tech.
26%
MARKETING MIX
MARKETING MIX

– Marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical
marketing mix - Price, Product, Promotion and Place.
– Price: It refers to the value that is put for a product.
– Product: It refers to the item actually being sold.
– Promotion: This refers to all the activities undertaken to make the product or
service known to the user and trade.
– Place: It refers to providing customer access
PRODUCT MIX OF HP
PRODUCT MIX OF HP

– The categories of products offered by HP in its marketing mix are computers,

laptops, printers, scanners and servers.
– In the laptops and PC segment, it has released products that cater to the needs
of diverse user groups. From standard laptops to business laptops and gaming
laptops it has introduced several different models.
– Other products by HP include Printers and accessories, displays and
accessories, computing and mobility solutions for small and large businesses
and so on.
– In this way, HP deals in a diverse and rich product mix.
PRICE MIX OF HP

– HP has followed the competitive pricing strategy and brought products to the
market in the mid range and lower range prices.
– The premium segment was mainly dominated by Apple, Dell and Lenovo.
However, in the recent times, its focus on premium products has increased. It
has introduced a series of laptops and printers in the premium segment.
– HP also follows fair pricing strategy, it charges for the quality and expertise it
gives in the field of hardware and software.
– Newer products with latest innovative technologies are priced at a premium
and as competition enters the prices are reduced gradually.
PLACE MIX OF MARKETING

– HP products are available through both online and offline channels.

– Customers can shop for HP products direct from its website or from its brand
stores.
– HP has also established a wide network of authorised resellers globally.
– These products are available with major retailers like Costco, Walmart, Best Buy
etc.
– Buyers can use its store locator find the location of the nearest store.
PROMOTION MIX OF HP

– The products of HP are advertised through both online and offline channels.
– Television ads, print ads, media promotion, online advertising as well as other
methods of advertising and promotion are also used by HP.
– Its brand stores also promote its brand and products effectively.
– The brand also invests in CSR and sustainability initiatives to promote an
accountable and ethical brand image.
PROMOTION MIX OF HP
UPCOMING PRODUCT OF HP

HP 245 G7 Laptop
Expected Price: 31,000
Size: 14 inches
Processor: AMD Quad Core Ryzen 3
RAM: 4 GB DDR4 RAM
Storage: 1 TB HDD
Weight: 1.52 Kg