THE COMPUTER IS PERSONAL AGAIN

A GLOBAL INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN

INTRODUCTION

HP – Hewlett Packard company

“The computer is personal again”

launched in may 2006

The award winning campaign

helped HP beat DELL

BACKGROUND NOTE

Bill Hewlett and David Packard stated the company in California on January

1,1939.

In 1951, HP invented the 524A high speed frequency counter

In 1957, the company went public

IN 1959, HP became a global company

In 1961, HP entered the medical equipment's industry through acquisition of

sanborn company

In 1966, the company established HP

laboratories to conduct research

activities relating to new technologies

and products

HP first computer was HP2116A

In 1968, HP introduced the world’s

first desktop scientific calculator

In 1974, HP launched its first

minicomputer

HP introduced first touch screen pc in

1983

In 1995, HP entered the home

computing market with the HP

pavilion PC

In 2001-02 the company merged with

Compaq.

Initially, HP’s various divisions and regions advertised and marketed their

products independently.

HP also did not maintain a centralized budget for advertising and

communication

We are in a commoditizing industry, in a marketplace where the brand in more

important than speeds and feeds.

In 2002, HP launched “ everything is possible campaign”

In Jan 2003, HP launched a marketing communication initiative called

“Operation One Voice”.

We decided the best way to become recognized as the world’s leading

technology company was to simply tell it like it is.

According to Arun Chandra, vice president of strategy and planning in HP’s

marketing group. “Internal and External doesn’t matter.

We have to think about how the brand relates to every constituency- large

enterprise, small and medium business, consumers, and our own employees.

50 percent of its advertisements budget would be spent on brand

advertising

“You+HP” is a part of the ongoing “everything is possible” campaign

Budget for this campaign was US$ 400 million

In June 2005, HP appointed Todd Bradley as the executive vice

president of HP’s PSG

In Feb 2004, HP extended the campaign to the enterprise market with

the tagline ‘change + hp’.

We asked hundreds of CIO’s and IT executives what keeps the awake at

night.

However, even as the campaigns helped HP establish a cohesive brand,

they could not help HP overtake Dell, the leader in PC sales worldwide

at the time.

In June 2005, HP appointed Todd Bradley as the Executive vice

president of HP’s PSG

To convey this message, HP launched a new advertising campaign on

may 9, 2006 – ‘The Computer is PersonalAgain’.

VARIOUS TYPES OF HP PRODUCTS