MARKETING MIX & MARKETING STRATEGY OF HP

Marketing Mix & Marketing Strategy of HP



Marketing Mix & Marketing Strategy of HP

Product Description

HP Pavilion is a line of personal computers produced by Hewlett-Packard and introduced in 1995. The name is applied to both desktops and laptops for the Home and Home Office product range. When HP merged with Compaq in 2002? it took over Compaq's existing naming rights agreement. As a result? HP sells both HP and Compaq-branded machines. Computers can be ordered either directly from the factory or over the phone? and can be customized through choosing desired specifications. This is known as a CTO option.

The HP pavilion 5030 was HP's first multimedia PC designed specifically for the home market, and it went on to become a market leader in consumer PCs. It featured a quad-speed CD-ROM drive, Altec Lansing speakers, software for online service access and Microsoft Windows 95. This entry-level model features an Intel Pentium 75 MHz processor, 8 MB (8 MiB) RAM and an 850 MB hard drive.HP offers 8 notebook lines under the HP Pavilion name? 2 under HDX? 4 under HP Mini? 1 under TouchSmart? 2 under G series? and 1 under Compaq Presario. These are customizable in the US only. A wide variety of different models with different setups are offered in Canada and elsewhere.

Marketing Mix

Product

Products are items or services made available for consumer purchase. One of the first steps in determining a marketing mix is to understand the customers want or need for a service or product. When determining a product for market things to consider the need the product will satisfy for the customer? the value the product will provide the customer? the look and feel of the product? the name of the product(how will it differentiate from other similar products in the market (Meredith, 2003). HP has positioned their product offering in the market as a strong producer of quality computer products and services.

The HP portfolio continues to expand by offering not only computers but printers? sound systems? and monitors. In addition HP strategically adds new offerings to position themselves in existing markets. By continuing to add to their product portfolio allows HP to increase their market segmentation.

Place

Where do consumers look to find a product? How do vendors expect consumers to learn more about their product? HP has provided a user friendly website that allows consumers to research the product lines (Glimore? 2005). Most consumers of PC's are already technologically savvy and have access to the Internet to research and purchase computer equipment. For those consumers who prefer a personal touch of speaking with a sales representative face to face HP opened Kiosks within many malls in 2002. These Kiosks provided consumers the ability to work with a sales representative to answer any questions regarding a potential purchase. HP has changed their marketing strategy to expand into retail stores such as Wal-Mart. “HP said on Jan. 30 that it would close all of its 140 ...