2. Table of Contents
Executive Summary
Situation Analysis
Company Analysis
Target Market
Market Analysis
Product Analysis
Competitive Analysis
Problems and Opportunities Summary (SWOT)
Target Market Profile
Marketing Objectives
Campaign Budget
Sales Promotion Strategy
Direct Marketing Strategy
Evaluation
Conclusion
THE PERFECT FIT.
3. Group: Size 7 Advertising
Whitney Frautschi
Meagan Hefley
Julia Parrott
Meghan Due
Chris Lewis
Kenya Madyun
Devin Gustafson
Jill Whitfield
Jamie Goodrich
Brittany Rodriquez
Katy Winans
THE PERFECT FIT.
4. Executive Summary
Hewlett Packard adds a personal touch to your busy lifestyle, offering a wide
variety of laptops in performance, mobility and style. Hand-in-hand HP facilitates
to your daily activities. Don’t fall behind with lost data. HP has 50 times more disk
utilization offering data de-duplication. Let HP protect your data, reduce backup,
recover lost files and recovery costs. Whether it’s within your small business or
your personal life, HP will always fit. After all, one size doesn’t fit all. So let HP
find your perfect fit.
A Brief History
Hewlett-Packard, or HP has been in business since 1939. That is fifty years longer
,
than Dell and forty years longer than Acer, the top two competitors in the field.
Over the years, HP has made a name for themselves by creating affordable,
reliable desktop computers and notebooks. The company currently holds the top
position in printer sales. As far as computer sales are concerned, HP is number
two behind Dell.
Purpose
The purpose of this campaign is to attract a new target market—women who own
small businesses. These women are between the ages of 40 and 59. They are
also on a very tight budget. Many of them are divorced with two or more chil-
dren. As a result, they are constantly on the go. Portability and flexibility are the
two most important aspects of owning a personal computer, whether it is a note-
book or a desktop computer.
THE PERFECT FIT.
5. Company Analysis
From Humble Beginnings….
“Hewlett-Packard had its beginnings with Stanford University graduates, William
Hewlett and David Packard, who were encouraged by Professor Frederick
Terman to start their own business. With only $538 and workspace in a garage
behind Packard’s rented house in Palo Alto, California, the two men began
working on a resistance-capacity audio oscillator, a machine used for testing
sound equipment. After assembling several models--baking paint for the
instrument panel in Packard’s oven--they won their first big order, for eight
oscillators, from Walt Disney Studios, which used them to develop and test a new
sound system for the animated film Fantasia.”
Taken from http://www.answers.com/topic/hewlett-packard-company
... To Endless Possibility
“While Hewlett-Packard may be known for product innovation, the company’s
corporate development is a tale of reinvention. HP provides enterprise and
consumer customers a full range of high-tech equipment, including personal
computers, servers, storage devices, printers, and networking equipment. Its
software portfolio includes operating systems, print management tools, and
OpenView, a suite that encompasses application, business, network
infrastructure, and product lifecycle management. HP which already boasted an
,
IT service organization that was among the world’s largest, acquired Electronic
Data Systems (EDS) for about $13.9 billion in cash in 2008.”
Taken from hoovers.com
THE PERFECT FIT.
6. Target Market
Our target market is women between the ages of 40 and 59 who
own a small business.
Women in Small Business
Multiple organizations run by women (sectors)
Professional
Scientific
Technical Services
Healthcare
Social Assistance
10.1 million businesses owned by women (half of all small business)
these businesses generate $2 trillion annually
Ages: 40-49; 50-59
85.95% white
8.43% African American
8.33% Hispanic
5.25% Asian
.18% Native Hawaiin
80% of business owners make $50 thousand or less per year.
From 2002-2006, small businesses owned by women nearly
doubled.
THE PERFECT FIT.
7. Market Analysis
Industry description outlook
September 24 , 2007—PCs in-use reached nearly 1B units worldwide at year-end
2006. The U.S. retains a large PC usage lead with over three
times as many PCs as the second place Japan. The U.S. accounts for over
24% of all PCs in-use compared to 4.6% of worldwide population. PCs
in-use growth is slowing, but the U.S. is on track to have more PCs
in-use than people in five or six years. The rapid growth of mobile PCs
is the major reason for current and future PC expansion. When
mainframes, workstations and other computers are included, USA had 250M
computers in-use while the worldwide count topped 1.03B units in 2006.
PCs per capita in the U.S. topped 80% in 2006 and will reach 98% in
2012. 2006 will be the last year that PCs per capita will remain
higher than cell phones. USA and Canada are the only countries that
have more PCs in-use than cell phone subscribers. Worldwide PCs in-use
surpassed 1B in early 2007 .
http://www.c-i-a.com/pr0907 .htm
Specially designed for the woman on the go
As a modern woman, you want the latest fashions and technology. HP
delivers the ultimate technology fashion statement to help keep women
looking and feeling beautiful while they’re in control of all the roles
they play, from mom to CEO. The HP Mini 1000 Vivienne Tam Edition is
also mobile and light to help fashionistas stay more connected and
simplify their busy lives.
Competitive Advantage
HP leaders have “an advantage that enables them to learn and adjust as
few others can. The depth, breadth, and vitality that come alive daily
through the firm’s values – the HP Way – are asset from which most of
the Silicon Valley continues to learn. HP general managers regularly
discuss and assess the vitality of the HP Way, a process, that inevitably results
in corrective actions to ensure its continued viability.”
http://www.1000ventures.com/business_guide/cs_inex_hp.html
THE PERFECT FIT.
8. Product Analysis
The two most popular HP products under two categories: notebooks
and desktop PC’s.
Notebooks
There are two types of notebook computers. One is the mini notebook computer,
and the other is a versatile performance notebook. The mini notebook computer
is available in two sizes—an 8.9-inch or 10.2-inch diagonal high-definition
widescreen. It is the perfect companion for those who are constantly on-the-go.
Stay connected with instant access to e-mail, instant messenger, favorite blogs,
and search engines. Most importantly, enjoy traveling light with this sleek and
ultra-lightweight HP Mini Notebook. It weighs in at astonishing 2.25 pounds!
The versatile performance notebook is a highly functional computer that is
available in several different colors and special editions. With a 15.4-inch
diagonal high definition widescreen, the versatile performance computer is best
for multitasking—watching movies, listening to music, and editing photos. It comes
with optional edge-to-edge flush glass, discrete graphics, Blu-Ray, TV tuner, and
a range of connectivity solutions including Wi-Fi, Bluetooth, and Mobile
Broadband.
This particular laptop is based on the Compaq Presario CQ50Z-series with thin
lines, a stylish touchpad design, and a sleek, touch-control panel. Weighing in at
seven pounds, the Compaq Presario CQ50Z-series redefines simplicity. In
addition to being ultra stylish, the PCs in the Presario CQ50Z-series are durable,
powerful, and value-priced.
The new HDX premium series is an entertainment powerhouse. It is available in
16-inch, 17-inch, or 18.4-inch widescreens. This particular computer has endless
cutting-edge entertainment and gaming capabilities.
THE PERFECT FIT.
9. Product Analysis
The two most popular HP products under two categories: notebooks
and desktop PC’s.
Desktops and Other PCs
HP desktops and other PCs are both affordable and simple to set up. They are
easy to manage, and they leave a small footprint as far as the environment goes.
HP computers are density optimized for flexibility and ideal for multi-server de-
ployments. They contain rack servers, the best components for high performance
computing. Most importantly, HP computers deliver truly scalable backup with
50 times more efficient disk utilization. This allows users to protect data better,
recover lost files more quickly, and reduce backup and recovery costs.
However, one size does not fit all. That is why HP offers consumers a choice in
new and enhanced data duplication solutions designed to fit a range of business
sizes and needs.
According to HP.com, HP is the top provider of PCs, servers, and printers to small
and mid-sized business worldwide.
HP was recently recognized for Excellence in Service Operations by the Service &
Support Association.
HP offers free online training to keep employees ahead.
THE PERFECT FIT.
10. Competitive Analysis
HP is currently competing against Dell, Acer, and Apple in the small
business sector. The company is number one in printers and ranks
second in computers.
Dell According to dell.com, Dell products are made to serve homes and offices—
mainly small businesses. Dell is currently in the process of going green. The
company’s website includes a section on going green; it asks “what does it mean
to you?” Dell is currently working towards becoming the first carbon neutral com-
puter company. The company offers coupons and other money-saving offers for
its small business owner consumer base. They even have a business blog. Dell
computers are also very affordable. A basic laptop is less than $500 for a 15-
inch screen and just around $800 for a 17-inch screen. A basic desktop will set
you back about $550 for a 17-inch screen.
Acer According to acer.com, Acer products are made for the home and the office. The
company prides itself on making products that are easy to use. Acer is a glob-
ally-recognized brand. It has won two prestigious awards—the Red Dot award
and the International Forum Design award. The company ranks fourth in Canada
for overall PC shipments and mobile computing solutions. More importantly, Acer
ranked third in Latin American mobile computing solutions.
Apple According to apple.com, Apple has designed the first 15.4-inch mercury-free
LED display as part of the recent going green initiative. In addition, the website is
easy to use and even easier to navigate. In the event that users encounter techni-
cal problems, Apple offers AppleCare, an excellent form of customer service and
support.
THE PERFECT FIT.
11. SWOT Analysis
Strengths
Creates a strong corporate culture
Caters to consumers
Offers a wide range of peripherals
Has humble beginnings
Global recognition
Aesthetically pleasing products
Unique approach to advertising
Affordable
Weaknesses
Customer service and support needs improvement
Website has not been modernized
Needs to provide higher performance for certain applications
Poor execution
Opportunities
Market for laptops is expanding
Untapped market in middle tier
Threats
Dell’s customization
Mac’s innovations
State of the economy
Taxing on small businesses
THE PERFECT FIT.
12. I am Mary
Small Business owner Likes to Travel
46 years old Business: Real estate
15 Employees
Two Children:
Ages 22 and 17
Not computer
Savvy
Divorced
Yoga Enthusiast
Scrap Booking Hobby
Cares about the environment
13. Marketing Objectives
HP knows the changing workforce, women who own small business-
es have been over looked in the past, and we know they are vital to
the success of our future. Here at HP we want to cater to this niche
market by customizing to their lifestyle needs. Our objective is to in-
crease our ROI, while providing the perfect fit for a woman’s lifestyle.
Another objective is to become a “greener” company, while building
brand loyalty at the same time.
THE PERFECT FIT.
14. Budget
Print: 4 color Full pg. Insertions
Fortune Small Business $107,600 3
Business Weekly $ 74,300 3
People $254,075 3
Total: $1,307,925
TV: :30 Sec Spot Frequency
Dancing with the Stars $250,000 2 per week for 4 weeks
Extreme Makeover: Home Edition $250,000 2 per week for 4 weeks
Food Network $ 5,000 4 per week for 8 weeks
Total: $4,160,000
Internet: Price
Website Expansion & Ads and Production $500,000
Outdoor: Number Price
Billboard 1 $50,000
Promotions: Price
Laptop skins $250,000
Recycling Reward Point System $10,000
Breast Cancer Sponsorship $500,000
Total: $760,000
Customer Service Training Program $1,000,000
Total Budget: $7,777,925
THE PERFECT FIT.
15. Sales Promotion
“Buy a notebook; get a free skin, fromskin-it.com.”
To emphasize our pledge to personalize the computer, we have
partnered with skin-it.com to provide our customers with free
customized skins for their notebooks.
“Recycling point reward system”
To emphasize our pledge towards a greener environment, we have created a
rewards system for our customers. Each customer will have an account where
they can receive points for sending in their used HP ink cartridges. With ten
points (ten returns) you will receive a free HP ink cartridge. This will also build
brand loyalty, ensuring our ink cartridges are being bought.
“Breast Cancer Sponsorship”
To build our public relations we intend to sponsor Susan G. Komen’s three day
breast cancer event. This sponsorship shows women that we will fight the causes
that are important to them.
THE PERFECT FIT.
16. Direct Marketing Strategy
Many women struggle searching for the perfect fit, whether it’s
shoes, jeans, cell phones or computers. That is why HP offers a wide
variety of laptops in performance, mobility and style. These
computers are suitable for your business and personal daily activities.
This advertising strategy proves how appropriate HP laptops fit into
your versatile lifestyle. Guaranteeing you will never fall behind with
HP’s data de-duplication. Let HP protect your data, reduce backup,
recover lost files and recovery costs. Whether it’s within your small
business or your personal life, HP will always fit. After all, one size
doesn’t fit all. So let HP be your perfect fit.
THE PERFECT FIT.
17. Evaluation
The campaign can be evaluated to determine its success by
observing website hits on Hewlett Packard’s website to see if the
site’s popularity has increased, and by examining financial figures to
see if Hewlett Packard’s sales increase.
THE PERFECT FIT.
20. The Perfect Fit
Get a free skin from Skinit.com when you
purchase a new HP Notebook.
21. Primary Research Survey
For small business owner, Charmagne Taylor
1. What brand of computer do you prefer? HP
2. Do you prefer to use desktop computers or laptops? Both; laptops
are best for on-site jobs whereas desktops are best for in the office
3. Rank the following purchase criteria (1 being the most important, 4
being the least important).
__1___ Quality
__2___ Customer Service
__3___ Price
__4___ Aesthetics
4. What do you like the most about your computer? Quality; I’ve
been using HP for 10 years on-site
5. What do you like the least about your computer? Customer service
6. Would you ever be willing to try an HP computer? Why or why
not? Yes; I’ve had good experiences with Compaq and HP for 10
years now
7 As a woman small business owner, what do you look for in a com-
.
puter? Flexibility, speed, and portability
THE PERFECT FIT.
22. Primary Research Survey
For small business owner, Mary Lee
1. What brand of computer do you prefer? HP
2. Do you prefer to use desktop computers or laptops? I prefer desk-
top computers because I am very absent-minded and I tend to leave
things behind
3. Rank the following purchase criteria (1 being the most important, 4
being the least important).
__1___ Quality
__2___ Customer Service
__3___ Price
__4___ Aesthetics
4. What do you like the most about your computer? It’s easy to use
5. What do you like the least about your computer? It’s hard to get a
hold of the service and support department.
6. Would you ever be willing to try an HP computer? Why or why
not? Yes; I have one now.
7 As a woman small business owner, what do you look for in a com-
.
puter? It has to be reliable above everything else.
THE PERFECT FIT.
23. Primary Research Survey
For small business owner, Lonnie Whitfield
1. What brand of computer do you prefer? HP
2. Do you prefer to use desktop computers or laptops? Desktops
3. Rank the following purchase criteria (1 being the most important, 4
being the least important).
__1___ Quality
__4___ Customer Service
__3___ Price
__2___ Aesthetics
4. What do you like the most about your computer? The compatibility
factor
5. What do you like the least about your computer? Made in Taiwan
6. Would you ever be willing to try an HP computer? Why or why
not? Yes; because of all the good peripherals that HP has come out
with.
7 As a woman small business owner, what do you look for in a com-
.
puter? N/A
THE PERFECT FIT.
24. Conclusion
The campaign “The Perfect Fit; For Your Lifestyle” is designed to tar-
get the entrepreneur woman. The focus is to inform women that the
HP computer is a good investment because it is personal, flexible,
and portable. It truly is “The Perfect Fit”.
THE PERFECT FIT.
