By Ankur Gaurav And Rashi Bisaria
Although smartphone and Internet penetration is increasing across the country, HP targets consumers in Tier II and Tier III markets predominantly through traditional Print media. Lloyd Mathias, Head Marketing, PPS, HP India, says in this way, the brand can deliver market specific messages and also generate leads for local partners to help grow their businesses, North India being an important market for them as it has a significant young population
Among personal technology brands, HP has a strong recall value which it has built over time through its carefully thought-out strategy for a mix of hardware, software and services across India. With a growing retail presence and dedication to deliver a good user experience, HP has earned the reputation of being a trusted brand. But how did the technology brand get to where it is today? How did it build a connect with its target audience spread across age groups and geographies? How is it trying to spread awareness in markets where customers have just begun to understand the potential of technology?
When asked about reaching out to the target customer in north India, Lloyd Mathias, Head Marketing, PPS, HP India said that HP’s focus was pan India, “Our focus is to ensure customers from every part of India have access to our products and services. To achieve this, we have expanded our retail presence across the country especially in key parts of Uttar Pradesh, Jharkhand, Madhya Pradesh and Bihar, through HP World Stores and multi-brand retail stores.”
What also works at HP is their ability to understand customer behaviour and anticipate it. That is why they are able to provide good after sales support and a high-end experience to the consumer. At HP, they are clued into the needs of their consumers and are solution driven.
“We have a diverse portfolio across PCs and printers with a device that caters to a wide range of customers – whether it’s a home consumer, student, SOHO, SMB, a large enterprise or government department,” says Mathias.
In order to provide consumers with the best possible access and experience, HP has 4,000 retail outlets across 425 cities which include 300 HP World stores and 250+ resellers. However, they understand that factors such as after sales support and services are a critical factor as consumers today demand a consistent and high-end experience. HP has 202 service points in 160 cities and onsite customer support for 1500+ cities. But with the retail expansion comes the realization that key media has to be used to make people in Tier II and Tier III cities aware of the expansion drive. Mathias says, “As we continue to expand our retail footprint, it’s important for us to be present in every part of the country. Presence in the regional media plays a critical role in reaching out to our customers in these smaller cities. It not only helps build our reach in these markets but also enables us to engage with customers in their own language.”
When asked about the mix of media HP uses to spread its message, Mathias explains, “Although smartphone and Internet penetration is increasing across the country, the Tier II and Tier III markets are predominantly led by traditional Print media. Print has been an integral part of HP’s marketing mix and we will continue investing in it as it allows us to communicate directly in the local language and engage with the right audiences across the country. We can deliver market specific messages and also generate leads for our local partners to help grow their businesses.”
The constant focus on customer-oriented innovation has helped HP evolve as the most preferred brand, and a market leader in India today. But what has also helped it in attaining a leadership position is its stronghold in North India. “Our consistent and equal focus across metros and smaller cities in the country, has allowed us to attain a leading position in India. North India is an important market for us as these states have a significant young population, that has a strong understanding and expectation of how technology can enhance their life. This next generation of consumers is driving steady growth in notebook PCs and tablets.”
HP has witnessed unprecedented digital inclusion projects in north India with the Uttar Pradesh government distributing HP laptops to 15 lakh students. HP is geared to deliver projects and solutions that address some of the bigger social challenges in India. HP believes that the way people are consuming IT is undergoing a massive change and it will expand to add additional mobility categories and form factors to offer differentiated value to its customers.
Advertising has helped HP significantly and various successful campaigns across different media target different segments of society. With such a diverse portfolio, its advertising helps address a variety of consumers across different demographics. Their “Ink Advantage” campaign is tailored for school-going kids and parents, the “Back to School” campaign caters to young college-going students and an integrated marketing campaign with Deepika Padukone as their brand ambassador reaches millennials between 18-30 years of age who are looking to buy a tablet. The Print campaign with Deepika as the ambassador connected well with the audience in regions like Bengal, Tamil Nadu and North India. As a brand, HP is in a unique position where they can connect with consumers across different life stages.
Technology can enhance a person’s life and brand HP aims to provide products, services and ideas that have a meaningful impact.
