Hp Case Study Solition

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2014 ARF David Ogilvy Awards Business Challenge Industry Winner APPLIANCES & ELECTRONICS GOLD WINNER: HP “Printing that Helps your Child Shine” CASE STUDY: HP India’s Ink Advantage Printer Campaign 2012-2013 “Printing that helps your child shine” Background In 2010 and 2011, HP’s Ink Advantage home printer sales in India remained sluggish, despite a campaign touting the printer’s affordable ink supplies. When a competitive printing system launched at the start of 2012, sales fell. It didn’t help that the HP printer was priced more than the competition – despite its lower cost of printing. Starting in 2012, based on foundational insights and a rigorous communications research process, HP embarked on a multi-year campaign, changing the way it markets the printer in India – targeting only parents and showing how affordable and convenience of HP printing can help their child shine. Business Objectives The challenge was daunting: How were we going to get price-sensitive consumers to buy a printer more expensive than other brands, when they didn’t even think they needed a printer? Specific business objectives were: 1. Achieve steady unit sales growth for the HP Ink Advantage printer line 2. Reverse inkjet printer category decline Campaign Description “Printing that helps your child shine” is the core communications concept for the HP Ink Advantage printer in India, with high print quality and affordability of the ink supplies as key supporting pillars. Based on foundational insights, the marketing strategy was developed as follows: • • Narrow targeting. In a category where brands are afraid to miss out anyone with a printing need, we targeted only parents with school-going children. Emotional hook first. In a category led by talk on features and price, we focused on helping parents feel good about giving their children the right tools

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