Quick Read
HP’s marketing strategy perfectly intertwines innovation, customer focus, and brand visibility, setting the stage for lasting success. Additionally, this company also focuses on market segmentation, target audience, and successful digital campaigns.
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HP is a trailblazer in the realm of technology and innovation, renowned globally for its cutting-edge products and commitment to advancing digital solutions. Trusted by businesses and individuals alike for generations, HP has established itself as a household name synonymous with reliability and performance. With a focus on empowering users through intuitive technology, HP’s diverse range of products caters to the evolving needs of consumers and enterprises alike.
This case study delves into HP’s marketing strategy initiatives, Its target audience, the application of the marketing mix principles, and the impactful campaigns that have solidified its position in the digital landscape.
For those interested in exploring such dynamic marketing strategies, pursuing a postgraduate diploma in digital marketing can offer invaluable insights into HP’s success story.
About HP – Company Overview
Source: Google
HP (Hewlett-Packard) was founded in 1939 by Bill Hewlett and Dave Packard, starting in a garage in Palo Alto, California. The company’s mission is to develop technology that enhances the quality of life for all individuals, globally. HP is known for its range of products including laptops, printers, and peripherals, pioneering advancements in computing technology.
For those interested in understanding the marketing strategies behind such successful product lines, enrolling in a digital marketing course can provide valuable insights.
HPE is a multinational company focused on revolutionising businesses from edge to cloud. By helping you connect, protect, analyse, and act on all of your data and applications wherever they live, from edge to cloud. This will help you turn insights into outcomes at the speed required to thrive in today’s complex world.
Since HPE was formed, it has consistently grown in terms of revenue and profit margin. What’s more, the company has been buying businesses, and launching new products and services to keep up with competitors. The company hasn’t become bloated, though, and over the past five years has spun off various business units, most notably its software and enterprise service divisions.
Marketing Strategy of HP – What’s New With the Brand?
- HP holds a significant share of 21.4% in the global PC market (Source: IDC Quarterly PC Tracker, Q1 2024).
- The company reported an annual revenue of $58.6 billion in the fiscal year 2023 (Source: HP Annual Report, 2023).
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Business News: HP announced a strategic alliance with a leading software company to enhance its cybersecurity solutions, catering to growing enterprise needs.
Product Launch: In 2024, HP launched the Spectre x360, featuring 5G connectivity and advanced security features, targeting professionals and tech enthusiasts.
Marketing News: HP rolled out a campaign promoting sustainability through its EcoSMART initiative, aiming to reduce environmental impact across its product lifecycle.
Celebrity News: Tech influencer Marques Brownlee became the brand ambassador for HP’s gaming lineup, endorsing its high-performance gaming PCs. Learning how to leverage influencer partnerships effectively can be further explored through online digital marketing courses in India.
Buyer Persona
Buyer’s Persona
Name:
Kartik
Place:
Mumbai
Age:
20 years
Profession:
Web-Developer
Motivation
- Reliable and high-performance computing solutions
- Innovative technology and features
- Brand reputation and Trustworthiness
Interest & Hobbies
- Technology enthusiasts
- Professionals needing reliable computing solutions
- Gaming and entertainment
Pain Points
- Budget constraints for premium products
- Need for personalised customer support
- Concerns about technological obsolescence
Social Media Presence
- Active on platforms like Instagram, LinkedIn, and YouTube, HP engages with its audience through product demos, customer testimonials, and educational content
Based on the details given, it’s no surprise that HP’s marketing strategy uses platforms like Instagram and YouTube to showcase ads that combine computing solutions, gaming, and education that can resonate with its target audience.
Additionally, promoting educational resources such as a free top-paying skills course can attract tech enthusiasts and professionals looking to enhance their skills while engaging with HP’s innovative products and solutions.
Marketing Strategy of HP
HP’s marketing strategy revolves around product diversification, digital transformation, and customer-centric innovations. The ‘Keep Reinventing’ campaign underscores HP’s commitment to continuous innovation and adapting to evolving consumer needs.
For those interested in learning how to create such impactful campaigns, attending a free digital marketing masterclass can provide valuable insights and practical knowledge.
Analysis of Campaign: The campaign effectively positions HP as a leader in technological innovation, fostering brand loyalty and maintaining a competitive advantage in the market.
Marketing Strategy of HP (Digital)
Here is a list of components that HP adopts in its marketing strategy:
HP Marketing Strategy
#BendTheRules
Source: Google
HP introduced the award-winning #BendTheRules campaign to promote Pavilion x360, featuring a collaboration with pop star Meghan Trainor to produce a music video.
The video got phenomenal results, which immediately garnered 25 million engagements. Within 24 hours of launching the music video, HP achieved 78% engagement with its intended audience—teenagers aged 13-34. Additionally, the company saw a remarkable 600% increase in YouTube channel visitors and a 48% rise in numbers!
This campaign’s success is often discussed in various digital marketing blogs, highlighting its innovative approach and impressive results.
Yoga Se Bhi Nahi Hoga
Source: Google
HP rolled out a series of five films, underlining the role of new technology, each talking about the different ranges of HP laptops.
This aligns with HP’s marketing strategy to highlight key product USPs such as the well-design of products. The ad film highlights the fall side of slow internet.
Work Happy
Source: Google
In the video, a gentleman talks about how new rules are changing in the current world. Success has certain rules, or at least it used to. With HP’s Hybrid tools, one can work anytime from anywhere. The outlook for the future of work appears significantly brighter.
#HP #WorkHappy #HybridWork
HP Marketing Strategy – Social Media Marketing
According to studies,t more than 80% of consumers purchase from social media. Social media has made it easier for businesses to analyse consumer behaviour and influence them behind their purchases. Examining digital marketing case studies can provide further insights into these trends.
HP’s marketing strategy involves being active on social media mediums like Instagram, Twitter, TikTok, and Facebook. HP is more popular on Facebook with 4.5 M followers, followed by 1.2M followers on Instagram and 1.1M followers on Twitter.
The company isn’t shy about meeting its audience where they hang out! Recognising that Instagram and Facebook are hubs for HP’s target market, this company has a strong presence on these platforms. They also haven’t forgotten about the professional crowd, boasting a healthy following of 5.1 million on LinkedIn.
But HP goes beyond just showing up. Their social media strategy is a smart mix of promotion and information. They share valuable tips, insights, and discussions about the latest tech trends, keeping their followers engaged and informed.
HP Marketing Strategy – SEO (Search Engine Optimisation)
Search Engine Optimisation (SEO) strategies have a great impact on customers landing on a company’s website. Thus, helping the company to gain more customers, retain existing ones, and gain market share. As it is evident from the image, the company gets around 2.8M customers from organic search which implies that the company uses an excellent number of keywords.
Their website rakes in a healthy amount of visitors without needing to pay for ads. This ‘organic traffic’ comes from people searching for industry-related keywords, and it’s much more valuable than traffic generated through paid channels. Why? Because these visitors are already interested in what HP offers, they are more likely to convert into sales.
Furthermore, according to the graph, the volume of visitors has boomed between March and August 2022 reflecting a good outlook for the company. This demonstrates the effectiveness of HP’s market segmentation strategies in targeting the right audience.
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HP Marketing Strategy – Influencer Marketing
HP produced a video series titled ‘Meet the Intern,’ featuring ESPN sportscaster Charissa Thompson. In each episode, Thompson takes on the role of a new intern at different companies, undertaking various tasks such as organising an open house for a realtor. The concept showcases Thompson using HP products and solutions creatively to accomplish these challenges.
As with most companies, HP ties up with influencers who are popular among its target audience. The company has also tied up with various TikTok influencers in recent days to promote its products among GenZs. This is a key part of HP’s marketing strategy.
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HP Marketing Strategy – E-commerce Strategies
Source: Google
HP has a very informational website, where you can grab a ton of knowledge about the various technological updates. They don’t sell their products on their website, but you can find information about their products including specifications, prices etc. This approach is designed to attract HP’s target market and provide valuable resources.
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HP Marketing Strategy – Mobile Apps
Source: Google
HP officially has up to 5 to 6 applications on both platforms i.e. Android and iOS. The major applications with the highest downloads and star ratings are HP Smart and HP Print Service Plugin. HP Smart helps to Print, scan, and share files from PC to HP Printer. HP Smart makes it easy to get started and keeps you going with features like Print Anywhere or Mobile Fax!
The HP Print Service Plugin simplifies printing documents, emails, and pictures from supported apps to a range of HP printers, such as HP OfficeJet, HP LaserJet, HP DesignJet, HP Photosmart, HP DeskJet, and HP Envy.
HP Marketing Strategy – Content Marketing Strategies
HP has been active on social media, especially on Facebook and Instagram. The content is based on information on its new product arrivals, marketing campaigns, etc. Their press release is based on safety advisory, financials, changes in company structure, etc. Mostly the press release is targeted toward investors. This strategic use of content marketing helps in reaching HP’s target audience effectively.
This ends with an elaborative marketing strategy of HP. Let us conclude our learning below from the marketing strategy of HP.
Top Competitors That Influence HP’s Marketing Strategy
Below is the list of some top competitors of HP:
- Dell: Known for its robust enterprise solutions and customer support services.
- Lenovo: Offers a diverse range of laptops and desktops catering to both consumer and business segments.
- Apple: Competes with premium devices known for their design aesthetics and ecosystem integration.
- Acer: Focuses on affordable laptops and gaming devices, targeting budget-conscious consumers.
- Asus: Specialises in gaming laptops and high-performance computing solutions, appealing to tech enthusiasts.
Marketing Strategy of HP – Failed Campaigns
HP faced criticism for a 2018 ad campaign focusing on laptop durability that was perceived as misleading. The issue stemmed from consumer complaints about the actual durability of the products not meeting advertised claims. In response, HP issued clarifications and improved transparency in its product marketing.
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Conclusion
Increasing the market share is important for both the financial health and the continued success of the company. Identifying the correct audience and effective means of attraction can provide companies with an opportunity to expand their market presence significantly. The desired set of keywords and constant efforts of the company over its website helped it to rank at the top amongst the organic searches (Natural searches without paid promotion) and capture a wider set of audiences daily.
We hope this blog on the marketing strategy of HP has given you a good insight into the company’s marketing strategies.
Thank you for taking the time to read HP’s Marketing Strategy, and do share your thoughts on this case study marketing strategy of HP in the comments section below.
Learning From Other Brands
In comparison, the business model of Zomato revolves around digital platforms and partnerships with local restaurants, demonstrating how technology and customer-centric services can reshape the food delivery industry. Similarly, the marketing strategy of TCS emphasises global reach and digital transformation services, showcasing how strategic initiatives and technological innovation can drive growth and market leadership. Similarly, the business model of Apple focuses on premium product differentiation and ecosystem integration, illustrating how innovation and brand experience can cultivate customer loyalty and market dominance.
FAQs for HP’s Marketing Strategy
Q1. What is HP's market segmentation strategy?
HP's market segment is based on consumer, small business, and enterprise needs, offering tailored solutions.
Q2. Who is HP's target audience?
HP’s target audience includes professionals, gamers, and everyday consumers seeking reliable computing solutions.
Q3. What is HP's latest product launch?
The Spectre x360 features 5G connectivity and advanced security features are some of the recent launches of HP.
Q4. How does HP promote sustainability?
HP’s EcoSMART initiative focuses on reducing environmental impact across product lifecycles.
Q5. Where can I buy HP products online?
HP's official website and leading e-commerce platforms are where one can buy HP products.
Q6. What makes HP laptops unique?
Innovation in design, performance, and user experience combined makes HP and its laptop stand out.
Q7. Who endorses HP's gaming lineup?
Tech influencer Marques Brownlee endorses HP’s gaming lineup.
Q8. How does HP engage with consumers on social media?
Through product demos, customer stories, and educational content this company increases engagement with its customers.
Q9. What is HP's commitment to innovation?
Demonstrated through campaigns like ‘Keep Reinventing’ and continuous product advancements.
Q10. How does HP support customers after purchase?
With comprehensive warranty coverage and dedicated customer support services.
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