Corporate Transformation Case Study

HP: Reinventing Itself

OR

Abstract:
In 2006, HP planned a million dollar global marketing campaign. Through this campaign the company wanted to send a message to its consumers that they were also one of the prime sellers of personal computers and not only high quality printers. HP’s goal was to make the personal computer a more powerful personal tool for the customers. This included ads on the internet, TV, print and billboard. The company felt that this campaign would increase momentum of its PC sales. The case gives an insight into HP’s history from its inception with the challenges it faced from its competitors. The case also focused on HP’s integrated marketing.

Pedagogical Objectives:

• To understand the challenges faced by HP
• To understand the competitors marketing strategies
• To analyse HP’s marketing campaign in comparison to its competitors
• To analyse HP’s focus on Integrated Marketing

Keywords : Hewlett Packard (HP); Personal computers (PCs); Printers; Marketing; DELL; Corporate Transformation Case Study; IBM; Advertising; Promotion; Canon; Integrated marketing; On-line advertisements; Marketing campaign; Internet; Strategy; Computers