Bangkok--30 Mar--Hill and Knowlton
HP announced operational result ranking number one in global PC market for seven months consecutively or accounting for 14.4% of global market share. In a bid to stimulate growth and maintain its leadership, it unveiled “Over the Edge” strategy aiming to expand product to the market of the segment. HP reiterated its leadership in trend and demand setting by launching a campaign “Home to a World of Fun” for HP Pavilion driving growth to be at 20% within the next six months.
“Despite higher growth rate of notebook segment, Personal computer (PC) market can still see a steady growth as shown in the sales of HP PC, which ranks number one for seven consecutive quarters, accounting for 14.4% of total market, disclosed Mr. Woraphot Thavornwan, Marketing Development Manager, Home PC, Hewlett Packard (Thailand) Ltd. HP expected that demand for PC is steady with an opportunity to expand the market base via product development to enhance its diversity.
“Major contribution for our success as the top leader in PC segment is attributable to the “reverse marketing” - the creation of new demand in the market in stead of meeting the existing needs in the market- by developing new products under “Over the Edge” strategy. Market segment will not be determined, instead we focus on creating a wide range of product to cover all needs by usage purposes of the consumers, including setting a trend with an emphasize on digital entertainment.”, he added.
“One example for trend setting for PC market is HP Pavilion MCPC — the multi-media pc launched at the end of last year. The product enjoys very good feedback from our consumers. Furthermore, we expected that our ‘Digital Entertainment’ PC, including MCPC or new PC models under the concept “Home to a World of Fun” will succeed in creating a new demand as well as propelling the overall growth of PC segment to be totaled around 10% in the second half of this year. This will help reiterating our leadership in PC market with a total growth of 20% in the second half of this year.”
HP offers a wide range of PC to meet needs of all consumer targets ranging from basic usage, high performance usage to entertainment usage, with price range of 17,900-79,900 baht, of which HP mainstream PC will be priced from 29,900-39,900 baht. This suggests the low price computers are not the main choices of consumers. With growing demand for entertainment- oriented PC, HP comes up with a market plan to meet this demand, for instance, introducing multi-media PC (MCPC) with new models to be launched on the market soon and new models of PC. HP expects to excite and stimulate the market.
“One of our strengths is strong distribution channel as HP has a wide range of product covering all segments from organization to consumers market. This allows HP to fully utilize its distribution channels in a way that support its business. Furthermore, with the mentioned remarkable marketing as well as product development strategy, it is strongly believed that HP will consistently remain its market leadership domestically and internationally. For HP, PC is not just one of home computer appliances, it is an entertainment device to create a world filled with happiness at home as aimed under the concept “Home to a World of Fun”,’’ said Mr. Woraphot.
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