Bangkok--17 Jul--Hill and Knowlton
In a bid to consolidate its position in printing business, HP heading towards brand strengthening strategies. Reaffirming its leading position in “digital photography” with a broad line of printers covering all purpose of uses. Those products are enhanced with high performance and state-of-the-art technology from HP. The company also announced its market growth at 15% of total market and expected to achieve 25% growth at the end of this year.
Realizing the competitive situation in printer market, HP is ambitious to maintain its competitive advantage as the market leader. Therefore, the company comes up with the latest strategy to strengthen sub-brands in each segment and raise greater brand awareness amongst consumers. This is also in line with certain consumers’ needs in each segment, said Mr. Kliz Kittitat, Marketing Development Manager of Imaging & Printing Group, Hewlett-Packard (Thailand) Ltd.
“HP has always emphasized on enabling truly digital photography experiences to consumers. This has been demonstrated in our development of printer products to meet distinctive consumer needs. Yet, we realize that as some printer models sharing similar functions prove to be difficult for consumers to select the one to meet their particular needs. HP has classified clearer product segmentation. This segmentation will also help in strengthening HP printer sub-brands. Additionally, it will facilitate sales marketing activities for distributors, enabling them to provide consumers with proper suggestion on printer selection for certain purpose of uses. It will optimize better market base expansion to target consumer in each segment. Ultimately, consumers will have the right product that fits into their requirements,” Mr. Kliz said.
HP has classified its printer segments into three groups which are:
1. Deskjet All-in-One and Deskjet Printer which target at primary users who wants a printer for general-purpose usage.
2. Photosmart All-in-One and Photosmart Printer which mainly target at users who enjoy photo printing.
3. Officejet All-in-One and Officejet Printer which target at professional users who want high volume printing.
These three segments will allow HP to take marketing edge over its competitors as it help in raising printer models awareness as well as allowing distributors to deliver right suggestion on printer products to customers.
HP also plans to introduce new products in July covering 3 models:
- Deskjet AIO series F370 and F380
- Deskjet Printer series D2360 and D4160
- Photosmart AIO series C3180 and C4180
“One of HP key strengthens is our strong distribution channel. With portfolio covering all market segments ranging from enterprise to consumer groups, we are able to take advantage of each distribution channel in a way that fully supports other distribution channels. With the new product segmentation, HP is confident to continue its leadership in printing market. By the end of this year, we expect to see the market share of 50% in all-in-one printer segment and 25% in single-function printer segment,” he concluded.
About HPHP is a technology solutions provider to consumers, businesses and institutions globally. The company’s offerings span IT infrastructure, global services, business and home computing, and imaging and printing. For the four fiscal quarters ended April 30, 2006, HP revenue totaled $88.9 billion. More information about HP (NYSE, Nasdaq: HPQ) is available at www.hp.com .
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