Bangkok--9 Apr--Hill and Knowlton Thailand With the debut of its Print 2.0 strategy, HP is joining Baan Rie Coffee for a seasonal marketing campaign, launching a new promotion during the Songkran holiday. Customers who buy Baan Rie Coffee will get the right to buy an HP OfficeJet printer at a reduced price. Somchai Soongswang, General Manager, Imaging & Printing Group and Consumer Segment , Hewlett-Packard (Thailand) Ltd., said as they begin to implement the Print 2.0 strategy to demonstrate its leadership in the printing industry of the future HP has come out with the “What do you have to say?” campaign in support of this new approach. HP will try to communicate its message to different groups of consumers using methods that are suited to each group. The company wants people to see examples of successful digital printing experiences so they will be inspired to use digital printing solutions more widely. To reach the SMB group HP is using Baan Rie Coffee as an example of digital printing success. Baan Rie Coffee founder Saichon Payaonoi will tell about how he used HP OfficeJet product as a tool to make his marketing work more efficient. For the portion of the “What do you have to say?” campaign aimed at the SMB group, the message from Baan Rie Coffee will be transmitted through various media including TV and print media. In the ads, Saichon will give testimony about how HP printing technology was behind his business management success. He will explain how HP OfficeJet equipment made his work more efficient by making it easier to produce various printed media. Saichon’s story will also be communicated via interactive web at www.hp.com. Besides using Baan Rie Coffee as an example of success for the SMB group, HP will also engage in other cooperative marketing activities together with Baan Rie Coffee to expand its customer base among general consumers. The cooperative activities will be useful in terms of brand partnership, helping increase awareness of both brands in a win-win solution. Baan Rie Coffee puts a priority on personnel development and this fits in well with HP’s OfficeJet products because they are tools that can help people develop their potential by working more efficiently. The two partners are also using a seasonal marketing approach, timing their campaign to coincide with the Songkran holiday when many people travel. This helps increase marketing opportunities. Lastly, all these activities will help HP meet its goal of geographic expansion of brand recognition. Baan Rie Coffee has 74 branches in strategic locations in 18 provinces. This will help expand HP’s customer base among different customer segments. The joint promotion will also be beneficial for Baan Rie Coffee. Baan Rie Coffee founder Saichon Payaonoi said that this year the company would focus on strengthening its brand name. He believes the economic situation in Thailand will improve this year. Baan Rie Coffee is undertaking joint promotions with a variety of business partners. Most recently they joined HP for a new kind of promotion. Baan Rie Coffee has always believed that developing the potential of its personnel is one of the main keys to successful business management. Saichon puts a priority on giving his employees more information and a greater understanding of the products, the business and management techniques. Efficient equipment also plays an important role in making employees’ work more effective. As a world leader in the printing industry, HP has the products and solutions that fit for small enterprises and help streamline their work. Baan Rie Coffee sees this joint promotion as another way to create added value for its customers. The two partners may later join for more joint promotions. HP and Baan Rie Coffee are trying to reach new target customer groups with this Songkran campaign. They are printing special co-branding coffee cups and giving special privileges for buying HP OfficeJet to customers of Baan Rie Coffee. The promotion runs from today until 31st May this year at all 74 Baan Rie Coffee branches in 18 provinces. It is a way to create added value for customers of Baan Rie Coffee. “The point of HP’s Print 2.0 strategy is to give consumers an experience of modern digital printing and create greater market demand. All our new promotions are intended to fulfill the purpose of this strategy. The new promotions will help expand brand awareness among new groups of consumers. For example, many customers of Baan Rie Coffee may have a need for new IT equipment but they might not have been exposed to HP’s other marketing activities, so this kind of co-branding campaign can help HP reach new markets,” concluded Somchai Soongswang of HP.