Bangkok--31 May--Hill and Knowlton Thailand
HP is putting 80 million baht into a 360-degree marketing campaign for HP ink, covering both online and offline marketing tactics to take over sales from the ink refill market. The company is also giving away over two million baht worth of gold jewelry in a lucky draw campaign that lasts until 31 October.
Somchai Soongswang, General Manager of Imaging & Printing Group, Hewlett-Packard (Thailand) Co.,Ltd., said that the ink sales or “after market” segment is crucial to IPG business because it accounts for 50-60 per cent of the group’s revenue. HP has invested in research and development and even hired an accredited independent institute to evaluate the cost worthiness of using genuine HP ink compared to refills. HP will continue to use this information to communicate its message to consumers through various marketing activities. In the past years HP original ink enjoyed a market share of 55 per cent. In addition, HP’s “Value Campaign” which aimed to inform consumers of the two times more value of using original HP ink compared to refills was a key factor of such significant market share of HP original ink.
Mr. Klitz Kittitat, Marketing Development Manager of Supplies, Hewlett-Packard (Thailand) Co.,Ltd., said that the Value Campaign has been communicated through various activities such as training sessions for HP dealers and trade partners, tele-marketing media, and sales promotions. This year HP’s after market marketing campaign will cover every aspect of both offline and online marketing, centered around the Value Campaign. The main goal is to build awareness and expand the customer base for genuine HP ink among home users and micro businesses.
As a trendsetter and leader of the printing market with full range of products to meet every need, HP is utilizing the present campaign to give the ultimate printing experience to its customers via a wide array of different media avenues. At the same time, HP will collect vital customer information for its future CRM activities. The offline marketing component comprises an Integrated Marketing Communication or IMC campaign, covering informative TV spots that help consumers understand the value of HP ink products compared to refills, print media advertisements, public relations activities, below the line activities and mobile marketing to allow customers to participate in fun market promotions. The online marketing component makes use of digital marketing techniques such as banner ads on leading websites, a specific microsite just for the campaign, and cooperative activities with leading social network applications like facebook, hotmail and Google, to reach all groups of target customers.
In addition to the marketing campaign to emphasize the value of HP ink, HP is also holding a lucky draw campaign to give customers a chance at winning over two million baht worth of prizes, including gold jewelry. For the instant win campaign, customers simply send in an SMS with the code number on the package when they buy HP ink to see if they won an instant prize, which could be one of five gold necklaces given away each month. For the second round prize drawing, customers can enter their code number into the HP website for a chance to win the grand prize of 22-baht-weight worth of gold. The lucky draw campaign began in March and runs until 31 October 2010. The grand prize winner will be announced in November.
“HP set a marketing budget of 80 million baht for this campaign to inform consumers about the value of using genuine HP ink, which gives you two times more volume than refills. This message will be broadcast through every channel, both online and offline. We want to increase brand loyalty so that our original customers will continue to use HP products, and we hope to win over new customers as well. Another benefit of the campaign is that it will enable us to collect more customer information for CRM. HP set a goal of increasing our share of the printer ink market by 3-4 per cent this year,” said Kittitat.