Bangkok--10 Sep--Hill & Knowlton
Introducing the ‘Pays You Back’ campaign, offering unbeatable value to HP LaserJet customers with complete return on investment within two months; new marketing campaign expected to boost the market during 4th quarter.
HP today announced its recent success in the SMB market for laser printers by maintaining an impressive leadership share of 39%. As the company looks to continue this success, HP is now rolling out fresh additions to the HP LaserJet All-in-One portfolio and a new ‘Pays You Back’ campaign that will offer customers 100% return on investment within two months. Furthermore, HP is reaching out to a new generation of SMBs by focusing more heavily on online marketing and a 200% increased budget for upcountry marketing campaigns. With these efforts in mind, the company is now targeting a 30% growth in revenue from the SMB market by the end of this year.
Mr. Thitaphon Boonprasit, Marketing Development Manager of LaserJet and Enterprise Solutions, Hewlett-Packard (Thailand) Ltd., said, “HP is pleased to unveil our latest strategic marketing campaign known as ‘Pays You Back’, to help capture the SMB market in the fourth quarter of this year following our strong presence and current 39% market share. The campaign is based on survey results from HP’s SMB customers in China and Singapore that revealed HP LaserJet printers can give 100% ROI to customers in just a few months, depending on usage.”
‘Pays You Back’ with HP LaserJet All-in-One printers
The ‘Pays You Back’ campaign will integrate various marketing activities to promote five key ‘payback’ benefits of using HP LaserJet printers as follows: (1) Electricity - power-saving and energy efficient features that help cut costs, (2) Fax consumables & greater productivity, (3) Maintenance - optimum convenience and easy maintenance, (4) Real Estate - space saving compact size and (5) Financial support to allow efficient cost management and affordability. Together these benefits will allow SMBs to experience a 100% return on investment within just two months, depending on their usage. In addition, HP is also offering a special promotion with cash vouchers worth 500-1,000 baht for purchases of the HP LaserJet All-in-One printer, as well as redemption for cash vouchers when buying HP original toners. Full details about the promotion can be found at www.hp.com/th/laserjet.
Driving the ‘Pays You Back’ campaign to reach SMBs via three key channels:
1. Retail and commercial channel development: HP will focus on developing programs with its partners to enhance printing system solutions offerings and infrastructure readiness through cost efficient solutions under the ‘Pays You Back’ campaign. The company also plans to increase retail shelf space at authorized HP dealers in Bangkok and upcountry, as well as at leading hypermarket channels, including Power Buy and Office Depot, in line with SMB’s changing purchasing behaviors. In addition, HP also plans to increase its number of authorized dealers by 600 accounts nationwide by 2011 from its existing 1,000 accounts in 30 provinces. Likewise for commercial partners looking to capture larger SMB accounts, HP will also increase these partners from 200 to 300.
2. Increased online and offline marketing communications: HP has increased its budget investment for online media by 15% for this campaign, while its budget for upcountry marketing activities has increased by 200%. The online media budget will include PR & advertising in leading portals and social networking sites, including Facebook and MSN, while a microsite at www.hp.com/th/laserjet has also been established as a source of information on the latest HP LaserJet All-in-One news, promotions and interactive activities for customers. The decision to focus more heavily on online media comes after findings from AGB Nielsen Media Research which confirmed rapidly growing online trends over the last three years, with figures indicating that 74% of internet users upcountry are aged between 25-34 years and considered potential SMB customers. In addition, amongst Thai Facebook users, 1.5 million are now members of business fan pages.
3. New HP LaserJet All-in-One printers: To support the campaign, HP is also adding new HP LaserJet All-in-One printers to its portfolio, with new models including the HP LaserJet M1522 series, which offer the five key cost-saving and efficiency enhancing benefits.
“Key factors helping HP to maintain its leadership in the printing industry are our vision and marketing strategies based on research and development in terms of product and technology, marketing trends and consumer behaviours in order to help HP better understand and address every customer’s needs. The ‘Pays You Back’ campaign also reflects studies undertaken that show HP LaserJet All-in-One printers can deliver 100% ROI, and we believe that this campaign will help us to grow our revenue in the SMB segment by 30% within the end of this year,” concluded Mr. Thitaphon.
About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at http://www.hp.com.