1. IMC
Rohit Rohan | MICA

2. Company
overview

3. Hewlett Packard, known as HP
electronics producer founded in 1939
company has gained prominence around the world
major leader in the industry of electronics and technology
in 2001 the company merged with Compaq
forming HP Compaq
• merger ensured efforts were made to further establish
the brand as a leading company
• done through aggressive marketing tactics via
concepts of Integrated Marketing Communication (IMC)
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Overview

4. HP’s IMC strategy

5. • HP invested several hundred million dollars in its
first-ever global marketing campaign
• The goal of the campaign was to grow a more profitable
worldwide business
• ..via introduction, support and marketing of innovative
products, services and solutions that will deliver
the absolute best customer experience in personal technology
Strategy

6. Major
communication
message

7. “THE COMPUTER
IS PERSONAL AGAIN”
Message

8. Vertical
integration

9. • Vertical Integration
• level of coordination between communication objective,
corporate objective and marketing objective
• Corporate objective
• Customer loyalty, profit, growth, market leadership,
commitment to employees, leadership capabilities and
global citizenship
• Marketing objective
• To increase market share, compete with Dell,
target young generation
• Communication objective
• Focus on personal relationships to PC and
show consumers the different tasks made possible
by HP technology
Objectives

10. • Synergy can be seen among these objectives
• All advertisements were base on same theme
• Celebrities from different field were talking about how
HP PC and technology is part of their life
• Faces were not shown in any of the commercials and
focus was on different tasks that HP makes easy
• It reinforced customer loyalty - the corporate objective
• Advertisements in this campaign were appealing to
young generation
• Through social media viral effect HP reached new
customers which were otherwise non-respondent
to traditional media, thus increasing market share.
Objectives

11. Horizontal
integration

12. • Horizontal/functional Integration
• fit of MarCom and business functions like operations
and HRM
• HP had strength in selling through retail stores
in consumer segments rather than selling online
which was Dell’s core competence
• New campaign communicated that PC is a commodity
which is close anyone’s personal life, it’s a part of life
rather
• It pushed customers to visit the nearest retail store
to touch, feel and learn how HP technology can be useful t
Objectives

13. Marketing mix
integration

14. • Marketing mix integration
• How well the promotion (with communication message)
goes with the other 3 Ps of marketing mix
• Although the general theme of the campaign was
universal throughout the 100 countries where
HP was doing business, some variation can be seen
• For example in India ‘personal again campaign’
was supported by ‘Business is Personal Again’ campaign
that targeted SMEs
• Although the basic theme remained unchanged, local
celebrities and eminent personalities were used for
promotion in particular places
Objectives

15. Communication
mix integration

16. • Communications mix integration
• Different communication tools portray a consistent message
• Every channel used to communicate message delivered
consistent message
• TV commercials, internet promotion, PR program,
newspaper, billboards, reality shows etc.
• whichever medium was used in ‘personal Again’
campaign was complement to each other and had
same tone/message
Objectives

17. Creative
integration

18. • Creative design integration
• creative design is in accordance with the positioning
of the product
• With this new campaign HP wanted to acquire a
trendier brand image
• They wanted to target youth market and position
itself as a consumer loyal company
• “Personal again” campaign was very much on the line
• It relied heavily on animations
• Hand gestures were used to convey connectivity,
assurance, and emotional connect
• Celebrities shown in the commercial were those,
who are followed by young generation
Objectives

19. Communication
channels

20. • Broadcast
• Television
• Print
• Newspaper
• Magazines
• Internet
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Social Networking Sites
Blogs
Interactive websites
Viral Video
Media

21. • Online ads featuring celebrities
• Adverts on websites such as
• Yahoo, MTV, MySpace, MSN, Weather Channel, CIO,
Forbes, Entrepreneur, InfoWorld, CNet
• HP’s own interactive websites
• www.meetordelete.com and www.fingerskilz.tv
• Social networking and blog sites
Direct response
and interactive

22. • Outdoor
• Billboard
• Sponsorship
• Celebrity endorsement
Others

23. Key insights
and
highlights

24. • This HP campaign focused on the highly individual and
personal relationship people have with their computers,
unique to each user
• Whether what they are creating is a spreadsheet or a
work of art, HP’s goal was to make the personal
computer a more powerful personal tool
• HP’s aim was to drive its core concepts and ideas
through all PSG communications around the world,
including print, broadcast, online and outdoor advertising
Insights and highlights

25. • For television and web, the company highlighted celebrities,
noteworthy business people and other recognizable figures,
and how their PCs are personal to them
• At first, the viewer was to only see the achievers hands,
and each personality was revealed by showing what types
of things they do and have on their PCs
• The company also joined with MTV’s college network,
on the “Meet or Delete” series, which follows college
students as they size each other up and decide if
they’d like to meet, based solely on the contents
of their hard drives
Insights and highlights

26. • This meant that the company was going back to the
marketing basics of USP, Positioning and Differentiation
• There is ample scope for extending this positioning to
all product ranges, new products and across segments
• The campaign also gives the marketer an opportunity
to experiment with the product, change its design
and sometimes make mistakes all in the name of
reinventing PC
• With regard to the theme and its execution in Indian
market, the ads were
mainly targeted at the
affluent middleclass
tech savvy customers
Insights and highlights

27. Challenges

28. • Extensive use of celebrity endorsement
• by having a long term association with celebrities there is
a risk that any indecent behaviour of celebrity may
affect the company’s image
• Company was over focused on advertising
• under used other elements of communication
mix like personal selling, sales promotion, PR
• As the company grows in size and market share with
huge number of customers, company also needs to
address the retaining of existing customers
Challenges

29. • As small and medium business sector is emerged
very attractive segment company should try to acquire
number of customers in this segment as in the last
campaign some critics said that the campaign was more
focused on consumer sector rather than SME and corporate
• In the current era of globalisation the economies
are interlinked and interdependent on each other
• Due this globalisation where new markets are opening
like India, China, Brazil the company must adopt the
strategy according to the culture of these countries
Challenges

30. Recommendations

31. • Use the multiband strategy in future to acquire
the more shelf space and beat the competition
• Use personal selling as tool to improve sales
• Use combination of push and pull strategy
• More emphasis on sales promotions in store
• Use of PR to retain existing customer and maintain
good relationship with stakeholders
• Become more interactive with consumers through
new media (develop message board and forums)
• Focus on corporate advertising as well as consumer advertising
• Continuous development of innovative new products
Recommendations

32. • Integrate at Different Levels of management
• Put 'integration' on the agenda for various types of
management meetings
• Horizontally - ensure that all managers, not just
marketing managers understand the importance of a
consistent message - whether on delivery trucks
or product quality.
• Advertising, PR, Sales Promotions staff are integrating
their messages.
Recommendations

33. • Wrap communications around the customer's buying process
• Identify the stages they go through before,
during and after a purchase
• Select communication tools which are right for each stage
• Develop a sequence of communications activities which help
the customer to move easily through each stage
• Build Relationships and Brand Values
• All communications should help to develop stronger and
stronger relationships with customers
Recommendations

34. End
of
presentation