don't worry, be hp (pdf)
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J-MAT Award 21
...
+=
1. 4 ( 084-011-4193)
2. 4 3. 4 4. 4 5. 4 6. 4 7. 4 8. 4 9. 4 10. 4
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Executive Summary 1 PESTN Analysis 2 Company 3 Competitor Analysis 4 Customer Analysis 6 Cost Analysis 8 Customer Insight & Big Idea 9 SWOT & TOWS Analysis 10 Marketing & Financial Objectives 11 Alternative Plan 11 STP Analysis 12 Strategy Map 14 Holistic Marketing Strategies
Product & Service Strategies 14
Price Strategies 15
Channel Strategies 16
People Strategies 17 CRM 18 CSR 18 Integreted Brand Communication (IBC) 19
Phase 1 : Why Worry? 20
Phase 2 : Dont Worry, Be HP 22
Phase 3 : Kick off your worry 24
Phase 4 : Dont Worry, we are HP 25 KPI 27 Gantt Chart 28 Financial Statement 29 3 Years Plan 30
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Executive Summary
HP
,
Deskjet Ink Advantage
(End
User) (Influencer)
(Customer Insight)
Big Idea Dont Worry, Be HP
Big Idea
Product & Service Strategies, Pricing Strategies,
Channel Strategies, People Strategies, CRM CSR (Integrated Brand Communication)
IBC 4
Why Worry?
Dont Worry, Be HP HP Desk Jet Ink Advantage
Kick off your worry HP Deskjet Ink Advantage
Dont Worry. We are HP community HP online offline
HP Deskjet Ink Advantage
Insight
Loyalty HP Community
1
-
Situation Effect (Opportunity/Threat)
Politic
Economic
..2555 ..2554 .. 2555 GDP
IT .. 2555 IT
..2555
..2554
IT
Social
"value for money"
HP
Convenience-oriented
Collectivism Influencer Cloud Computing
Cloud Computing
Technology
Social network Social Social Network
2
-
Media share
Feedback Feedback
Nature
Global Warming
(Paperless Trend) Tablet PC Cloud Computing
HP Professional IT Desktop PC Notebook HP Deskjet Ink Advantage HP (Ideal Life) Ideal Life IT HP mass (HPs Partner)
(Education Segment) HP HP Attention HP
Company,
3
-
CISS
Pro
du
ct
HP Deskjet Ink Advantage k109g (print only)
Deskjet Ink Advantage k209g (All-in-One)
Hp 703
4
Canon IP 2770 (print only)
Canon MP287 (All-in-One)
Epson ME32 (print only)
Epson ME340 (All-in-One) Comax B InkTec Nano A Inktec 100ml.
PIXMA Ink Efficient E500 (All-in-One)
pixma88 pixma98
Epson L100 (print only),
Epson L200 All in one 1 4 4
Bra
nd
ing
IT
4
-
Pri
ce
- K109g : 2,790 - K209g All-in-one : 3,690 - : 320 ( : 0.53) - : 320 ( : 1.81 )
- Inktec 100ml. 200 - Comax100ml. 140 + 700-2,000 ( )
PIXMA Ink Efficient E500 : 2,790 - : (PG-88) 390 ( : 49 ) - : (CL-98) 390 ( : 98 )
- L100 : 5,290 - L200 : 6,290 - : 250 ( : 6.3) - : 250 ( : 11.5 )
Ch
an
n
el
online
IMC
Facebook fan page http://www.facebook.com/#!/HP
Website http://itidea.tarad.com/product.detail_697977_th_4055050
Facebook fan page https://www.facebook.com/#!/canon.thailand?sk=photos
Road Show
- Facebook fan page https://www.facebook.com/#!/EpsonExceed4All
Pe
op
le
HP Real user
Celebrity endorsement
5 CISS
-
(Consumer Insight) /
1. (Problem Recognition)
6W 1H (Habits)
In-depth Interview 30
Face-to-face Questionnaire 150
Purchasing Process
Canon, Epson HP Canon, Epson HP (55% ) Canon Epson (45% )
(Education segment)
IT 61%, 32%, 4% Tesco Lotus / BigC 3%
: / : /
71% 29%
1. (54% ) 2. (46% ) Point of purchase
Who
What
Where
When
Why
Whom
How
6
-
2. (Information Search)
3. (Evaluation of Alternative)
Brand
4. (Purchase Decision)
5. (Post-Purchase Behavior) Loyalty
Point of Purchase
pantip, IT Blog
1 2 3
1.
Cognitive
Affective
Conative
POP
2. ,
Cognitive Affective Conative
POP
7
-
HP 3690
! 2000
Total
HP 3690 6 x 320 = 1920 - - - 5610
CISS 2000 4 x 100 = 400 6 x 300 = 1800 1500 6(100) = 600 6300
pantip
Cost Analysis HP 3 100 HP 6 320 ( 2 ) HP 3 s 4 100 2
300 1500 100 HP
HP
HP 12.3%
8
-
Deskjet Ink
Advantage
Outstanding
Quality
0% problem
Dual-Drop Volume
3
Emotional Benefits
Attribute Product Related
Functional Benefits
Dont Worry, Be
(Customer Insight)
(Big Idea) Dont worry, Be HP HP Deskjet Ink Advantage insight
9
-
STRENGTHS 1. HP 3
HP 2.
3. First mover advantage
Multifunction , All-in- one ePrint
4.
WEAKNESS 1. HP
HP
2. HP 3.
OPPORTUNITIES
1. Paperless ( )
2. IT
3. HP
4. Social Network Internet
SO Strategies /
HP
WO Strategies /
HP
(Brand Relevant)
THREATS
1. HP
2.
3.
4.
5. (Cloud Computing) IT Tablet Smartphone
ST Strategies /
HP
WT Strategies /
SWOT & TOWS
Analysis
10
-
1. () HP Ink Advantage HP
2. HP HP Ink Advantage
3. 25% 50% 12 4. HP Top of mind
HP
Marketing Objective
2554 100 150 2555
Financial Objective
HP Ink Advantage
HP Deskjet Ink Advantage HP Deskjet Ink Advantage
HP Ink Advantage HP
11
-
S Segmentation (Usage Level) 1. High volume printing 100
Canon Epson (Non-
User) HP (HP-User)
2. Low volume printing 100 2
Functional Benefit
HP
Insight
Emotional Unmet Needs
HP Ink Advantage
HP
Key Message
12
-
Canon Epson (Non-User) HP (HP-User)
T Targeting , /
1. HP Brand Perception
2. Canon Epson
P Positioning
Insight
Insight HP Ink Advantage HP HP : (Image) HP Professional IT HP IT / : Emotional Benefit
Professional Image Fashion Image
Economical
CISS
Carefree
13
-
PRODUCT
Dont Worry, Be your own style HP Deskjet Ink Advantage HP
Holistic Marketing Strategies Product & Service Strategies
Holistic Marketing
Strategies
Strategy
Map
Strategy
Map
BIG IDEA!!!!
Dont Worry, Be HP
People
Strategy
Trade
Promotion
Channel Strategy +
+ Sale Driven
Brand
Preference
Marketing
Activities
Phase 1 4 + CRM
+ CSR
4th Marketing
Objective
Financial Objective
+ 3rd
Marketing Objective
Financial
Objective
Media
website Facebook
+
+
Integrated
Integrate
d Brand
Commun
ication
Brand
Preference
Brand
Preference
1st Marketing
Objective
Top of Mind
Financial Goals
Perception +
Awareness
14
Price
Strategy
Channel
& E-
Channel
Product
Strategy
Product
& Service
Strategy
Integrated
Brand
Communication
Integrated
Brand
Communication
Integrated Marketing
IntegratedMarketing
-
HP Ink Advantage HP Dont Worry Packaging Packaging packaging packaging recycle HP
recycle packaging HP (Green Company)
SERVICE Dont Worry Hotline
Dont Worry Hotline 24 HP Dont Worry Hotline Dont Worry Online Consultant
online 24
Customer insight HP HP Best Priced HP Deskjet Ink Advantage Lowest total cost of ownership HP
Price Strategies
HP Awareness HP (Core Value) IBC Sales Promotion HP
15
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HP Deskjet Ink Advantage HP Ink Advantage
Bundle HP Ink Advantage Package 1. HP Ink Advantage 2. HP
Existing Channel Development
Dealer Relationship Management HP HP HP
Create HP Premium Shop HP Premium Shop Dealer HP
10 HP HP Conner ( HP) ,Credit term , Special Gift Set HP Dealer HP
Seminar & Workshop with Dealer HP Workshop
Dealer Dealer HP HP New Channel Development
HP Station HP Education Segment
awareness HP HP Station 2 HP Store HP ,
Channel Strategies
Dont worry Set
16
-
HP Community IBC Strategies
HP Partner Store HP Partner Store Dealer HP HP IBC Strategies
Vending Machine McDonalds 24hrs McDonalds HP Ink Advantage HP HP HP
HP Salesperson
IT HP
HP HP Ink Advantage, HP Ink Advantage
HP
HP Service Mind IT Specialists as influencers
HP
People Strategies
17
-
Workshop IT Specialists IT Specialists online media youtube workshop IT Specialists
CRM Loyalty HP
HP Member Club HP Partner Big C, IT City HP Member Club 3 HP Station HP Coffee shop, internet wi-fi print 150 E Privilege SMS
CRM
CSR
Save the world
HP HP HP HP
HP 5 HP HP Deskjet Ink Advantage facebook fanpage HP
Care to share
HP HP HP
HP HP HP HP Deskjet Ink Advantage facebook fanpage
18
-
HP Ink Advantage
HP Ink Advantage Big Idea
4 phase
Why worry? Dont Worry,Be HP Kick off your worry Dont worry, we are HP
Objective
HP
HP Ink Advantage
touch points
community
Activities
Worry Model
Worry Poster
Modified Bus
New Leaflet
HP Channel in Youtube
Spot Radio
Happy Model
Happy Poster
HP Event Day
HP Road Show
Augmented Reality Game
HP Station
Social Network
Timing
Awareness / Interest Search/ Information Experience/Action Share
19
-
1. , , , ,
2. Worry Model : : Model Social Network Model Insight Insight Model , BTS, MRT, Model Model " 2 " Model "! " , Supermarket, Lifestyle Mall,
IBC Strategies
Phase 1 (Why Worry?)
20
-
" " Model " "
: : 4,900,000 Worry Poster
: : Poster Poster Poster , , Poster ", " poster , , , Superstore, Lifestyle Mall Poster " : - : 2,300,000 Modified Bus
: : wrap : - : 3,900,000
21
-
New Leaflet
: : HP IT Mall, , Event, Boot Road show : : 700,000
1. HP 2. HP Ink Advantage
HP Channel on Youtube : : Youtube - , HP Ink Advantage : , : 150,000 Spot Radio
: , HP Ink Advantage : Spot Radio 2 Spot Radio 2 HP Ink Advantage HP Ink Advantage : , , : 1,100,000
Phase 2 (Dont Worry, Be HP)
22
-
Happy Model : HP Ink Advantage : phase1 Model HP Ink Advantage Model phase1 Model HP Ink Advantage "" Model "" Talk of the town : : 4,900,000 Happy Poster
: HP Ink Advantage : phase1 Poster HP Ink Advantage " 3 " HP Ink Advantage 3 : : 3,000,000
HP Event Day
: ,
23
-
1. HP Ink Advantage 2. HP Ink Advantage
HP Road Show : HP Ink Advantage : Road Show Theme HP Road Show Dont worry, Be HP HP Road Show Dont worry guy & girl Road Show Local Presenter Partner store HP Ink Advantage HP HP Ink Advantage ,Super store Lifestyle mall Sale Promotion Back to school
: event Park Paragon Check In Like Facebook Fanpage HP Ink Advantage , , HP HP HP
: : 5,000,000
Phase 3 (Kick off your worry)
24
-
: : 9,400,000
Augmented Reality Game
: HP Ink Advantage, HP : application smart phone download website Augmented Reality (AR) HP Ink Advantage Facebook : : 80,000
1. HP 2. (Evangelist)
HP Station
: HP Community (HP Evangelist)
Phase 4 (Dont worry, we are HP)
25
-
: HP Station awareness Community HP modern HP HP Station HP Store HP HP member club 150 workshop - HP HP HP Station HP Station HP Station HP HP Top of mind HP
: : 720,000
Social Media
: HP Ink Advantage : HP Ink Advantage IT HP HP : : 40,000
26
-
Marketing objective Tool KPI Goal
Aw
are
ne
ss
(Awareness)
- IBC phase 1 2
-
- HP Deskjet Ink Advantage -
Se
arc
h
- -
- New trend of searching information - HP Channel on Youtube
- - - View youtube
- Search Engine - youtube 200,000
view/
- 80
Co
nsu
lt
- Dont Worry Online Consultant - Dont Worry Hotline - IT Specialist - HP Salesperson
- Consult - online consultant - Call center
- 50 - 80 - call center 100,000 /
Bu
y
- IBC Phase 3 - Dont Worry, Be your own style - Dont worry set - Privilege - New Channel - HP Salesperson - Roadshow
- - -
- 50 - 80 - 80
Co
mm
un
ity
- - -
- CRM - Workshop -Member Card -IBC Phase 4
- - Mind Share - -
- 80 - Top of mind - member 200,000 / - Facebook 400,000 share/
KPI
27
-
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Don't Worry, Be your own style 1,000,000
Don't Worry Packaging 1,000,000
Don't Worry Hotline 40,000
Don't Worry Online Consultant 80,000
Price Don't Worry Set 1,000,000
IT Specialists 1,000,000
HP Salesperson Development 900,000
Existing Channel Development
- HP Premium shop 2,000,000
- Seminar&workshop for dealer 400,000
New Channel Development
- HP Station 6,200,000
- HP Partner Store 4,320,000
- Vending Machine 4,000,000
CRM HP Member Club 1,000,000
Save the World 250,000
Care to Share 250,000
IBC
Worry Model 4,900,000
Worry Poster 2,300,000
Modified Bus 3,900,000
New Leaflet 700,000
HP Channel on Youtube 150,000
Happy Model 4,900,000
Happy Poster 3,000,000
Spot Radio 1,100,000
HP Event Day 5,000,000
Kick Off Your Worry HP Roadshow 9,400,000
Augmented Reality Game 80,000
HP Station 720,000
Social Media Integration 40,000
59,630,000
Product & Service
Total
CSR
Why worry ?
Don't Worry, Be HP
People
Channel
Don't Worry, We are HP
Budgetstrategy ActivitiesNov DecOctSepAugJulJunMayAprMarFebJan
28
Gantt Chart
-
200 300 400 500 600 700 800 900
1,000 1,100 1,200
2555 2556 2557
Mill
ion
s
2555
()
2556
()
2557
()
1,704 1,874, 2,062
426 469 515
852 975 1,093
HP ink Advantage
383 439 492
(F) 2555F() 2556F() 2557F()
sale 383 439 492 cost of good sold 115 132 146
gross 268 307 344
60 - -
208 - -
4.47 - -
29
Financial statement
years Plan 2554 1,200 2555 10% 1,320 HP Market share 25 % HP 330 segment Deskjet ink advantage 45 % HP
segment 148.5
Dont worry,be HP Market share 50 %
Holistic Marketing Strategies
Key Message HP
sales promotion Road show HP
DeskJet Ink Advantage HP DeskJet Ink Advantage
383 4.47 3 HP
community
4.47
-
Our Future Target Market
HP Key Messages HP Loyalty HP HP HP HP HP HP
Upcoming Activities
30
3 years Plan
Roadshow (20,050,000 ) HP
Dont Worry Guys & Girls
Expanding HP Station (17,600,000 ) HP Station HP HP Station IT Service Center Community Center HP User
Expand Vending Machine and continuous Relationship with McDonalds (32,000,000 )
HP Ink Vending Machine
HP McDonalds
Paperless Trend (2,000,000 ) HP Print Ads,Leaflet Out Of Home media
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