Hewlett Packard Marketing Mix

Introduction

The Hewlett-Packard Company was originated in January 1939 by Bill Hewlett and Dave Packard, two Stanford University classmates. The company incorporated in 1947. Mr. Packard was appointed as the President and Mr. Hewlett as the Vice President. Would you like to take a lesson on the marketing mix?

The company’s foundation was supported by the demand for electronic equipment and microwaves. Gradually, HP has concentrated its offerings in software and technology services. Hewlett Packard went public in 1957 at $16 per share. In 1980, HP introduced the first personal computer (PC), the HP-85; the first handheld computer HP 75C; and the first touch screen PC HP-150. The company merged with Compaq in 2002.

Product

  • Hewlett Packard provides infrastructure technology, business process outsourcing, technology support and maintenance, networking products and resources, application development and support, consulting and integration services; enterprise information technology infrastructure, and software, as well as personal computing and related access devices, imaging and printing related products and services.
  • In 2007 HP introduced the TouchSmart PC, an all-in-one PC with a touch-screen display; HP also introduced a touch-screen consumer tablet PC. In 2008 In April, HP introduced a full-function, mini-notebook: the HP 2133 Mini-Note PC. designed for the education market.
  • Hewlett Packard produces ProLiant, described as an affordable, entry-level rack and tower server ideal for small to medium businesses, workgroups, remote sites, and high-performance computing environments.
  • HP’s product inventory also includes iPaq Glisten Smartphones, with features such as the ability to schedule meetings, email and text, send photos and manage a contact list.
  • Hewlett Packard Home Networking Products such as the Linksys WRT54G2 Wireless-G router which provides a high-speed Internet connection with several computers.
  • HP supports its products with tailored service packages such as the HP Care Pack designed to cost-effectively upgrade or extend a customers’ standard warranty with easy-to-buy, easy-to-use support packages. They reduce downtime risks with support levels from basic to mission critical.

Price

  • In 2003 Hewlett Packard introduced another first in pay-per-use utility pricing by offering automated technology that can measure the percent utilization of each central processing unit (CPU) on HP Superdome servers, thereby offering significant advantages to customers during slow periods so they do not pay for processing they do not utilize.
  • Hewlett seeks to design products with features and esthetics aimed specifically at consumers. It will first estimate how much consumers will pay, then design products to sell at that price.

Place

  • Hewlett Packard company headquarters are located at 3000 Hanover Street Palo Alto California.
  • HP has subsidiaries located in Miami, Ontario, Geneva, Tokyo, Houston, Singapore, Victoria and Rivonia.
  • Hewlett Packard operates a worldwide program for independent software vendors, developers and system integrators called the Developer & Solution Partner Program (DSPP).
  • The HP website provides a partner locator service sorted by small and business, home and home office, large business enterprises, as well as type of product needed.

Promotion

  • HP launched a branding initiative called, “One Voice,” to better integrate its vast line of consumer electronics and computer hardware products.
  • HP uses many vehicles to tout its business solutions products and services, including a website with videos and navigation by sorted by business application.
  • Key Hewlett Packard employees host blogs covering topics such as networking, servers, enterprises software and storage.
  • Hewlett Packard employs a “Trade-in Program” whereby a customer can get a free quote on an old product and trade it in on eligible products.
  • HP is promoting an instant $300 savings on its ISS Proliant AMD Servers.
  • Hewlett Packard is offering limited time 0% financing on qualifying products and services.

People

  • Hewlett Packard has approximately 321,000 employees.
  • Mark V. Hurd is the chairman, president and chief executive officer.
  • Hewlett Packard hired Davis Shirk in 2010 to run its worldwide marketing for its business enterprise unit.
  • HP founders based their corporate culture on the integration and reinforcement of critical opposites, known as the Hewlett-Packard Way - creating an environment that celebrates individualism, but at the same time one that is also wholly supportive of teamwork.
  • Hewlett Packard provides a career development website to help guide its upwardly mobile employees.
  • HP partners with other organizations such as InRoads and GEM to expand minority employee representation.
  • Hewlett Packard provides chat, phone and email customer service options.

Pysicial Evidence

  • HPs’ “One Voice” project has a goal of developing a fresh design to its packaging while staying on brand across thousands of product lines and dozens of packaging types.
  • Hewlett Packard boasts on of the most thorough company websites online with a wealth of content ranging from an overview of products to philosophy and customer support.
  • Since 1989 HP has worked to develop environmentally responsible packaging, recently the company teamed with the UC Santa Barbara Bren School of Environmental Science and Management and IoPP to create an up-to-date guideline for the electronics industry.

Process

  • In 1997, Hewlett Packard employed the “Hoshin”process in developing its strategic plan. The Hoshin process is a systematic planning methodology for defining long-range key entity objectives without losing sight of day to day business measures.
  • In 2002 HP divulged the supportive planning behind its planned merger with Compac including its goal of achieving a leadership position in every major segment of the information technology industry.
  • Hewlett Packard has utilized Design for Supply Chain (DfSC) system, which is a systematic, repeatable process which allows HP to consider the impact of decisions: on supply chain partners, including suppliers, manufacturing and logistics service providers.
  • One of CEO Mark Hurd's first acts as CEO, in flush times, was to cut 15,200 jobs (10% of the workforce), he has encouraged remaining employees to stress operational efficiency.
  • Key pillars of the HP strategy include achieving meaningful innovation with speed and agility.

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