Laptop Hp.docx

 Name - Faisal Shaikh Sohail Taibani Sahil Surve  Class - T.Y BMS  Div – A / Marketing  Roll No – 59 54 51

 Subject - Media Planning  Topic – Laptop

INTRODUCTION Laptop A laptop computer (also shortened to just laptop; or called a notebook or notebook computer) is a small, portable personal computer (PC) with a "clamshell" form factor, typically having a thin LCD or LED computer screen mounted on the inside of the upper lid of the clamshell and an alphanumeric keyboard on the inside of the lower lid. The clamshell is opened up to use the computer. Laptops are folded shut for transportation, and thus are suitable for mobile use. Its name comes from lap, as it was deemed to be placed on a person's lap when being used. Although originally there was a distinction between laptops and notebooks (the former being bigger and heavier than the latter), as of 2014, there is often no longer any difference. Laptops are commonly used in a variety of settings, such as at work, in education, for playing games, Internet surfing, for personal multimedia, and general home computer use.

Company profile

The Hewlett-Packard Company (commonly referred to as HP, and stylized as hp) or Hewlett-Packard was an American multinational information technology company headquartered in Palo Alto, California. It developed and provided a wide variety of hardware components as well as software and related services to consumers, small- and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors. Hewlett-Packard Co. (HP) is second only to IBM Corp. among the world's largest computer firms. Along with manufacturing and marketing its top selling computers and printers, the firm also sells hardware, software, and services for World Wide Web-based operations. Under CEO Carly Fiorina, at the helm since July of 1999, HP has set it sights on becoming a premier e-business technology and services provider. The company also produces ‘ProLiant’ that is an affordable tower server for small size to medium size work groups. “IPaq Glisten Smartphones” is one of Hewlett Packard’s high profile products that have many features like the ability to send emails, texts, photos and managing contact list. “Linksys WRT54G2 Wireless-G router” is a home-networking product that enables internet connections with high-speed. Service packages including AMC’s are available for interested customers by the company. The products include printers, digital cameras, scanners and calculators

Target audience HP is one of the three leading laptop brands in the Indian market. The laptop market targets a variety of groups: students, who are especially concerned with prices; gadget-geeks and techies, who are looking for the most advanced systems; design aficionados, who are primarily seeking a sophisticated computer that looks good;

and also the people who don’t get emotionally involved in this category and only view the computer as a work and entertainment tool. However, what all these groups have in common is the tendency to share information and opinions online. HP a name popularly known for their PC’s and printers, but when it comes to the company as a whole they have used demographic and geographic segmentation variables to address the needs of the retail and corporate customers. Targeting is one of the important pillars of the marketing strategy. HP uses differentiating targeting strategy to provide customized products & services to the enterprises.

Media vehicle HP use to influence customer through Television as a marketing tool and for customer engagement; Digital media and television media is best suite media vehicle. The main advantage of digital marketing is that a targeted audience can be reached in a cost-effective and measurable way. Other digital marketing advantages include increasing brand loyalty and driving online sales.P implemented an innovative strategy across various platforms. Television advertising offers the benefit of reaching large numbers in a single exposure. Yet because it is a mass medium capable of being seen by nearly anyone, television lacks the ability to deliver an advertisement to highly targeted customers compared to other media outlets.

SELECTED MEDIA. (refrence mediaant.com) Digital Media Inshorts, App 5.5 Mn Monthly Active Users Per Campaign CARD RATE ₹350,000 Facebook, Website 2.32 Bn Monthly Active Users Per Click CARD RATE ₹ 3.00 Advertising in Google Search, Website Google adword Per Click CARD RATE ₹ 20 Advertising in YouTube, Website Per Views CARD RATE ₹ 0.50

TELEVISION media STAR Plus Entertainment 268,872 viewers OFFER RATE ₹ 6,640 CNBC TV18 Business News 5,560 viewers Per Second CARD RATE ₹ 560 Teleshopping options Per 30 minutes slot CARD RATE

Rupees 19,800