An integrated marketing communications campaign for HP Philippines Inc

Date of Publication

2012

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Although HP is ranked only at 2nd place in the Philippine Computer market, HP has established itself as the worlds leading PC manufacturer in the global PC market since 2007. Due to the increasing demand for ultra-portable devices in the country, tablets sales have risen to the point that it cannibalizes on PC sales. This led to the introduction of Ultrabooks which are the next generation of thin and light but powerful laptops. Though HPs main competitors in Ultrabook landscape have already established themselves, HP introduced its own Ultrabook in the form of the Envy 4.

The campaigns strategy is to create ads that are in line with the objective of making the market aware about ultrabooks and encouraging them to purchase HPs Envy 4. This will be done by coming up with ads that are informative, dynamic and compelling that the market can relate with. By the end of one quarter, it is expected that the product level awareness for ultrabooks will increase by 40% by employing a digital marketing campaign with on-ground activations and sales promotions The Envy 4s features will be highly showcased in order to drive home the message that the Envy 4 is a versatile and stylish device made for Young Professionals. In conclusion, this campaign aims to inform the market of the existence of ultrabooks and influence their brand preference by making HP Envy 4 a desirable / must-have laptop for young professionals.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006289

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc. 4 3/4 in.

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