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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Recommended Citation
Concepcion, R. J. (2012). An integrated marketing communications campaign for HP Philippines Inc. Retrieved from https://animorepository.dlsu.edu.ph/etd_masteral/4906