An integrated marketing communications campaign for HP Philippines Inc

• Main Author: Concepcion, Rey Victor Emmanuel J.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4906
• Institution: De La Salle University

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.