HP bets BIG on SMBs

Announcing its new ‘Go-to-Market’ strategy for small and medium businesses (SMBs), HP today unveiled a range of initiatives to bolster its leadership in the burgeoning SMB printing segment. The initiatives include the roll out of its new marketing campaign ‘Dream Bigger’ with Shah Rukh Khan as the celebrity endorsement, along with the launch of a host of products targeted at SMBs. While the campaign is a part of HP’s worldwide $300 million global marketing campaign called “What do you have to say?”, the launch of its new products forms a part of HP’s revolutionary Print 2.0 strategy – a strategy designed to accelerate the company’s ability to capture a significant portion of the 53 trillion pages forecast to be printed by 2010.

“As part of our Print 2.0 strategy, we are providing SMBs in the country with the most comprehensive set of printing hardware, services, solutions and tools that make it easier and more affordable for the segment to create, consume, manage and print business content in the way they want; whether in-house, online, in retail or through a print service. SMBs are one of the fastest growing segments for HP.  With our new SMB-focused ‘go-to-market’ strategy we expect to further strengthen our leadership in the SMB-pie,” said Ravi Aggarwal, President – Imaging & Printing Group, HP India.

Dream Bigger…with HP

· HP’s newly launched HP OfficeJet J6488 AIO and HP Color LaserJet CM1312nfi, priced at Rs 13,399 [catalog price] and Rs 49,999 [MRP] respectively, would drive businesses towards greater productivity and efficiency· The HP OfficeJet All-in-Ones printers are designed to deliver increased performance, productivity and affordability than any other comparably priced peer products. The new range of OfficeJet printers is targeted at discerning business users who are looking for increased productivity without compromising on affordability.

·  HP LaserJet Multifunction printers are the ideal choice for small and medium businesses looking to increase workgroup efficiency and enjoy professional quality output. With fast print, copy, scan and fax speeds, built-in networking, and innovations like Instant-on technology and new spherical toner HP LaserJets make excellent business sense for growing SMBs. They come packed with HP’s 5-star assurance – Innovation, Quality, Productivity, Best User Experience and Reliability.

·   Online Marketing Tools and Templates through which SMBs can self-design a wide range of business stationery like document headers, business cards, and marketing collateral from a wide range of professional-looking templates created by leading designers such as Paula Scher, the designer of the internationally recognised Citibank logo. The tools and templates are available at www.hp.com/paula. Interestingly, the CM 1312nfi also comes packed with an in house marketing kit worth Rs15,000.

·  HP will provide enhanced India Service Initiatives for original supplies through 1500 purchase points across the country. HP Original Cartridges are superior to Refills (findings of the TÜV SÜD PSB study). In India, HP Original Print Cartridges produced over 2.4 times as many pages compared to other brands of refilled ink cartridges testedAccording to latest IDC Report, HP has a market share of 83% in AIO - Productivity and over 73% in laser printers. 

Sourced From: Genesis Burson-Marsteller