About HP
Living Progress
Perception of Sustainability Performance
Industry and Competition
Product Segmentation
Customers Sustainability Price Durability Array of options
Case Study: HP Pavilion Laptop
Product 16” Media Center “Green” laptop Messenger bag replaces conventional packaging But value was not perceived
Price $1100 – a premium for green attributes Price premium not justified in the campaign
Place Exclusive to Sam’s Club and Wal Mart Wrong target customer – prioritize “value” not green attributes
Promotion In-store promotions Free recycling of old PC Earned media for green attributes
New strategy for HP Pavilion Laptops
Product Same laptop, different bag Partner with HP Print Services to make customizable bags Deliver sustainable packaging with emotional connection
Price Reduce price to appeal to mass market Bundling price of bag and computer
Place Wide retail release Target, BestBuy, Amazon, etc.
Promotion Emphasize performance traits of product: durability, longer battery life, etc. Emphasize customization including Eye-catching + bags, key boards, screen + ,which consumers can customize $ for returning old computer
Summary Focus on the benefits to “my environment”, not the non- personal “environment”. A Less explicit sustainability message Emphasize performance through durability and a personalized laptops experience Taking care of customer’s needs: disposing old computer, protecting new one
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