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About HP Living Progress Perception of Sustainability Performance - - PowerPoint PPT Presentation
About HP Living Progress Perception of Sustainability Performance - - PowerPoint PPT Presentation
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
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Living Progress
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Perception of Sustainability Performance
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Industry and Competition
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Product Segmentation
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Customers
Sustainability Price Durability Array of options
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Case Study: HP Pavilion Laptop
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Product
16” Media Center “Green” laptop Messenger bag replaces conventional packaging But value was not perceived
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Price
$1100 – a premium for green attributes Price premium not justified in the campaign
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Place
Exclusive to Sam’s Club and Wal Mart Wrong target customer – prioritize “value” not green attributes
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Promotion
In-store promotions Free recycling of old PC Earned media for green attributes
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New strategy for HP Pavilion Laptops
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Product
Same laptop, different bag Partner with HP Print Services to make customizable bags Deliver sustainable packaging with emotional connection
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Price
Reduce price to appeal to mass market Bundling price of bag and computer
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Place
Wide retail release
Target, BestBuy, Amazon, etc.
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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
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