Marketing Mix of Hewlett-Packard Company : Hewlett-Packard Company (NYSE: HPQ), commonly referred to as HP, is an American multinational information technology corporation headquartered in Palo Alto, California, USA.. The company was founded in a one-car garage in Palo Alto by Bill Hewlett and Dave Packard, and is now one of the world's largest information technology companies, operating in nearly every country. HP specializes in developing and manufacturing computing, data storage, and networking hardware, designing software and delivering services. Major product lines include personal computing devices, enterprise servers, related storage devices, as well as a diverse range of printers and other imaging products. HP markets its products to households, small- to medium-sized businesses and enterprises directly as well as via online distribution, consumer-electronics and office-supply retailers, software partners and major technology vendors.

HP's posted net revenue in 2009 was $115 billion, with approximately $40 billion coming from services. In 2006, the intense competition between HP and IBM tipped in HP's favor, with HP posting revenue of US$91.7 billion,[5] compared to $91.4 billion for IBM; the gap between the companies widened to $21 billion in 2009. In 2007, HP's revenue was $104 billion,[6] making HP the first IT company in history to report revenues exceeding $100 billion.[7] In 2008 HP retained its global leadership position in inkjet, laser, large format and multi-function printers market, and its leadership position in the hardware industry.[8] Also HP became #2 globally in IT services as reported by IDC & Gartner.[9]

Major company changes include a spin-off of part of its business as Agilent Technologies in 1999, its merger with Compaq in 2002, and the acquisition of EDS in 2008, which led to combined revenues of $118.4 billion in 2008 and a Fortune 500 ranking of 9 in 2009.[9] In November 2009, HP announced the acquisition of 3Com;[10] with the deal closing on April 12, 2010.[11] On April 28, 2010, HP announced the buyout of Palm for $1.2 billion.[12] On September 2, 2010 won its bidding war for 3PAR with a $33 a share offer ($2.07 billion) which Dell declined to match.[13]

On August 6, 2010 CEO Mark Hurd resigned.[14] Cathie Lesjak assumed the role interim CEO, and on September 30, 2010, Léo Apotheker became HP's new permanent CEO and Ray Lane, Managing Partner at Kleiner Perkins Caufield & Byers, was elected to the position of non-executive Chairman. Both appointments were effective November 1, 2010.[15]




* The more things change the more they stay the same, reaching the right customer with the right message at the right time, and in the right place.
* Digital is getting marketing what it used to be. Talks about the old corner store, how relationships were built in real life, digital is doing the same now.
* “If content is king, context is queen” Jeff Berman, MySpace
* 14hours per week are spent online by consumers (40% of time) however companies only spend 5% online.
* 5 years ago only one of the 10 top sites were social (myspace), now there are several in the top 10 youtube, facebook, wikipedia
* Social media isn’t just for kids, many are not accessing it from twitter.com but are using mobile devices.
* Talks about forkfly.com a mobile social network that enables customers to show restaurants coupons while at the table.
* 77% of Americans watched a video last month
* The importance of reviews are important as they give credibility. 87% of customers would rather ask a friend and trust them than see a critics view about that product.
* Negative reviews can convert
* Gives a customer reference to BazaarVoice, who helps increase results.

Kathy Durham, VP of Marketing, HP

The mix still matters, traditional marketing tools still matter. She breaks it down in three different stages: initial consideration, active evaluation, closure, and shows the mix changing. See below image.



Kathy Durham from HP shows a Marketing Mix by Funnel StageClick on image to see my notations

HP success factors:

* Maximize Online to In store integration
o Breaks down in three cross channel shopping opportunities from online, in-store, and on-ad.
o 96% research online, 79% purchase in store from consumer product line
o Key message: Integrate your strategy cross-channel
* Integrate social media
o Everyone wants to have a say, so listening is good, consumers want to share their opinion
o Social networking has become important within the employee culture.
o These tools are about relationships and trust with ‘friends’ and that helps to deliver that with HP
o Mom is a key target for them, talks about the Pioneerwoman blog –as great example of a blog that demonstrages a customer using printing products in her life. http://thepioneerwoman.com/ Gave a case study how the blogger Ree drove more conversion.
o They have a social media lead that builds relationships with key influencers and bloggers, they gave products to the top bloggers to give to their community –making the blogger appear like a community hero.
o HP just recently launched a Facebook page –a bit late in the game considering how large the company is.

She gives the final points that it’s an “AND” not an “OR” use these mediums together with digital and social. Use the data and trust nyour cut, and leave room for innovation and experimentation.
 
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Hewlett-Packard Company is hiring more people abroad and they just wanted to change or revive their structure.All, job hunters get ready.

"We have to have a cost structure that allows us to compete," Meg Whitman, Hewlett-Packard's chief executive officer, said in an interview with Bloomberg News. "We needed to take more people out of the enterprise services group because of the change the IT outsourcing market, so that is one place which will over time have less people. But we hope we'll have more people in security, big data and the transformation area to a hybrid environment."
 
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