HP Brief Book (1)

PrestigeWorldwide
Texas State University
MC 4317 – Monday 12:30
Jeffery Aselu,Aja Brooks, Alex Eldemire, Katelyn Hawkes,
Sam Richardson, Natalie Runnels, Susan Selesky, Bryan Sorto
1

Company, Category & Competition Situation Analysis:
4- Company
5- Current Consumer
6- Category
7- Competitive Creative Analysis
8- SWOT Analysis
Quantitative Research:
11- Objectives
12- Screener
13- Survey Specs
14- Results
Qualitative Research:
16- Objectives
17- Recruiting Specs
18- Methodology
21- Key Insights
2

Marketing, Market share, Competition & SWOT Analysis
3

Products: laptops,
tablets, desktops,
workstations, servers,
storage, printers and
accessories.
Place: worldwide
Promotion: Print,Tv,
Online advertising,
press releases and
press kits
Price: $89.99 - $349.99
(monitors)

Demographics:
1. Ages: 45-54
2. Education: college graduate (undergrad +)
3. Household Income: $75,000-$100,000
4. Geographical region: South
5. Race: White
(Source: MRI+University Reporter)
Psychographics:
1. Social grade: A&B
a. intermediate/higher management types, administrative or
professional
2. Succeeders:
a. strong goal orientation, confidence, work ethic, organization,
support status quo, value stability. Brand choice based on reward,
prestige - the very best. Also attracted to ‘caring’ and protective
brands.
(Source: examstutor.com - 8 Psychographic Segmentation)

Dell, Samsung, HP, Lenovo, and LG make up over half of the worldwide PC monitor
market.
Data from InternationalData Corporation- PC Monitor Tracker, 2014

Traditional Competitors
● Dell maintained its number 1 position in the second quarter of 2014 with a worldwide
market share of 15.4% of shipments of 5 million units. Dell continues to be the number 1
vendor in the U.S. with a 29.4% share.
● Samsung ranked number 2 in terms of total units shipped, however ranked number 1 with
respect to total revenue earning 1.04 billion in the second quarter of 2014. Its revenue
makes up 17.9% share in total market value.
● Lenovo moved up to the number 4 position, growing 8.2% from the previous quarter.
● LG dropped to number 5, however it remains number 1 in Latin America with 32.4% market
share.
*International Data Corporation PC Monitor Tracker
NonTraditional Competitors
● Smartphones and tablets, which are expected to
soon outsell PC monitors.

All advertisements from the competitors emphasize the quality of their monitors,
often by playing upon the line between real and computer-generated (as seen in
“So Real It’s Scary”). Additionally, competitors emphasize the versatility of their
monitors by targeting consumers who are versatile, active, and innovative. Each
ad in the analysis moves away from the notion that desktop monitors are for
sedentary, office types by addressing consumers who are both innovative and
active by highlighting the ways their monitors can complement this lifestyle. This,
undoubtedly, is a strategy shared across
the category due to the increasing demand
and availability of high quality, mobile screens
such as tablets and laptops. In an effort
to compete, the ads must shake the idea
that one must be glued to a chair to use their
monitors- even if that notion is true.

 To understand what people ages 18-24 are looking for in a desktop
monitor.
 To understand what may prevent our target market from purchasing a
desktop monitor.
 To understand how target market uses smartphones and tablets (data-
heavy devices).
 To understand how target market integrates their devices (smartphones,
tablets, PC).
 To understand how target market benefits from seamless device
integration.
 To understand how target market uses/would use a desktop monitor.
 To understand how the target market feels about the screen size of
smartphones and tablets.
 To understand if the target uses mobile and tablet devices for literary
reasons.
 To determine the decision making process of HP monitor buyers.
11

1)Which of the following devices do you own? (Check all
that apply)
-Smartphone
-Tablet
-Laptop computer
-Desktop computer
-None of the above
2) Please indicate your age below:
3) Please indicate the highest level of education completed:
12

 Platform: SurveyMonkey
 20 questions:
 Brand familiarity
 Mobile device usage
 Satisfaction with current device
 Distribution:
 social media (Facebook,Twitter etc.)
 Email
 Sample Reached:
 convenience sample (Texas State students)
 153 respondents
13

DEMOGRAPHICS
 Majority: ages 18-24
 High school, some level of
college or Bachelor's
degree
 Currently own smartphone,
Tablet or laptop
FINDINGS:
 UsageTrends:
 Talk &Text: 99%
 Social media: 96%
 Email: 95%
 Web Surfing: 93%
 Video Streaming:
 Daily: 35%
 Weekly: 38%
 Familiar Brands:
 Apple: 87%
 Dell: 64%
 HP: 40%
14

 To understand the ways that consumers use
their mobile devices
 To identify what factors drive consumers’
tech purchasing habits
 To identify current consumer brand
perception of HP
 To explore they ways the HP Envy 24 could
benefit mobile device users
16

 Who do we want to talk to?
 Students
 Ages 18-24
 Currently own mobile devices
▪ laptop, smartphone, tablet, etc.
17

 Respondents gathered from pool ofTexas State students & pre-
screened prior to focus group.
 Respondents given the option between two meeting times for
convenience – morning and afternoon – to meet at Alkek Library.
 Group 1: observation & discussion group – aims to gather current
device use, brand perception, attitudes & evaluate current HP
promotional material
 Group 2: demonstration & discussion group – aims to understand
current tech purchasing habits and understand how the product can
be utilized by respondents in everyday life
 One team member to pose as a respondent in each session to
observe and keep conversation flowing naturally.
 Other team members to act as moderators, make observations &
take notes.
18

 Brand and current marketing perception (45 minutes)
 7 respondents total
 6 female, 1 male
 Age range: 20 - 23
 Respondents encouraged to bring their mobile devices -- snacks
provided
 “Waiting room” observation period of 20 minutes – respondents
encouraged to use their mobile devices, moderators make note of
usage trends.
 Moderators lead discussion on current consumer brand perception
(apple, HP, Samsung) and their current mobile device brands.
 Moderators show current promotional video on HP Envy 24 and
lead discussion on product specs and consumer insight/interest
about the product from available materials.
19

 Current tech purchasing habits/product
demonstration (45 minutes)
 3 respondents
 2 male, 1 female
 Age range: 19 - 21
 Respondents encouraged to play around with the
device – plug in their phones to demonstrate use and
features (navigation, sound quality, video quality) –
snack provided
 Moderators lead discussion on current mobile devices
and what drives respondents’ tech purchasing habits.
 Moderators lead discussion on product specs and
respondent perception.
20

 The majority of respondents
reported being familiar with Apple
and Dell; most respondents owned
one mobile device from either of
these brands.
 When asked about their current
tech purchases, respondents
reported brand loyalty and ease of
use both play a large role in
purchasing.
 When asked about their perceptions
of HP, respondents reported being
familiar with the name HP but being
more familiar/owning products
from other companies (Samsung,
Dell, Apple, etc.)
 Respondents shown current
promotional material had little
change in their perception of the
product, while respondents who
were allowed to use the product
were much more interested in
the possibilities of owning the
device.
 Overall, respondents having
used the device, found the
concept of using the monitor to
expand the entertainment
capacity of their mobile devices
the most appealing.
 Brand perception of HP is low;
respondents considered
“trendier” brands to HP in past
tech purchasing.
21

HP Brief Book (1)

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