PRODUCT DIFFERENTIATION

One of the top challenges from a product perspective was to avoid the commoditization of the product. Aligned with global marketing, I had the opportunity to participate in important projects such as the launch of the first embedded camera/software for video-conferences, the HP Express Edition created in partnership with MTV and the rise and positioning of the mini-computer, a potential cannibalization threat .

Expression Edition

In partnership with MTV, the Business Unit has launched a global contest to create the new HP Express Edition with the objective of engaging with younger audiences and to refresh the brand. Here are some examples of how LATAM has implemented the campaign.

Mini-Notebooks

The mini-notebooks added the convenience of a small form-factor, however there was a trade-off in performance and the risk of cannibalization of other high-end models. A campaign was created to clearly communicate the differences and help customers to decide.

TV Ad Camera

When the HP Pavilion with embedded camera and software was launched back in 2006, a full campaign including a TV spot was created to showcase the new feature and the possibility of video-conference directly from your laptop.

THE CUSTOMER EXPERIENCE  : HP STORES AND POS DIFFERENTIATION

In order to provide a more unified customer experience at the point of sale and to respond to competitor's aggressive entry in major retails, HP LATAM  has decided to create a franchising program named HP STORES  to improve the customer experience and to make the HP brand stand out while substantially improving up-sell, accessories attach rates and brand awareness.
At the same time, another battle was taking place at the retail POS in order to separate HP Brand from the "crowd" and to change the narrative from specs battle towards unique experiences. The project included from small low-touch displays up to complete Store-in-stores displays focused on the Video, Music and Gaming experiences.

BRAND AWARENESS & DEMAND GENERATION

Print Ads

The demand generation strategy was aligned with the differentiation umbrella, focusing on music, gaming and video experiences. Some specific promotions were created to capitalize seasonal opportunities (Back to School, X-mas) and also cross-selling categories such as accessories and multi-product bundles.

Since a big portion of the marketing budget was invested on COOP, I have created guidelines to align the resellers message to the message desired by HP.

COOP templates

coop_guide_1.pdf
File Size: 40748 kb
File Type: pdf
Download File
coop_guide_hollidays.pdf
File Size: 8274 kb
File Type: pdf
Download File

Below the Line

Below the Line (BTL) activities helps to increase brand awareness outside the POS. I have managed many activities with the main HP technology partners such as AMD, Intel and Microsoft,  as well as non-technology partners such as Dreamworks, Disney, Fox, Williams F1 and even McDonalds, helping to offer Internet access to it's customers at the dawn of the Internet when broadband was not easily available to everyone.

COMMERCIAL

Workstations

HP Workstations Z successfully launched and positioned for Commercial and Enterprise customers across the region.

Chile Rocks event

HP MCA hosted the Americas PSG Kick-off meeting live from Santiago, showcasing some of the most innovative marketing campaigns.

Channel Event

Attention for customers/retailers at CES is divided and scarce. The channel cruise was a watershed that allowed HP MCA leadership to share HP's strategies and engage with target accounts at the same time in a relaxed business environment.
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