'The Computer is Personal Again': A Global Integrated Marketing Communications Campaign


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG193 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 16 Pages
Period : 2006-2007
Pub Date : 2008
Teaching Note : Not Available
Organization : Large
Industry : Computers
Countries : Global

Abstract:

The case discusses Hewlett-Packard Company's (HP's) innovative advertisement campaign, 'The Computer is Personal Again.' It describes the reasons why HP decided to go in for a global advertising campaign of this nature, and details the components of the campaign. Some of the criticisms against the campaign and the impact of the campaign are also touched upon briefly.

Issues:

The teaching objectives of this case are to:

» Appreciate the importance of branding and advertising in the PC market

» Learn about the components of a marketing communications campaign

» Assess the impact of an integrated marketing communications campaign

This case is meant for MBA/PGDBM students and is designed to be a part of their Marketing Management curriculum.

Contents:

  Page No.
Introduction 1
Background Note 2
The Computer is Personal Again! 4
The Impact 8
Outlook 9
Exhibits 10

Keywords:

Hewlett-Packard Company, Integrated Marketing Communications, Advertising Campaign, Computer, Personal Systems Group, Brand value, Media, Localization

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