Customer Perceived Value and Value Proposition: A Case Study of Hewlett Packard (HP)

This report examines the concept of customer-focused and perceived values, analyzing how customers evaluate products and make purchasing decisions. Hewlett Packard (HP) is used as a case study to illustrate relevant models. The report highlights HP's current value proposition, compares it to competitor Dell Technologies, and proposes a new value proposition model for HP to enhance market value, customer base, and revenue. The new model emphasizes both internal and external factors to achieve customer satisfaction and loyalty.

MARKETING
MANAGEMENT

ABSTRACT
The present report aims to define the notion of customer focused and perceived values with
the various ways they analyse the products of the companies and buy a product of a particular
company. Hewlett Packard (HP) is selected here to show most relevant models. The document
will also highlight the current value proposition implemented a model of HP and how it differs
from the leader and potential competitor of the industry, Dell Technologies. Further, after
analyzing the currently established value proposition model a new model is generated to attain
better value in the markets and good relations and loyalty with the customers of the company.
The new plan for value proposition emphasizes on both internal and external environment of
the company to enhance the market value, customer base and revenue of the company.

Contents
ABSTRACT........................................................................................................................................2
INTRODUCTION................................................................................................................................4
COMPANY PROFILE......................................................................................................................4
OBJECTIVE....................................................................................................................................5
1. IDENTIFYING CUSTOMER PERCEIVED VALUE CHAIN FOR HP......................................................6
1.1 THE MEANS-END MODEL RELATED WITH PRICE, QUALITY AND VALUE OF HP....................7
1.2 TYPOLOGY OF CUSTOMER VALUE.......................................................................................10
1.3 CUSTOMER VALUE HIERARCHY MODEL (WOODRUFF, 1997).............................................12
1.4 CUSTOMER SATISFACTION VERSUS CUSTOMER LOYALTY..................................................14
1.5 SERVICE AND QUALITY VERSUS CUSTOMER SATISFACTION...............................................15
2. COMPARISON AND EVALUATION OF EXISTING VALUE PROPOSITION OF HP WITH DELL........17
2.1 HP VALUE PROPOSITION – CUSTOMER VALUE MODEL (PIERCY, 2009)..............................19
2.2 CUSTOMER VALUE PROPOSITIONS IN BUSINESS MARKETS................................................20
2.3 VALUE PROPORTION BUILDER.............................................................................................20
3. BENCHMARKING THE TWO VALUE PROPOSITIONS..................................................................22
3.1 QUARTERLY UNIT VOLUMES SOLD......................................................................................22
3.2 CUSTOMER SATISFACTION INDEX RATING..........................................................................22
3.3 4P’S MARKETING MIX OF HP WITH DELL.............................................................................23
4. IDENTIFICATION OF NEW VALUE PROPOSITION.......................................................................25
4.1 NEW VALUE PROPOSITION OF HP – MISSION AND MARKETING STRATEGY MODEL.........25
4.2 MARKET ATTRACTIVENESS AND POSITION.........................................................................25
4.3 THE TRAP OF COMPETITIVE BOX.........................................................................................26
4.4 THE PIONEER, MIGRATORY SETTLER MAP..........................................................................27
5. PLAN TO IMPLEMENT NEW VALUE PROPOSITION, INTERNALLY AND EXTERNALLY.................28
5.1 CONSISTENCY VERSUS DIFFERENTIATION IN MARKET SEGMENTATION............................28
5.2 INTERNAL AND EXTERNAL VALUE PROPOSITION................................................................29
6. CONCLUSION..............................................................................................................................30
REFERENCES...................................................................................................................................31
APPENDIX.......................................................................................................................................35

INTRODUCTION
Value proposition model worthful for ascribing a customer towards a product or a service. In
almost all of the cases, people are unaware of the strategies involved in deciding to the price of
a product or a service. People always rely on the marketing and appeal of a product in a market
by just evaluating them according to their own basis or value they receive. According to Ryu, et
al. (2012), it is the thing which is directly linked to the quality of the products, physical
environment, customers satisfaction and behavioural intentions. Different type of value
proposition methods and perception of people are forcing business management to opt new
strategies in their marketing planning. With the help of a well-defined customer value
proposition model, any company can develop a loyal customer base for their sustainable future
and a great source of their revenue (Li & Green, 2011).
Here, the present Marketing Management report will try to develop a better knowledge of the
different models of perceived value for one of the best electronics company; Hewlett Packard
well known as HP and Dell which is the leader in the industry will be taken to analyse
differences between both and then plan a better model for HP to implement in future.
COMPANY PROFILE
HP is the American born multinational Information Technology brand of the world which
facilitates both software and hardware to its clients all over the globe. The company started its
business in 1939 as Hewlett Packard Enterprise, now operating as HP Inc. The company is
headquartered at Palo Alto, California, the U.S. The company is listed in the fortune 500
companies at 61st rank in 2017 and has earned the revenue of $48,238m with the help of its
very large employee base of more than 49,000. At present company is operating in a very tough
market with the invasion of some more potential companies and competitors like Dell and
many more. The company has developed several products in the range of printers, software’s,
camera’s, cloud services, scanners, tablets, mobile phones, desktops and major market of

laptops. HP operates with both B2C and B2B clients and uses several strategic fields in their
business.
OBJECTIVE
This study is directed towards the determination of the perceived value of HP in the markets
and then assess the current value proposition of the company. in addition to this, the report
will incorporate with the difference of the value proposition of both HP and Dell. Further, the
report aims to generate a new value development plan for HP and will show its implementation
to acknowledge the satisfaction of the customers and the increased value of the company.

1. IDENTIFYING CUSTOMER PERCEIVED VALUE CHAIN FOR
HP
Heinonen (2004), described that the customer value perceived value defines the perception
and level of analysis a customer pays to buy a product and gets satisfaction. While according to
Hsin Chang & Wang, (2011), the customer perceived value at present in the world of online
shopping can be defined by the level of quality of the product, on time delivery, costs and
services.
According to Dave Packard, present executive of HP said that if people work together of a
common objective and avoid cross working, then a company can get the highest efficiency and
ultimate objectives can be achieved. For HP, customer perceived value relies on the passion of
the customers, their trust, achievement and contribution of the company with agile strategies.

Figure 1: Shared Values and Corporate Objectives of HP
Source: [HP Values-Objectives, 2018]
1.1 THE MEANS-END MODEL RELATED WITH PRICE, QUALITY AND
VALUE OF HP
The means-end theory is all about the behaviour of the customers and it focuses on the
personal values and individual behaviour. According to the authors, personal values are the
ends and means are the modes to achieve the ends. This is developed by Gutman (1982) and is
still used to explore the available choices of customers. The theory includes the intrinsic
attributes which have colour, flavour and all the physical aspects of the products and services
while extrinsic includes the image, brand, origins etc. of the product (Jung & Kang, 2010).

Figure 2: Means-End Model
Source: [Gutman, 1981]
Here, with the help of Gutman’s Means End model the analysis of the products of the company
can be observed. For growing the customer perceived value HP uses its several products and
their quality services to the people which will lead to high satisfaction level of the customers
and hence more loyal customers to the company.
BEST SELLING PRODUCTS OF HP WORLDWIDE
HP Touch Smart 610-1065qd  Quad core
 All in one
 Compatible
 Sleek and novelty
 $1789.99
HP Blackbird 002  Sleek like its reconnaissance-plane
namesake
 ruling the game grid

 fast and easy to upgrade
 robust with inbuilt graphics
 $5,400
HP Pavilion dv6-6013cl  Great laptop for professional and
personal use
 Second gen Intel processor
 Improved graphics
 Gaming support
 $649.99
HP Pavilion dm1z  Netbook
 AMD Fusion APU proved
 Long battery life with speedy
operations (7 hours)
 7,200rpm
 Up to 8 Gb expandable memory slot
 $449
HP Photo Smart eStation  Detachable screen
 Basic tablet and eReader
 Excellent printing controls
 Easy setup and automatic duplexer
 $399
HP Officejet 6500A Plus e-All-in-One  Well-rounded inkjet MFP
 Wireless printing
 Efficient paper handling
 Solid text and image quality
 $199
HP Pavilion p7-1067cb  Best alternative to PC
 Huge 25-inch monitor with power
 Reliable and easily available

 HDMI port
 Subscription to Norton Internet
Security
 $999.99
HP TouchPad  Solid metal hardware
 User-friendly operating system
 Made for multitasking
 Good and potential tablet
 $399
HP Officejet 100 Mobile Printer  Portable
 Quite slow but efficient
 Cartridge yield and long battery life
 Bluetooth
 5-sheet input tray
 $279.99
HP Envy 14 (Sandy Bridge)  Better performer
 Great hardware
 Discrete graphics ship
 Fast hard drive
 WiDi 2.0 technology
 AC adapter, slim and portable
 $1,079.99
Pierce, (2011)
COMPANY’S RANK IN FORTUNE 500

Figure 3: Company's Ranking
Source: [Fortune 500, 2018]
According to the Fortune 500, the company has lost its significant value in the last financial year
and with the several changes in the management of the company. HP uses wide analytics
paradigm to check organizational maturity.
1.2 TYPOLOGY OF CUSTOMER VALUE
For HP, the customer value co-creation is a task to be active, creative and collaboratively active
in social processes (Piller, et al. 2010). They interrelate both the producers and the customers
for acknowledging their value in the markets. Their typology is divided into three sections of
addressing customers autonomy, nature of the relationship between firm and customers and
innovation processes within the organization. According to Holbrook (1999), the model to know
the customer value is a show-stopper and can be still enhanced by the craftsman’s imagination.
ORIENTATION INTRINSIC EXTRINSIC
Self-oriented Active  Efficient
 Portable
 Reliable
 Latest technology
 Best designs
 Sleek
 Wants to deliver the
best technology to

upgradation the customers
Reactive Has the best and fast
service workforce to
make the best customer
relations
Has a separate research
department that eventually
avoids the major issues of
the company regarding the
physical aspects of the
devices
Other-oriented Active HP has recently been in a
new merger with the
major electronic
companies of the world
to enhance its hardware
and software
The company is working in
an ethical working
environment which makes it
more valuable to the
employees of the company.
Reactive To increases the
efficiency, potential and
ease in the working
operations of the
company, it uses its well-
maintained supply chain
and efficient service
mechanism all over the
globe
HP is known for its highly
reliable devices and high-
quality services which are
included in its intermediate
operations but are always
taken as a preference
(Hoegl, et al. 2011)

Figure 4: Share of Laptop manufacturers (2017)
Source: [Dunn, 2017]
1.3 CUSTOMER VALUE HIERARCHY MODEL (WOODRUFF, 1997)
According to the scholars of the marketing industry, the customer value hierarchy is just a way
to maintain a valuable customer base. For companies like HP the hierarchal model for the
customer base is defined below:

Figure 5: Customer Value Hierarchy Model for HP
Source: [Piller, et al. 2010]
The hierarchy model for the HP consists of five fundamental levels which drive the value chain
of the company.
 The core level or fundamental level decides the services and the benefits to the
customers who really buying the products of the company
 The second stage describes the core benefits of the basic products of the company for
different types of customers to provide them with the best and appropriate product
 The third level of customer value involves the expectations of the marketers which
finally prepares an augmented product
 In the fourth level, the company generates a competition plan for that augmented
product which includes the brand positioning, expected quality level of the product etc.

 At last, level stands a final potential product which has all the attributes and possible
changes which may be needed in future.
Figure 6: Customer Value Hierarchy Model
Source: [Woodruff, 1997]
1.4 CUSTOMER SATISFACTION VERSUS CUSTOMER LOYALTY
Making customer satisfied is one of the major aspects of all the businesses. It is the way or an
estimation that can help in gaining the feedbacks indirectly from the customers about the
brand name, quality and reliability of the products (Siddiqi, 2011). Customer satisfaction is the
motion which embraces the behaviour of the people, competition level and brand position,
customer retaining capabilities the which are very important for HP.

According to Hayes (2016), the customer satisfaction and their loyalty towards the brand can be
shown through the loyalty driver matrix which is shown below.
KEY DRIVERS
 Sustainability driven tasks
 Good services
 Brand name
 Great experience
 A wide range of products
 Reinventing way to run the business
HIDDEN DRIVERS
 The HP has a highly skilled taskforce
which is hidden behind the high-
quality devices and services of the
company
 Ability to pursue and implement new
technologies
 Separate research department and
business management team
WEAK DRIVERS
 poor acquisition strategies
 the advent of latest technologies by
other companies
 insignificant presence in the mobile
and tablet fields
 high dependency on the laptops and
printers on sales
VISIBLE DRIVERS
 strategies to lead the world
 high level of mergers
 diversified fields and strong presence
 focused operations for increasing the
sales and overcome the major
concerns
(Siddiqi, 2011)
According to the executives of the company, the affiliation and the customer-focused
approaches of the company will eventually have pursued in the direction of making a strong
and potential customer base in the markets and enable the high retention level and loyalty in
the markets.
1.5 SERVICE AND QUALITY VERSUS CUSTOMER SATISFACTION
This is the field which endeavours the business on the basis of the different levels of customer
satisfaction through the delivery of good quality services and customer relations. For the

companies which are operating majorly in the service sector and hence there is a need to
enable high-quality services for the sake of all customers. Since winning the present markets is
not an easy task nowadays and hence, there is a need to make better decisions regarding the
present conditions of the markets and capabilities of the companies. The relation between the
service and quality with the customer satisfaction is described here:
High Quality
 large presence all over the world
 skilled employees
 long warranty period and free
services (tax excluded)
High Satisfaction
 reliable and satisfactory
 most of the feedbacks are positive
 cost worthy
Low Quality
 sometimes includes intermediate
costs
 low focus on devices after the
warranty period
 lacks in the green recycling of its
electronic products
Low Satisfaction
 the merger and acquisition of the
different company’s imbalances the
management
 poor customer relationship
management after the laps of the
warranty period of products
(HP, 2017) (Bergman & Klefsjö, 2010)
The service quality management of the HP is skilled force driven and is essential to maintain its
current position in the markets. According to experts and management team of the HP,
customer satisfaction and service quality management are the aspects which are directly linked
with each other and hence are well maintained by the company for the welfare of all the
stakeholders related to the company.

2. COMPARISON AND EVALUATION OF EXISTING VALUE
PROPOSITION OF HP WITH DELL
Here, in the competitive work environment of the markets and advent of the frequent changing
technologies, HP is facing tough competition and reduced sales rate and the previous ranking in
the Fortune 500 list. At present company is at 61st rank while in the previous year it holds 19th
position in the list. With the reduction in the sales and revenue rate, the company is losing its
position in the markets and hence there is a need to enable more effective strategies for the
development and growth of the company. At present, the major competitor of HP is Dell
Technologies which has the same range of products and services in the same industry. Both the
companies are working very firm in the markets and hence they both pose a great competition
to each other. Still, Dell is leading the markets and left HP far behind but with the effective
strategies HP can still gain a better market position and retain its customer base in future.
Figure 7: Share of HP with Other Brands
Source: [Statista, 2018]

ASPECT HP DELL
FORTUNE 500 POSITION 61 41
PREVIOUS POSITION 20 -
REVENUE $48,238 million $64,800 million
EMPLOYEES 49,000 138,000
REVENUE CHANGE -53.3% 18.1%
ASSETS $29,010 million $118,206 million
EXPERIENCE More than 75 years More than 30 years
CUSTOMER VALUE
MANAGEMENT
Have implemented customer
value hierarchy in its
operations to manage better
relations and give more value
to the customers
Is very firm in maintaining
the brand name with the
high-quality services and
practices
Effective workforce to
manage the customer
relations
QUALITY OF SERVICES Positive feedbacks
Low cost
Reliable and cost worthy
Great market presence with
more than 5000 stores
worldwide
Efficient use of the IT services
for fast and efficient
customer services
Proper management of the
high-quality laptops
CURRENT VALUE
PROPOSITION WITH
CUSTOMERS
Planned strategies with
proper anticipation
Innovative and creative
brand image
Loyal customers
Well-developed marketing
and other functions
Efficient use of great brand
image

2.1 HP VALUE PROPOSITION – CUSTOMER VALUE MODEL (PIERCY,
2009)
(Donnelly, 2011)
According to ECS (2017), the customer value proposition of the company is completely based
on the aspects it involves in the business operations and the strategies for the development
and growth of the company. The implementation and reverberation of the customers are one
of the most difficult tasks for the company. Whenever companies are unable to handle and
understand their customers, they have to produce a more effective strategy for the overall
business.
mission
strategy
customer value
marketing
To deliver the best
technology to the
people with high-
quality services
Effective marketing
and promotional
strategies with the
effective use of
different marketing
platforms
Effective relationship
management
strategies and
focused
implementation
For better customer
proposition value
and development of
good relations

2.2 CUSTOMER VALUE PROPOSITIONS IN BUSINESS MARKETS
BENEFITS INCLUDED DIFFERENTIATED POINTS
COMPRISES OF  effective
implementation of
health and safety
plans for the
employees
 the company retains
all the latest laptops
because of suspected
fire hazard
 training and
development plans
for the staff members
 well managed
products and services
for internal customers
of the company
 pension plans
 effective professional
services for
customers
 high tech production
and development
 inbuilt fast processors
 merger with other
companies for better
audio service, damage
issues, and repair
centres
 HP has maintained its
quality of the
products with the
skilled workforce
 Ability to answer all
the questions by the
people
 Smooth and easy
operations
(Armstrong, et al. 2015)
2.3 VALUE PROPORTION BUILDER

Figure 8: Customer Value Proposition of HP
Source: [Müller, 2012]

3. BENCHMARKING THE TWO VALUE PROPOSITIONS
3.1 QUARTERLY UNIT VOLUMES SOLD
Figure 9: Sales 2016-17
Source: [Yerunkar, 2017]
The sales rate of the HP is increasing in comparison to the Dell which is a good sign for the
company. In addition to this, the HP has the ability to make this numbers more big and
beneficial for the company in future. In case of Dell, the sales rate is quite constant which is one
of the major concern of the company and has to be increased with new strategies.
3.2 CUSTOMER SATISFACTION INDEX RATING
According to McCraken (2011), the customer rating index of HP has gained a significant increase
and has reached the second position in the markets while for Dell, it is degrading with the
unmanaged strategies for the growth in future. This increase in the value is because of the
companies focused strategies after the degradation of the market value, sales rate and revenue
of the company.
Figure 10: Customer Satisfaction Index

Source: [McCraken, 2011]
3.3 4P’S MARKETING MIX OF HP WITH DELL
ELEMENT HP DELL
PRICE  In-depth product
portfolio and effective
pricing strategy
 It basically charges for
the quality and
expertise
 Made according to
the technology used
 Objective to provide
low-cost high-quality
products
PRODUCT  Computer
 Laptop
 Printers
 Scanners
 Digital cameras
 Servers
 Both B2B and B2C
products range
 Professional as well as
personal workstations
PROMOTION Effective strategies for
promotions with a wide
range of advertisements,
social media platforms etc.
Marketing communication
with concentrated marketing
campaigns
PLACE Worldwide presence Worldwide presence
PEOPLE  Customer centred
approach
 Effective relationship
management with all
stakeholders
 Effective and firm
policies within the
 Implementation of
well-planned
customer value driven
approaches


organization
PROCESS Production, development,
research, marketing, carbon
emission and waste
management
Digital transformation, IT-
focused approaches,
workforce development,
security software, etc.
PHYSICAL EVIDENCE More than 95 countries with
770sites all over the world
Worldwide presence, positive
feedbacks from the various
multinational companies all
over the globe
(Investor Relations, HP, 2017), (HP Operations, 2018) & (What We Do, 2018)

4. IDENTIFICATION OF NEW VALUE PROPOSITION
4.1 NEW VALUE PROPOSITION OF HP – MISSION AND MARKETING
STRATEGY MODEL
Figure 11: New Value Proposition Model for HP
Source: [Osterwalder, et al. 2014]
The new development plan for the HP involves the mission to develop the markets where there
is a need to deliver latest technologies and which are lagging behind the other countries. This
will help in enabling a new customer base and better market value at new locations for the
welfare of all the people and the company. In addition to this, the future value proposition
model of the HP consists of the objective to deliver cheaper and quality products worldwide by
gaining some social support and hence develop the markets.
Further, the plan is to implement better technologies in the devices before any other brand in
the markets and even at very low costs to give tough competition to the other brands like
Apple, Asus, Acer, Samsung etc. With the new plan, the company wants to deliver the best
customer value proportion that it has never gained with social activeness, latest technology,
more effective marketing strategies etc.
mission
objective
strategy
customer value proposition
marketing

4.2 MARKET ATTRACTIVENESS AND POSITION
CORE BUSINESS
 Laptops
 Personal computers
 Printers
 Scanners
 Cloud and Servers
PERIPHERAL BUSINESS
 Inkjets
 Services
 Social activeness
 merchandise
ILLUSION BUSINESS
HP has analyzed decreased sales and hence
wants to implement new business strategies
which can help in overcoming these issues
and attain a sustainable business growth
DEAD END BUSINESS
There is not a single field of business of HP
which is not generating revenue to the
company except the tablets which are
continuously decreasing their position the
markets with the latest products available in
the industry
4.3 THE TRAP OF COMPETITIVE BOX
As HP has the experience
of more than 75 years and
is facing challenges with
decreasing customer base,
the company wants to
make more effective
strategies
Develop better value
proposition plan,
marketing strategies
and their
implementation
Present
customers and
operations,
increasing
innovation
Existing customer base to
new customer base
Targeted new customers in all
age groups after 10 years,
strategic and customer-driven
approaches, depends on their
high-quality work
New strategy and
development planNew competitors
and customers

Figure 12: Principles of HP to overcome the market competition
Source: [Sustainability, HP, 2018]
4.4 THE PIONEER, MIGRATORY SETTLER MAP
High Price
Low Price
High
Quality
Low
Quality

5. PLAN TO IMPLEMENT NEW VALUE PROPOSITION,
INTERNALLY AND EXTERNALLY
5.1 CONSISTENCY VERSUS DIFFERENTIATION IN MARKET
SEGMENTATION
The current market segmentation strategy of HP is based on the fact that the use of technology
and high-end devices has been increased rapidly and with the advent of cheaper products
against HP has reduced the sale of the company (Keller, et al. 2011). Hence the segmentation
strategy of the company focuses on making the costs little low for attracting people and
introduce the products at places where there the presence of technology is low to increase the
customer base easily. In addition to this, the company still wants to focus on printers and
laptops over its financial and software services.
Figure 13: Segmentation of HP
Source: [HP, 2017]

5.2 INTERNAL AND EXTERNAL VALUE PROPOSITION
Figure 14: Customer Value Proposition for Internal and External Aspects
Through the multi-level marketing strategies company wants to expand its value within and
outside the company which is possible through the effective analyzation of the present
condition of the business and the market needs. For the internal people, there is a need to
develop more effective training and development strategies which are possible through the
support of employees and management (Lindič, et al. 2011). While for the effective
implementation of marketing and value proposition in the external market company is focusing
on the strategies which can help in the creation of a social image with the market development
strategy and hence HP can enhance the market value and sales rate.

6. CONCLUSION
The current report focuses on the marketing management and its various strategies which can
be used by the HP to create more better value proposition among the people of the company
and the society. The company is facing many concerns which can be overcome through the
effective implementation of the customer value proposition model for future. In addition to
this, the report has developed a new plan for the successful and sustainable growth of the
company with the presence of the competitors like Dell, Samsung, Asus, Acer etc.

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APPENDIX
APPENDIX 1: What is received and what is given by a customer
Value is known as the attributes that are required in the product by the consumers. The
respondents state that the benefits which are attained from the product are the essential
element of the component. For instance, the value which could be gained by the products of HP
is knowledge, information, fast accessibility, etc. In addition to this, the definition of value could
be understood through the trade literature such that the buying behaviour of the customers is
dependent on the values like from which store the products should be purchased. There are
various factors and aspects that help in understanding the shopping experience completely. It
has been depicted from the definition of the value that they focus on relevant choice. The value
could be called as a quality which has been acquired by paying a certain amount. The value is
dependent on two aspects such as price and quality. Price is the first aspect while the quality is
the second aspect. For a quality product, the price of the product may be similar or low.
It has been understood through the responses of the respondents that some of the
respondents use the word "give" while other respondents use the word "get" in order to
describe value. The perspective of value is different for every person as every person possesses
different meaning of value. The products that are provided by HP to the customers build value
among them by fulfilling their certain needs and requirements.

APPENDIX 2: Logo of HP
The first logo of HP has been introduced in 1941 during the starting phase of Hewlett Packard.
After the first logo, there are around six times when the modification are conducted in the logo
of HP. The first logo was stick with the company for 35 years then a modification is conducted
in the logo.
In 1974, the second logo was designed during the implementation of digital technology in the
era. The company started gaining respect at the global level which enhances their market share
and also increases theory consumer base. It was the time when the company started
developing digital calculators.
During 1981-84, the company introduced printers like inkjet and laser for the desktop users
along with the product line of scanners. These products of HP lead to effectiveness in the
industry such that their printing technology result boom in the market. The next modification of
the logo is observed in this period of time as new product line had been introduced during that
period.
The company further changes their logo in 2009 and after that, the logo is changed in 2010
when two logos are introduced by the company. The first logo is for the printers and computers
while the black colour logo is for the premium products of the company.
APPENDIX 3: Promotion Posters of HP

Hewlett Packard has been conducting their promotion and marketing in an attractive manner.
Initially, they started an initiative known as “One Voice” in order to promote their brand image
and name in the industry along with the electronic and hardware products to the customers.
There are various vehicles which are used by the company in order to advertise and promote
their products and services.
There are various promotional activities conducted by the company in form of offers and
discounts. The company conducted periodic discount offers in order to help the customers in
purchasing their desired products at low cost. In addition to this, the company has collaborated
with various companies in order to expand their brand value. The recent collaboration has been
made with the Premier League Club and BMW Williams Formula 1 along with RenbaultF1.

The promotional and marketing campaign and events of HP are also conducted on social media
platforms through different tools. The customers are highly attracted by the marketing and
promotion posters of the company to a huge extent.

APPENDIX 4: HP Products and Accessories
There are various products and accessories which are provided by HP to their customers
regarding different areas. The major products and accessories are explained below:
 Audio, Video & Multimedia - The products and accessories under this category are for
a music system, headphones, etc. The price range of these products is quite high but
the offers and discounts by the company making them in the affordable range.
 Bags & Cases - The laptop bags and cases for mobile, printers, and CPUs are provided in
order to protect them from any kind of harm. Also, the quality of bags and cases is high.
 Batteries, Chargers, & Adapters
 Cables & Components
 Calculators
 Displays - There are different sizes of the screen that is available for the users as per
their needs and requirements.
 Mice & Keyboards
 Printer Accessories
 Smart watches
 Software
 Storages
 Workspace Accessories
The products and accessories of HP are expanded in a different range such that various kinds of
printers, display screens, along with accessories which make them extraordinary.

APPENDIX 5: HP PROFESSIONAL SERVICES
According to HP Enterprise (2018), their business relies on the level of technology and It
services to successfully drive the customer experience in the positive directions for the
company. The HP enterprise has several operations in its professional services which are:
 Optimizing Infrastructure
 Best-in-class partner ecosystem
 Simplify It services
 Accelerating Innovation
 Contemplating Digital Transformation
 Advisory and transformation services
 Consumption-based IT services
 Operational services