MKT 100: Analyzing HP's Target Market, USP, and Positioning

This assignment focuses on analyzing Hewlett Packard's brand positioning, target customers, and unique selling proposition (USP). It identifies HP's target demographics, including age, gender, income, education, lifestyle, and psychographics, and explores how HP currently reaches its customers through traditional and new media platforms. The assignment also identifies key competitors like Dell, Lenovo, and Apple, placing HP in the 'performance' product category. The USP is defined as the sturdy nature and durability of HP computers. A new positioning statement ('The brand which gives the extreme experience in reduced costs') and motto ('HP is the ultimate technological experience') are developed to reflect HP's affordability and focus on innovation. The document concludes with a list of references. Desklib provides similar solved assignments and resources for students.

Assignment 1
Positioning Statement and Motto
Use the provided information, as well as your own research, to assess one (1) of the stated brands
(Alfa Romeo Hewlett Packard, Subway, or Sony) by completing the questions below. At the end
of the worksheet, be sure to develop a new positioning statement and motto for the brand you
selected. Submit the completed template in the Week 4 assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Alfa Romeo Hewlett Packard, Subway, or Sony): Hewlett Packard
Computers
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure you tell why you selected
each item that you did.
Age Bracket: The age of the users of Hewlett Packard computers can be very vast since in
current times computer technology is known to almost every person.
Gender: The gender for the users can be both male and female.
Income Bracket: The income bracket of the target users for Hewlett Packard computers are
moderate-income people to high-income people.
Education Level: The people who would be proficient in using computer technology would be
targeted irrespective of the educational degree.
Lifestyles: The people who are tech-savvy and loves technology.
Psychographics: The users who are inclined towards innovation since they would be more
interested in using HP computers.
Values: The users who want to explore new things and are open to changes.
Other items you would segment up on: Other items for segmentation could be interests, area
the people live in and whether technological understanding is present in the area.
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018) Page 1 of 5

Assignment 1
Positioning Statement and Motto
How does the company currently reach its customers/users? What methods and media does
the company use to currently reach the customers/users? What methods and media should
the company use to currently reach the customers/users? Make sure you list the media type
and why you think it will reach the customers.
HP takes the help of different traditional media platforms such as advertisements in television,
newspapers and billboards and new media platforms such as social media sites which gives them
a huge chance to connect to their users (Parsons, 2013). However, they could explore other
options as well such as radio advertisements, advertise their product with the help of YouTube.
What would grab the customers/users’ attention? Why do you think this will capture their
attention?
YouTube advertising could help in grabbing the attention of the users since it is one of the most
used media platforms in current times.
What do these target customers’ value? Why do you think they value these items?
The target customers value dependency on the product that they are using and innovation. This is
because they could depend completely on the technology for their desired work without having
to fear to lose their works and also to keep up with the changes in technology.
2. Competitors
Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected
each competitor.
Competitor 1: Dell – They are one of the most famous companies in current times in the same
market.
Competitor 2: Lenovo – They have a time frame of operating in the market for a long time
which makes the people trust them.
Competitor 3: Apple – They are one of the highest functioning and profitable companies in the
field of technology.
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018) Page 2 of 5

Assignment 1
Positioning Statement and Motto
What product category does the brand fit into? Why have you placed this brand into the
product category that you did?
The fall under the product category of performance since they are the most reliable for their good
performance by the users (Agrawal, Atasu & Van Ittersum, 2015).
What frame of reference will customers use in making a choice to use/purchase this
brand/service? What other brands/companies might customers compare this brand to?
The customers will choose performance and quality and compare it to Lenovo computers since
they are highly similar to each other in performance and quality.
3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is the brand’s USP (Unique
Selling Proposition? Why have you decided upon this particular USP?
Unique Selling Proposition: The USP of the company is their sturdy nature of the computers
and the durability (McIntyre & Ortiz, 2016).
Defense of USP: This USP is chosen since the computers of Hewlett Packard are more durable
and strong than the other computers and are not damaged easily.
What is the brand’s uniqueness? Why do you think this is a key uniqueness for this
business?
The uniqueness of their brand is their reliability and durability since not every computer
company can provide this to the user (Zell, 2018).
What is the competitive advantage of the brand? How is it different from other competing
brands? Why do you consider this a competitive advantage?
The technology used in HP computers in very simple which makes it possible for all kinds of
people to use this. This is why it is considered to be a competitive advantage since every other
computer company is more complex than HP (Pisano, 2015).
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018) Page 3 of 5

Assignment 1
Positioning Statement and Motto
What attributes or benefits does the brand have that dominate competitors? Why do you
think they dominate?
They have a strong organisational culture which helps them to stay a strong organisation which
makes it hard for their competitors to overcome the competition given by HP (Pandey, 2014).
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an
example of BMW’s positioning statement and motto. Discuss why you created the items
that you did?
 BMW Positioning statement: The brand for discerning customers of sports cars (target
customers) who want an exhilarating experience (USP).
 BMW Motto: BMW is the ultimate driving machine.
Newly Created Positioning Statement: The brand which gives the extreme experience in
reduced costs.
Defense of Positioning Statement Creation: HP computers are less expensive as compared to
other computers and can be used by moderate income people as well.
Newly Created Motto: HP is the ultimate technological experience.
Defense of Motto Creation: The motto gives way to the fact that HP is inclined towards
reinventing which makes it the ultimate experience of technology.
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018) Page 4 of 5

Assignment 1
Positioning Statement and Motto
References:
Agrawal, V. V., Atasu, A., & Van Ittersum, K. (2015). Remanufacturing, third-party
competition, and consumers' perceived value of new products. Management
Science, 61(1), 60-72.
McIntyre, K., & Ortiz, J. A. (2016). Multinational Corporations and the Circular Economy: How
Hewlett Packard Scales Innovation and Technology in Its Global Supply Chain.
In Taking Stock of Industrial Ecology (pp. 317-330). Springer, Cham.
Pandey, P. (2014). Organisational culture-a root to prosperity. Management Insight, 10(1).
Parsons, A. (2013). Using social media to reach consumers: A content analysis of official
Facebook pages. Academy of Marketing Studies Journal, 17(2).
Pisano, G. P. (2015). You need an innovation strategy. Harvard Business Review, 93(6), 44-54.
Zell, D. (2018). Changing by design: Organizational innovation at Hewlett-Packard. Cornell
University Press.
© 2018 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information
and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of
Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018) Page 5 of 5