 Name - Faisal Shaikh

Sohail Taibani
Sahil Surve

 Class - T.Y BMS

 Div – A / Marketing
 Roll No – 59
54
51

 Subject - Media Planning

 Topic – Laptop
INTRODUCTION

Laptop
A laptop computer (also shortened to just laptop; or called a notebook or notebook
computer) is a small, portable personal computer (PC) with a "clamshell" form
factor, typically having a thin LCD or LED computer screen mounted on the inside
of the upper lid of the clamshell and an alphanumeric keyboard on the inside of the
lower lid. The clamshell is opened up to use the computer. Laptops are folded shut
for transportation, and thus are suitable for mobile use. Its name comes from lap, as
it was deemed to be placed on a person's lap when being used. Although originally
there was a distinction between laptops and notebooks (the former being bigger
and heavier than the latter), as of 2014, there is often no longer any difference.
Laptops are commonly used in a variety of settings, such as at work, in education,
for playing games, Internet surfing, for personal multimedia, and general home
computer use.

Company profile
The Hewlett-Packard Company (commonly referred to as HP, and stylized as hp)
or Hewlett-Packard was an American multinational information technology
company headquartered in Palo Alto, California. It developed and provided a wide
variety of hardware components as well as software and related services to
consumers, small- and medium-sized businesses (SMBs) and large enterprises,
including customers in the government, health and education sectors.
Hewlett-Packard Co. (HP) is second only to IBM Corp. among the world's largest
computer firms. Along with manufacturing and marketing its top selling computers
and printers, the firm also sells hardware, software, and services for World Wide
Web-based operations. Under CEO Carly Fiorina, at the helm since July of 1999,
HP has set it sights on becoming a premier e-business technology and services
provider.
The company also produces ‘ProLiant’ that is an affordable tower server for small
size to medium size work groups.
“IPaq Glisten Smartphones” is one of Hewlett Packard’s high profile products that
have many features like the ability to send emails, texts, photos and managing
contact list.
“Linksys WRT54G2 Wireless-G router” is a home-networking product that enables
internet connections with high-speed.
Service packages including AMC’s are available for interested customers by the
company. The products include printers, digital cameras, scanners and calculators
Target audience

HP is one of the three leading laptop brands in the Indian market. The laptop market
targets a variety of groups: students, who are especially concerned with prices;
gadget-geeks and techies, who are looking for the most advanced systems; design
aficionados, who are primarily seeking a sophisticated computer that looks good;
and also the people who don’t get emotionally involved in this category and only
view the computer as a work and entertainment tool. However, what all these groups
have in common is the tendency to share information and opinions online.

HP a name popularly known for their PC’s and printers, but when it comes to the
company as a whole they have used demographic and geographic segmentation
variables to address the needs of the retail and corporate customers.
Targeting is one of the important pillars of the marketing strategy. HP uses
differentiating targeting strategy to provide customized products & services to the
enterprises.

Media vehicle
HP use to influence customer through Television as a marketing tool and for
customer engagement; Digital media and television media is best suite media
vehicle.

The main advantage of digital marketing is that a targeted audience can be reached
in a cost-effective and measurable way. Other digital marketing advantages include
increasing brand loyalty and driving online sales.P implemented an innovative
strategy across various platforms. Television advertising offers the benefit of
reaching large numbers in a single exposure. Yet because it is a mass medium
capable of being seen by nearly anyone, television lacks the ability to deliver an
advertisement to highly targeted customers compared to other media outlets.
SELECTED MEDIA. (refrence mediaant.com)

Digital Media

Inshorts, App 5.5 Mn Monthly Active Users

Per Campaign CARD RATE ₹350,000

Facebook, Website

2.32 Bn Monthly Active Users

Per Click CARD RATE ₹ 3.00

Advertising in Google Search, Website

Google adword

Per Click CARD RATE ₹ 20

Advertising in YouTube, Website

Per Views CARD RATE ₹ 0.50

TELEVISION media

STAR Plus Entertainment 268,872 viewers

OFFER RATE ₹ 6,640

CNBC TV18 Business News 5,560 viewers

Per Second CARD RATE ₹ 560

Teleshopping options

Per 30 minutes slot

CARD RATE
Rupees 19,800