New segment marketing strategy

hpHewlett Packard had done some research and uncovered a segment called micro-business. This required substantially different marketing focus than existing segments.

Peter Davies was the consultant who created the 2003 marketing  plans for the micro-business segment.

  • Visited key Hewlett Packard ┬ásites and channel partners in Europe to understand fit with country and retailer plans
  • Persuaded both divisions who sold the products to agree a new positioning for exclusive products for the segment
  • Conceived the marketing communications plan for the segment including “every day low price” positioning in HP materials
  • Recommended channel marketing incentives and support