Hewlett 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 sites 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