What is HP IPG's new market mantra to enhance partner profitability? 

HP has recently launched its integrated marketing campaign called "Demand More" for the HP LaserJet printer category. The campaign, which started on 28 July, 2010, is focussed on the valuable SMB segment in India which demands more out of their printers in terms of productivity, efficiency and cost savings. The idea is to enable HP channel partners drive their business growth and accelerate demand for HP LaserJet printers in the market. HP is also investing in the marketplace and offering power-packed and matchless combination of printing products and solutions that drive productivity and increase efficiency for businesses.

HP is working closely with its channel partners to increase awareness about the HP printing advantage through various means which include setting up HP demo zones for customers, providing exciting POP/POS material, conducting special training programmes for partners to update them on the latest HP LaserJet technology and road shows that will give channel partners an opportunity to explore new possibilities. Therefore, such initiatives will not only ensure channel partners to remain ahead of others but also help businesses obtain more value from their IT investments. 

How is HP gearing up for regaining its previous market shares? 

HP shares a deep relationship with its channel partners. Our constant engagement with our partners across the country has helped us develop a strong relationship that works as our support system even in the most challenging times and maintain our leadership in the market. HP is making good progress in ramping up its product supply in the market and accelerating our market share goals. The launch of our new marketing campaign "Demand More" is yet another step to invest in the market in order to accelerate demand for the LaserJet category and thus increase market share. 

What kind of channel engagement programmes do you take up? 

In order to deliver the best of our products and services to our customers, we not only empower our channel partners adequately but also provide them with rigorous trainings time and again so that they can cater to all the needs of the consumers. We conduct periodic trainings for our sales teams on products and application skill sets. There are demo programmes and end-customer engagement and awareness building activities done all the year round to enable our partners to remain updated on the latest trends in the imaging and printing arena. Over and above this, we do a lot of collaterals meant for specific customer segments within SMBs. 

Will you please share some recent programmes?

We also run a lot of channel programmes and incentives backed by a lot of end- customer promotions as well. To name a few recent, programmes/campaigns of HP include:

•  "HP LaserJet. It Pays You Back" is a global programme designed to engage customers in pertinent conversations about value and broaden their perspective to think about HP LaserJet as an investment for their businesses that delivers both short and long-term return on investment. 
•  "Win with HP AiOs - It Pays you Back" is another exciting contest announced for all its channel partners across India. The contest is woven around the company’s latest LaserJet printers with breakthrough technology innovations and the new campaign "HP LaserJet - It Pays You Back". 
• A special programme called "Pay Back Yatra" has been initiated to educate and engage with HP's tier three channel partners on HP's latest technology innovations brought alive in its new range of LaserJet printers. 

HP has long been the ultimate brand of choice for the channel partners' community across the country and has always empowered them with unparalleled  opportunities, cutting-edge printing solutions and special channel programmes to accelerate their business growth. In line with this commitment, HP has recently rolled out its integrated marketing campaign called "Demand More", for the HP LaserJet printer category. The campaign has been designed keeping in mind the requirements of the SMB segment, which demands more out of their printers in terms of productivity, efficiency, cost savings and IT investments. It further enables channel partners to drive their business growth and thus accelerate demand for HP LaserJet printers in the market. 

Under this new campaign, HP is conducting a series of programmes such as organizing channel meets and special engagement programmes for final tier partners across 35 cities. With a view to increasing awareness about the HP printing advantage, the company has come up with various means like setting up HP demo zones for customers, providing exciting POP/POS material and conducting special training programmes and road shows for partners to update them on the latest HP LaserJet technology. HP is also investing largely in innovative print and TV advertising, on-ground activities, customer promotions, etc. 

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