HP Bets Big On SMBs

Under its new ‘Go-to-Market’ strategy for small and medium businesses (SMBs), HP has unveiled a range of initiatives to bolster its position in the burgeoning SMB printing segment. The initiatives include the roll out of its new marketing campaign ‘Dream Bigger’ with Shah Rukh Khan as the celebrity endorser, along with the launch of a host of products targeted at SMBs. While the campaign is a part of HP’s $300 million global marketing campaign titled ‘What do you have to say?’, the launch of its new products forms a part of HP’s revolutionary Print 2.0 strategy – a strategy designed to accelerate the company’s ability to capture a significant portion of the 53 trillion pages forecast to be printed by 2010.

“As part of our Print 2.0 strategy, we are providing SMBs in the country with printing hardware, services, solutions and tools that will make it easier and more affordable for the segment to create, consume, manage and print business content in the way they want; whether in-house, online, in retail or through a print service. SMB is one of the fastest growing segments for HP. With our new SMB-focussed ‘go-to-market’ strategy, we expect to further strengthen our position in the SMB sector,” said Ravi Aggarwal, president – Imaging and Printing Group, HP India.

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The SMB Product Range

HP’s newly launched HP OfficeJet J6488 AIO and HP Color LaserJet CM1312nfi, priced at Rs 13,399 [catalogue price] and Rs 49,999 [MRP] respectively, are designed to drive businesses towards greater productivity and efficiency. The new range of OfficeJet printers from HP is targeted at discerning business users, who are looking for increased productivity without compromising on affordability.

HP LaserJet Multifunction printers can be a good choice for small and medium businesses looking to increase workgroup efficiency and enjoy professional quality output. Online marketing tools and templates from HP can help SMBs self-design a wide range of business stationery like document headers, business cards, and marketing collateral. The tools and templates are available at www.hp.com/paula.

HP will also provide enhanced India Service Initiatives for original supplies through 1500 purchase points across the country.