Hewlett will also be targeting school children to position HP All-in-one’s as the perfect study partner for a child’s education.
MUMBAI: Hewlett-Packard (HP) is adopting an aggressive “go to market” strategy to grow in the personal printing market.
The company wants to further consolidate its market leadership in the consumer printing market and for this; it will target key vertical segments like jewellers, exporters, design agencies, photographers and self-employed professionals through focused market development programmes by offering customised solutions for these segments.
Hewlett will also be targeting school children to position HP All-in-one’s as the perfect study partner for a child’s education. The HP All-in-One can be used by school children to print their school projects, scan encyclopaedia and copy class notes. The pilot has already been initiated in select schools in Delhi.
Vibhor Bansal, country manager, Hewlett Packard India said: “As the undisputed market leader, HP believes in growing and leading the personal printer market in India. We foresee immense potential in the photo printing segment and our new photo printer line-up enables fast and easy-to-do printing.”
HP has a market share of 75% in the single function inkjet printer segment and 87% market share in the inkjet All-in-one segment in Q2, 2006. It enjoys a 77% share of the monochrome laser printer market, 90% of the colour laser printer market and 56% in multi-function printers in India.
The Inkjet All-in-one market is expected to grow from 440,382 units in 2006 to 734,222 units by 2010, according to IDC.
Industry experts believe with boom in market of image-capturing devices like mobile phones and digital cameras, there will be good demand of photo printers in near future. To further strengthen the upcountry focus, HP will increase its sales reach from 300 cities to 450 cities for the personal printing range through channel expansion. The company will develop a Photo Club program for select channel partners to target photo studios and photo service providers.
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