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MARKETING MANAGEMENT MARKET SURVEY ON HP LAPTOP

As described in the previous assignment I have taken the HP Laptop product as the marketing object. This assignment is described about the market survey on HP laptop through which I have found the acceptance level and STP for HP laptop.

MARKETING CONCEPT:
I have used following Marketing Concepts for this assignment.

1) Consumer Acceptance Level: Company to sell their products or services in the market requires customers to accept and be willing to purchase their products or services or at least tolerate them. Companys strategies are always designed upon the level of customer acceptance. According to marketers, a product that is immediately accepted by the consumers will not requires a lot of marketing and may be sold at a high price. A product that does not sell immediately in the market or it takes customers longer to accept, will require more promotion to convince the people of its merits.

2) STP: STP stands for, S - Segmentation T- Targeting P Positioning

SEGMENTATION:

Segmentation is the process of dividing a large target market into subsets of customers who have common needs and also common application for relevant goods and services. Market segmentation classified on the basis of two things.

Basis of Market Segmentation

on the basis of consumer's personal characteristic

on the basis of consumer responses

On the basis of Consumers Personality: We done the following type of segmentation on the basis of Consumers Personality. Geographic ( Nations, States, Regions or cities) Demographic ( Age, Gender, Family size and Life Cycle) Psychographic (Social Class, Life Style or Personality) Behavioral ( Occasions, Benefits Sought, User Status, Usage Rate)

On the basis of Consumer Responses: We done the following type of segmentation on the basis of Consumer Response. Usage Based Benefits Loyal Status

TARGETING: Targeting is choosing one or more segments to design your marketing operations. There can be more than one target market. There are three targeting strategies. 1) Single Segment Concentration Strategy 2) Multi Segment Strategy 3) Undifferentiated Marketing Strategy

POSITIONING: Positioning is the act of designing the companys offering and image to occupy a distinctive place in mind of the target market. The goal is to locate the brand in the mind of consumers to maximize the potential benefit to the firm. Positioning is not what you do to a market. Positioning is what you do to the mind of the prospect. That is you position the product in the mind of prospect.

3) MARKETING RESEAECH PROCESS: Marketing research is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. This process includes following steps. 1) Define the Problem 2) Design a Research Plan 3) Collection of Data 4) Analyze the information 5) Present the Findings 6) Make the decision

OBJECTIVE: Find the acceptance level & effective STP for HP laptop. RESEARCH PLAN: I have selected Research Instrument for developing a research plan.
COLLECTION OF DATA: For collecting the data about this assignment one questionnaire was prepared using Google Doc, carrying the related question to reveal the effects of the STP, i.e. Segmentation Targeting and Positioning and the Acceptance level. Questionnaire includes 10 question which was distributed among 50 college students who are from the same campus of MITSOB on the 24-Oct-2013 for the surveying their preferences.

MY QUESTINNAIRE: 10 Questions

1) Do you have any Laptop? If no then mention the reason. 2) Which Laptop brand do you have? 3) Did you purchase any HP laptop? If no then mention the reason. 4) Are you using HP laptop currently? 5) How do you come to know about the HP laptop? 6) What make you to purchase HP laptop? 7) Which HP laptop model do you have? 8) Are you using HP laptop currently? 9) Are you satisfied with your HP laptop features in comparison to the cost? 10) Rate HP laptop and give your feedback.

SEGMENTATION:
1. On what basis are you going to design the HP laptop?

TARGETING:

1. Whom do you think HP laptop is for or who can use HP laptop for example college students, Working Professionals, Senior Citizens etc.? 2. Which kind of colleges do you target to promote HP laptop?

POSITIONING: 1. When you think of HP laptop, what person/thing comes to your mind? 2. Any improvements or applications that you would like to recommend in the phone?

DATA ANALYSIS: 1) Do you have any Laptop? If no then mention the reason.

10%
Yes No

90%

INTERPRETATION:
In the era of technology, we think that every college student have their own laptop but above result was quiet shocking for me because it indicates that there are 10% student out of 50 do not have their own laptop.

They gave reason like that they do not need but heard that reason think how the college
student does not need of laptop. Then I thought how the college student keep them away from the computers.

2) Which Laptop brand do you have?

Laptop Brand
24% 16% 25%
HP

35%

DELL APPLE OTHER

INTERPRETATION:
Here the above graph suggest that around 35% students are using HP laptop which is the highest among all other company laptop. It suggest that there will be more demand of HP laptop in the college student.

3) Did you purchase any HP laptop? If no then mention the reason.

44% 56%

Yes No

INTERPRETATION: Above graph suggest that there were 56% of students purchased the HP laptop where 44% student were purchased the other laptop brand.

4) Are you using HP laptop currently?

Current Users

32% 68%

Yes No

INTERPRETATION:

Here 68% of students are using HP laptop currently. There are 32% of students are using laptop of other company. There can be any reason having to use other brand laptop like financial reason etc.

5) How do you come to know about the HP laptop? Answer: Here the students can know about the HP laptop through their Friends/ Relatives, newspaper, advertisement etc.

6) What make you to purchase HP laptop?

24%

32%

Brand Image Service & Features Status

44%

INTERPRETATION:
Above graph suggest that students are looking more towards the service and features about the product rather their brand image or for the sack of status when they are going to purchase HP laptop. There were 44% students who are giving more preference to service and feature compare to product brand image and status. 7) Which HP laptop model do you have?

HP Model
16% 20% 20% 44%
HP Platinum E-Series G6 Series F-Series

INTERPRETATION:

Above graph suggest that among the 4 recent model of HP laptop HP platinum is more preferable by the college students.

8) Are you satisfied with your HP laptop features in comparison to the cost? Answer: 56% students who have answered question number 3 positively are satisfied with the features provided by HP in comparison to the cost. 9) Whom do you think HP laptop is for or who can use HP laptop for example students, Working Professionals, Senior Citizens etc.?

Chart Title
College Students

20% 50% 30%


Working Professionals Senior Citizens

INTERPRETATION:

Here we can see that maximum percentage is of college student who buys HP laptop. So it is confirmed that the target market for HP laptop is college student.