Họ và Tên : Hồng Quốc Bảo
Khóa/lớp : K104
STT

Mã sinh viên : 9704151721847253
ID Phòng thi : 103

: 11
Giờ Thi : 14h00

Ngày Thi : 07/10/2021

BÀI THI MÔN : GIAO TIẾP TRUYỀN THƠNG
Hình thức thi : Bài tập lớn/ Tiêu luận
Mã đề thi : 01

Thời gian thi : 24h

COMMUNICATION STRATEGY LAPTOP HP PREMIUM

THE NO. 1 CHOICE FOR YOU


Chiến lược marketing sản phẩm HP Premium

Question 1 : What is communication? How does a communication process happen?
What is communication?
Communication is a means of communication that conveys the objects of one
subject (be it an individual or a group) to another through the use of signs,
symbols and communication rules that both sides understand.
How does communication work?

Source/Sender:
When communicating a message, you need to know why you are
communicating, and what you want to communicate about or about. You also
need to be confident that the information you are saying is useful and accurate.
Message
It is an effective and important communication process in your life that you
need to follow. The message is the information that you want to convey.
Coding… communication principles in the communication process
This is the process of converting the information to be communicated into a
form, which can be presented orally or in writing, which can be successfully
decoded by the receiver. Your success in coding depends on your ability to
communicate clearly and simply, and eliminate potential triggers for confusion
such as: cultural issues, misinformation, false assumption...
Equally important is understanding your audience: Failure to understand who
you want to communicate with will lead to confusion in the delivery of the
message.
Transmission channel…
Messages are transmitted mainly through 02 channels: face-to-face including
telephone, face-to-face, video chat and written channels such as emails, letters,
memos and reports.
Different channels will have different strengths and weaknesses. For example,
you should not be verbal when giving a series of lengthy examples while using
a written letter or responding to a negative opinion.
Decryption…
Encryption or decryption both require communication skills in life (including
skills such as: listening attentively or reading the message carefully), but the
confusion in the encoding process will create many errors in the decoding
process. code. This is an effective communication process in life



Receiver…
When a message is delivered to the recipient, you visualize how that person
will react or act upon receiving your message. However, it should be
remembered that each individual involved in the communication process will
interpret those messages and feelings with different attitudes. And if you want
to be successful, you need to consider those factors to convey your message
and act in the most appropriate way.
Feedback…
When receiving a communication message, surely the listener will respond in
some way. And you need to pay special attention to those responses because
that will be the only evidence that tells you that the recipient understands your
message or not. In case you find out that the person has misunderstood your
message, you will at least have a chance to re-send the message a second time.

situation analysis
With great advancements in recent years, nothing can match the power of
information technology in changing the world. It fundamentally changes our
lives at 3
where we are always present: at work, at home and at play. Over the next
decade, it will lead us to places we can't even imagine right now. With those
dramatic changes, one company has taken the lead in all three areas: HP.
HP was founded in 1939 by Bill Hewlett and Dave Packard. After more than 6
decades of operation, with the core business idea of "applying science and
technology for the development of mankind", the future vision is to achieve To
maximize brand awareness, HP has constantly researched and created
technology products to serve consumers as well as businesses:
Printers, computers, digital cameras, color printers, disc recorders
DVD.
Smart Office Hp solutions for small and medium-sized businesses include a
trusted base of computers, PCs, notebooks, and printers that work together,

with financing options that help and for service and support. aid.
In a world where IT decisions are made, CEOs in large corporations must
balance these demanding information technology needs - managing selling
prices, reducing risk. risk, increase service quality - with new requirements to
improve business agility. Based on accumulated knowledge and experience,
HP launched Adaptive Enterprise to help businesses change for the better and
benefit from investment programs in information technology
HP is also one of the top 10 innovative corporations in the world, with more
than 11 new products being invented every day, the highest innovation rate in
the history of corporations.
ACHIEVEMENTS
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HP is ranked No. 1 in consumer technology in the world by gross income, the
leading supplier of technology components to small and medium-sized
businesses, and a supplier of industrial products. technology, solutions and
services
for
large
companies
and
associations
everywhere
I/ Information about laptop product market in Vietnam:
1. Product market situation:
While the picture of the IT market in the first months of the year is bleak because
consumption has halved compared to the same period last year, the laptop segment is
taking the throne with a pretty good sales rate.
At the end of 2019, laptop sales were approximately 20% of the total number of

computers sold in the country. According to calculations of businesses, by the end of
this year, the market share that this device will win will reach 25-30%. In the first
quarter of this year, sales from desktop computers increased only 12% compared to
the same period last year, while laptop sales increased 45%.
It can be said that laptop products are gradually becoming popular for all Vietnamese
consumers because of its portable convenience, which can be carried anywhere, as
well as the price competition among manufacturers. make products easier for today's
consumers.
The following products are constantly improving the defects of the old products to
satisfy consumers. The trend of consumers is increasingly wanting to have a compact
laptop and especially with a long battery life, especially those who often carry a lot
like business people who often go on business trips.
Currently, there are many "ultra-compact" laptops on the market, but they are still not
as perfect as consumers want: no drive, weak configuration, not long battery life –
machines This is mainly for surfing the web. Therefore, the product is not supported
much.
Maybe the above are opportunities as well as "holes" of the market that HP should
overcome and exploit.
2. HP's rival situation:
Strong competition with HP are "giants" Dell, Sony Vaio, Toshiba, Lenovo, Nec,
cheap Asian giants Acer in addition to other small firms launching a series of cheap
compact laptops such as Axioo, Fujitsu .. .
We can analyze the characteristics of competitors as follows:

competitor
Sony vaio
Dell
Lenovo
.


strength
Nice design, strong brand

weakness
High price, low market share

Strong brand competitive price

The style is not very good
with HP
Cheaper price should be more Despite acquiring IBM, the
competitive, beautiful design

brand is not very trusted

2


Chiến lược marketing sản phẩm HP Premium

It can be noticed that although compact laptop products appear a lot, most of HP's
competitors have launched this type of product, but it is still not perfect because of the
contrast in technology: machine function and weight. machine, and there is no
technology for long-lasting batteries.
3. State of science and technology:
Modern computer technology uses SSD hard drives that are more resistant to shocks
and run faster.
Carbon fiber in the construction of car and airplane shells is 8 times stronger than steel
and ½ as light as aluminum.
The US Air Force Research Laboratory announced the experiment

successfully a new technology to produce Betavoltaic batteries. With this battery, yes
Can be used on laptops for 30 years without needing to be charged. The battery
is made from semiconductor chips and uses radioactive isotopes as a source of energy
quantity. When this radioactive isotope material decomposes, it emits parts
Microscopic particles can be converted into electrical energy enough to power
electrical devices
like a laptop that works for many years.
This type of battery is very small and thin. A silicon material is used to collect the
tritium isotope is produced during energy generation. React
This doesn't generate heat, so small devices like cell phones can stay cooler than
when powered by a lithium-ion battery. The reason this battery can be used in
long time is because the breakdown of neurons into protons is the focus
maximum amount of electrical energy, according to Einstein's formula
needs of consumers, at the same time overcome the weaknesses of previous
generations of products, raise the brand name, increase market share and profit
margin. In the past, HP rarely produced really high-end and outstanding
products like sony vaio and Apple, so if the product is not really different, it
will fail. HP could also run the risk of competitors imitating the technology and
offering competitively low-cost products. Therefore, the company needs to
have a carefully considered product strategy and price strategy accordingly.
Marketing objectives:
marketing objectives assessment
basis
increase brand awareness

marketing objectives assessment basis

efficiency from 75% to 80%

efficiency from 75% to 80%


increase brand awareness

Hire a market research company
Hire a market research company
increase market share by 8% after 2 increase market share by 8% after 2
year
year
increase profit margin
ten%
(from 25% in 2019 to monthly sales
report and close)
35% in 2021) year-end math

increase profit margin
ten%
(from 25% in 2019 to monthly sales report and close)
35% in 2021) year-end math


Chiến lược marketing sản phẩm HP Premium

III/ Analysis of marketing strategy:
1. Market segment:
Step 1: The market research results show that the factors affecting
consumers' decision to buy a laptop are as follows:
Price
Income
Occupation: each job has different requirements for machine configuration
as well as requirements for mobile features of the machine more or less.

Trademark
Product features Design
Quality
Step 2. Make a graph showing the dispersion of these determinants.
We see that the decision to buy a laptop is affected by many factors, which
makes it difficult for us to choose the segment because, to a certain extent,
these factors are relatively related. Therefore, we can group together similar
factors for easier analysis. It can be divided into the following four groups:
Group of characteristics "price": for many consumers, price is the first
concern when wanting to buy a product, especially those with low and
middle incomes. Therefore, we can group the two factors of price and
income into this group.

4


Chiến lược marketing sản phẩm HP Premium

Group of characteristics "brand": the brand of the product also largely shows the class
of its users, people can spend more money to buy branded products (i.e. don't care
much to the price), choosing branded products also shows the customer's confidence
in product quality.
Group of characteristics "features": because of work needs, many people attach
importance to the features as well as the quality (durability) of the product above all.
We can group 3 features, quality, and profession into this group.
Group of "aesthetic" characteristics: many customer groups value the form and color
of a laptop because it also reflects their style and fashion personality. Designs and
colors also attract customers a lot.

Thus, we have a map of brand characteristics as follows:


Feature
- low price.
- many positions

- branded
- many positions
ability, quality
quantity
- high price possible
accept

- have quality

pirce

Trademark

- low price
- nice model

- branded
- nice model
High price still

- available
acceptable

Beauty
5



Chiến lược marketing sản phẩm HP Premium

Step 3: Product/brand/market share segment chart:
Feature
50%

35%
- branded
- - many
functions,qualiy
- price is quite high
( Dell,HP, Toshiba ,
Asus, Sony Vaio)

-

low price.
many
functions,
quality
( Acer, Lenovo)

pirce

Trademark

10%


5%

- low price
- nice mode
( Acer, Lenovo,
Axioo, msi...)

- branded
- nice mode
- price is quite high
( HP, sony Vaio)

Beauty
Step 4: Determine the relationship between the labels and select the segment:
We find that in 2 aesthetic segments - brand and brand - features have
many products and many competitors, we can equate 2
. This segment has become one because almost all brands are constantly
building their products with good quality and beautiful designs. This
segment has a very large market share, if you want to exploit this
segment, it requires the product to be from a large, well-branded
company with enough potential to be able to compete with other big
companies.
HP's position is a big company, strong brand, so HP will target 2 feature
segments - brand and brand - aesthetics. The core ideology in the
company's activities is to constantly research
"Contributing science and technology to mankind" therefore must
always be at the forefront of constantly creating high-class products
with differences to serve customers' needs to be able to survive in the
segment. The segment has many competitors and a large market share
like this. Producing cheap products does not match what HP has

positioned for its brand

6


Chiến lược marketing sản phẩm HP Premium

2. Select target market:
As analyzed in the segment selection section above: "premium products with
differences", we see that the target customers that HP will target will have to be
people with high income, need In terms of high-end products, there are differences
first to serve high demand and moreover to show their class.
Observing consumer behavior, the marketing research team found that high-level
business people have high incomes, they often go on business trips at home and
abroad, and the laptop is always the first thing in their luggage to serve their
customers. Work. The need for compact but complete when traveling is very
necessary. Therefore, needing a laptop that is compact but must have a long battery
life is more necessary because then they do not want to have to carry around a messy
plug all the time for fear of running out of battery halfway. At the same time, when
working with partners, they also need a high-end business-class laptop. The demand
for such a laptop is really not on the market yet. It can be said that this is an
opportunity for HP to exploit: take advantage of new applications in science and
technology as mentioned above to launch new high-end products aimed at business
customers.
Rich people often go on business trips.
3. Positioning:
High-end brand - high-end products - high prices for wealthy businessmen.
Positioning table:
label and personality


edge position
painting

target audience

Other HP Premium
outstanding distinction,
convenience and class
Stylish

Sony Vaio,
Apple, Dell
there are products

successful businessman, rich
often go to work far away

Fame

insight

benefits of labels

the only reason

IV/ Marketing plan - mix:
1. Product strategy:
After studying consumer behavior as well as understanding the needs of target
customers for a laptop as analyzed above, HP decided to launch a new product
strategy called HP premium as follows: after.

The product has much more differences than existing products on the market
that is an ultra-light laptop but with a powerful enough configuration, full
functionality and above all without having to charge the battery:
The most striking difference is the use of new battery technology that can
last up to 30 years without having to be recharged. HP will use its abundant
financial resources to buy the technology to produce this battery for $
500,000. With this type of battery, users can carefreely use the device
without worrying about running out of battery as well as not having to carry
around charging cables when going away.
The ultra-light laptop is only 0.9kg but fully functional with a powerful
enough configuration that can install many programs, satisfying all needs
thanks to the application of the production of the machine's chassis made of
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all carbon fiber. – 8 times stronger than iron and half as light as aluminum
and ultralight materials.
The old hard drive system has been replaced with a new one, SSD hard
drives have very good impact resistance and run extremely fast.
At the same time, HP also overcomes the disadvantages of its previous
generations, which many customers complained that the machine was very
hot after a short time of booting by installing a side radiator.
The design of the product is also very attentive to ensure convenience and
bring added value to show the style and class of the user. The 13.3-inch
360-degree touch screen can shoot and take pictures with a webcam that is
extremely clear at any angle and folds up neatly. The screen case uses highquality leather with two colors: black and cowhide.
The specifications of the machine are as follows:
High resolution (1440 x 900 pixels versus 1280 x 800 pixels). A 64GB SSD
can be selected.
The keyboard is spill-resistant and shock-resistant. The keyboard is very comfortable

with spacious, well-placed keys. Users will be able to enjoy DVDs or listen to music
on the HP Premium's built-in, paper-thin optical drive, while Apple can only design
the optical drive as a peripheral
Not much thicker than the Air, but the feature list of HP Premium is much
better: 3 USB 2.0 ports (Air only has 1 USB port), VGA output for secondary
monitor, built-in Webcam, headphone/mic jack and ethernet port (With the Air,
to connect via the internet, you need an external adapter.)
There are shortcuts to enable the backup feature, to set the machine's security,
to search for a wireless data connection. And if the machine won't boot, the
shortcut will allow the computer to start a small, non-Windows operating
system from a "hidden" area on the hard drive.
In terms of connectivity, Wi-Fi 802.11 a/b/g/n, wireless WAN, wireless USB
and Bluetooth. Finally GPS.

8


Chiến lược marketing sản phẩm HP Premium

HP Premium is also proud to be the first "green" product with environmentally
friendly materials used to manufacture it: batteries that do not contain lead, cadmium,
mercury, extremely long battery life to avoid battery discharge damage from the
environment and when the battery life is over, the battery turns itself into an inert
substance that is not harmful to the environment; At the same time, the product also
minimizes hexavalent chromium, plastics, flammable substances, and PVC as
recommended by the FDA.
environmental protection organizations. "Green" products are also the concern and
support of "ethical consumers".
Thus, it can be said that HP Premium is considered a new achievement HP contributes
to humanity with excellent pioneering features to best serve consumers as well as

pioneer in producing environmentally friendly products.
2. Pricing Strategy:
Because HP Premium targets wealthy businessmen, the product will have an
initial high price of 54 million VND. This price has been carefully considered:
Chi phí sản xuất cao.
The higher price of HP Premium than the Macbook Air is storming in
Vietnam to attract the attention of this elite as well as affirm this price
difference is worth it for the outstanding features that HP Premium offers.
Probably Macbook Air.
The product must be priced high to show the distinct difference of the
product, if the price is only a few million more than the previous products,
customers are willing to spend a few million more to own this special
product. That will inadvertently "kill" other HP products.
High-end products with a limited customer base, so the product cannot be
mass-produced but very little, so it has to be priced high to make up for it.
Target customers are those who are willing to accept high prices. At the
same time, if using a soft price, many people can own the product and so it
is normal for a rich businessman to buy the HP Premium because so many
people use it. HP Premium must charge a high price to match the added
value that represents the class it brings to that entrepreneur.
Use the skimming price strategy of the pioneer position as well as suitable
for the industry: digital technology products become obsolete in a short
time.
The skimming price strategy is also for the company to achieve short-term
profit goals to prevent losses due to competitors jumping in at low prices.
Capture market share and increase profit margin with premium product lines..
3.
Distribution system:
The product is expected to hit the market in December 2021.


9


HP Premium products are distributed only at Nguyen Kim, the distributor
enjoys 3 million. The distribution plan is drawn up like this for the following
reasons:
The product's customer base is also limited and does not need to have a
wide distribution system.
In Vietnam, Nguyen Kim has a pretty solid foothold in the minds of
consumers because of its good service quality, reputable genuine products
as well as a large and luxurious shopping center. Every day, thousands of
people come to visit and shop and it is impossible not to have "giants", so
word of mouth about this new product is impossible without. HP is willing
to spend 10 million/day to choose a very special location to display the HP
Premium for 2 weeks: as soon as customers enter the door of the shopping
center, they can immediately see the laptop on a prominent podium. In the
middle, in order to attract attention, there are 2 more models dressed very
luxuriously and prominently standing to provide more information about
the product as well as instructions on how to use the product for customers
when needed but for the main purpose. The key is to draw people's attention
towards the product. Because it is a high-end product, only 2 pieces are
displayed. One is left on the high platform and one below so that customers
can try it with their hands and see the great features of the machine.
4. Promotion strategy:
First use email marketing to target customers who are big businessmen,
famous businessmen - introduce HP Premium, state its outstanding features,
make them curious about the product.
Then send an invitation to them to attend the HP Premium launch ceremony
at the luxury hotel NEWWORLD. Because the number of guests is the
elite, it is not crowded, only displaying 2 pieces to enhance the value of the

product rather than displaying it in bulk as well as for the giants to focus on
the product. At this launch, VIPs will meet to comment as well as try the
product with their own hands. For a high-class product in a meeting like
this, the giants will be very interested in who owns it and of course some
want to buy the product right there to be known by many people. more my
own.
HP also conducted extensive information to the public about the product
display at Nguyen Kim with banners there 2 weeks in advance, banner content
"event to welcome new giants in the digital world", the appearance will be
unexpected, so no announcement about the product. Information about this
event should only be made 2 weeks in advance because if it is too long, it will
cause oblivion, if it is too fast, it will not create a "fever" and will not meet the
public's expectations for the event.
The research team found that for the above target customers, the choice of
advertising location is considered appropriate and effective.
indeed in the following places
The first is in the elevators of the office buildings, this is where anyone who works
there uses, on average, they can enter the elevator at least 8 times a day: in the
morning, start work. work, take a break at noon, continue working in the afternoon
and leave work in the afternoon - all 4 basic times, during the working process
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Chiến lược marketing sản phẩm HP Premium

There is also a move to other departments. Therefore, it is reasonable to place
LCD in the product advertising film elevator. Because the time in the elevator
is not long, the people standing in the elevator tend to stand opposite the door
and in a state of being ready to step out, so placing the LCD in front of the door
is the most reasonable so that the advertising film can hit the level. their eyes.

Besides, we also have to pay attention to the duration of advertising. The time
to go up a floor is only about 5 seconds, so it is necessary to shorten the length
of the film as much as possible so that viewers can know the full product, 5
seconds is considered reasonable. When is it necessary to increase the
frequency of film screenings? Those are the 4 basic times as mentioned above
because at this time most people focus on the elevator, it is the ideal time
because a lot of people will see the advertisement as well as the product being
spread by word of mouth and common sense. products – increase customer
awareness of the product.
Second, as analyzed above, the target customer group is big business people,
often go on long business trips, so we will choose another place for advertising,
which is in the waiting room at the airport and on the airport bus.
So what is the idea of advertising film? As analyzed above about advertising
duration, the advertising script is built in 5 seconds as follows:
Scene 1: For 1 second, a luxurious house with amenities and the words
“Sunday, power is cut, but…” appears.
Scene 2: In the next 3 seconds, a series of activities happen very quickly
and at the same time: the vacuum cleaner wriggles in every corner, the
washing machine vibrates, the dishwasher speeds up, and a series of All
other machines were working and the rich couple in that house sat leisurely
watching TV on a big LCD. There is an important point that all devices
work during a power outage…that is by plugging in the cord and using the
battery power of the laptop in the middle! The screen also appears and the
clock runs really fast - to show that with the battery power of this machine,
time is not an issue. The details in this ad may be unrealistic as it is not
possible to connect devices to a laptop to use battery power but that doesn't
matter because the basic purpose of the ad is to shock to showcase a great
feature. Just great about the battery of this laptop.
Scene 3: the last second is directed at the open laptop, the original purpose
is to be able to see its beautiful skin and then open the close-up projection

screen with the HP logo and the message "power isn't matter”.
In addition, HP will conduct product advertising in business magazines. On
those pages will clearly inform customers about the special features of the
product, the technical parameters of the machine and at the same time
Promotion of a synchronized product with a premium leather bag of the
same color when buying the product.
V/ Expected budget to implement marketing strategy:
Market research: 60 million.
Advertising film: 300 million VND.
Launching ceremony: 80 million VND
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Chiến lược marketing sản phẩm HP Premium

Exhibition at Nguyen Kim: 10 million VND/day, model cost 500 thousand
VND/day, 2 weeks exhibition totaling 147 million VND.
Advertising screening: 5 million VND/time. It is estimated to spend 700
million VND on advertising films in a month and a half.
Advertising in magazines: 150 thousand VND/page. Expected to spend 40
million VND for 1 and a half month.
Cost for banners "event to welcome new giants in the digital world": 10
million VND.
Expenses incurred: 30 million VND
Total cost for strategy implementation: 1 billion 367 million VND.
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