With the launch of its customized printer deskjet 656c, HP India has taken
its customization strategy to the next step. After successful Holi and Christmas
edition of its deskjet printers, HP’s new offering is targeted at kids. HP is
planning to sell only 6,000 of this limited edition printer. The launch has been
timed to coincide with the summer vacation.
From start to finish the printer has been designed and packaged with the
target audience in mind. Even the choice of colors for the printer was made
after extensive research in toy stores to determine what colors attracts
children the most. Says Princy Bhatnagar, Market Development Manager, Consumer
Peripherals, Consumer Business Organization, HP India, "We have done our
homework for this printer quite extensively."
This launch is a part of HP’s effort to micro-segment the home market. Adds
Bhatnagar, "We feel that the segments of home, SOHO, SME, large corporates
and government are too large to be able to effectively fulfill customer
needs."
Since the product is targeted at children, HP’s efforts will be to move the
printer as much as possible through retail. "All our 300 retail outlets
across the country will have the ‘Just for Kids’ flavor in their décor
starting first week of May," added Bhatnagar.
MOHIT CHHABRA NEW DELHI