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HP brings out printers for kids

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DQC Bureau
New Update

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.

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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

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