The challenge
HP is a dominant or leading player across a range of business and consumer technology markets.
When seeking to launch into new consumer markets, in particular desktop PCs with the Pavilion brand, an internal skills review revealed a need for additional capabilities and experience in consumer electronics. Quadrant was invited to work with the existing HP marketing and sales team to support and help to steer the launch programme across major European markets.
What did Quadrant do?
Quadrant deployed a team of consultants to provide immediate support for the launch. One was put in place on a full-time basis and spent most of his time on the project working directly with the launch team, who were based in Germany. Our input covered several areas, most notably pricing and trade terms, trade sell-in, distribution strategy, consumer proposition, and advice on consumer communications.
An important part of our work consisted of skills and knowledge transfer to the HP team throughout the launch period, building their capabilities in managing the Pavilion brand and product line as it built a presence amongst major European consumer electronics retailers.
Quadrant was invited back by HP to play a similar role in supporting the launch of hand-held products, a new category for HP at the time, into the UK market.
What was the breakthrough for HP?
- Immediate access to skills and experience to support major launch activities in markets where HP needed to build. Clearly indicated areas on which to focus to achieve improved results
- Support across a wide range of sales and marketing areas within the HP team structure.
- The Pavilion brand remains HP’s principal pc offering, some years after the initial launch.