HP Pan India Case Study

Competition
Launch date-27th September, 2021

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 Marketing case study
HP Inc

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 Case Study
Title • Helping customers discover & prefer HP products through compelling content
Problem statement • Customers need content to discover & understand HP products & services through the shopping
journey. Customer preference for channels of discovery (retail, brand.com, online store, search,
YT) and nature of content (video, images, GIFs, reviews, UGC, datasheets, comparative info) has
changed over time.
• Discovery is today inhibited due to fractured nature of content production, homing, discovery
routes, sales channels, platform limitations and above all non customer-centric content - which
focuses too much on HP products and not what the shopper is looking for.
Project details – • How to enable seamless discovery of ‘Shopper needs based content’ - which meets customer’s
expected answers information needs at every stage of the shopping journey while meeting HP objective of driving
and outcomes discovery and preference.
• How to enable seamless availability of content to platforms and internal teams where and when
needed
• How to build a process to produce content ‘which is absent today and needed by shoppers’
• How to deliver content ‘on demand’ to customers beyond the known channels of search &
brand.com
• How can we monetize non product related content across channels?

Learning • High degree of customer centricity and empathy in understanding shopper missions
Objectives • Understanding of digital and physical content delivery platforms
 Thanks