H-P to expand presence through new products

Our Marketing Bureau in New Delhi

In a bid to consolidate its hold in the graphics printer segment, the Rs 1,539-crore Hewlett-Packard India Ltd is rolling out three printers. Targeted at advertising agencies and creative hotshops, the printers are offered at three price points — Rs 55,000 (for HP Designjet 10ps printer), Rs 93,000 (for 20ps) and Rs 1.70 lakh (for 50ps). The new line is being simultaneously launched in the US, Asia-Pacific and Europe.

HP India sold over 250 designjet graphic printers in the last business year (October-end 1999-2000). The company’s graphics printer portfolio has a dozen printers in the price-range of Rs 75,000-Rs 10.5 lakh — in all, six new printers were launched last year.

Says Mr Dhirendra Khurana, business development manager, large format printers, HP India: ‘‘We’ve performed well (in the last three quarters) in the signage segment of graphics market (print-for-pay segment). Now the idea is to bring radically new products and extend our presence in segments like GIS (geographic information
segments, marked by remote sensing organisation, mapping and oceanography) and also technical segment (architects, CAD/CAM and engineering).’’

Adds Mr Tarunjeet Sarao, country category manager, imaging and printing system, HP India: ‘‘We’ve sharpened our focus in this market to educate the customer and to introduce products in line with global product strategy.’’

The products are expected to be introduced in the market through top 35 resellers, who have distribution competencies in top-end graphic arts and governmental sectors. HP India has roped in New Delhi-based ad agency Megarom, which has created a brand platform of ‘Madvertising’.

As the new product line is targeted at agencies, the company is holding a contest for leading advertising agencies. In all, 18 agencies are participating in the contest.