Laptops Perceptual Map, Marketing Plan Example

According to the perceptual map, the laptop brand in most trouble is HP. Even though HP is usually perceived as more expensive than Acer only and slight cheaper than Dell, it is the only brand besides Acer which is considered below average quality. Acer markets itself as an affordable brand but HP is a leading computer brand that strives to offer a better mix of quality and price. Even though HP computers are priced competitively, their low quality perceptions make them worse value than more expensive brands such as Dell and maybe even Sony. It seems that HP’s aggressive focus on market share and volume has led to neglect in the areas of product quality and customer service and its prices are not lower enough than close competitors such as Dell and Lenovo to offer better value to the consumers.

HP can take several steps to improve its quality perceptions and offer better value to the consumers. First of all, the company should conduct market research to better understand the reasons behind lower quality perceptions among the consumers and take steps to address the most common quality issues. The company should also eliminate product lines that are not selling well so that it can focus on those with the most prospects. Instead of focusing on volume, the company should divert its focus on quality even if lower volume results in little higher prices. Improvement in quality coupled with little higher price will result in better value for the consumers than low quality perceptions with slightly lower prices than the competition.

Another way the company can increase quality perceptions and increase consumer confidence is by taking a page from the automobile industry and offering longer product warranties. The longer warranties will give more confidence to the prospective consumers and encourage them to choose HP over the competition. Longer warranties will also send signal to the consumers that the company has greater confidence in its computing products now which is why it is willing to support its claims through longer warranties.

I would also advise brand manager to increase marketing budget of HP computing products because it may be that many consumers have their quality perceptions based on older experiences and might not have noticed the improvement in HP’s laptops quality. The company could also highlight positive reviews from experts in its marketing strategy. HP may also increase its quality perceptions by introducing laptop models that are priced slightly higher but also offer some of the most innovative features. This will increase HP’s reputation for innovation and may also positively affect quality perceptions. Right now, HP laptops are primarily known as affordable and branded products and HP doesn’t have the reputation for innovation and reliability that Apple and Lenovo enjoy.