HP bets on its entry-level printers in Gujarat

In a countrywide launch, Hewlett-Packard (HP) recently introduced its two new entry level laser printers, HP LaserJet 1010 and HP LaserJet 1015 in Ahmedabad. “hp 1010 is priced at Rs 10,000 and hp 1015 priced at Rs 14,000,” informed HP Gujarat region territory manager Kewal

Kaul.

“We have a market share of 80 percent in laser printers,” Kaul said. That gives HP a major chunk of the market, with the nearest competitor having a 16 to 17 percent market share. In the laser jet category, HP’s other offerings include hp 1000, hp 1005, hp 1150, hp 1300 and hp 3300 mfp, ranging between Rs 12,500 and Rs 21,500. In the inkjet segment also, HP has a dominant market share.

According to market sour-ces, HP is giving a margin of four percent to the dealers, which is the industry norm. “The market situation is such that freebies cannot be thrown in at the moment, so there are no special schemes to push the two new products aggressively,” sources said.

Both company sources and dealers have ruled out the announcement of any particular scheme in the near future. “We do not get the kind of mar-gins which would enable us to offer freebies with the printers,” said a prominent dealer of HP.

HP has been laying considerable emphasis on increasing its retail presence in the country. It has over 700 outlets nationwide, spread over 226 cities. According to company sources, “We have plans to further expand to 1,000 retail outlets by the end of 2003.” 

HP has a dedicated retail outlet in Ahmedabad, Alkon Computers. “While Samsung products are also freely available, HP has scored by having exclusive retail outlets,” said one of the dealers. All HP’s reseller retail stores carry the entire portfolio of HP’s imaging and printing products–from inkjet printers, scanners, all-in-one devices, entry level laser printers, Compaq Presario home PCs to Presario notebooks.

Binu Alex


(CNS)