HP IPG on an aggressive run to glory

After registering a strong double digit growth last year, HP IPG is quite upbeat about its ink and laser segments in the Indian market. Besides, it is also betting big on the large format printing as well as signage and display businesses.

Neeraj Sharma, president, Imaging and Printing Group, HP India, said, "From a market share leadership position, we grew quite strongly in our imaging and printing business, where as the industry registered a single digit growth. We grew and consolidated our both ink and laser business significantly. The momentum to grow our laser business continues unabatedly."

"Additionally, we also emerged as market leaders in large format printers segment, where we had above 65% market share. Our new analog to digital portfolio of large digital presses, where we have machines running up to Rs.7 to 8 crores that helps in printing books, billboards, etc - we have also managed to gain significant leadership position. All streams of business did reasonably well for us," added Sharma.

With a focus to make printing more affordable for the customers, the company has introduced cartridges starting at Rs.449 only. The intention of the company is to enter the house-hold market and make sure that there is relevant connect and usage to drive the original cartridge business.
As far as the GTM strategy is concerned, HP's focus is to ensure that there is enough retail and brand visibility across the country. "Our country has huge number of multi-brand retail shops and we are present from large LFRs to these small retail outlets. Even our products are available online today, for example, Flipkart.com sells our products. We also have ‘Dial-a-Cartridge' facility wherein we promise to deliver cartridges within 4 hours to the consumers. It's like a fast moving consumer good and we make sure that there is availability of our products," asserted Sharma.

Additionally, the company is going very aggressive to counter the growing re-filling business in the country. It is constantly spreading a message to the market that true, original supplies always yield high printing quality and has more sustainable life. HP's constant endeavour is to not only communicate this message through advertising but also educate its channel partners. Though India does have a re-fill market, its focus is to push people to buy original supplies. In fact, it has created about 1,000 original cartridge stores in the country as well.

Meanwhile, geographical expansion is a major focus area for HP IPG wherein it is targeting to reach the relevant buying segments. "Though we are well-entrenched in the Indian market, the point is to how strongly you are able to penetrate into the relevant buying segment. In our ink business, we need to reach out to house-holds as well as education sector. As market leaders, we always have to make sure that you are reaching the right target audience," pointed out Sharma.

Also, SMB segment is one of the largest markets for the company where it is taking ‘feet and street' approach. The company has designed a very structured program to reach out to this segment. Apparently, it is looking to engage with the system integrators to cater to the SMB segment.
Managed Print Services (MPS) is another fastest growing area for HP IPG. After making a few acquisitions in the last few years, it has completed the portfolio of Document Management Systems.

Sharma added, "Since a lot of the companies have started taking decisions on Opex and Capex, MPS really acts as a boon for them. Here, they not only optimize their printing infrastructure but also manage their workflows. We also work very closely with large enterprises to see how they control their printing costs."

"Since we are an extremely channel-friendly company, we would like our MPS to be more standardized in the SMB space. Though some of the large enterprises are directly led by the company, we are starting the process of channel-led MPS. We have solutions customized at their level where we can train our partners and they in turn can go and do the deployment at the customers' end," he concluded.