Recently HP India announced strategic price cuts of upto 30
percent on DeskJet models 630C, 840C and 930C, compelling Epson to cut the price
of Stylus 480 and Stylus 680. Interestingly, although HP formally announced the
price cuts only now, these prices have been applicable in the market since
February when it started offering these models at the lower price through
various channel programs.
And the man behind this aggressive move is Princy Bhatnagar,
who took over as the Market Development Manager (Consumer Peripherals) of HP
India last year. "This move," he revealed, "was mainly aimed at
capturing additional market share." And the move paid off and paid off
well, as the company was able to clock sales of almost 7,000 units of DJ 840C in
February and an equal number in March. This was as compared to just about 4,000
units per month that it was able to sell earlier.
In March, pursuing the same aggressive positioning, he
unveiled a printer for the festive season of Holi in shades of gray and blue.
The 850c Plus printer was made available at Rs 8,499 and came bundled with a set
of 17 CDs containing 2.5 lakh cliparts. Available only during the month of
March, the printer got great response from the dealer community with March sales
registering a 40 percent increase as compared to January. This scheme was a
clever strategy from HP since post-budget, the market experienced sluggishness
during the month of March.
What Bhatnagar wanted to do was to reach the level of 50,000
units of inkjets per month-at that time HP was doing about 20,000 units of
inkjets a month-by JFM of though he admits “it was not a difficult number to
achieve since the company had been doubling its growth rate for the past three
Prior to taking up the consumer peripheral business,
Bhatnagar was looking after the Information Storage Group. Overall, he has been
with HP India for a little over three years now.
Before joining HP, Bhatnagar worked with PCL in its product
development team. He holds a Bachelors degree in engineering with specialization
in computer science from MS University, Baroda.