This paper presents an integrated marketing communications (IMC) plan for the HP Slate 7-inch Android tablet, launched by HP in 2013 as the company's second attempt to enter the competitive tablet market. The plan outlines a multi-channel campaign spanning television, print, billboards, and digital media including YouTube, Facebook, and dedicated online forums. The central theme is consumer empowerment — demonstrating how the Slate can enhance users' daily lives. Drawing on Kotler and Keller's framework of benefit-driven purchasing, the campaign emphasizes tutorials, social engagement, and exclusive user communities to build both sales and brand loyalty. The paper also reviews the product's key features, pricing, and primary competitors, including Samsung, Google, and Amazon.
In 2013, HP made a second attempt at entering the tablet market. In 2010, the company had launched a tablet that was competitive in terms of price and features, but failed to gain sufficient market share against its competitors, leading HP to withdraw from the segment entirely. Returning in 2013, HP needed not only a strong product but also a robust marketing strategy — particularly given that the company would be competing against major players such as Google, Samsung, and Amazon. The aim of this plan is to present an outline for an integrated marketing communications (IMC) campaign to support the HP Slate.
Before developing the IMC campaign, it is useful to review the product it will support. The HP Slate is a tablet computer available in either dark grey/black or red, with a soft-touch backing that makes it comfortable to hold. It is a smaller-format device featuring a 7-inch screen and runs the Android Jelly Bean operating system. A key point of differentiation is its integrated Beats Audio system and speakers, incorporated to deliver superior sound quality.
The retail price in the U.S. is $169, though promotional offers frequently reduce this price or include a cash-back option. Given its functionality and price point, the HP Slate competes directly with the Samsung Galaxy Note, Google Nexus, and Amazon's Kindle Fire.
The proposed integrated marketing campaign will run across a wide range of media channels, including — but not limited to — television, magazines and newspapers, billboards, and digital platforms such as YouTube and social media channels like Facebook.
The central focus of the IMC will be consumer empowerment in support of users' lifestyles. Kotler and Keller (2011) note that when consumers purchase products, their motivation is driven by the benefits those products will provide. For example, when purchasing a bed, the consumer is effectively buying the ability to get a good night's sleep; when buying a drill, they are purchasing the ability to make holes (Kotler and Keller, 2011). Similarly, when consumers purchase the HP Slate, they are buying the benefits it will deliver. The IMC will emphasize those benefits by showing users how to get the most from their tablets, both supporting sales and enhancing the brand.
This empowerment theme will serve as the central message across TV adverts, where users are shown taking advantage of different features. It will be reinforced through tutorials hosted on the HP website and YouTube, guiding Slate owners through tasks ranging from basic functions — such as setting alarms and accessing media — to more advanced capabilities, including the use of innovative apps and syncing the tablet with other devices. These tutorials will be interactive, allowing for user feedback, and new lessons will be released on a weekly basis.
The empowerment theme will also be carried through social media, including a highly interactive Facebook page where users can access advice and tips. Users will receive an invitation to join an exclusive "Slate Users Group" — an online forum with a unique URL — where members will receive advance notice of new apps and updates relevant to their device, as well as the opportunity to share feedback on their experiences.
"Empowerment-themed print ads with QR codes"
"TV storyboard showing real-world Slate use cases"
"High-traffic billboard placements mirroring print theme"
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