Compaq Marketing Mix: Compaq Computer Corporation was a public company that dealt with computers and worked with hardware and software. It was referred to by the name Compaq and was established in 1982 with the help of Bill Murto, Jim Harris, and Rod Canion. The company was incorporated as an affiliated company of the parent HP company HP within 2002 and kept its name and name for low-end systems. In 2013, HP Company decided to discontinue the brand, thus marking the closing of a period.
Marketing Mix Of Compaq
Marketing Mix Of Compaq is brand-based. In Marketing Mix Of Compaq, We will Learn About the four key elements of Marketing Mix: products, place, price, and Promotions. By paying attention to the following four components of the marketing mix, a business can maximize its chances of a product being recognized and bought by customers. We will be discussing Compaq Marketing Mix. Below is the detailed Marketing Mix of Compaq.
Let’s talk about Compaq Marketing Mix.
Compaq Main Competitors
- Gateway 2000
- AST Search
- Packard Bell
Compaq’s official website: www.compaq.com
Product in the Compaq Marketing Mix:
Compaq was a well-known name that created, supported, and offered solutions and products related to computers. It was a pioneer in its name, so it introduced IBM PC-compatible computers on the market for the first time. In 1982, Compaq’s debut item from Compaq was launched, called Compaq portable.
It was a massive commercial success. In the first year of its existence, the company could sell 53,000 units, generating 11 million dollars. In 1984, Compaq Deskpro was introduced to the market and later launched with its computer line. In 1989, the system server was launched and was instrumental in helping Compaq to gain a significant part of the market. In the 90s, it was the leading manufacturer of PC systems. Some of the essential products offered by Compaq within its catalog of products include:
- Telecom equipment
Place in the Compaq Marketing Mix:
Compaq was a well-known brand and had a large client base. Most of its offerings were based in countries such as Argentina, the United Kingdom, and the United States. The headquarters of the company before its acquisition by HP was located in Harris County, Texas. After the purchase, the location was HP’s most giant plant in the United States. Compaq had its distinct distributor method. It sold its goods through dealers. This was because it wanted to shield itself from any potential competition that might result from the distribution channels or direct sales.
This decision led to an increase in the number of resellers who are loyal to the company. Compaq gave its dealers a significant discount and a wide range of options. As it also had the incentive to sell and market its products, the company was able to rise to new levels. PC chassis made for the brand Compaq were manufactured in a factory located in Shenzhen located in China, for lower costs since it offered low-cost labor. Later in the year, the company integrated into its supply chain from supplier to dealer, using complex software to achieve better outcomes.
Price in the Marketing Mix Of Compaq:
Compaq had a distinctive marketing approach. Instead of focusing on price and revenue, it decided to focus on its different products. It was determined to distinguish its offerings and introduce improved graphics, portability, and higher performance levels. It also maintained the price-competitive policy to ensure its prices were similar to those of its competition. Because its products were better quality at similar prices, it achieved higher sales figures and, consequently, higher revenue. Compaq also adhered to its penetration pricing policy to open the market for new products. Also, its alliance with another well-known name, Intel, has made it the market leader.
Promotions in the Compaq Marketing Mix:
Promoting products is crucial to the existence of any business. Compaq has consistently recognized it is essential that its marketing strategies should be of the highest quality to be successful in the market. The company created a separate marketing team to handle its promotion activities to ensure that the brand’s products and services were always in the spotlight. The products were advertised by any means possible, including television commercials and advertisements in magazines and newspapers.
Personal selling at trade fairs and exhibitions was encouraged, creating positive publicity for the brand. Compaq was a Williams Formula One Team partner, and even after the merger with the parent company, HP chose to keep this sponsorship arrangement. Compaq also had a website that provided pertinent information on its various products and services.
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