Business Daily from THE HINDU group of publications
Monday, Oct 08, 2007
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Business Daily from THE HINDU group of publications Monday, Oct 08, 2007 ePaper |
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Software Marketing - Brands From under the umbrella
Standing out, for visibility. Preethi J What would make an arm of a $100-billion enterprise want to break free of the shadow and place itself as a separate brand? The stance of Procurve Networking, a business unit of Hewlett Packard that develops telecom switches, nudges your curiosity. The visiting cards display ProCurve in bold, subtitled with ‘Networking by HP’, in much smaller print. Amol Mitra, Marketing Director, ProCurve Networking Business Asia Pacific and Japan, retorts with a question, “When you think of HP, what comes to the top of your mind?” The answer is PCs, printers, server, storage and smartphones. “Exactly. Networking, or even telecom, comes nowhere. We wanted a network brand. One that makes you think of our competitors as Cisco or Nortel or 3Com, not a Dell or IBM,” he says. It is difficult for an IT company to position itself as a network brand. By default, HP is a printer or server brand. Since we don’t play in that space and want to be on top-of-mind recall when it comes to telecom networking, we chose to retain ProCurve, Mitra concludes. More Stories on : Software | Brands | Telecommunications
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