The Palo Alto-based firm wants to boost its presence at retail outlets across the region as the company looks to gain market share from rivals Acer, Lenovo and Dell.
The company is considering opening branded stores in Asia, mirroring its strategy in the US, according to a source. HP is relatively new to the retail marketing space in Asia, and has traditionally relied on distributors to manage its in-store exposure.
The company is considering opening branded stores in Asia, mirroring its strategy in the US, according to a source. HP is relatively new to the retail marketing space in Asia, and has traditionally relied on distributors to manage its in-store exposure.
Ajay Mohan, VP of marketing for HP personal systems group in Asia-Pacific and Japan, declined to comment on the news, but said: "Our business has Wide-ranging needs, so we are constantly reviewing our partnerships with existing agencies as well as meeting new agencies to find the best fit and support for our business requirements."
Agencies including PMG, Bates141 and Publicis Groupe subsidiary Solutions Integrated are believed to be involved in the review. HP's above-the-line advertising, handled by Publicis, is unaffected.
