FY’15 Original HP toner cartridges with...

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

FY’15 Original HP toner cartridges with JETINTELLIGENCE


FY’15 Introductions

PLE“Pro”

SWT-L“Pro”

SWT-H“Ent”

WG A4“Ent”

Dept“Ent”WG A3“Ent”

April NovemberOctober

HP CLJ EntM552, M553

HP CLJ Pro M252, MFP M277

Color LaserJet

Mono LaserJet

HP LJ EntM604/605/606

Mono LaserJet (MLK)

Yellowtail

Dorado/Marlin

Cordoba(MFP)

Gemini/Neptune

Orion/Nebula

Madrid/Lite

EVA(MLK)

Bluefin(MFP)


Goals

SELL CARTRIDGES!

• Demonstrate HP’s innovative leadership

• Elevate supplies critical role in the printing

• Differentiate vs. the aftermarket

• Build customer loyalty and influence switchers

SELL PRINTERS!

• Differentiate the system and create loyalty for OHP cartridges


2015 Cartridge Innovation

Faster (First Page Out Time)*

Faster than predecessor*

Total Energy Consumption

64%Lower energy than predecessor*

53%

Max Cartridge Yield Increase

Larger Capacity than predecessor*

92% Color

63%Black

HW Size Reduction

Smaller than predecessor*

41%

*First Page Out Time from Sleep – Color M575 to M576* Color M551 to M552

* Color M451 to M452 * Color M276 to M277


PerformanceColor Toner

Precision Black Toner

Page Maximizer

Technology

Print Gauge Technology

Anti-Fraud Technology

Auto Seal Removal

Brand architecture

Ingredient Brand

Feature Names

Strapline More. Pages, performance and protection

JETINTELLIGENCE

Feature Icons


Performance color toner

Higher page yields

Smaller, faster printers

Less energy to print a page

Legendary print quality

Durable shell reduces toner wear

Soft corelow melt point

Innovation Customer Value


Higher page yields



Exceptional performance

Precision black toner

Low-melt, small size and spherical shape

Precise toner placement

Efficient use of toner



More pages – For standard ISO cartridges• +92% more color pages*• +44% more black pages for mono**

– For low coverage printing

Lower CPP

Fewer interventions

*92% more color pages with the M452 compared to M451. **44% more pages with the LJ M506 compared to LJ P3015 (Niihau)

Page maximizer technology


17% 13% 15%

11%

+49%

Re-engineered for higher yields- Smaller, robust components- Less system wear

Intelligent modeling

Predictive measures

Orion X black vs predecessor X black


More certainty when predicting cartridge life

Available for your Genuine HP cartridges


Print gauge technology

- Adapts to print behaviors

- More dependable tracking of cartridge life

?!

Used or counterfeit Cyan Cartridge *Order 201X (CF401X)

Unknown

OHP

OHP - VL


Genuine HP – FY ‘15+

Used or CF – FY ‘15+

Fade

VL (old)Low (old)Override

VL (new)Low (new)

ISO pages

Low700

3014

5% *




UnknownUnknownUnknown



Anti-Counterfeit– Authenticates Genuine HP installed– Identifies Used or Counterfeit installed– Fleet anti-counterfeit tools


Anti-fraud technology

-Secure cartridge & HW handshake

-Deeper system integration

-Captures lifetime usage & loyalty Cartridge Anti-Theft*

– Ties a cartridge to a printer fleet– Protected from install to recycle– Fleet level solution (HP JetAdmin)

Genuine HP Policy*– Helps enforce an OHP only policy– Enabled across a fleet (HP JetAdmin)

* Off by default

?


The seal is automatically removed and stored in the cartridge

Easy and clean cartridge install

Removes a step

No waste


Auto seal removal


Performance Color Toner

Higher page yields



Precision Black Toner

Higher page yields



M o r e P e r f o r m a n c e

Auto Seal Removal

Anti-Fraud Technology

Print Gauge Technology

Page Maximizer Technology

M o r e P a g e s M o r e P r o t e c t i o n

JETINTELLIGENCE: Customer Value

More pages

Lower CPP

Fewer interventions

More certainty when predicting cartridge life

Easy and clean cartridge install

Removes a step

No waste

Authenticates Genuine HP

Identifies used or counterfeit

Protects against cartridge theft

Enforces OHP only policy

Communication PlanWW Marketing – Commercial Supplies


Branding on box

More. Pages, performance and protection

JETINTELLIGENCE

Temporary label•Orion 3-4mo•Madrid 14mo

Final artwork

JETINTELLIGENCE

HW design is in development


Goals

SELL CARTRIDGES!

• Demonstrate HP’s innovative leadership

• Elevate supplies critical role in the printing

• Differentiate vs. the aftermarket

• Build customer loyalty and influence switchers

SELL PRINTERS!

• Differentiate the system and create loyalty for OHP cartridges


HP Sales Channel SMB Enterprise/PS PR/AR

Who Channel and Printspecialists

Management,Salesforce

Office Manager (key), IT (influencer)

Procurement (key),IT (influencer)

Analysts, Journalists, Bloggers

What Communicate the Original HP Toner with JetIntelligence feature set and key role in R Platform

How • Bootcamp (Dec.)• Regional Sales

Trainings• Webinars• Sales Tools

• GPC event – March 16-18 PR/AR activities are TBD

• Local Sales Trainings

• Webinars• Sales Tools• Co-Marketing

• Campaign Asset Lineup: (HP and CoMkt) Print Ads,Banner Ads, Direct Mail, eDM, digital, social, Point of Sale

• Targeted: On-box labels (HW+Toner), CRM

• Sales Tools (BTL)• SOP (video)

• Regional events• Local events• HP Salesforce• SOP (video)

• AR/PR events• PR statements• Blogger events• SOP (video)

Where Global Global Broad: US, UK, DE, CNtgtd: global

Global top-1000 Key Markets

When December-March February-March April-November April-November February-April

WIP

JETINTELLIGENCE Comms


JETINTELLIGENCE GTM Framework

Retail

HP Sales Training

Partner training

Online andSEM

WW 360º

JETINTELLIGENCEMarketing

HP Led and Co-Marketing

PR

Print Ad

Direct Mail

Banner Ad

eDM

Media advisory

Reseller PPT

Customer PPT

Brief

Telmkt ScriptQ&AHP and Co-Mktg

landing page

PosterViolator

Cross Merch Sign

Wobbler

Shelf StripMore. Pages, performance and protection

Trad’l SOP

Science of Printing

Drawer Statement

Digital SOP© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HW+CTG

Battlecard

Q&A

Drafts/HP_Economy_Toner_Landing-Page.jpg

Drafts/HP_Economy_Toner_Landing-Page.jpg


HP Led:

• Print Ad

• Banner Ad Units (static & flash)

• eDM and Direct Mail

• Social Media content – Customer case videos

• On Box-labels with the new Brand – in process

• SOP video – in development

• Local Event toolkit

• Advertorials

Co-Marketing:

• Print Ad

• Banner Ad Units (static & flash)

• eDM and Direct Mail

Web:

• Supplies Gateway Page

• Joint Campaign landing page - appearances in hardware/Supplies

• POS: Currently scoping work with the Hardware Team to consider cross selling messaing and cross merchandising instances for both LaserJet and Original HP Toner

• Violator

• Cross Merchandise blade sign

• Wobbler

Sales Tools:

• Q&A / FAQ

• Brief (2 pages)

• Channel Partner PPT

• Customer PPT

• Battlecard (Joint with HW)

• Telemarketing Guides (Reseller/HP)

• SOP video

Other: December 2014 and January 2015

• Photo shooting – Product and Lifestyle

JETINTELLIGENCE Launch Assets


Original HP Toner cartridges with JetIntelligenceBrand Activation BookDecember 2014

Jane Blando and Pam Ingmire


Content

© 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

1: IngredientBrand Goals

2: HP JetIntelligencestory

3: Using HP JetIntelligence

4: Messaging HP JetIntelligence


We’ve staked our reputation on providing the best toner possible in the marketplace—year after year.

Quality

The customer needs more value from every dollar, euro, and yuan.

The best just got better

Innovation is in our DNA and improving our customers’ experience is key.

Innovation

More. Pages, Performance, and Protection.

JetIntelligence

Original HP Toner cartridges with JetIntelligence



Using the HP JetIntelligence ingredient brand and strapline

Always lockup the title with the

descriptor when space allows

The title & descriptor lockup can be inline

separated with a dash

When sizing and/or space does not allow,

the descriptor lockup is not required

HP JetIntelligence

Do’sFirst mention • Original HP Toner cartridges with

JetIntelligence

• More. Pages, Performance, and Protection.

• JetIntelligence is not locked up into the product name—it’s an ingredient to the product.

• First mention of JetIntelligence should use the strapline• “HP” does not precede “JetIntelligence” when saying “Original HP Toner

featuring JetIntelligence”

Strapline as copy Includes important technology called HP JetIntelligence, which provides the customer more pages, performance, and protection.

• When working the strapline into copy use normal phrasing, punctuation, and capitalization

Brand with strapline as subtitle

HP JetIntelligenceMore. Pages, Performance, and Protection.

• Two lines, flush left or centered

Second mention HP JetIntelligenceHP JetIntelligence provides you more value.

• No need to repeat “Original HP” after first mention• No need to repeat strapline after first mention

Body copy HP JetIntelligence Toner cartridgeJetIntelligence Toner cartridgeJetIntelligence technology

• Depending on context, all are OK to use in the body copy. • Dropping HP in front of the name works to avoid overuse of HP in a sentence

or paragraph• The words toner, technology, and cartridge are descriptors, not part of the

name

Wordmark vs. plaintext

JETINTELLIGENCE • Wordmark is reserved for packaging, stickering on the product, POS, and presentations.

• On a deliverable, use the wordmark only once, then revert to plain text for subsequent mentions.


Ingredient brand

Strapline More. Pages, Performance, and Protection.

Feature icons

Feature names




Print gauge technology Anti-fraud technology

Auto seal removal

Brand elements

JETINTELLIGENCE

For more information on how to properly use icons, see https://h10014.www1.hp.com/hpweb/experience/make/look/icons-usage.aspx

https://h10014.www1.hp.com/hpweb/experience/make/look/icons-usage.aspx


Individual messaging sources

Messaging is posted on the PPS Assets repository (ppsassets.com)

• Umbrella messaging for HP JetIntelligence

• Messaging for supplies

• Messaging for hardware

Questions? Contact Jane Blando: [email protected]

http://www.ppsassets.com

Ingredient brand goals


Two branding goals

• Differentiate HP LaserJet hardware and create IB loyalty for Original HP Toner cartridges right from the start.

• Differentiate in the supplies aftermarket by providing credible,relevant and durable differentiation for Original HP Toner cartridges.

Is Not

Major “Intel inside” brand-building caliber campaign and investment

Is

A pragmatic and compelling way to signal innovation and value in the system and the toner/cartridge• Make it easy to communicate by sales

representatives • Enable marketing communications to quickly

indicate “worth paying more for” value

© 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP JetIntelligence story


What does HP JetIntelligence mean?

Jet

Original HP Toner cartridges are designed and optimized to work with HP LaserJets

Intelligence

Cartridge and toner adaptive printing innovations provide customers more pages, performance, and protection

Technically speaking, what’s intelligent about these cartridges?

The cartridge detects, adapts, and alerts customers.• Detects page coverage• Adapts number of pages in a

cartridge to coverage needs• Alerts when counterfeit cartridges are

installed

Hard shell, low-melt toner particle formulation enables fast printing with consistent quality, first page to last.


Technology behind HP JetIntelligence

Auto seal removal

• Easy cartridge install

• Across color and mono


• Low melt core = faster print

• Hard shell = high print yields for low coverage printing


• Consistency—first page to last

• Enables smaller printers


• Dynamic

• More dependable gauges


• Higher ISO yields

• Re-engineered cartridge

– Smaller, more robust parts– Less wear on system

Anti-fraud technology

• Customers able to identify counterfeit

• Fleet anti-counterfeit tools

• Secure Authentication

• Deeper hardware integration

More Pages More Performance More Protection

Using HP JetIntelligence


Toner naming style guide

“J” and “I” of JetIntelligenceare always capitalized

Original HP Toner cartridges with JetIntelligenceMore. Pages, Performance, and Protection.

A period is always placed after “more” and “protection” when used as a strapline

“Pages,” “Performance,” and “Protection” are always capitalized when used as a strapline or headline

“Toner” is always capitalized

“cartridges” is always lower-case


Don’tsHP logo lockup

JETINTELLIGENCE

JetIntelligence

• Don’t use or lock up the HP logo with the name

Icon

JetIntelligence

• Don’t use the “optimized performance” icon as a logo/lockup with the name

WordmarkJETINTELLIGENCE

Introducing new HP JETINTELLIGENCE

• Don’t change the colors• Don’t change the size proportions or bolding• Don’t use the wordmark format in regular headline or body copy

Strapline

More pages performance and protection

• Don’t alter the color from black; if black on black, reverse out to white

• Don’t alter the punctuation• Don’t wrap or stack the line—should appear all on one line

Using the HP JetIntelligence ingredient brand and strapline

Messaging HP JetIntelligence


Original HP Toner cartridge with JetIntelligence

Value Proposition message


1 As compared with maximum-capacity cartridge yields for predecessor products. For details, see hp.com/go/learnaboutsupplies.

Headline: Short Headline: Long

Count on Original HP Toner cartridges with JetIntelligence to deliver 30% more pages, peak performance, and anti-fraud protection—something the competition simply can’t match.1

Count on Original HP Toner cartridges with JetIntelligence to deliver up to 30% more professional-quality pages, peak printing performance every time, and protection against counterfeits with innovative anti-fraud technology—something the competition simply can’t match. 1

Headline

More. Pages, Performance, and Protection.


Key Selling Points

1 As compared with maximum-capacity cartridge yields for predecessor products. For details, see hp.com/go/learnaboutsupplies.

KSP Headline Long message

KSP 1:Value and increased page yield

More pages—and more value—than ever1

Count on more of everything you expect from Original HP Toner cartridges—improved performance, high quality, and greater dependability.1 Original HP Toner cartridges with JetIntelligence deliver more pages, help reduce costs with high-yield options and page maximizer technology,1 and consistently predict toner levels with print gauge technology, so you can be confident you’re getting the most out of every cartridge you buy.

KSP 2:Speed and performance without sacrificing quality

Print at top speeds—without sacrificing quality

Produce even more of the top-quality documents you expect from HP, at speeds your printer was built to achieve—with performance color toner.1 Only Original HP Toner with JetIntelligence is specially engineered to match your printer’s high-speed performance—without sacrificing the quality you depend on to look professional.

KSP 3: Cartridge authentication means peace of mind

Help protect against fraud, and depend on consistent, high-quality print performance

Help protect your business printing against fraud, with HP’s exclusive anti-fraud technology—built into every Original HP Toner cartridge with JetIntelligence. Anti-fraud technology enforces fleet-wide printing policies—so you can help your business manage costs and maintain high quality standards.

KSP 4: Hardware and supplies system message—better together

Protect your investment with toner cartridges designed to get the most from your printer

Get the most pages possible out of your investment.1 Print more professional-quality pages at higher speeds than ever before with page maximizer technology and performance color toner.1 Only Original HP Toner cartridges with JetIntelligence are specially designed and precisely engineered for your HP printer or MFP—so you can increase efficiency and raise productivity.



Hot feature messaging (umbrella only)

Original HP Toner cartridges with JetIntelligenceMore. Pages, Performance, and Protection.

More Pages More Performance More Protection

Get the most prints for your money with page maximizer technology that delivers up to 30% more pages per cartridge than previous versions of HP toner.1

Continue to count on consistently glossy, professional-quality results, using performance color toner that’s specially designed to keep up with the high-speed performance of your HP printer or MFP.

Don’t be fooled by counterfeit cartridges that attempt to mimic Original HP. Innovative, anti-fraud technology helps ensure that you’re getting the authentic HP quality you paid for. Help manage costs, decrease help desk calls, and count on more consistent, professional-quality results from every HP printer and MFP in your fleet.

Help ensure you’re getting the most prints possible from your cartridge, using print gauge technology that more consistently predicts toner levels.2

Precision black toner helps your business look sharper than ever before by producing crisp, black text and professional-quality graphics.

Get right to printing without delays or mess—quickly replace your cartridges with automatic seal removal and easy-open packaging.

1 As compared with maximum-capacity cartridge yields for predecessor products. For details, see hp.com/go/learnaboutsupplies.2 As compared with cartridge gauges for predecessor products.

WIP examplesFor guidance only—do not reproduce


Activation: On cartridge packaging

• Use wordmark

• HP is already prominent, so no need for HP before JetIntelligence

• Not translated

• Strapline reasonably centered with JetIntelligence

• Strapline translated


Activation: On hardware packaging


More. Pages, Performance, and

Protection.

Use Original HP Toner

cartridges with JetIntelligence

Activation: Web


Activation: Print

Thank you


•Create awareness and build brand preference for the new Toner R Cartridges launching in April'15, so customers will be less likely to switch to non-HP alternatives once R Cartridgesbecome available.

•Generate a halo-effect on "current platform" toner cartridges, positively influencing customer preference and loyalty.

•Help position HP LES as leading innovator in the office-printing market.

Winning aspiration

Where will we play

•Establish an "R-cartridge" ingredient brand and hot feature names, make them stand for the new key differentiators of the R cartridges supporting the overall Toner Value proposition.

•Build emotional engagement and favorable positioning of the new "R" brand through an intro campaign in top markets, using carefully selected touchpoints incl. ATL, digital, events, eDM, packaging,…

•Empower HP sales and channel partners to explain the value of the new HP toner cartridges and the brand positioning

•Influence PR/AR to generate excitement about HP's innovation, the new HP products and their benefits

How we will win

• New branding and messaging. Integrated intro campaign: PR/AR, ATL, Social Media, Sales tools, CRM, Packaging, POS, co-mktg

Capabilities to be put in place•Segments: Small Business, Mid-market, Enterprise & PS

•Personae: SMB: Office Manager (decision maker), IT Mgr (influencer)Enterprise/PS: Procurement (decision maker), IT (influencer)

•Channels: Commercial Channel, HP Direct

•Regions: Globally, with peak investments in few selected markets

• Net promoter score, Market share reporting (RS Consulting); ACP reporting on HP Toner Preference, ‘Intent to purchase’ report

Management systems required

JETINTELLIGENCE Playing to win Framework


“X” Cartridge ISO Yield Increases in FY’15

Color Mono

Jackal Madrid

"K" X 11,000 12,500 14%

"CMY" X 9,500 58%

Tbird Gemini

"K" X 4,000 6,500 63%

"CMY" X 5,000 92%

Buck Orion

"K" X 2,400 2,800 17%

"CMY" X 2,300 28%

Niihau YellowT

"K" X 12,500 18,000 44%

Taishan Dorado

"K" X 6,900 9,000 30%


Cartridge ISO Yield Changes in FY’15

Color Mono

Niihau YellowT

"K" A 6,000 9,000 50%

"K" X 12,500 18,000 44%

Taishan Dorado

"K" A 2,700 3,100 15%

"K" X 6,900 9,000 30%

Jackal Madrid

"K" A 5,500 6,000 9%

"K" X 11,000 12,500 14%

"CMY" A 6,000 5,000 -17%

"CMY" X 9,500 58%

Buck Orion

"K" A 1,600 1,500 -6%

"K" X 2,400 2,800 17%

"CMY" A 1,800 1,400 -22%

"CMY" X 2,300 28%

Tbird Gemini

"K" A 2,200 2,300 5%

"K" X 4,000 6,500 63%

"CMY" A 2,600 2,300 -12%

"CMY" X 5,000 92%


Thank you

APJ Marketing: Anny Huang ([email protected])


HP theme colorsRefer to the PowerPoint How-to Guide for detailed guidance on color usage

Lights/Darks Accents and default chart color order Hyperlinks

WhiteR 255G 255B 255

BlackR 0G 0B 0

Light grayR 229G 232B 232

Darker grayR 83G 84B 85

HP blueR 0G 150B 214

PurpleR 130G 41B 128

Dark grayR 135G 137B 139

40% HP blueR 153G 213B 239

50% PurpleR 192G 148B 191

Medium grayR 185G 184B 187

HP blueR 0G 150B 214

Dark grayR 135G 137B 139

Custom colors

GreenR 0G 139B 43

75% GreenR 64G 168B 96

50% GreenR 127G 197B 149

25% GreenR 191G 226B 202

OrangeR 240G 83B 50

75% OrangeR 244G 126B 101

65% HP blueR 89G 187B 228

15% HP blueR 217G 239B 249

50% OrangeR 247G 169B 152

25% OrangeR 251G 212B 192

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