Ahem. HP Pakistan and Muskho Electronics have launched what they’re calling an “exciting new concept” and “innovative activity” in Karachi. They are calling the concept High on Learning.
I’m sorry — High!? Seriously, who comes up with these names… as long as they are promoting good cultural values you might as well call it Blind Date…with Learning! Atleast there’s an element of mystique in it.
So what’s the big idea? Well they will set up kiosks in universities and various points in the city which showcase some of the latest HP laptop models, and then provide exclusive discounts on those laptops to students.
Sounds good initially, but the trouble is that the discounts are a paltry Rs.2000-10,000.
They will also be conducting a lucky draw among the names of students and give them further prizes, like a Karachi-Dubai air ticket.
Now here is (maybe obvious) issue with this – its noble to want to make a serious initiative to help students, but to do that you have to be able to introduce genuinely deep discounts — be like Microsoft who offers all of their software for $5 to students in the US. I would think 30-50% discounts would not only help encourage students to buy these laptops, but you would be able to upsell accessory products to them as well and make up some of the money from there. You might have been able to offer those discounts by cutting back on the decor and design of the kiosks perhaps.
Secondly it may not make any difference in HP’s brand either — giving away laptops in the lucky draw instead of Dubai air tickets might have been better for their brand image.
So what’re you going to do with your Rs.2000 discount? Get “High”? Ahem ok I’ll stop.