High-Tech Computer Corporation or simply known as HTC is a well-known manufacturer of tablets and smartphones. This Taiwanese company was founded in the year 1997 and has its headquarters in New Taipei City of Taiwan. In 2011, HTC was awarded โDevice Manufacturer of the Yearโ and at present is the third largest in terms of makers of smartphones in the globally wide world. Some of the competitors of HTC who have provided back to back competition are as follows –
- Nokia
- Samsung
- Apple
- Micromax
- Gionee
- Karbonn
- Blackberry
- Motorola
- Sony
- LG
About HTC
- Type: Consumer electronics company
- Industry: Smartphone manufacturing
- Founded: 1997
- Founder: Cher Wang, Peter Chou, and Shen Yen-Sheng
- Headquarters: Xindian District, New Taipei City, Taiwan
- Area served: Worldwide
- Key people: Cher Wang (Chairman) and Yves Maitre (CEO)
- Number of employees: 12,500
Table of Contents
Product in the Marketing mix of HTC
HTC originally began as a design and equipment manufacturer for devices like touchscreen phones, mobile phones and PDAโs. Initially all its smartphones were centered on Windows Mobile but later in the year 2009 the company shifted its focus on Android and to Windows Phone in the year 2010. Since the year, 2011 HTC has released the smartphones under its own brand name. Its products include the first smartphone with Android application, Microsoft and Microsoft 3G. The first touch screen smartphone was also launched by HTC. Its various products include-
- HTC Butterfly S
- HTC One Max
- HTC Sensation XL
- HTC Sensation XE
- HTC Radar
- HTC Desire
- HTC Wildfire S
- HTC Explorer
- HTC Desire 210
Placeย in the Marketing mix of HTC
HTC decided to start its operations globally because only by this method could it reach all the customers in the global market. Development in the technology fields have resulted in superior manufacturing, improved communication and enhanced management procedures. In the year 2010, HTC launched its product in USA and later it took its first step in to the Chinese market. It has various deals in at least eighty countries of the world with major retailers and nearly one hundred and eighty five mobile operators. These operators have helped in the distribution of the mobile phones to the customers quite easily with minimum fuss.
In India, HTC offers its products to the consumers through an easy network of dealers and showrooms in either malls or separate outlets that are well furnished and are operated by experienced sales person who provide quality service to all its customers. Several departments are established to provide various services so that the consumers are not inconvenienced. Internet has also provided the bestselling medium for HTC products and has resulted in huge sales through the official website of HTC as well as other shopping websites.
Priceย in the Marketing mix of HTC
The pricing policy of HTC is typically skimming price which is typical of most mobile manufacturers nowadays. The pricing is implemented with lot of background check of the markets, their competitors and the consumers who will ultimately buy this product. It has faced a lot of debate relating to the fact that whether it is interested in desiring high revenue within the first few months of the launch of a product or it desires revenue that is long term based with some cost cuttings.
Usually the introducing prices of mobiles are very high and later they tend to drop but by that time, the sales figure also drops so HTC has flexible pricing policies for different products depending on their search results. Technology has also made a huge impact in cutting down the costs of products with better manufacturing and subsequently better management processes. In order to maintain pricing policies with the current market the company provides various discounts so that the cost of the mobile comes down.
Promotionย in the Marketing mix of HTC
In 2009, HTC shook the advertisement world with different ads and taglines that became very widespread. Its brand tagline-โQuietly Brilliantโ became very popular and proved to be a winner. The company started its advertising campaign globally to capture as much of the market as was possible. HTC has become a sponsor for numerous sports activities as part of its promotional strategies. It became a sponsor for the professional cycling team from the year 2009 to 2011. This successful team came to be known as โHTC- Highroad Cycling teamโ.
In the year 2012, it became the official sponsor of UEFA Europa League and the UEFAChampions league. It also became their official supplier of mobile phones. This three-year contract has been a huge promotional boost for them. Last year HTC hired โRobert Downey Jrโ for advertising their products and later โGary Oldmanโ became their official model for โHTC One Smartphoneโ advertisements.These stars have made a huge impact on the sales figure of HTC products.
The trademark slogans, the brilliant marketing strategies and their innovative ideas have helped the company in reaching their marketing goals through the hearts of their consumers.
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Hi Hitesh,
Congratulations for sharing these wonderful marketing articles regarding company information and other marketing topics. I really liked and consumed time in reading your articles, they are helping a lot.
Wish you all the best and keep up the good work man.
Thanks,
Abdishakur
Thanks for the really motivating works Abdishakur. My objective itself is to help as many budding marketers as i can.
Thanks again
Hitesh Bhasin