Hewlett Packard - HP blades system servers positioning and share growth campaign

A 2006-7 campaign for Hewlett-Packard’s Blades server technology. Research showed that HP was in second place between its two main competitors in customer perceptions, and sought a more differentiated, benefits-related positioning.

HP BladesSystem Servers Positioning & Share Growth Campaign

BACKGROUND

“Blades” are a relatively new technology in the server category. Servers are of course the behind the scenes workhorse engines that drive applications that are the backbone of today's electronic commerce, including the internet. Blades servers are an evolutionary step from traditional servers in that they utilize common management, power supply and cooling system for all servers in a single 'rack' – a vertical cluster or housing of multiple servers. In contrast, 'traditional' servers have their own unique power supply, cooling, etc. for each server in rack. With shared elements for...

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