Compaq costs you less than cheaper computers.

Vicki Holgate

Compaq's philosophy is to manufacture high-quality PCs, incorporating unique additional features, which give IT managers more control over their networks.
Agency:Author: Vicki Holgate

Compaq Costs You Less Than Cheaper Computers

INTRODUCTION

This paper is about how Planning helped find a novel way to justify a price premium in an increasingly commoditised market. This directly led to advertising which changed the way the industry thinks about price – so much so, that the new 'price rules' now work in the premium brand's favour.

Planning did this by:

  1. placing the PC purchase decision in the context of other purchase decisions made by the, same people and companies
  2. redefining...

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