Marketing Mix of HTC and 4Ps (Updated 2023)

The Marketing mix of HTC analyses the 4Ps of HTC, which includes the Product, Price, Place, and Promotion of HTC. High-Tech Computer Corporation, known as HTC, is a well-known manufacturer of tablets and smartphones. This Taiwanese company was founded in 1997 and has headquarters in New Taipei, Taiwan. In 2011, HTC was awarded “Device Manufacturer of the Year” and, at present, is the third largest maker of smartphones in the 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

HTC Product Strategy

HTC began as a design and equipment manufacturer for devices like touchscreen, smartphones, mobile phones, and PDAs. Initially, all its smartphones were centered on Windows Mobile, but in 2009, the company shifted its focus to Android and Windows Phone in 2010. Since the year, 2011 HTC has released smartphones under its brand name. Its products include the first smartphone with an Android application, Microsoft, and Microsoft 3G. HTC launched the first touchscreen smartphone. 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

The Product Mix of HTC in 2023 is as follows (Source)

1. Smartphones: HTC has a history of producing smartphones focusing on design and innovative features. These smartphones often run on the Android operating system and include a range of models catering to different market segments. HTC’s smartphones have been recognized for their build quality and audio capabilities.
2. Virtual Reality (VR) Headsets: HTC is a notable player in the VR industry. They produce a line of VR headsets under the “HTC Vive” brand. These headsets are designed for gaming, entertainment, and professional applications and offer immersive VR experiences.
3. VR Accessories: Besides VR headsets, HTC offers a variety of VR accessories, including motion controllers, base stations for tracking, and other peripherals to enhance the VR experience.
4. Augmented Reality (AR): HTC has explored the field of augmented reality and mixed reality with products like the “HTC Vive Proton” and “Vive Focus 3,” which blend elements of AR and VR for various applications, including gaming and enterprise.
5. Enterprise Solutions: HTC provides enterprise-focused solutions in the VR and AR space, including VR training simulations, VR collaboration tools, and customized hardware and software for businesses and industries.
6. Software and Applications: HTC offers software and applications for its VR ecosystem, including a VR app store where users can download content, games, and experiences compatible with HTC VR headsets.

HTC Place Strategy

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 has resulted in superior manufacturing, improved communication, and enhanced management procedures. In 2010, HTC launched its product in the USA and took its first step into the Chinese mobile phone market. It has deals in at least eighty countries with major retailers and nearly one hundred and eighty-five mobile operators. These operators have helped efficiently distribute mobile phones to customers with minimal fuss.

In India, HTC offers its products to consumers through an accessible network of dealers and showrooms in either malls or separate outlets that are well-furnished and operated by experienced salespersons who provide quality customer service to all its customers. Several departments are established to provide various services to avoid inconveniencing consumers. The Internet has also offered the bestselling medium for HTC products, resulting in massive sales through HTC’s official website and other shopping websites.

Here are key elements of HTC’s Place Strategy analysis:

1. Global Retail Presence: HTC products, especially smartphones and VR headsets, are made available through a network of authorized retailers, electronics stores, and mobile carriers worldwide. This extensive retail presence ensures consumers can access and purchase HTC products in various countries and regions.
2. Online Sales and E-commerce: HTC maintains an online presence through its official website and e-commerce platforms. Customers can purchase HTC products directly online, benefiting from convenience and access to the full range of offerings.
3. Carrier Partnerships: HTC collaborates with mobile network carriers to distribute its smartphones, particularly in the mobile device market. This strategy involves bundling HTC devices with carrier service plans, making them more accessible to consumers seeking subsidized or contract-based options.
4. Specialized VR Retailers: The company partners with specialized VR retailers and gaming stores for its VR products, such as HTC Vive headsets. These outlets provide immersive VR experiences and support, allowing customers to try and purchase VR hardware and accessories.
5. Enterprise and B2B Sales: HTC’s enterprise-focused VR solutions and services are distributed to businesses, institutions, and industries through a dedicated sales force and business partners. This strategy targets specific sectors such as education, healthcare, and manufacturing.

HTC Pricing Strategy

HTC’s pricing policy typically involves skimming prices, which is typical of most mobile manufacturers nowadays. The pricing is implemented with many background checks of the markets, their competitors, and the consumers who will ultimately buy this product. It has faced a lot of debate relating to whether it is interested in desiring high revenue within the first few months of the launch of production of a product or whether it wants long-term revenue based on some cost cuttings.

Usually, the introducing prices of mobiles are very high, and later, they tend to drop. Still, by then, the sales figures had also dropped, so HTC had flexible pricing policies for different products depending on their search results. Technology has also significantly impacted the costs of products with better manufacturing processes and, subsequently, better management processes. To maintain pricing policies within the current market, the company provides various discounts to decrease mobile device costs.

Here’s the Pricing Strategy of HTC:

1. Value-Based Pricing for Premium Products: HTC positions its high-end smartphones and VR headsets as premium offerings, emphasizing cutting-edge technology, innovative design, and superior build quality. The pricing of these products aligns with the perceived value they offer to tech enthusiasts and early adopters. This strategy supports a premium image and caters to consumers who pay a premium for top-tier devices and immersive VR experiences.
2. Competitive Pricing for Mid-Range and Entry-Level Devices: HTC offers mid-range and entry-level smartphones to target a broader consumer base than premium products. These devices are competitively priced to attract cost-conscious consumers seeking a balance between affordability and functionality. HTC strategically positions these products as alternatives to higher-priced competitors, aiming to capture market share in the mid-tier segment.
3. Bundling and Accessory Strategies: HTC may bundle its VR headsets with accessories or software packages to enhance the product’s perceived value. This approach encourages customers to invest in a complete VR ecosystem, potentially justifying higher pricing for the bundle than standalone devices.
4. Dynamic Pricing and Promotions: HTC often runs promotional campaigns, seasonal discounts, and special offers, especially during key shopping periods. These tactics create a sense of urgency and incentivize customers to make purchases, particularly for smartphones and VR headsets.
5. Enterprise and B2B Pricing: HTC may adopt a customized pricing strategy tailored to business clients’ specific needs and scale for its enterprise-focused VR solutions and services. This approach recognizes the value of HTC’s VR technology to the education, healthcare, and training industries.
6. Premium Accessories: HTC may offer premium accessories, such as VR controllers and tracking systems, at competitive prices to complement its VR headsets. These accessories enhance the overall VR experience and contribute to additional revenue streams.
7. Global Pricing Variations: HTC may adjust pricing based on regional factors, including market conditions, taxes, import duties, and local consumer preferences. This localization strategy allows HTC to remain competitive and responsive to global market needs.
8. Software and Content Ecosystem: HTC may adopt pricing strategies for its software and content ecosystem, including VR games and applications. These pricing models can include one-time purchases, subscription services, or in-app purchases, depending on the nature of the content.

HTC Promotion Strategy

In 2009, HTC shook the advertisement world with different ads and taglines that became very widespread. Its brand tagline-“Quietly Brilliant-” became very popular and proved to be a winner. The company started its advertising campaign globally to capture as much of the smartphone market as 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 2009 to 2011. This successful team became known as the “HTC- Highroad Cycling team.”

In 2012, it became the official sponsor of the UEFA Europa League and the UEFA Champions League. It also became their official supplier of mobile phones. This three-year contract has been a huge promotional boost for the brands around them. Last year, HTC hired “Robert Downey Jr” for advertising their products, and later “Gary Oldman” became their official model for “HTC One Smartphone” advertisements. These stars have significantly impacted the sales figures of HTC products.

The trademark slogans, brilliant marketing strategies, and innovative ideas have helped the company reach its marketing goals through the hearts of its consumers.

Some Recent Video ads and Print ads of HTC are:

HTC U11 – Share your experience – YouTube

VIVE South East Asia | Discover Virtual Reality Beyond Imagination

Introducing HTC U23 Pro – YouTube

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