How HP Indonesia is building a unified brand for a fragmented market

When Juliana Cen (pictured) took the reins as managing director of HP Indonesia in January, she didn't just inherit a strong legacy - she was charged with turning decades of success into a more connected, customer-centric operation.

In a market as dynamic and fragmented as Indonesia, integrating a global go-to-market approach with local nuances is no easy feat. But with the One HP strategy as its North Star, the tech giant is aiming to offer not just products, but an ecosystem tailored to Indonesian consumers and businesses.

"We deliver a connected ecosystem across devices, services, solutions, and retail that works seamlessly for individuals, SMEs, and large enterprises alike," Cen told MARKETING-INTERACTIVE in a recent interview. "Whether it's AI-powered tools, secure commercial devices, or lifestyle products, customers benefit from a unified HP experience."

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While the One HP strategy was launched globally last year, its local execution is anything but cookie-cutter. In Indonesia, it's reflected through TKDN-compliant manufacturing at HP's Batam facility, integrated channel programmes, and a firm investment in local partnerships.

"Whether we are supporting large enterprises or reaching students through HP Campus Connect, our goal is to deliver a seamless and value-driven experience across all touchpoints," Cen emphasised.

Simplifying the tech environment

One proof point of this localisation is the #HPKiniDenganTKDN campaign - a storytelling initiative that goes beyond certification to tap into national pride. "It was more than just a product launch - it was about showing our genuine commitment to national priorities and our role as a responsible corporate citizen in Indonesia."

HP's One HP strategy in Indonesia is a balancing act between global scale and local relevance. While specific performance figures remain undisclosed, several customers in Indonesia are already adopting the One HP approach - where HP's hardware, software, security, and services are integrated into an end-to-end solution.

This includes everything from notebooks and printers, to Poly for collaboration, Wolf Security for protection, and sustainability-led initiatives such as the printer cartridge buy-back programme.

"It's about showing up as one brand, with a consistent voice and a connected experience for our customers and partners, no matter which part of the business they engage with," Cen said. "We are helping customers simplify their tech environment, enhance security, and contribute to long-term impact - all within a connected ecosystem."

Reaching across the divide

HP Indonesia's marketing strategy enhances this vision. The firm integrates its digital platforms and offline touchpoints to deliver an end-to-end customer experience. 

Digitally, it's refining content and messaging to reach audiences across Indonesia - engaging not only national-level KOLs (with live-streamed demos featuring brand ambassador Boy William) but also local voices. Meanwhile, regional activations at events such as Pekan Raya Jakarta show the company is not abandoning offline just yet.

But its digital game is sharpening. AI and machine learning now help the marketing team fine-tune segmentation, content delivery, and real-time optimisation - though Cen insists technology must serve human insight, not replace it. The firm applies varying levels of personalisation depending on audience and context.

"Not everything needs to be hyper-customised, but it should always feel intentional," Cen said. "The goal is to scale smartly while maintaining emotional resonance. That's how we ensure every touchpoint reflects both efficiency and empathy."

Segment-driven, platform-focused

Whether it's enterprise clients on LinkedIn or Gen Zs on TikTok and Shopee, HP Indonesia believes there's no single path to reach consumers. Their marketing team - organised across brand, channel, and communications - adopts a modular approach to platform selection.

The One HP experience manifests in a diverse portfolio - from secure enterprise devices such as the EliteDesk Series, to AI-powered tools such as the LaserJet Enterprise 8000, down to lifestyle lines including OMEN and HyperX for gamers and creators.

"Operating as One HP, we place customers and partners in any segments at the centre of everything we do, delivering integrated experiences that are better together and making it easier to work with and do business with HP," Cen said.

Even within traditional strongholds such as notebooks and printers, there's a move toward more tailored, value-driven offerings. 

"We're particularly strong in the enterprise space, where HP is the number one brand, especially in commercial notebooks," added Cen. "We also see strong momentum in the public sector, SMBs, and the consumer segment."

Amplifying impact through purpose

Beyond revenue, the brand is doubling down on purpose. HP's local initiatives such as Digital Equity Accelerator and 40 Days of Doing Good aim to reduce the digital divide. Youth empowerment and sustainability-led programmes, including the printer cartridge buy-back scheme, reinforce HP's long-term investment in Indonesia's development.

"From advancing diversity hiring programmes to digital inclusion initiatives, we see these not just as priorities, but as part of our responsibility to contribute to Indonesia's long-term growth," Cen noted.

Moving forward, HP Indonesia's marketing priorities are clear: deepen growth in key segments, localise brand relevance through storytelling, and spotlight its national contributions. "All of this ladders up to a single business objective: to position HP not just as a hardware provider, but as a trusted ecosystem partner that delivers end-to-end value," she said.

Cen believes that with over 80 years of global experience and more than three decades in Indonesia, HP draws on a deep well of brand trust, longstanding customer relationships, and a track record of delivering products that resonate with local needs.

Having spent over two decades in the tech industry, Cen has seen the shift from one-way messaging to customer-centric engagement. What matters most now, she said, "is understanding the customer journey across online and offline touchpoints, then choosing the right platform to connect with them meaningfully and at the right moment."

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