• Introduce Compaq and generate awareness for a brand virtually unknown in Brazil, positioning it in terms of reliability and size
• Locally reproduce the excellent performance the company has enjoyed worldwide
• Use its products to position the company as innovative
• Position the PC as a domestic product, disseminating its use and changing the perception that it is an expensive and complicated equipment

• The personal computer market was still restricted in Brazil and was dominated by a large international manufacturer
• The so-called market reserve for computer products had recently been abolished (October 1992) and the local market was way behind in technological terms. The restrained demand generated by this scenario has made the segment extremely competitive, with a strict space left for a new brand
• The high price and the size of the equipment worked us a problem for its popularization
• Consolidated presence of the competitor: because the main competitor manufactured corporate products for other segments, they were already present in most offices

• The Presario line was selected as the leading product to help positioning Compaq as an innovative company
• The product was positioned for domestic use, which was absolutely innovative, and the press activities were fundamental for this purpose
• Actions were created to stretch the outreach far beyond the almost certain presence in computer specialized media outlets , pitching stories about computers fort the general media: a Tech Room inside Compaq with test-drives for journalists was lauched
• Position Presario as a gift for special occasions and educate journalists and consumers about technology, its use and applications
• Participate in trade shows such as Fenasoft and Comdex was also fundamental in order to make Presario a popular item. We also recommended Compaq to be present in press rooms of differentiated events such as Morumbi Fashion Show

• Compaq became a market leader in Brazil in 1996
• Presario became the PC's most popular brand of its time, with absolute leadership in its first year
• The brand has admittedly lead to the PC popularization movement among individual users
• An opinion survey carried out in 1995 indicated that Compaq's positioning was highly positive, with attributes of youth, innovation and boldness, all highly desirable for a technology enterprise
• The Presario line obtained over 50% share of ink in the segment

• Disconnect Compaq's image from the domestic line, showing that the company was also prepared to offer complete corporate solutions
• Preserve the positive image achieved in Brazil, which could be damaged by some performance instability in other countries
• Manage communications needs within an internal environment of great changes (cultural and structural) due to a huge merger with Digital, the biggest deal carried out in the sector at that time

• Communications support to the other brands
• Press tours
• Communicate acquisitions and other growth initiatives for the corporate market products
• Opinion survey in 99
• Compaq Music in November 99

• Opinion survey carried out in 1998/99 indicated an upgrade in the media perception about the variety of Compaq's new businesses products

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