Ricoh MP C7500, MP C6000 manual Marketing Objectives

Marketing Objectives

Maintain competitive advantage

Sell more machines into the general office market Replace slower, less productive competitor colour boxes Accelerate B-to-C conversion

Penetrate production market

Increase colour document volume and grow after sales profit

Maintain Competitive Advantage

The previous models were far superior to competitor models and took a greater than 50% share of the high speed general office colour market. As competitors introduce new models, the competitive advantage enjoyed by the original models will be eroded. The new Aficio MP C6000 and MP C7500 boast significantly improved specifications, new features and functionality and a wider range of handling options. The improvements mean that we maintain the strong competitive advantage that we hold over the competition, making our products easier to sell.

Accelerate Colour Growth

Colour print is now a standard feature of the general office market. As colour has become more widely used, users have demanded easier access to colour (more colour machines) and greater colour productivity (faster colour machines). By bringing faster more productive colour engines to market, we will fuel that demand and increase the rate of black to colour conversion in high speed / high volume general office applications.

Increase Sales Revenue

By promoting best-in-class black-to-colour solutions into a fast growing market, we will dramatically increase box sales and grow our hardware revenues. Improvements to speed, productivity and quality make the new machines more desirable than competitor machines. Improvements to functionality make the new machines an even more viable

alternative to high volume black and white machines than their predecessors. The new machines can be used to replace slower, less productive colour machines supplied by the competition as well as to replace high volume black and white machines using a black to colour strategy.

Increase Colour Document Volume

Market acceptance of colour, combined with the dramatic improvements we have made to colour speed and colour quality will inevitably lead to an increase in colour print ratios. With little difference in productivity between colour and black and white output and the ready availability of automated online finishing, users will be more inclined to print in colour. Colour document ratios will increase leading to a dramatic increase in revenue from service click and consumables.

Stretch into Production

The improvements in speed and quality are even more significant to the production market. These improvements, combined with wider paper handling specifications, new Fiery controllers and a choice of professional finishing options, make the Aficio MP C6000 and MP C7500 ideal for light production. In Print Room, CRD and Pay-for-Print environments, they present a compact and affordable alternative to competitor ‘heavy iron’ machines. Penetrating the production environment presents the opportunity to capture enormous regular colour print volumes from the competition.

Marketing Objectives 17