Transcript 슬라이드 1

Effective communication for Samsung Printer Market.
Categorizing Message Strategy
Aim
How an effective communication for Samsung printer market can
increase its brand value and encourage customers through categorizing
products and generating creative key messages.
03. Message
Strategy
01. Market
Contents
02. Consumer
& Product
01. Market
What is Happening?
The size of Global printer & consumable
market
The size of Printer market by product type
1400
2,500
Multi-Function Inkjet Printer
1200
2,000
1000
1,500
Consumables
1,000
Printer
500
0
2004
2005
2006
2007
2008
inkjet
800
inkjet MF
600
MLP
400
CLP
200
Source: IDC
Source: IDC
0
2005
2006
2007
2007(Forecast)
Market_ Overview
Razor Blade Market
2006 SERI
Printer makers usually derive more than two thirds of their profit from selling such
consumable ink.
Global Color Multifunction laser printer Market share
2006
Ranking
manufacturer
2007 First Quarter
Market Share
Ranking
Market Share
56%
1HP
44%
2Brother
14%
2Samsung
15%
3Epson
10%
3Brother
9%
4Canon
5%
4Xerox
7%
5Konica Minolta
4%
5Epson
6%
6Xerox
4%
6Dell
4%
7OKI
4%
7OKI
4%
8Ricoh
2%
8Konica Minolta
4%
9Dell
1%
9Ricoh
3%
1%
10Cannon
Rapid increase
Successful entry
10Lexmark
Total
manufacturer
1HP
2%
100%Total
100%
Source: IDC
Technology dependent Market
Samsung: Main leader in Mono laser product
No1
Laser MFP in 11countries
Mono LBP in 7 countries
Market_ Samsung
The SMP-300, our latest screen printer, is the first printer designed
specifically to complement a family of pick-and-place machines.
Circuits Assembiy JULY 2007
CRN 2004
Grown super fast.
Major leader in Mono Laser Printer Market.
Friendly Image.
•Edge to Edge Printing
•Instant-on Fusers & Scanners– no
more yawning & stretching
HP
•Nozzles Galore- Speed for Inkjet
Cannon
•Solid-Ink Printers
•Ink
•3D Printing- rapid prototypes
•Paper
HP ColorLok Technology
Xerox
e week2007
Technology dependent
Market_ Definition & Technology
Printer as PC peripherals_ The Largest Share
2001
2003
2005
% point
change
%
%
%
2001-05
Printer
75.0
76.6
74.2
-0.8
Modem
59.6
64.9
60.8
+1.2
Scanner
39.7
45.6
46.3
+6.6
-
-
29.5
-
8.8
8.1
8.2
-0.6
Hardware:
Flat-screen
(TFT) monitor
TV tuner
Source: Mintel
Market & Brand has
been explained by the
Advanced technology
Is a peripheral any
longer?
Kiss the Copy Shop Goodbye!
Increasingly, in-house printing is
a smart move
Source: SPRING, 2007
Samsung laser printer ranked 4th
Source:
pcworld 2006
Market _ Trend: MFP, Laser printer& Home printing
MLP Printers
The effect of falling prices has been to shift
consumer interest towards MFPs and away from
SFPs, as well as making colour
printers
the norm. Reduced printer prices
have also increased the profile of laser printers
UK retail sales of SFP/MFP printers, 1999-2005 Source: Mintel
MLP: Scanning, copying and printing.
photo printing capabilities with media card
reader.
Price Falling!!
caused popularity of multifunctional device and
made closer to advanced technology at personal environment.
, "think
-
ink“
Kodak
“Our strategy around point of sale is to
crystallize for consumers that they're not only
buying a printer today, but also buying into
three to four years of ink purchases.”
•“New Entrants”
•Dell, HP Set For Printer Market Battle
•Source: Dallas Morning News 2004
Dell’s introductory success
Source: Advertising Age 2007
•Panasonic Introduces New Fax Device
-Xerox is unveiling a costly solid-ink printer
for businesses that will print color pages at
the same price as black and white.
New York Times 2007
•Source: Yahoo! 2004
•
Panasonic unveiled its latest fax machine in the
Panafax line, the multifunction UF-9000
Market _ Competitors
“Offer--and without brand “
-Xerox
Printer is Free!
marketing message offering something for
nothing.
Company makes up for this by selling
supplies such as toner or ink.
Buy supplies directly from Xerox
“New products Every minute &
direct campaigns”
-Epson is launching a direct campaign to promote
its Stylus D120 high-speed inkjet printer. The
activity, through Tullo Marshall Warren, spans instore material, email and press ads.
Direct News 2007
Competitive market, Overloading products & competitors.
Ink pricing is responded by technology & free offer strategy
Laser printers may pose health risks
Source: CNET News 2007
•Emissions from office laser printers
•toner particles that can get deep into the lungs
•17 out of 69 tested
Save Money and Environment
Source: PC World 2007
-Over half of printer ink is wasted
As much as 60% of the ink contained in a typical inkjet cartridge is wasted when printers ask users to
throw away half-full cartridges, according to Epson.
Market _ Threats
Store-brand catridges
THE STAT: 10% The price differential on store-brand printer cartridges vs. HP-brand cartridges.
(Data: BusinessWeek)
HP playing Hard Ball?
Social & Health Issues
Consumable market
02. Consumer & Product
You & Printer
Overall Score
Reliability
% needing
Repair
All Printers
7.9
8.4
4
8
Business
Home
Printers less
than a year
old
7.6
8
8.3
8.5
8
3
7.7
8.2
8
8.5
4
8.3
Mono Laser
8
8.5
3
8.2
Likelihood of
Recommending
Source:Pcworld 2007
Consumer _ User’s Choice: ‘how would you rate samsung printer?’
Overall Score is high.
Business Printers seem to lack in the competition.
Mono laser printers and relatively new printers have a
good impression.
All in one printers are not noticeable in the market yet.
Business Market is to be considered.
Personal projects dominate their printer usage.
Over 60% use their printers on a daily basis.
More than 62% uses for printing photos & text.
only 12% are using the more economical and
environmentally friendly refill options.
Consumer _ Printer
Inkjet printer’s selling prices are falling and it
underscores their popularity
84% respondents print the same annual volume
or more. 16% say they are printing less.
PC Pitstop Printer Survey Results (UK)
http://www.pcpitstop.com/research/printersurvey.asp
The results of our January 2007 Printer Survey.
88% would buy branded ink cartridge or toner
Sacrifice brand loyalty for a better printer
value.
Retail is winner of the printer ink market. 61%
Pros
•Overall Score is high.
•Personal usage
•Photos & text.
•Daily basis.
•Same annual volume or more.
•Inkjet printer No1. Laser printer No2
•No brand loyalty but value for money.
•Branded Ink cartridge or toner at retail store
-Is HP’s ‘Hard Ball’ working?
Consumer _ Summary
Cons
•Little Economical and environmental awareness
•Printing less trend
-Is online printing services becoming an alternative route?
•Business Printers seem to lack in the competition.
•All in one printers are not noticeable in the market yet.
•Business Market is to be considered
02. Consumer & Product
What’s Out There?
HIGH
ML-2510
CLX-2161K
Corporate
CF-360
ENVOLVEMENT
Small Business
FCB Grid Plot for
CLP-300
CLP-510
Target
Creative
Strategy
MLP,
Color/Mono/Inkjet MFP, CLP, Inkjet,
Consumer
Dicisions
Laser/Inkjet FAX
SCX-4321
Product_ Samsung
LOW
ML-3471DK
SCX-1630
Consumerables
ML-1610
Personal
SCX-1470
MJC-6750
LEFT
MJC-8700
ML-1631/SCX-4501K
SCX-4200
THINK FEEL (BRAIN)
SCX-4321
RIGHT
Research Findings
Multi-Function
•Source: New York Times 2003
•
•Samsung has introduced its SCX-4016 multifunction laser printer,
scanner, and copier.
•Appealing to college students, the unit uses Toner Save technology,
which reduces toner consumption by 40%.
Low Price
Total cost effective
Fast
Product_ Samsung attributes
Very Positive.
Design
but
NOVELTIES New York Times 2007
Do Samsung Printers have a consistent Product/Brand attribute?
Can several Product categories create a harmonized Brand Identity ?
This Printer Is Glossy, Even if the Paper Isn’t
ML-1630, A new Samsung printer has a piano like finish
Compact, Stylish
Co-branding
Wal-Mart will carry one of Kodak’s new inkjet all-inone printers,
Price War
•Dell releases $99 laser printer
•Hewlett-Packard to revamp printer line-up
Source: CNET News 2006
HP Web Revolution
General Electrics:
New York times 2007
We are in the content consumption business,”
Software creates templates that reorganize the photos and text blocks
on a Web page to fit standard sizes of paper. Ubiquitous, like Adobe’s
Flash and Reader or Sun Microsystems’ Java.
Digital Camera & Photo Printer
Business Week 2007
To woo a new generation of loyal buyers,
youth-oriented consumer electronics products
Product_ Competitors_Casestudies
For Business
Sony
- Xerox launches new printers, fax machines
Source: PC Magazine 2007
Xerox has launched three color printers and two multifunction systems aimed
at small to medium-sized businesses.
- HP launches new business printers
Source: Yahoo! 2007
HP Officejet J5700 printer that can print, scan, copy and fax documents at a
starting price of $149.
Laser printer for its HDTV-compatible cameras that prints quality
images in about 45 seconds and is designed to be positioned
unobtrusively in a living room.
How should Samsung Printers be categorized for
an effective communication?
Six-Segment Strategy Wheel Model
To determine the categories of products(Printers) for USP
Product _ Categorisation
Tayor’s six-segment strategy wheel 1999
Six-Segment Strategy Wheel applied
Product Categorisation
PERFORMANCE/
SPEED/QUALITY
EXPRESSIVE/DESIGN/
SMALL
Rational
ML-3561ND
Conscious
ML-3527N
Calculative
SCX-4725FN
SF-565
Deliberate
CLX-6200FX
Individual
EFFICIENCY/
SPEED
Must buy
Product or Part
In need
ML-3471ND
SCX-4200
SF-560
Show
Visibility
Admire
Wish
ML-3561ND
ML-3510
CLX-2160N
CLP-300
ML-1630
Consumer
profile
Rational
Habit
ML-2510
Motive
CLP-160ND
Small
INKJET
expenditure
COMPACT
/CONSUMERABLE
Emotional needs
By ego
Individual
ML-1630
SCX-4500
Self-actuation
Identity
Moment
Of
Pleasure
ML-1630
TECHNOLOGY/
SMALL/DESIGN
Mono Laser
Colour Laser
SCX-4500
CLP-300
Feel
Colour Laser
Multifunction
DESIGN
Mono Laser
Multifunction
Inkjet
Detailed categorising concept: consumer profile adapted
Category A
Category B
Quality,
Unique
EXPRESSIVE/DESIGN/
Emotional needs
Identity
SMALL
Quality
PERFORMANCE/
Efficient
Rational
SPEED/QUALITY
Assistant
Conscious
Calculative
Deliberative
Individual
By ego
Individual
Self-actuation
Identity
Product _ Categorisation
Consumer
profile
EFFICIENCY/ Must buy
The Holistic Message:
Product or Part
SPEED
In need
Rational
Habit
Category DMotive
Small
Integrativeexpenditure
COMPACT
(friendly)
/CONSUMERABLE
Affordable
Lifestyle
Show
Visibility
TECHNOLOGY/
Artifact
Personification
through
Admire
Wish tangible
SMALL/DESIGN
the
Experience
Moment
Of
Pleasure
Feel
Category C
Aesthetic
quality
Love(emotional)
DESIGN
Precious
03. Communication
What kind of message do you want to hear?
‘Character Marketing’
‘TV-Ad’
Communication _ Samsung
‘Co-Branding’
Cost effective advertisement
Lexmark: Corperate world (B to B)
March Madness ad 2007
Lexmark International "Every day, Lexmark printers go to work for some of the world's most
important companies."
Copy: "75% of the top banks, retailers and pharmacies use Lexmark.“
HP: Star Marketing
-Developing Retail Kiosks to Reach 'iMoms‘
Brandweek, 2006
-Gwen Stefani as saleswoman and stresses
- self-expression.
-Museum-quality art
Epsonality:
Online Marketing
Communication _ Competitors
It has a strong brand and wants to
replicate that online.“
nma.co.uk 2007
Kodak: New strategy
Target: Young consumers to Corporate level
•from cameras to online service to chips inside
camera phones to consumer printers.
Strategy: Convergence/Compatible
•Target marketing efforts to push competitive
advantages-ease of use for digital cameras and
Economic conscious
for inkjet low per-print prices printers.
•Use edgier online and viral creative to attract a
Various Contents
younger, hipper audience .
Xerox:
Brand Image Campaign
with Viral video, blogs, virtual communities all part of latest multimedia campaign
“fun,“
"energetic"
"exciting“
“Quality
&
Reliability”
A Free Printer Strategy
- Closer to customers
Pros
How can the catergorized products •Overall
generate
a Consistent
yet
Score
is high.
Unique and effective communication strategies
forusage
Samsung?
•Personal
•Photos & text.
•Daily basis.
•Same annual volume or more.
“Creative strategy
typologies applied to
•Inkjet printer No1. Laser printer No2
Six-Segment Strategy Wheel as a guiding approach to
•No brand loyalty but value for money.
Message
Tayor.1999
•Branded Ink strategy”
cartridge or toner
at retail store
-Is HP’s ‘Hard Ball’ working?
Now,
consider these with…
Communication_
Strategies
Intellectual Stimulation
Comparative
Cons
Affective
Generic
Category A
Category B
Preemptive
•Little Economical and environmental awareness User Image
USP
•Printing less trend
-Is online printing services becoming an alternative route? Resonance
•Business
Printers seem to lack in the competition.
Use occasion
Brand
familiarity
•All in one printers are
notD noticeable
in the
market
Socialyet.
approval
Category
Category
C
•Business Market is to be considered
Hyperbole
sensory
Creative Strategy Typologies Located within the Strategy Wheel
Seg6
Rational
Conscious
Calcualting
Deliverative
Individual
Seg5
Must buy
Product or Part
In need
Quality
Efficient
Assistant
Generic & preemptive
Brand familiarity strategy
Communication_Message A: - ‘Personal Assistant” -ATL
Marketing Objective
Role
Expected Effect
Media & Content
“Printer is your personal assistant”
Increase the Familiarity and be Recognizable,
Informative and Persuasive. Encourage social responsibility(Ink) by
Messaging the consumer as a director.
Everyone notices the product and gets even more surprising
When discovers the specification. Increase the brand knowledge
And feel confident about product. Recover the weak business attribute
Print & Internet advertisement to allow the knowledge to be transferred. As well as
outdoor ads for familiarity.
Mild tone of voice, Human appearance(Whole/Part), Clear logo & Detail
Seg1
Emotional needs
By ego
Individual
Self-actuation
Identity
Quality,
Unique
Identity
Seg3
Moment of
Pleasure
Feel
Emotional, Artistic
Thoughtful, discovery
strategy
Communication_Message B: “Who art thou?”
Marketing Objective
Role
Expected Effect
Media & Content
“Who art thou?”
Enhance the quality to the maximum level. Pass unique and
special message So become curious or attracted to the product.
To print more and show the importance of printing quality (Ink)
Increase sales in Design led products and sleek and compact
Multifunction products, to gain design reputation for company.
Encourages work of art. therefore printing more & buy genuine Ink
Interactive source preferred. Curious at first sight, adventurous becomes next. Tone
should not demand purchase. Parts of human body for mysterious effect for visual ad.
High quality service with human interaction at the point of purchase.
Seg2
Show
Visibility
Admire
Wish
Seg3
Moment
Of
Pleasure
Feel
Aesthetic quality
Love(emotional)
Precious
Statement of others
Social occasion with
Emotional strategy
Communication_Message C: “prototyper” ATL
Marketing Objective
“Prototypes your sense”
Role
Stimulate inertia to purchase and position as a
special equipment. Turn intangible to tangible and long-lasting
Expected Effect
Fantasy of the product, curiosity rises.. linked to purchase.
Encourage brand ownership for unconscious display marketing
And mouth to mouth promotion.
Media & Content
Trendy magazine & Internet advertisement to be eye catching and
Fit for lifestyle. As well as seasonal TV advertisement for reminder.
Desirable tone of voice and Human appearance(Whole/Part), use
Sensual Images to connote what can happen with the product.
Seg1
Emotional needs
By ego
Individual
Self-actuation
Identity
Integrative
(friendly)
Affordable
Any Lifestyle
Seg4
Rational
Habit
Motive
Small
expenditure
Experimental(trial),
Feel free
Intuitive strategy.
Communication_Message D: “Your job operator.”
Marketing Objective
Role
Expected Effect
Media & Content
BTL + ATL
“Your job operator.”
Justify this basic product fits your lifestyle. Send the message that
It is neutral that does no harm to you(price as well)
But it only stands out with you!
The two extreme customer attributes meet to balance the market.
Develop the habitual and intuitive purchase pattern. More Printer &
Ink sales expected.
Field (direct) sale campaign for trial and experience the benefit.
As well as outdoor ads to become a noticeable product.
Ambiguous and short tone to make consumer to either think or accept(no explanation.
Human appearance(Physical), Clear logo & Simple design.
“If it is touched by a human,
it can be treated as a human”
Thank you