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Bluebird-R : ML-1860/1865

Launching Master Plan. Bluebird-R : ML-1860/1865. Strategic Marketing Team Samsung IT Solutions Business 2010.09. Market Analysis Market size and market trend Key competitor analysis 2. Product Introduction Product concept Sales points Value proposition Price positioning guide

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Bluebird-R : ML-1860/1865

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  1. Launching Master Plan Bluebird-R : ML-1860/1865 Strategic Marketing Team Samsung IT Solutions Business 2010.09

  2. Market Analysis • Market size and market trend • Key competitor analysis • 2. Product Introduction • Product concept • Sales points • Value proposition • Price positioning guide • 3. IMC Plan • Communication theme • Deliverables & schedule • 4. 2010 Sales Target • 5. Launching Schedule Contents

  3. Market Analysis • Market size and market trend • Key competitor analysis

  4. Market Analysis ■ Entry MLBP Market Trend (Seg.1, Seg.2) ■ ’11 Seg.1 MLBP Market Regional Distribution K Units • Entry MLBP Market Trend • Entry MLBP market (Seg.1& Seg.2) CAGR -1% (’10~’14) • Seg.1 CAGR -16%, Seg.2 CAGR 14% (market switching from seg.1 to seg.2) • 2011 seg.1 market FCST : 7M units (Seg.2 to surpass Seg.1 in 2012) • ’11 Seg.1 MLBP market regional distribution : Total Market FCST 7M Units • Regional portion : China 20%, Europe 18%, CIS 16%, MEA 15% (Source: IDC ’10, 2Q)

  5. Key Competitor Analysis Competitor Status Competitor Lineup Refreshment ‘10 2Q seg.1 MS • WW MS No.1 : 37% • America, China MS No.1 • SE Asia, SW Asia, MEA • MS No.2 • P1102 • 18ppm • FPOT 8.5 sec • 150 sh. Bin • auto install • auto on, auto-off • [Change from previous model P1005]. • Speed up : 4ppm ↑ • Additional functions : auto install, auto-on auto-off • Body size : 8%↑ • After market toner yield : 100 page↑ (`10.03) • LBP6000 • 18ppm • FPOT 7.5 sec • 150 sh. Bin • [Change from previous model LBP3010] • Speed up : 4ppm ↑ • Body size : 4%↓ • WW MS No.3 : 24% • SE Asia, SW Asia, China • MS No.1 • CIS MS No.2 • HL-2035 • 18ppm • FPOT 8.5 sec • GDI • 250 sh. CST + 1 MP • [Refresh expected in 2011] • Speed up : 2ppm. • Only launch in European region. MS No.3 in European region (15%) (`08.01) 5 (Source: IDC ’10, 2Q)

  6. Product Introduction • Product concept • Sales points • Value proposition • Price positioning guide

  7. Product Concept Concept The World’s Smallest Mono Laser Printer Target Customer • Personal & SOHO (Sensitive to Purchasing Cost) • Personal users with high volume document printing needs (Professionals, Students). • Home, SOHO users operating under PC connected environment. RTS 2010.12 Easy Printing Good Design Ultra-compact • Elegant Simplicity • Stylish design brings the • next level of elegance to • you desktop • Compact design • Same size with Bluebird. • Significantly smaller than • competing models. • One-touch Printing • Software Enhancement • Smart print screen • AnyWeb 2.0 7

  8. Sales Point 1. One-touch Screen Printing Print what you see on the screen With Samsung unique one-touch screen print function User Scenarios: • Internet map print easily print a copy of the map to your next destination. • Instant message print simply keep friendly message from your instant messenger. • Online reservation print quickly print your flight, hotel confirmation on the go. 8

  9. Sales Point 2. Enhanced Software Features 3. Smart Print Screen Solution 1. Push the Print Screen Button on your printer (1) Capture “screen” (2) Print directly 2. Push the “Print Screen” Key On your Keyboard (1) Smart Print Screen application will run automatically (2) Capture “screen” and edit it (3) Print it out as you wanted. 1. Anyweb Software 2.0 Enhanced web-printing usability → IE, Firefox, Safari (Mac) compatibility Internet Explorer Mozilla Firefox Mac OS Safari (1st in the market) 2. Integrated Printer Management Enhanced easy device setting and status monitoring → Integrated single management program VS. Easy Printer Care Toolbox FX Solution Center 3 separated managing tools 1 integrated tool 9

  10. Sales Point 3. Ultra Compact Size 4. Elegant Simplicity 1. Ultra Compact Device (Machine size : 341 x 224 x 184 mm) 1. Elegancy Stylish design brings the next level of elegance to you desktop Body : 26% smaller Footprint: 17% smaller Canon LBP6000 359 x 249 x 198mm Body : 16% smaller Footprint: 9% smaller HP P1102 349 x 238 x 196mm 2. Ultra Compact Packaging (Package size : 389 x 277 x 238 mm) 2. Simplicity Simplified design makes Bluebird-R a perfect fit into your working environment. HP P1102 ML-1860/5 16% Smaller Package 389 x 277 x 238 mm Package 400 x 250 x 298 mm 10

  11. Value Proposition • Target Customer a. personal user with document printing needs (professionals, students) • b. individual office user with access to other printing devices. • Needs a. printer designs to fit into working/living environment b. print web-base information frequently c. quick and handy solutions for draft printing work. • Benefits a. good design and compact size easily to fit into any environments. b. print screen function : best for web printing and draft printing work. ML-1860/5 ML-1865W P1102 ML-1860/5 vs. HP P1102 LBP6000 Size a. Better design and compact size. b. One-touch print screen function. c. Enhanced software solutions. Paper handling Design ` ML-1860/5 vs. Canon LBP6000 AdditionalFeatures Speed a. Better design and compact size b. One-touch print screen function. c. Enhanced software solutions. Toner Yield FTOP 11

  12. Price Positioning Guide • Price Positioning Guideline : $99 / €89 • $10/€10 price increase from Bluebird • $40/€30 price gap with wireless model • (* Shared consumable with ML-1660 model. Same consumable price position.) $ P1102w $149 18 ML-1865W $139 18 P1102 $109 18 LBP6000 $99 ML-1860/65 $99 22 18 ML-1660/65 $89 18 € P1102w €129 18 ML-1865W €119 18 P1102 €99 18 HL-2035 €89 ML-1860/65 €89 18 18 ML-1660/65 €79 16 ‘10 ‘11 12

  13. IMC Plan • Communication theme • Deliverables & schedule

  14. Communication Theme Communication Theme “Ultra compact laser printer gets much easier.” Positioning Concept (Key Value Proposition) Compact size + easy operation Product Value Brand Value Target Insight Key Features Ultra compact, One touch Screen Print,Enhanced software (AnyWeb) Benefit Statement Confidencein Easy Operation Conscious on; Space saving,Easy Operation,Printing Speed,Cost saving Primary Target Professions Category Position Performancewithout Complexity 14

  15. Deliverables & Schedule * Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010. 15

  16. 2010 Sales Target

  17. 2011 Sales Target • 2011 Bluebird-R Model Sales Target : 2,368K Units • 2011 Seg.1 MLBP market size FCST : 7,000K (China, CIS, MEA over 1 M units). • Bluebird-R MS FCST : 33%. ‘11 Seg.1 MLBP Market FCST ’11 Bluebird-R Sales Target N. America L. America W. Europe E. Europe CIS WW 1,144 33% 7,076 845 617 425 395 418 326 298 177 177 China SE. Asia SW. Asia MEA Korea 1,425 1,063 2,368 565 428 331 200 159 127 161 121 17 (Source: IDC ’10, 2Q) 85

  18. Launching Schedule

  19. Launching Schedule ’10 Apr Launching Kick-Off ’10 Nov 15 1st SRA W41 W43 W45 W35 W40 W42 W46 On-going Deliverable Ownership Marketing Sample Price Approval PM PPM Final Spec. Approval Launching Support DP guide LMP Marcom Basic Image Press Release • Leaflet • Online Feature • Shop Display • Sales Talk Guide AM / Subs. Launching Execution Golden Sample Request Local Launching Plan 19

  20. Appendix

  21. Spec. Comparison 21

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