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Bluebird-W : ML-1865W

Sales Guide. Bluebird-W : ML-1865W. Strategic Marketing Team Samsung IT Solutions Business 2010.08. 1. Product Introduction Product concept Sales points Value proposition Price positioning guide 2. IMC Plan Communication theme Deliverables & schedule. Contents. Product Introduction.

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Bluebird-W : ML-1865W

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  1. Sales Guide Bluebird-W : ML-1865W Strategic Marketing Team Samsung IT Solutions Business 2010.08

  2. 1. Product Introduction • Product concept • Sales points • Value proposition • Price positioning guide • 2. IMC Plan • Communication theme • Deliverables & schedule Contents

  3. Product Introduction • Product concept • Sales points • Value proposition

  4. Product Concept Concept The World’s Smallest Wireless Supported 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 wireless environment. ML-1865W Good Design Ultra-compact Wireless Supported • Elegant Simplicity • Stylish design brings the • next level of elegance to • you desktop • World’s Smallest • 16% smaller than current • smallest wireless laser • printer HP P1102w • WPSButton • Super Easy One-touch • Wireless Connection Setup 4

  5. Sales Point • 1. One-touch Wireless Setup • It’s easy with our secure, one-touch wireless setup. • Wireless setup process : 5

  6. Sales Point 2. Ultra Compact Size World smallest wifi support laser printer (Machine size : 341 x 224 x 184 mm) 3. Elegant Simplicity Elegancy Stylish design brings the next level of elegance to you desktop Body : 61% smaller Footprint: 74% smaller Brother HL-2170w 368 x 361 x 170.5mm Body : 16% smaller Footprint: 9% smaller HP P1102w 349 x 238 x 196mm Ultra compact packaging (Package size : 389 x 277 x 238 mm) Simplicity Simplified design makes ML-1865W a perfect fit into your working environment. HP P1102w ML-1865W 16% Smaller Package 389 x 277 x 238 mm Package 400 x 250 x 298 mm 6

  7. Sales Point 5. Front Soft Power Button Unlike traditional printing device ML-1865W adoptsSoft Power Button and located it in the front panel, which makes operation much simpler. 4. AnyWeb Print Software AnyWeb print software allows you to drag and drop content from different sources and consolidate into 1 printable page. VS. Front Soft Power Button Back Power Button 6. Upgraded Performance (18ppm) ML-1865W prints 18 pages per minute (a 2ppm increase from the basic ML-1665 model, same speed with HP P1102w), which increases the competitiveness of ML-1865W. 7

  8. Value Proposition • Target Customer a. personal user with document printing needs (professionals, students) b. Home, SOHO user operating under wireless environment. • Needs a. simple wireless enabled personal printing solution. b. printer designed to fit into working/living environment • Benefits a. economical and easy-to-setup personal wireless printing device b. compact and elegant design fits perfect into personal spaces. ML-1865W ML-1865W ML-1865W vs. HP P1102w P1102w Size HL-2140W a. Better design and compact size. b. Anyweb Print software. AdditionalFeatures Speed ` ML-1865W vs. Brother HL-2170W Paper handling Design a. Better design and compact size b. One-touch Wifi setting. c. Anyweb Print software. Toner Yield Connectivity 8

  9. IMC Plan • Communication theme • Deliverables & schedule

  10. Communication Theme Communication Direction Compact + One touch Wi-Fi Setting Positioning Concept (Key Value Proposition) Easy Operation with “One touch” Product Value Brand Value Target Insight Key Features One touch Wi-Fi Setting,World’s Smallest Benefit Statement Confidencein Easy Operation Conscious on; Space saving,Easy Operation,Printing Speed,Cost saving Primary Target Professions Category Position Performancewithout Complexity 10

  11. Deliverables & Schedule * Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010. 11

  12. Appendix

  13. Spec. Comparison 13

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