Effective communication for Samsung Printer Market.

1. Effective communication for Samsung Printer Market. Categorizing Message Strategy

2. 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.

3. 03. Message Strategy 01. Market Contents 02. Consumer & Product

4. 01. Market What is Happening?

5. The size of Global printer & consumable market The size of Printer market by product type Multi-Function Inkjet Printer Source: IDC Source: IDC Market_ Overview Razor Blade Market Printer makers usually derive more than two thirds of their profit from selling such consumable ink. 2006 SERI Global Color Multifunction laser printer Market share Technology dependent Market Rapid increase Successful entry

6. 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.

7. Edge to Edge Printing HP • Nozzles Galore- Speed for Inkjet • Cannon • Ink • Paper HP ColorLok Technology • Instant-on Fusers & Scanners– no more yawning & stretching • Solid-Ink Printers Xerox • 3D Printing- rapid prototypes e week2007 Technology dependent Market_ Definition & Technology Printer as PC peripherals_ The Largest Share Market & Brand has been explained by the Advanced technology Is a peripheral any longer? Source: Mintel

8. 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 MLP: Scanning, copying and printing. photo printing capabilities with media card reader. UK retail sales of SFP/MFP printers, 1999-2005 Source: Mintel Price Falling!! caused popularity of multifunctional device and made closer to advanced technology at personal environment.

9. , "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.” • Source: Advertising Age 2007 • 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 • “New Entrants” • Dell, HP Set For Printer Market Battle • Source: Dallas Morning News 2004 • Dell’s introductory success • Panasonic Introduces New Fax Device • 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 in-store material, email and press ads. Direct News 2007 Competitive market, Overloading products & competitors. Ink pricing is responded by technology & free offer strategy

10. 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-brandprinter cartridges vs. HP-brand cartridges. (Data: BusinessWeek) HP playing Hard Ball? Social & Health Issues Consumable market

11. 02. Consumer & Product You & Printer

12. 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.

13. Personal projects dominate their printer usage. Over 60% use their printers on a daily basis. Inkjet printer’s selling prices are falling and it underscores their popularity More than 62% uses for printing photos & text. 84% respondents print the same annual volume or more. 16% say they are printing less. only 12% are using the more economical and environmentally friendly refill options. Consumer _ Printer 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%

14. 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

15. 02. Consumer & Product What’s Out There?

16. HIGH Corporate Small Business ML-2510 ML-3471DK CLX-2161K FCB Grid Plot for Creative Strategy Dicisions Target Consumer CF-360 SCX-4321 CLP-300 CLP-510 Product_ Samsung MLP, Color/Mono/Inkjet MFP, CLP, Inkjet, Laser/Inkjet FAX ENVOLVEMENT Consumerables Personal ML-1610 ML-1631/SCX-4501K SCX-1470 SCX-1630 LOW MJC-6750 MJC-8700 SCX-4321 SCX-4200 LEFT THINK FEEL (BRAIN) RIGHT

17. Research Findings Low Price • 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%. Total cost effective Fast Product_ Samsung attributes Very Positive. but Do Samsung Printers have a consistent Product/Brand attribute? Can several Product categories create a harmonized Brand Identity ? Design NOVELTIES New York Times 2007 This Printer Is Glossy, Even if the Paper Isn’t ML-1630, A new Samsung printer has a piano like finish Compact, Stylish

18. Price War • Dell releases $99 laser printer • Hewlett-Packard to revamp printer line-up • Source: CNET News 2006 Co-branding Wal-Mart will carry one of Kodak’s new inkjet all-in-one printers, General Electrics: Digital Camera & Photo Printer Business Week 2007 To woo a new generation of loyal buyers, youth-oriented consumer electronics products HP Web Revolution 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. Product_ Competitors_Casestudies Sony For Business - 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.

19. 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

20. Six-Segment Strategy Wheel applied Product Categorisation PERFORMANCE/ SPEED/QUALITY EXPRESSIVE/DESIGN/ SMALL Emotional needs By ego Individual Self-actuation Identity Rational Conscious Calculative Deliberate Individual ML-3561ND ML-3527N SCX-4725FN SF-565 CLX-6200FX ML-1630 SCX-4500 Consumer profile Show Visibility Admire Wish ML-3561ND ML-3510 CLX-2160N CLP-300 ML-1630 ML-3471ND SCX-4200 SF-560 Must buy Product or Part In need EFFICIENCY/ SPEED TECHNOLOGY/ SMALL/DESIGN Moment Of Pleasure Feel Rational Habit Motive Small expenditure Mono Laser Colour Laser Colour Laser Multifunction Mono Laser Multifunction Inkjet ML-2510 CLP-160ND INKJET ML-1630 SCX-4500 CLP-300 Emotional Informational COMPACT /CONSUMERABLE DESIGN

21. Detailed categorising concept: consumer profile adapted Category A Category B Quality Efficient Assistant Quality, Unique Identity PERFORMANCE/ SPEED/QUALITY EXPRESSIVE/DESIGN/ SMALL Rational Conscious Calculative Deliberative Individual Emotional needs By ego Individual Self-actuation Identity Consumer profile Product _ Categorisation Show Visibility Admire Wish The Holistic Message: Artifact Personification through the tangible Experience EFFICIENCY/ SPEED TECHNOLOGY/ SMALL/DESIGN Must buy Product or Part In need Rational Habit Motive Small expenditure Moment Of Pleasure Feel Category D Category C Integrative (friendly) Affordable Lifestyle Aesthetic quality Love(emotional) Precious COMPACT /CONSUMERABLE DESIGN

22. 03. Communication What kind of message do you want to hear?

23. ‘Character Marketing’ ‘TV-Ad’ ‘Co-Branding’ Communication _ Samsung Cost effective advertisement

24. 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 It has a strong brand and wants to replicate that online.“ nma.co.uk 2007 Communication _ Competitors Target: Young consumers to Corporate level Strategy: Convergence/Compatible Economic conscious Various Contents • Kodak: New strategy • from cameras to online service to chips inside camera phones to consumer printers. • Target marketing efforts to push competitive advantages-ease of use for digital cameras and for inkjet low per-print prices printers. • Use edgier online and viral creative to attract a younger, hipper audience . Xerox: Brand Image Campaign with Viral video, blogs, virtual communities all part of latest multimedia campaign “fun,“ "energetic" "exciting“ A Free Printer Strategy - Closer to customers “Quality & Reliability”

25. 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? How can the catergorized products generate a Consistent yet Unique and effective communication strategies for Samsung? Category A Category B “Creative strategy typologies applied to Six-Segment Strategy Wheel as a guiding approach to Message strategy”Tayor.1999 Now, consider these with… Communication_ Strategies Comparative Generic Preemptive USP Brand familiarity Hyperbole Intellectual Stimulation Affective User Image Resonance Use occasion Social approval sensory • 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 Category D Category C Creative Strategy Typologies Located within the Strategy Wheel

26. Quality Efficient Assistant Seg6 Seg5 Rational Conscious Calcualting Deliverative Individual Must buy Product or Part In need Generic & preemptive Brand familiarity strategy Communication_Message A: - ‘Personal Assistant” -ATL Marketing Objective “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. Role 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 Expected Effect 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 Media & Content

27. Quality, Unique Identity Seg1 Seg3 Emotional needs By ego Individual Self-actuation Identity Moment of Pleasure Feel Emotional, Artistic Thoughtful, discovery strategy Communication_Message B: “Who art thou?” “Who art thou?” Marketing Objective 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) Role 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 Expected Effect 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. Media & Content

28. Aesthetic quality Love(emotional) Precious Seg2 Seg3 Show Visibility Admire Wish Moment Of Pleasure Feel Statement of others Social occasion with Emotional strategy Communication_Message C: “prototyper” ATL Marketing Objective “Prototypes your sense” Stimulate inertia to purchase and position as a special equipment. Turn intangible to tangible and long-lasting Role Fantasy of the product, curiosity rises.. linked to purchase. Encourage brand ownership for unconscious display marketing And mouth to mouth promotion. Expected Effect 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. Media & Content

29. Integrative (friendly) Affordable Any Lifestyle Seg1 Seg4 Emotional needs By ego Individual Self-actuation Identity Rational Habit Motive Small expenditure Experimental(trial), Feel free Intuitive strategy. Communication_Message D: “Your job operator.” BTL + ATL “Your job operator.” Marketing Objective 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! Role The two extreme customer attributes meet to balance the market. Develop the habitual and intuitive purchase pattern. More Printer & Ink sales expected. Expected Effect 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. Media & Content

30. “If it is touched by a human, it can be treated as a human” Thank you