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Petrel WW Launching Master Plan

Petrel WW Launching Master Plan. Rev. 1.1 B2B Biz Group Samsung IT Solutions Business 13th, Apr. 2011. Market Assessment Marketing Mix (4P) Launching Schedule. Contents. I. Market Assessment. Market Trend Competitor Analysis Customer Analysis. Market Trend .

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Petrel WW Launching Master Plan

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  1. Petrel WW Launching Master Plan Rev. 1.1 B2B Biz Group Samsung IT Solutions Business 13th, Apr. 2011

  2. Market Assessment Marketing Mix (4P) Launching Schedule Contents

  3. I Market Assessment • Market Trend • Competitor Analysis • Customer Analysis

  4. Market Trend • WW Mono LBP Seg 3&4 market trend - Continuous Growth : Seg3 CAGR 10%, Seg4 CAGR 13% - ‘11 Market Size : 5,291K (Seg3: 4,517K, Seg4: 775K) • Petrel Addressable Market (38~48 ppm) : 33% of Total MLBP Seg.3&4 Trend Petrel Addressable Market [K units] [K units] 7,497 6,870 Seg.4 Seg.3 Seg.4 CAGR 13% 6,134 5,291 4,622 Seg.3 CAGR 10% 1,440K (33% of Total Seg.3&4) * ‘10 Q4 IDC Forecast * ‘10 Q4 IDC Historical Data (’10 Result)

  5. Market Trend - Petrel Addressable Market • Petrel Addressable Market : 33% of Total Seg 3 & 4 ‘10 Total Market Harrier 246K (5%) Seg4 302K 301K 86K 76K T652 Petrel Addressable 1,455K (28%) 351K P4014 41K 133K 87K T650 Stork P3015 494K 551K 385K E460/E360 19K Kestrel2 Seg3 Magpie Seg4 2,303K 185K 1,636K 230K * ‘10 Q4 IDC Historical Data

  6. Market Trend – By Region & Vendor • N. America & Western Europe leads the market by size (70%) • HP strong in North America, Lexmark Strong in Europe • IDC ‘10 Q4 data (38~48ppm)

  7. Competitors Analysis 2004 2005 2006 2007 2008 2009 2010 2011 2012 • High Probability of refresh model launching from HP & Lexmark on Q3 - Seg3,4 print engine change term : 5 years, Model Refresh every 2 years. - HP is expected to launch refresh model of P4014 and P3015 by 2nd half of 2011 - Lexmark is expected to launch refresh model of T650 and E460 by Q3 of 2011 • HP & Lexmarkdropped MSRP of current model on Q1, 2001 in US  Price of mew models are likely to be same as original price of current model - HP P4014dn : $899  $799, P3015dn : $649  $449 - Lexmark T650dn : $849  $679, E460dn : $599  $479 +36M +44M Refresh [‘11.Q3] 45ppm, $849 LJ-P4014 [‘08.05] 43ppm, $899 LJ-4250 [04.09] 43ppm, $1,099 +28M +25M +33M LJ-2420/30 [04.09] 28ppm/33ppm, $549/$999 LJ-P3015 [09.07] 40ppm, $649 Refresh [‘11.Q4] 43ppm, $599 LJ-P3005 [06.10] 33ppm, $549 +41M +30M T640 [05.06] 33ppm, $699 T650 [08.11] 43ppm, $699 Refresh [11.Q3] 48ppm, $699 +30M +25M E450 [10] 33ppm, $549 E460 [08.11] 38ppm, $549 Refresh [11.Q3] 43ppm, $549

  8. Competitors Analysis • HP & Lexmark dominant the market : M/S 77% • - HP growing fast with P3015 and P4014 • - Lexmark keep their M/S consistently with E460 and T650 • 2nd Tier vendor : Kyocera & Xerox • - Steady sales with FS-4020 (45ppm) and Phaser 4510 (43ppm) MLBP 38ppm ~ 48ppm sales trend by vendor HP P4014 P3015 Lexmark T650 E460 [Source: IDC ‘10.Q4]

  9. Customer Analysis – KBF and Unmet Needs Government/Education Financial Services Unique Value Groups Unique Value Groups Reliability Reliability Simplicity Economy Performance Performance

  10. II Marketing Mix (4P) • 1) Product • 2) Target Customer • 3) Target Channel • 4) Price • 5) Promotion

  11. 1. Product - Concept Concept High Performance Workgroup Printer Target Work group users of 10~20 persons ( AMPV 4K ~ 5K ) KEY Value Propositions • Trouble-Free • Economic • Productive • Versatile Solution ML-4510 / 5010 / 5015 series 43ppm / 48ppm (A4)

  12. 1. Product – Unique Selling Point Summary • High performance laser printer in network environment • Effective Job Handling • Fast FPOT (Ready : 7sec, Sleep :14.5sec) • Fast print speed with big size document • from 600MHz Dual Core CPU & 1G N/W • Effective Paper Handling • Envelop Feeding from Main Tray Productive • Highly Reliable • Max Monthly Duty : 200,000 sheets • Easy to Use • 4.3” Touch LCD or Numeric Keypad Trouble-free • Easy to Maintain • Anti-Jam Technology • Low Noise • Less than 54 dBA • Low CPP from separated Toner/Drum • Toner (7K, 15K), Drum (60K) ECO mode & Result Simulator Economical • Out-of-box Security Solution • Secure Job Release with numeric keypad • Barcode Solutions/ Job Accounting Solutions • Fleet Management & MPS • SyncThru-Admin/ CounThru Versatile Solutions

  13. 1. Product – USP & Key Features • Straightforward Productivity 1) Effective Job Processing - Fastest FPOT in its class : 7sec from ready, 14.5sec from sleep - Fast Throughput from 600MHz Dual Core CPU & 1GB N/W : Faster Throughput for large volume printing (PPT 50 page test result) 2) Professional Paper Handling - Envelop Feeding from Main Tray (Up to 100 sheet) : No Extra Cost! * Test Result from Samsung QA Team

  14. 1. Product – USP & Key Features • Trouble-free Printing • Easy to maintain • - Anti-jam technology to prevent unwanted • multiple paper pick-up and jam. • 2) Easy to use • - Touchscreen UI with 4” TFT LCD • - Easy Management from Software Applications • : SyncThru Web Service ML-4510/5010 Retard roller Lexmark T650 Dam Type

  15. 1. Product – USP & Key Features • Simple Economics 1) Low TCO from Separated Toner & Drum Cartridge - Toner : 15K/ 20K, Drum: 60K - Requires fewer replacement of cartridge 2) ECO Mode & Result Simulator - Enable/Disable simply from a button. - Result Simulator shows graphically how much you can save Carbon Footprint/ Power consumption/Paper usage.

  16. 1. Product – USP & Key Features • Versatile Solutions 1) Out-of-box solutions - Universal Printer Driver: No additional driver installation - Provide Pull-Printing with pin code . No additional cost for secure printing - Barcode Solution 2) Fleet Management & MPS - Management tools for fleet management & MPS.

  17. 1. Product - Consumables • High yield & High Quality Toner - Polymerized toner for high image quality - Separate Toner & Drum for improved CPP • Small and uniform toner particles make • sharper images and lines • The higher wax content of Polymerized • Toner improves the image gloss and • durability. • The printer transfers Polymerized Toner • to the paper in a thinner uniform layer, • which reduces the waste toner and • requires a lower fusing temperature. VS Size : 6~7㎛ Size : 8~9㎛ Polymerized Toner Conventional toner High Yield Toner 7K 15K 20K 60K * Initial Toner Standard Toner Drum * Only for ML-5010/5015ND

  18. 1. Product – Model Configuration • Differentiation by Speed, Option, UI Petrel 48ppm_GUI Color Touch LCD, Job Accounting Solution Requirement vs. High Volume Printing CPP & High AMPV vs. Initial Cost & Low AMPV Petrel 48ppm 48ppm, 20K, 4x SCF Finisher, Mailbox Petrel 43ppm 43ppm, 15K, 1xSCF Gigabit, Duplex

  19. 1. Product – Option List • Shared with Harrier, except for SCF

  20. 1. Product – Competitor Comparison • ML-4510ND against HP & Lexmark

  21. 1. Product – Competitor Comparison • ML-5010ND against HP & Lexmark

  22. 2. Target Customer – Segmentation & Targeting ■ Main Target : Public Sector & Large Business (40% of Market) Develop large tender opportunity from public sector and existing key customer■ Secondary Target : Small & Medium Business (45% of Market) Increase run-rate biz from key corp. reseller • Main Target : Public Sector & Large Business • Large Tender Opportunity : 100~10,000 units • 3~5 years contract, TCO based MPS deal • KBP : TCO , Service Condition & Warranty • Secondary Target : Small & Medium Business • 10~100 units of project deal • KBP : Initial Purchase Cost * IDC ‘10 Q4 : Petrel Addressable Market (38~48 ppm)

  23. 2. Target Customer – Vertical Market • Focus on Gov, Education, Finance & Manufacturing • : Targeting Top Reseller and Top 10 Customer in GSBN data •  Increase Finance/Manufacturing market in addition to Public Sector * ‘08~’11 GSBN Tender Data on Stork/Kestrel2

  24. 2. Target Customer – Vertical Market • US: Focus on Public Sector, Enter into Healthcare Market • EU5 Countries: Increase Private Sector Sensing from Key reseller * ‘08~’11 GSBN Tender Data on Stork/Kestrel2

  25. 3. Target Channel ■ Main Target : Corporate Reseller, VAR/SI Reinforce direct engagement with VAR/SI, instead of distributor■ Secondary Target : OER/OSS Increase run-rate biz * IDC ‘10 Q4, GFK ‘10 Q4 data

  26. 3. Price - Policy • Same set positioning with competitors consider their model refresh • 90% of competitor CPP for better TCO Consumables Positioning Set Price Positioning • Same price positioning with better spec • and performance • 90% of Lexmark CPP • ※ 84% competitiveness vs. HP (P4014) [ MSRP Positioning by region ] [ MSRP Positioning by region ]

  27. 3. Price - Set Positioning • Same price positioning as HP, considering next model US & ROW As Is To Be T652DN $919 ($1,149) (Ex. VAT) 50 $999 Compete with Harrier ML-5015ND $949 50 P4014dn $799 ($899) 45 ML-4551NDR $799 45 $899 T650DN $679 ($849) ML-5010ND $849 50 45 $799 ML-4510ND $649 45 P3015dn $449 ($649) 42 $699 ML-4050ND $599 40 $599 E460DN $479 ($599) 40 $499

  28. 3. Price - Set Positioning • Same price positioning as Lexmark , considering next model EU As Is To Be Compete with Harrier (inc. VAT) T652DN €1,199 48 P4014dn €1,139 ML-4551NDR € 1,129 43 43 € 1,099 ML-5015ND € 849 48 € 899 ML-4050ND € 855 T650DN €859 38 43 ML-5010ND € 749 € 799 48 P3015dn €579 40 € 599 E460DN €539 ML-4510ND € 549 38 43 € 499

  29. 4. Promotion – SWOT Analysis Weaknesses Strengths • Lack of channel • - Low walletshare of SI/VAR/Corp. Reseller • - High dependancy on large government deal • Lack of brand awareness • - No holistic brand campaign on printer • Superior Product Performance • - Faster speed on heavy document • - Enhanced Paper Handling : Anti-Jam Technology • - Easy UI from Touch-screen TFT LCD • SuperiorTCO • - Separated Toner & Drum Threats Opportunities • New product expected on Q3 from competitiors • - HP lowered MSPR in US market on Q1 ‘11 • : P4014dn ($899$799), P3015dn ($649$449) • Exsiting Customer base on GSBN • - Targeting large customers who have purchased • Stork/Kestrel more than 2 years ago •  Suggest fleet change with Petrel

  30. 4. Promotion – Model Transition • Fast ramp-up by replacing old model with Petrel for tender • - Early engagement of new business opportunity • - Model exchange on existing tender rollout [ units ] • Large Tender Rollout • Mexico Government : 10K • Italy Intesa Bank : 3K • Brazil INSS tender :7K End of Production on Stork/Kestrel2

  31. 4. Promotion – Launching Activities • Cultivate business opportunity from GSBN database • Increase reseller awareness by Demo Sample Program Reseller Program B.O. Cultivation • Cultivate B.O. from existing customer • Demo Sample Program • - 50% D/C for 10 Top Reseller in each subs Subs Top10 Customer List Top 10 Subs Top 10 Reseller Revenue Target • Identify Top 10 customer for each subs • From customer base on GSBN DB • From customer base by B2B customer org. Customer Visit & Proposal Expand Business Opportunity

  32. 4. Promotion – Launching Activities • Proactive support on Business Opportunity • : Total 5 case, 12,840 units in pipeline

  33. 4. Promotion – Launching Activities • Increase product awareness : Magazine Award & Internet Marketing •  Target Top 5 Magazine Award from 11 key countries : Golden Sample at SOP •  Utilize Internet IT Magazine & Social network to advertize key USP Target Magazine Award Source: IDG bespoke research, 2008 Key Superior USP against competitor

  34. 4. Promotion – Consumables Strategy • Consistent & Competitive CPP for tender • Run Rate Expansion by Volume Incentive Scheme Competitive CPP for Tender Volume Incentive for Run Rate - CPP Consistency for efficient channel operation - Enhance CPP Competitiveness to win tender - CPP incentive based on H/W Q’ty - Different CPP incentive by H/W discount rate - Backend incentive & settle down (monthly/quarterly) CPP 0.020 0.019 20% D/C Price 0.018 Normal Price 100 H/W Q’ty 500 [CPP vs H/W Mapping]

  35. 4. Promotion – IMC Plan • Who • Target Audience: ITDM in Medium Business • What • - Category Propositioning : Performance without complexity- New B2B Range Benefit Statement : Better business without hassle - Petrel Benefit Statement : Performs for everyone, hassles nobody. (Productive, shareable and reliable)- Petrel RTB : - Productive : Stably fast speed from Dual-core CPU, Giga-bit LAN - Reliable : Anti-jam technology, Durable machine, Heavier media compatibility • How • - Deliverable plans: All below materials will be prepared by 2nd May. * Above list and delivery dates are subject to change in progress. All source data will be uploaded onto PVI Workplace by the completion dates.

  36. 4. Promotion – Professional PVIs • Professional PVIs for subs salesman and channel partners Video Clip • 1:1 Comparison footage against HP & Lexmark • - Highlight key features & competitive advantage • - Edited Version for Non-comparison BLI Award • Early engagement with BLI to provide sales tool at the time of launching • - BLI confidential “pre-launch” test • - Target : “Highly Recommended” Award Playbook • Find KSP and competitive edge against competing models • - in-depth benchmark test • - focusing on usability • - 1:1 Comparison

  37. III Launching Schedule • Launching Schedule • Launching activities schedule

  38. Launching Calendar • SRA : 16th, May M-1 M-3 M-2 M Month Mar Apr May Jun Jul Aug Sep PVR PRA (4/15) SRA (5/16) PLC RTS Marketing Sample Golden Sample Sample Phase Preparation Launching Post Launching HQ PVI Ready PVI Registration (5/16) LMP (4/5) Press Release Sales Guide, Image, General Spec, Leaflet, Catalog PM Delegation (Product Training) Price Approval Service Training Sales Analysis Subs LLP (4/30) Road Show or Dealer Event Local IMC Material Channel Nomination Advertising

  39. Launching Schedule by Countries • Singapore: including Thailand, Malaysia, Philippines, Vietnam, Indonesia, Cambodia • UAE : including Saudi Arabia, Pakistan, Egypt, Syria, Iran • India : including Nepal, Bangladesh

  40. IV Business Goal • 2011 Business Goal

  41. 2011 Business Goal • 2011 Management Plan : 72K unit G/R 73% 123,750 71,621 * M/S Target : According to Petrel Addressable Market

  42. End of Document

  43. Appendix) Lifetime Sales Trend of Stork/Kestrel2 • 2006 ~2011 Sales Trend of Previous Model

  44. Appendix) Model Transition in US & EU 5 • SEA • Europe Top 5 Subs ( SEUK, SEG, SEF, SEI, SESA)

  45. Appendix) Top 5 Magazine List • Top5 Magazine List for each country

  46. 12 11 13 14 16 15 10 6 9 7 5 8 1 2 3 4 Appendix) Enhancement from Previous Model Performance Quality LOW CPP ‘11 2Piece Toner (OPC :60K, Toner 15/20K) Higher Image Quality : 2 piece Chemical Toner Faster Print :FPOT 30sec → 16.5sec Usability Jitter reduced :3.2→2.1 Petrel 600MHz Dual Core CPU 4 Line LCD 4.3” Color Touch UI 43/48 Giga-bit Network Direct USB Higher Resolution :1,200dpi Enhancements ECO Various Option Envelop support from main CST ‘07 Security Low Power Consumption :EPA 1.2 level Multi-bin mailbox Stork 43 Kestrel2 38 More Silent :57dBA→54dBA Multi-SCF& Stand CAC support Less Smell

  47. Appendix)Top 10 Customer & Top10 Reseller • Top 10 Customer • Top 10 Reseller * ‘08~’11년 GSBN rawdata

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