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Bluebird-W : ML-1865W

Launching Master Plan. Bluebird-W : ML-1865W. Strategic Marketing Team Samsung IT Solutions Business 2010.06. 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-W : ML-1865W

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  1. Launching Master Plan Bluebird-W : ML-1865W Strategic Marketing Team Samsung IT Solutions Business 2010.06

  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 ■ Wireless Home Network FCST ■ Entry MLBP Wireless Market Trend 500 M Units K Units 347 145 103 34 15 • Wireless Market Trend • Wireless home networking market CAGR 20% FCST (’08~’12) • Entry MLBP market trend : • 145K units in 2009 (44% increase from 2008) • 350K units expected in 2010 (HP P1102w model 50%) • 2011 market FCST : 500K units (Source: IDC ’10, 1Q)

  5. Key Competitor Analysis Current Competitor Status Competitor Lineup Refreshment Sales Status • FCST : 2010 175K units • 2011 220K units • Regional sales portion : • N. America 50% • Europe 25% • ROW 25% • P1102w • 18ppm • FPOT 8.5 sec • GDI • 150 sh. Bin + 1 MP • Network not available. • [Change from previous model P1006]. • Raised printing speed : 2ppm ↑ • Black color : home-user friendly. • Wifi supportive. (`10.03) • HL-2170W • 22ppm • FPOT 8.5 sec • PCL • 250 sh. CST + 1 MP • Network + wireless • [Refresh expected in 2011] • Spec. down • Network connectivity eliminated. • Lower than current price position. • 2009 116K units sold • G/R expected at 20% • Regional sales portion : • N. America 65% • Europe 15%, Asia 10% (`08.01) Wireless MLBP model not yet available • [Wireless model expected in 2011] • 18ppm • GDI, wireless only. • No major spec. change expected. N/A 5 (Source: IDC ’10, 1Q)

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

  7. 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 7

  8. Sales Point • 1. One-touch Wireless Setup • It’s easy with our secure, one-touch wireless setup. • Wireless setup process : 8

  9. 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 9

  10. 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. 10

  11. 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 11

  12. Price Positioning Guide • Price Positioning Guideline • Same price position with HP P1102w model. • HQ general MSRP guide : €129 / $149. (Detailed pricing guide to be released by W30) • (* Shared consumable with ML-1660 model. Same consumable price position.) $ ML-2525W $199 HL-2170w $199 24 22 P1102w $149 18 ML-1865W $149 18 P1102 $109 18 HL-2140 $99 22 ML-1660/65 $99 16 € ML-2525W €169 HL-2170w €169 24 22 P1102w €129 18 ML-1865W €129 18 P1102 €99 HL-2035 €89 18 18 ML-1660/65 €89 16 12

  13. IMC Plan • Communication theme • Deliverables & schedule

  14. 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 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 ML-1865W Model Sales Target : 85K Units • 2011 Entry MLBP wireless market size FCST : 500K (250K ex. USA). • ML-1865W MS FCST : 17% (34% ex. USA). • (* ML-1865W not planned to be launched in USA market.) ‘11 MLBP Wireless Market FCST ‘11 ML-1865 Sales Target ‘11 ML-2525W USA [ K Unit] N.A East Europe West Europe CIS WW 81 300 500 35 25 19 10 4 6 1 15 Korea SE Asia M.E & A L. America 55 85 18 16 12 11 10 5 2 17 (Source: IDC ’10, 1Q)

  18. Launching Schedule

  19. Launching Schedule ’10 Apr Launching Kick-Off ’10 Sept 16 1st SRA Jul 15 Aug 6 Aug 13 Jun 28 Jul 5 Jul 30 Aug 30 On-going Deliverable Ownership Marketing Sample Price Approval PM PPM Final Spec. Approval Launching Support Sales Guidance 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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