Ricoh MP C7500 - Manual (Page 17)

17 Marketing Objectives
Marketing Objectives
Maintain competitive advantage
Sell more machines into the general office market
Replace slower, less productive competitor colour boxes
Accelerate B-to-C conversion
Penetrate production market
Increase colour document volume and grow after sales profit
Maintain Competitive Advantage
The previous models were far superior to
competitor models and took a greater than
50% share of the high speed general office
colour market. As competitors introduce new
models, the competitive advantage enjoyed by
the original models will be eroded. The new
Aficio MP C6000 and MP C7500 boast
significantly improved specifications, new
features and functionality and a wider range of
handling options. The improvements mean
that we maintain the strong competitive
advantage that we hold over the competition,
making our products easier to sell.
Accelerate Colour Growth
Colour print is now a standard feature of the
general office market. As colour has become
more widely used, users have demanded
easier access to colour (more colour
machines) and greater colour productivity
(faster colour machines). By bringing faster
more productive colour engines to market, we
will fuel that demand and increase the rate of
black to colour conversion in high speed / high
volume general office applications.
Increase Sales Revenue
By promoting best-in-class black-to-colour
solutions into a fast growing market, we will
dramatically increase box sales and grow our
hardware revenues. Improvements to speed,
productivity and quality make the new
machines more desirable than competitor
machines. Improvements to functionality make
the new machines an even more viable
alternative to high volume black and white
machines than their predecessors. The new
machines can be used to replace slower, less
productive colour machines supplied by the
competition as well as to replace high volume
black and white machines using a black to
colour strategy.
Increase Colour Document Volume
Market acceptance of colour, combined with
the dramatic improvements we have made to
colour speed and colour quality will inevitably
lead to an increase in colour print ratios. With
little difference in productivity between colour
and black and white output and the ready
availability of automated online finishing, users
will be more inclined to print in colour. Colour
document ratios will increase leading to a
dramatic increase in revenue from service
click and consumables.
Stretch into Production
The improvements in speed and quality are
even more significant to the production
market. These improvements, combined with
wider paper handling specifications, new Fiery
controllers and a choice of professional
finishing options, make the Aficio MP C6000
and MP C7500 ideal for light production. In
Print Room, CRD and Pay-for-Print
environments, they present a compact and
affordable alternative to competitor ‘heavy
iron’ machines. Penetrating the production
environment presents the opportunity to
capture enormous regular colour print volumes
from the competition.