Bluebird-W : ML-1865WSales Guide

Strategic Marketing Team

Samsung IT Solutions Business

2010.08

ContentsContents1. Product Introduction

• Product concept• Sales points• Value proposition• Price positioning guide

2. IMC Plan• Communication theme• Deliverables & schedule

• Product concept• Sales points• Value proposition

Product Introduction

Product ConceptProduct Concept

4

TargetCustomer

Concept

Personal & SOHO (Sensitive to Purchasing Cost)• Personal users with high volume document printing needs (Professionals, Students).• Home, SOHO users operating under wireless environment.

The World’s Smallest Wireless Supported Laser Printer

ML-1865W

Good Design

• World’s Smallest

16% smaller than

current

smallest wireless laser

printer HP P1102w

• Elegant Simplicity

Stylish design brings

the

next level of elegance

to

you desktop

Wireless Supported

• WPS Button

Super Easy One-touch

Wireless Connection

Setup

Ultra-compact

Sales PointSales Point

5

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

Sales PointSales Point

6

2. Ultra Compact Size

World smallest wifi support laser printer(Machine size : 341 x 224 x 184 mm)

HP P1102w349 x 238 x 196mm

HP P1102w349 x 238 x 196mm

Brother HL-2170w368 x 361 x 170.5mm

Brother HL-2170w368 x 361 x 170.5mm

Body : 16% smallerFootprint: 9% smallerBody : 16% smallerFootprint: 9% smaller

Body : 61% smallerFootprint: 74% smallerBody : 61% smallerFootprint: 74% smaller

Ultra compact packaging(Package size : 389 x 277 x 238 mm)

Package400 x 250 x 298 mm

Package400 x 250 x 298 mm

HP P1102w

Package389 x 277 x 238 mm

Package389 x 277 x 238 mm

ML-1865W

16% Smaller

3. Elegant Simplicity

ElegancyStylish design brings the next level of elegance to you desktop

SimplicitySimplified design makes ML-1865W a perfect fit into your working environment.

Sales PointSales Point

7

4. AnyWeb Print Software

AnyWeb print software allows you to drag and drop content from different sources and consolidate into 1 printable page.

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.

Front Soft Power Button

VS.

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.

Value PropositionValue Proposition

8

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 vs. HP P1102w

ML-1865W vs. Brother HL-2170W

ML-1865W

a. Better design and compact size.

b. Anyweb Print software.

`

Size

AdditionalFeatures

DesignPaper handling

TonerYield

Connectivity

Speed

HL-2140W

ML-1865W

P1102w

a. Better design and compact size

b. One-touch Wifi setting.

c. Anyweb Print software.

IMC Plan• Communication theme• Deliverables & schedule

Communication ThemeCommunication Theme

10

Benefit Statement

Confidencein Easy Operation

Communication Direction

Compact + One touch Wi-Fi Setting

Key Features

One touch Wi-Fi Setting,World’s Smallest

Primary Target

Professions

Positioning Concept (Key Value Proposition)

Easy Operation with “One touch”

Category Position

Performancewithout Complexity

Product Value Brand Value Target Insight

Conscious on;

Space saving,Easy Operation,Printing Speed,

Cost saving

Deliverables & ScheduleDeliverables & Schedule

11

Deliverables Timeline

Category Product Based

Product based - Image 15 Jul 2010

- Leaflet

- Online feature

- Shop display (Mat, Backwall, etc.)

13 Aug 2010

- Press Release 31 Aug 2010

Common - Sales Talk Guide* 13 Aug 2010

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

12

Appendix

Spec. ComparisonSpec. Comparison

13

Vendor Samsung HP Brother Samsung

Model ML-1865W P1102w HL-2170w ML-2525W

Image

Print speed (A4/Ltr.) 18/19 ppm 18/19 ppm 22/23 ppm 24/24 ppm

Resolution (Enhanced) 1,200 x 600 dpi 1,200 x 600 dpi 2,400 x 600 dpi 1,200 x 1,200 dpi

FPOT (From ready) 8.5 sec 8.5 sec 10 sec 9 sec

Printer languages GDI GDI PCL6 GDI

PaperHandling

Input 150 sh. Bin150 sh. Bin10 sh. MP

250 sh. CST1 sh MP

250 sh. CST1 sh MP

Output 100 sh. 100 sh. 100 sh. 80 sh.

General

Memory TBD 8 MB 32 MB 64 MB

Interface USB, Wifi. USB, WifiUSB, WifiNetwork

USB, WifiNetwork

Duty cycle,Monthly

5,000 sh. 5,000 sh. 10,000 sh. 12,000 sh.

Dimension(W x D x H)

341 x 224 x 184 mm 349 x 238 x 196 mm 368 x 361 x 170.5mm 360 x 389 x 197 mm

Consumables (Initial)

1.5K(0.7K)

1.6K(0.7K)

1.5K/2.6K(1.0K)

1.5K/2.5K (1.0K)