Market Analysis

• The Thailand Inkjet industry value 140.072 million Baht in September 2011 with 8.8% growth rate

• printer users choose CISS 63% for Non CISS is 37%. From the total Inkjet market (1.367million units)

Market Need • Who is using the product?

-Mostly female students with a bachelor degree

-Income less than 10,000 Baht

-Their family has an influence in making purchase decisions.

• Why do they use the product?

- “Quantity over quality" that is they prefer to use (CISS) ink tank system rather than authentic branded ink cartridges is because the prices are cheaper.

• When do they use the product?

-To print a lot of worksheets and project reports of their university work.

• How is the product used?

-It should take the bare minimum operating time and print out smoothly with a fast speed.

External Environmental Analysis: (PESTEL)

• Political

• Economic

• Social

• Technology

• Environmental

• Legal

Competition Analysis

Canon EPSON Brother

Target Market Served

Trendy Life Style market Economic printing Support SME market

Promotion -“Flight to Old Trafford” : Lucky draw for tour package BKK-UK with Manchester United VS Liverpool football ticket

-Discount 1,300 Baht for student who show the student ID card for buying Printer

-“At Your Side” : get 50% discount for cartridge when buy Brother Printer

Service - Register the customer warrantee online -Canon Hot line

- Register the customer warrantee via Epson website -Facebook fan page -EPSON Hotline

-Service center in all provinces in Thailand -Hot line

Canon EPSON Brother

Strength -Brand recognition -“Be Trendy Be Canon” With a cloud technology called Canon PIXMA Cloud Printing

-High printing quality with 5760 x 1440 dpi -There is EPSON genuine ink tank

-Support SME to help organizations manage the cost of operations -There is consulting business

weakness -Price quite high compare with its quality

-EPSON print head is sensitive and also easy to get blocked and clogged

-There is some model has problem with MAC -Paper is easily jammed

Product offering

Destjet A4

DJ 2050 all in one DJ 1050 all in one DJ 2000 DJ 1000

Photosmart A4

HP Envy AIO PS 7510 AIO PS 6510 AIO

PS 5510 AIO

OJ and OJP A3

OJ 7500A OJ pro K8600 OJ pro K8600

OJ and OJP A4

Mobile 100 OJ pro 8100

OJ 6000

OJ and OJP A4

OJP 8600 Plus eAIO

OJP 8500A eAIO OJ 6500 A Plus

OJ 350 A OJ J4660 AIO OJ 4500 All in one

OJ 4500 desktop

Price: 1,290 - 2,290 Baht

Price: 3,200 - 9,900 Baht

Price: 6,900 - 12,900 Baht

Price: 3,590 - 10,900 Baht

Price: 2,990 - 12,900 Baht

HP Printer Line

Up

Competitors Positioning Map

Marketing Strategy

Mission

- Customer Loyalty - Profit - Market Leadership - Growth - Employee Commitment - Leadership Capability - Global Citizenship

Marketing Objectives

- to increase their market share for ink- jet printers 25% to 50%

- Increase the sales of ink-jet printers up to 50% and also encourage consumers to use authentic HP ink cartridges

- Make an effort to change consumer perceptions

Financial Objectives

• To gain sales growth at 10 %

• To achieve the marketing objective

• To manage the budget in IMC to get the most efficiency outcomes

Positioning

Product Name: HP Deskjet Ink Advantage K109G, K209g Logo: Has not evolved much over the years Campaign Logo: Based on theme “Solve your Life” Original Slogan: HP invent: They are an innovative bran Packaging: Simple and elegant Product:

Pricing Strategy: (Penetration)

1.) HP DeskJet Ink Advantage Printer – K109g @ 2,900 Baht 2.) HP Deskjet Ink Advantage Printer – K209g All-in One @ 3,900 Baht

Distribution: •Official Resellers: 509 stores throughout Thailand •Retail Corporations: Power Buy = 64 Branches Power mall = 8 Branches E-Commerce:

Sales Force:

TVC 1: Join the Jigsaw

TVC 2: The Jigsaw Detective

Print ad: Missing Pieces

Print ad 2: Jumbled Words

Building Wrap

Phone Booths

Transit Ad

Online Collage

Website Banner: Horizontal

Website Banner: Vertical

E-Newsletter Online Facebook Game

Photography Contest

YouTube Music Video Twitter Skins

YouTube Music Video

Crystal Solutions

Crazy Cartridge

Build a School

Contest: Giant jigsaw Premium: To give at contest

Sweepstakes

Loyalty Card