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Rubens (CLP-350N) Value Proposition 2008.1.15 B2B Product Marketing

Rubens (CLP-350N) Value Proposition 2008.1.15 B2B Product Marketing. Agenda. Issue finding Target Customer Product value VM approach & other value Spec. comparison. Issue Finding. 1. RTS slippage due to SRA delay - 7/20  9/22 (SRA) , sales loss for 2 months

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Rubens (CLP-350N) Value Proposition 2008.1.15 B2B Product Marketing

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  1. Rubens (CLP-350N) Value Proposition 2008.1.15 B2B Product Marketing

  2. Agenda • Issue finding • Target Customer • Product value • VM approach & other value • Spec. comparison

  3. Issue Finding • 1. RTS slippage due to SRA delay • - 7/20  9/22 (SRA) , sales loss for 2 months • 2. Price Positioning • - Minimal difference in price position between Gogh and Rubens ($50 based on SRP) • 3. Fail to offer differentiation • - Convincing differentiation was required to approach to B2B Market / Heavy Users • 4. Lacking of regional activity for Rubens • - Lack of focus on stretched sales. • Insufficient channel approach • - Need more focus on route to B2B market

  4. Target Customers • Target Market for the CLP-350N • SMB segment • Mainly target at Europe/CIS/Korea, but open to other region. • What customer business need(s) does the CLP-350N address? • Industry standard features designed to help exceed basic business requirements, help ensure performance, and lower overall cost of ownership.  Fast Mono printing Speed (19ppm), High Toner Capacity (M 4K, C 2K) Fast FPOT (M 14 sec, C 24 sec) • A secure technology foundation that supports the business processes and strategy, efficiently and effectively.  Variable Printer Language Support (GDI, PS3, PCL6) • Flexibility and scalability for business growth, investment protection and resource optimization.  Default 128MB & Max. 256MB memory, SCF (250 sheets) • Maximum uptime to keep business running.  Max. duty 25,000 / month

  5. Countermeasure – Product Value Proposition Products Comparison (Intraline) Comparative advantages • faster Mono / Color Speed • support PS3, PCL6 • default memory (128MB) • – upgradeable to 250mb • additional 250 paper tray capacity • higher Toner Capacity - low CPP, TCO

  6. Countermeasure – Product Value Proposition Products Comparison (Competitors) Strengths • competitive price vs HP • higher spec than OKI • faster mono speed • support PS3, PCL6 vs OKI • default memory (128MB) • 250 paper tray capacity • higher toner capacity (Low CPP, TCO) Weakness • No duplex, low speed (color) • Memory scalability How to handle objection ? • It’s designed good enough to meet basic printing needs in SMB not requiring heavy • printing. • It’s designed to meet mono focused printing as well as to meet basic • color printing needs in SMB segment.

  7. Countermeasure – Positioning Map (U$D Standard) CLP-660ND 24/24ppm,$699 $699 Rubens positioned as bridge platform to cover customer requirements on higher mono speed but can sacrifice color speed in entry color printing seg. $649 CLP-660N 24/24ppm,$599 $599 $549 CLP-610ND 20/20ppm,$499 $499 CLJ-2605DN 12/10ppm,$477 3010CN 25/5ppm,$449 $449 $399 Rubens CLP-350N 19/5ppm,$349 C3300N 16/12ppm,$349 $349 CLP-310N 16/4ppm,$299 CLP-300N 16/4ppm,$299 $299 CLP-310 16/4ppm,$249 CLP-300 16/4ppm,$249 $249 $199

  8. Vertical Market approach & Other Value Proposition

  9. Countermeasure – Possible VM market approach Government • Federal government • State / local government • Department of • defense, etc • Includes all public admin, defense, and justice activities Manufacturing • Manufacturing • General company • Business entity • Includes both discrete and process manufacturing based companies Financial Service Retail (POS) Utilities • Point of Sales • Retail (back office) • Stock brokerages • Credit card company • Insurance Brokerage • investment banks • Electricity • Water • Natural Gas • Organizations that provide necessities to businesses and consumers • (e.g. electricity, water, natural gas, etc.) • Enterprises involved in the reselling of • goods and services (Point-of-Sales and • back office) • Institutions that facilitate and execute capital transfers Consumer Healthcare Insurance • Hospitals • Clinics • Medical offices • Personal user • Home user • Small office • Dental insurance • Health insurance • Standard & Poor's • Moody's Investors • Comprised of individual consumers that are purchasing hardware, software, & services • All types of healthcare provider • (e.g. hospitals, clinics, medical offices) • Companies who’s primary business is the offering of insurance of any kind Transportation Service • Passengers • Freight • Assistant Company • Consulting • Cleaning • Repair and maintenance • Plumbing • Companies involved in moving freight or • passengers as well as companies that • assist in this process • B2B services as well as B2C Wholesale Banking • Bank • Credit Union • Saving & Loan • institutions • Super store • Club House • Chain store • Distributor • Enterprises involved in the sale of goods to other enterprises for resale, for value-add • mfg processes, or internal consumption <Source : 프린팅(事), B2B Business Manual, 2007>

  10. Countermeasure – VM market approach • EU Top 5 Vertical / Market Size (reference) • CLP-350N Focus : H/W market, CLBP category, with Low Price Vs. Competitors (HP CLJ2065 series, OKI3200/3300 series)

  11. SyncThru Web Admin Service Solution Value Proposition (1) • Time and Cost saving printer fleet management tool! • - Effective remote troubleshooting & maintenance • - Easy Printer Setting and Monitoring • - Local Device Discovery • Report generation for Usage tracking & forecast • consumable + paper consumption •  Figure out what’s going on your printers Paper jam Toner empty Door open Remote Troubleshoot at once

  12. Solution Value Proposition (2) Variable Solutions are ready!

  13. Software Value Proposition • Easy Install • - Few click to install & Support network remote install • Barcode Printing • - Embedded Barcode Font and Easily adopting to VM market •  Track information easily, quickly and with extreme accuracy • Smart Panel • - Easy Printer Setting • - Status Monitoring • - Toner ordering • - Trouble Shooting

  14. Deal Winning - Huddersfield Universityin U.K. # Reference Site • Profile - 18,000 full and part-time students. • - 7 schools (Sciences, Computing & Engineering, • Design, Education, Business, Health Sciences, • and Music) • Location - North of England in the county of West Yorkshire • Facilities - Computing and Library Services • - The Learning Centre • (library and computing facilities in one location) • - All students get a computing and e-mail account. • Customer Requirements - Compact networked Color Laser Printer - Strong TCO, Compact Size, and Good Printing quality • SEUK countermeasure - Convince the customers of CLP-350N advantages - Close interface with customers / Ensure customers have confidence in choosing Samsung via service response product reliability  Got Deal of CLP-350N 300 units! (Supply to be within Mar ’08)

  15. Comparison (1)

  16. Comparison (2)

  17. Comparison (3)

  18. Thank you

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