2. 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)

3. 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.

4. External Environmental Analysis: (PESTEL)
•
•
•
•
•
•
Political
Economic
Social
Technology
Environmental
Legal

5. Competition Analysis
Canon
Target Market
Served
EPSON
Trendy Life Style market Economic printing
Brother
Support SME market
-“Flight to Old Trafford” :
-“At Your Side” : get 50%
Lucky draw for tour package discount for cartridge when
BKK-UK with Manchester
buy Brother Printer
United VS Liverpool football
ticket
Promotion
-Discount 1,300 Baht for
student who show the student
ID card for buying Printer
Service
- Register the customer
warrantee online
-Canon Hot line
- Register the customer
-Service center in all
warrantee via Epson website provinces in Thailand
-Facebook fan page
-Hot line
-EPSON Hotline

6. Strength
weakness
Canon
-Brand recognition
-“Be Trendy Be Canon”
With a cloud technology
called Canon PIXMA
Cloud Printing
EPSON
-High printing quality
with 5760 x 1440 dpi
-There is EPSON
genuine ink tank
Brother
-Support SME to help
organizations manage
the cost of operations
-There is consulting
business
-Price quite high compare -EPSON print head is
-There is some model
with its quality
sensitive and also easy to has problem with
get blocked and clogged MAC
-Paper is easily
jammed

7. Product offering

8. Destjet A4
Price: 1,290 - 2,290 Baht
DJ 2050 all in one DJ 1050 all in one
Photosmart A4
HP Envy AIO
OJ 7500A
OJ and OJP A4
Mobile 100
DJ 2000
OJP 8600 Plus eAIO OJP 8500A eAIO
PS 6510 AIO
OJ 6500 A Plus
PS 5510 AIO
OJ 350 A
Price: 6,900 - 12,900 Baht
OJ pro K8600
Price: 2,990 - 12,900 Baht
DJ 1000
Price: 3,200 - 9,900 Baht
PS 7510 AIO
OJ and OJP A3
OJ and OJP A4
OJ pro K8600
OJ J4660 AIO
OJ 4500 All in one
OJ 4500 desktop
Price: 3,590 - 10,900 Baht
OJ pro 8100
OJ 6000
HP Printer Line
Up

9. Competitors Positioning Map

10. Marketing Strategy

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

12. 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

13. 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

14. Positioning

15. 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:

16. 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

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

18. Sales Force:

20. TVC 1: Join the Jigsaw

21. TVC 2: The Jigsaw Detective

22. Print ad: Missing Pieces

23. Print ad 2: Jumbled Words

24. Building Wrap
Phone Booths

25. Transit Ad

27. Online Collage

28. Website Banner: Horizontal

29. Website Banner: Vertical

30. E-Newsletter
Online Facebook Game

31. Photography Contest

32. YouTube Music Video
Twitter Skins

33. YouTube Music Video
Crazy Cartridge
Crystal Solutions

34. Build a School

35. Contest: Giant jigsaw
Premium: To give at contest

36. Sweepstakes
Loyalty Card