Brother unveils 8 printers with thrilling, unprecedented prices, starting at 1,590 baht

- The company hopes to increase market shares of low- and middle-level markets while introducing “Entertainingly Charitable” campaign to donate printers in support of religious affairs - Brother Commercial (Thailand) Ltd. aims to capture the whole low-and middle-level laser printing markets with the launch of eight new models consisting of monochrome laser printers and multifunction centers and color laser printers and multifunction centers. Sale prices start at 1,590 baht, an unprecedented price tag in the Thai market. By the end of 2013, Brother is confident it will become the top brand in the monochrome laser multifunction center market. Takao (Andy) Shima, Managing Director of Brother Commercial (Thailand) Ltd., reported that Brother’s performance grew by 17% year-on-year in the first quarter (April-June 2013). Most promising for Brother this year are the low- and middle-level markets, where Brother is holding a 50% market share. Teerawut Suppapunpinyo, General Manager of Sales and Marketing, said Brother aims to increase this market share by introducing eight new models, whose prices start at 1,590 baht—currently the lowest price tag for a monochrome laser printer in the Thai market. The company believes the combination between quality products and affordable prices will help propel growth in its low- and middle-level markets by not less than 30%. To be sold only in Southeast Asian markets, all the models are specifically designed for the region, a result of an extensive survey into consumer needs in terms of features, design, and pricing. The launch of the new models marks the first time Brother decided to compete in the below-2,000-baht price range, offering the cheapest monochrome laser printer in the market. In addition, Brother has introduced color laser printers and multifunction centers with lower prices but the same quality. These models are targeted at home-use, SOHO, and SME customers. Currently, Brother is holding a 26% market share in the monochrome laser multifunction center segment and 11% in the monochrome laser printer segment. With the launch of the eight new models, Brother is confident it will become the leader in the monochrome laser multifunction center segment while its market share in the monochrome laser printer segment will double. Brother’s eight new models consists of four monochrome laser printers and multifunction centers, namely HL-1110 priced at 1,590 baht, DCP-1510 priced at 2,990 baht, MFC-1810 priced at 4,290, MFC-1815 priced at 4,790 baht; and four color laser printers and multifunction centers, namely HL-3170CDW priced at 7,990 baht, HL-3150CDN priced at 9,990, MFC-9140CDN priced at 16,990 baht, and MFC-9330CDW priced at 19,990 baht. In order to raise brand awareness and encourage the Thais to help promote Buddhism and religious affairs, Brother has initiated a donation campaign called the “Brother Entertainingly Charitable” project and has invited two celebrities, Nattapol “Tye” Leeyawanich and Koh Tee, to be the project presenters. “Today, the use of IT is common in every segment of society, including the religious affairs. Brother has observed that there are still a lot of temples that lack IT equipment, so it has initiated this campaign. When buying any product of the new models (HL-1110, DCP-1510, MFC-1810, MFC-1815, HL-3170CDW, HL-3150CDN, MFC-9140CDN, and MFC-9330CDW), customers will automatically take part in the donation campaign. Brother is planning to donate at least 100 printers to 100 needy temples across the nation. Also, they can join a merit-making cruise with the two superstars, Koh Tee and Nattapol “Tye” Leeyawanich. Interest persons can join the project from today until September 30. For more information, please visit the Facebook page of Brother (Thailand),” said Teerawut Suppapunpinyo. -NT- Click for photo release at www.thaipr.net

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