Epson Launches New Strategy for 2011 Market

Epson Thailand has planned aggressive marketing strategy for the year 2011 with new concept ‘Epson = Value’ focusing on the overall value of after-sales together with adding new product line to the market all year round, aiming to achieve 15% growth. Mr. Eiji Kato, Country Manager, Epson (Thailand) Co., Ltd. revealed that the turbulent year 2010, which brought with it a political chaos during the first half and Southern deluge in the second half, has greatly affected the overall outlook of Thai IT business. Epson Thailand has been trying very hard until the company successfully achieved 5% growth equaling 2,200 million Baht. This must have been a result from Epson marketing strategy that concentrated on business market, targeting mainly at corporate customers. Over the past three years, Epson has greatly invested in human resource development along with expanding this product line. In consequence, these factors have shielded the company from external impacts, helping it to bounce back within a short period. “In the past year, the product group with biggest growth was a business product as it went up over 25%. To be more specific, dot matrix printer rose by 25% in consequence to governmental investments, passbook printer over 100% as a result of expansion of a banking customer group and TM printer by 15% arising from the uses in various projects of the retail store and department store customer groups.” “In addition, the sales of large format printer moved up by 15% owing to the increased prepress customer group. Epson still succeeded in securing its leading position in projector business with market share of 28%. Likewise, our inkjet printer also managed to stay in top three among our competitors,” said Mr. Kato. Mr. Yunyong Muneemongkoltorn, Epson Thailand’s general manager commented on the company’s 2011 goal that Epson has set the target of this year’s gross revenue at 2,500 million Baht or 15% higher in comparison with the previous year’s while the consumer products such as inkjet and laser printers including scanners is expected to grow by 10% equaling 1,150 million Baht. Epson new product line ‘Continuous Ink Supply System’ will be the highlight while projector business is anticipated to expand by 50% equaling 550 million Baht. This year, the company would focus more on the middle-end and hi-end products and would bring products in home entertainment group to help amplify its customer base. Moreover, Epson has been resolute to maintain its market leader status, aiming to increase market share to 40%. “We expect the large format printer to grow no less than 20% or equaling 150 million Baht as we have planned to introduce our ground-breaking innovations to open up new market in the second half of the year. Moreover, we also target our gross sales in business product group in which we have mastered the market at 650 million Baht with a growth of dot matrix printer by 5% and TM printer 40%. ” Mr. Yunyong furthered “Our goal is very challenging as we need the right strategy. Thus, Epson Thailand has finally established a new strategy in order to ensure all our customers that ‘Epson = Value’, consisted of Value Products, Value Brand and Value Customers.” “Value Products means that if the customers buy our product, their purchase will be investment-worthy as we always come up with state-of-the-art technology such as printer with low cost-per-page. Besides, our customers can select the right product that matches their needs from our wide range of product lines. While Value Brand indicates confidence and trust the customers can feel after buying our product as they will be part of our brand building through series of marketing campaigns on social network marketing, CSR activities and Epson – Manchester United co-brand campaign” “Lastly, Value Customers concept is the customer satisfaction guarantee with our unique after-sales services. It can be said that Epson is the only company who offers effective repair service that takes only five working days. Apart from this, we also supply a product warranty, set up informative programs to educate buyers on each individual product with distribution and service channels of 170 spots in all zones making them accessible to every customer.” Mr. Yunyong also added about Epson continuous ink supply system printer line ‘L Series’ that is officially released today “this printer series is developed to serve a bulk printing need that emphasizes economical cost per page. It is expected to be well-received among in small business, SOHO, state agencies and educational institutions.” “We have sounded out the market with the launch of this latest product line and the feedbacks turned out to be very impressive. Many of our distributors even nicknamed it as ‘authentic ink tank’. The ‘L Series’ features continuous inkjet which makes any printing operate smoother because the users can replace ink cartridges without having to pause the machine. This product line also offers ink tank system which is a money-saving alternative that comes with lower cost-per-page. Plus, using printer with authentic Epson ink will result in a high quality outputs and users will also be entitled for our after-sales services.” “Epson ink tank system differs from other substandard ink tank products in the market in a way that it is a closed system, preventing the ink from dust contamination and quick evaporation. Besides, the ink control mechanism would help with ink leaking problem, making it easy to move around without producing air bubble in the ink duct. Moreover, ink refilling can be done very easily with support from FIT technology, ensuring users that there will be no ink leaking or staining during a refill.” Epson L100 is single-function printer that is initially introduced at 5,290 Baht while a multi-function Epson L200 at 6,290 Baht. Both can produce monochrome printing of up to 4,000 pages per one black ink bottle, costing only 6 satang per page and color printing of up to 6,500 pages at only 11 satang per page. Exclusive deal!: buying Epson promotional kit, get free two black ink cartridges more, coming with printer and a one-year warranty or 15,000 pages whichever come first. The latest product -- Epson L800 – is a six-colored, single function photo printer, available at 9,900 Baht. It can produce 4R photo print with cost per page at only 1.5 Baht of up to 1,800 copies. This product is highly recommended for photo lab business as it can print on CD/DVD surface. “2011 will be a year where Epson is pursuing an aggressive marketing strategy all year round. This also includes our expansions in various dimensions such as product line, customer base and marketing plan as we wish to offer our customers great values in all aspects,” concluded he. Media Inquiry, please contact:: Epson Thailand Ms. Wisa Tanavipak Marketing Communication Manager Tel: 0-2685-9888 EXT: 870 Fax: 0-2670-0669 Email: [email protected] Ms. Pimkamon Kiatpanon Assistant Supervisor Tel: 0-2685-9888 EXT: 871 Fax: 0-2670-0669 Email: [email protected] PRpedia Mr. Chaiwat Simawattana PR Consultant Tel: 0-2438-9945 EXT: 17 Fax: 0-2438-7767 Email: [email protected] Ms. Panisa Jairaksatham PR Consultant Tel: 0-2438-9945 EXT: 12 Fax: 0-2438-7767 Email: [email protected] Click for photo release at www.thaipr.net

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