Ricoh IM C3000 Marketing Plan

Rasha Nasr
Mina Antoun
Mohamed Ashmawy
Osama ElHussein
Ahmed Zakaria
Product Summary

Ricoh IM C3000

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 1- Situational analysis
1.1 SWOT analysis

S W

O T

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 1- Situational analysis

P E S T E L
Leveraging
Fluctuating technology to
Influence of Environment
currency rate drive
politics Declining Pollution
can cause innovation and
demand for
loses. bring cost Attitude
Tax Policy 2D printers in Data
effective toward green
global market. Protection low
Low product. product.
Import
Purchasing
restriction Dynamic Permit of
power. Demand of a Going
consumer General
new Paperless .
Competition trends in Department
Stage of technology.
Regulation market. Of Public
business cycle
Funds
Research &
Development.
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 1- Situational analysis
1.3 Competitive analysis

Product Name Company Name Market Share Main Competitive

Advantage

 Color Image
Altalink C8035 Xerox 45%
resolution
 New Operational
ImageRunner
Canon 30% Panel
Advance C5535
 Device Reliability
 Users Productivity
 Simplifying user
IMC3000 Ricoh 5%
workflow
 Lower TCO

Others Others 20%  -----------------------

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 1- Situational analysis

1.4 Market analysis

 Continued innovation and R&D

 Cloud Computing
 Solutions Integration for users efficiency
 Competitive pricing & Cost efficiency
 Product stock is must to increase sales rapidly and
overcome logistic issues
 Focusing on sales team pipeline

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2- Marketing objectives

2. • To Increase 20% of corporate

1 awareness by color value in 2021

2. • To Increase color market share

2 15% by 2022

3. • To cover 50% of Provinces by

2 year 2023

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 3- Marketing strategies

Lower TCO Higher unit cost

Higher life time with Higher No. of Consumables
lower cost parts

Adv. Feature with

Users abuse of color MFPs
monitoring and upselling
Focus on B/W segment with
Lower market share Product
clear message of lower cost

1- Differentiation
2- Cost Leadership
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 4- STP

4.1 Market Segment

Volume usage
Benefits expectations
4.2 Positioning statement
1- Lower Color TCO 2- Advanced Features
Company & Target Benefits Price Value
Product Customers EGP Proposition
Ricoh Mid & Large Corporate Advanced  69,000 Intelligent MFP
IM C3000 (IT & Management Team) Technology with durable
& running cost
Lower TCO

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Perceptual Map:

IDC Report 2018

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 5- Marketing mix
5.1-Product: (Product specifications)

Simple
Secure

Scalable Sustainable

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 5- Marketing mix
5.2-Price:

Penetration • To increase color market share

• To compete with current brands

Cost Plus • To achieve Company profit

target

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 5- Marketing mix
5.3-Place:

Direct Distribution

1st year

Starting from 2nd year

sales channels
operation

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 5- Marketing mix
5.4-Promotion:
Execution Strategy

Promotion

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5- Budgeting

Activity Budget EGP

Social Media 6,000 X 12 = 72,000
Magazine 5,000 X 2 = 10,000
Events 120,000 X 1 = 120,000
Exhibition 320,000 X 1 = 320,000
Total Activity 522,000

Total Target Total Net Profit

25,000,000 5,000,000

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