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 user 2005-09-09 at 10:21:00 am Views: 37
  • #12830

    Fuji Xerox Printers aiming for top spot

    FUJI Xerox Printers plans
    to continue its success in the Malaysian market by expanding its range
    of products, increasing its monthly channel capacity, as well as
    increasing its advertising and promotions budget.

    “We have come a long way since we established ourselves here in May
    2003,” said Ken Lee, general manager of Fuji Xerox Printers. It said it
    sold about 3,000 of its printers after it entered the market and hit
    the 50,000 mark last year.

    Lee announced that the company would be unveiling a new multifunction
    printer that uses solid-ink technology next month. He declined to
    provide more product details but said that the printer would be aimed
    at mid- to high-end users.

    Fuji Xerox Printers also plans to expand its laser-printer line to include a multifunction model next month.

    James Henderson, managing director of Fuji Xerox Printers Asia Pacific,
    said part of Fuji Xerox Printer’s success is due to its marketing
    channels, so it intends to put even more emphasis on these channels.

    “When Fuji Xerox Printers was set up, we created a strong
    value-proportioned focus on channel selling,” said Henderson. Since
    then, Fuji Xerox Printers has focused purely on channel marketing.

    The channels also helped Fuji Xerox Printers expand its product range to cater for home users, he said.

    Fuji Xerox Printers plans set aside a larger budget for advertising and
    promotions campaigns aimed at the general consumer.  

    “We would like to be seen as a company that is committed to everyone’s printing needs,” said Lee.  

    Henderson said Fuji Xerox Printers has a goal to build its brand up to
    be the premier brand for multifunction printers over the next two to
    five years.

    Lee said Fuji Xerox Printers will be known for its wealth of features and userbility.  

    “Our printers will be similarly priced to other brands,” he added.