*NEWS*THE 5TH ’P’ IN MARKETING TONER INK

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*NEWS*THE 5TH ’P’ IN MARKETING TONER INK

 user 2006-01-25 at 10:40:00 am Views: 63
  • #14194

    The fifth ‘P’ in marketing consumables
    Vendors
    are realizing the multiple benefits of using packaging elements to
    reflect their brand, to fight piracy and underscore the product’s
    genuineness

     January  2006
    That
    consumables bring in higher margins to vendors and channels is a given
    fact. To make sure that consumable vendors get a higher return on their
    products, a large number of these companies are banking on the fifth P-
    Packaging.
    Besides the usual 4 Ps – price, product, promotion and
    place, packaging is used not just to distinguish the consumable product
    in the market more effectively, but also in fighting counterfeit
    products. The total computer consumables market in India that includes
    printing supplies like cartridges, inks, paper, memory cards, tapes,
    CDs, DVDs and storage devices is estimated at around Rs 3,000 crore
    today.
    To put some perspective on the value of the consumable
    segment, take a look at HP’s printing supplies business. In 2004, HP’s
    printing supplies revenues alone contributed approximately $12.1
    billion to the company’s overall global revenues. With the IT retail
    industry heading for a boom, consumable vendors are realizing the need
    of good packaging to make their products stand out against competition.
    Reinforcing brand identity
    “Packaging
    plays a crucial role in giving an identity to our brand on a cluttered
    retail shelf. It is more important more in international markets than
    in India, but is likely to grow as more and more organized retailing
    comes to India,” said Moser Baer’s Vivek Chaturvedi -VP, International
    Marketing.
    The company has streamlined both its branding as well
    as its entire packaging to communicate the same message of the quality
    of the discs. Vivek reckons however, that packaging would play a more
    crucial role when the product moves to organized retailing.
    A
    company like Wipro ePeripherals, which recently went in for a brand
    rehaul is also banking on its packaging to reflect the company’s new
    “Bloom” brand identity. Raghavendra Prakash, the company’s chief
    marketing officer said, “Packaging is the first customer touch point
    and it is important to ensure that the packaging has distinguishing
    colors. It should also communicate the product advantages, usage and
    price. The disclosures on the package are very important. Product
    specifications and warranty is another important disclosure we have on
    our consumables packaging,” he said.
    Printing major Canon’s National
    Sales Manager, VP Sajeevan, said that the company sold consumables as
    per the pack size. “With the help of proper packing, we ensure that
    goods are delivered to our channel partners in an intact form since
    they are very small commodities.”
    Fighting piracy
    Besides helping
    companies cut through the clutter in the market, packaging is a
    powerful weapon to fight the grey market and the menace of counterfeit
    products.
    Using non-genuine cartridges is a big loss to
    organizations like ours and to the government as well. In this market
    of approximately Rs 3,000 crore, the Government loses Rs 500 crore to
    the ex-chequer,” said Sajeevan
    Moser Baer has gone in for content
    changes in design on paper parts and the disc label. Apart from this,
    the company has also moved to moved to international standards by
    adopting aspects like color OPS/OPP which is very difficult for other
    local or international cheap/smaller manufacturers to copy.
    The
    most common method used by consumable companies to fight piracy is by
    the use of holograms, 3D stickers and color shifting logos on
    cartridge. These help customers in making sure that the product he or
    she is purchasing is a genuine product.
    In a unique initiative to
    fight the problem, printing majors in Europe have come together to form
    an alliance called Imaging Consumables Coalition of Europe (ICCE). This
    association has also put in place a program for partners that include
    providing an ICCE logo to all certified resellers and distributors for
    use in marketing material, packaging and also use of holograms.