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 user 2007-04-25 at 11:05:00 am Views: 41
  • #18168

    Kyocera Mita America Takes Aim at Printer Market in New Branding Initiative
    Features Side-by-Side Competitive Value Comparisons, Emphasizes
    Company’s Award-Winning, Reliable Document Imaging SolutionsLAS

    Mita America, Inc., one of the world’s leading document solutions
    companies, last week unveiled a new corporate branding initiative aimed
    at elevating the Company’s market position in the lucrative U.S.
    peripheral arena. By launching a series of strategic television, radio
    and print ads, Kyocera will showcase how its award-winning printer and
    multi-function product (MFP) models aggressively compete – on
    reliability, technology and Total Cost of Ownership (TCO) – with
    comparable solutions in the market.

    Funded by a multi-million
    dollar advertising and public relations effort, Kyocera’s 2007
    “People-Friendly” initiative uses independent market research to
    demonstrate Kyocera’s lowest (TCO) value model – industry-wide. In
    addition, the new campaign highlights Kyocera’s customer commitment,
    noting its solutions as user-friendly, easy-to-deploy and cost
    effective when compared to similar machines offered by market players,
    HP and Lexmark.“HP and Lexmark control a majority of the business
    printer market, yet in many cases business owners do not realize that
    our printer technology matches theirs, but at a significant cost
    advantage over a very short time,” said Mike Pietrunti, president and
    COO of Kyocera Mita America. In the new print ads, Kyocera printers are
    shown alongside both an HP model, and alongside a model from Lexmark.
    This illustrates the end-user savings of over $9,500 and $11,000 versus
    HP and Lexmark respectively during a three-year period.”Pietrunti
    continued, “This advertising campaign is a bold yet strategic step for
    Kyocera. We believe it is the customer’s right to know the potential
    cost savings our technology offers, especially as organizations are
    working hard to consolidate costs and minimize operational expenses,
    without sacrificing productivity or product reliability.”

    campaign seeks to emphasize the technical advantages of Kyocera’s
    printer and MFP models, including cartridge-free printers and long-life
    consumables, which decrease operating costs. Significant advancements
    in Kyocera’s high-quality color imaging technology are also noted in
    the new advertisements, which underscore Kyocera’s commitment to
    delivering vibrant color output solutions that add impact to
    business-critical printed documents.“We’re extremely proud of our
    newest line-up of award-winning, reliable, cost-effective Color MFPs
    and color-laser printers, and are confident our new branding campaign
    will convey our corporate and product strengths to our key audiences,”
    Pietrunti added.

    Targeting C-level executives and IT
    decision-makers in both enterprise and small-to-medium sized businesses
    (SMB), Kyocera’s new advertisements will air on recognized broadcast
    news programs such as 60Minutes and ABC News Sunday, as well as prime
    time and morning cable news networks. In addition, print ads will
    appear in select IT, trade and business publications, enabling Kyocera
    to increase general awareness of its message across multiple media
    platforms.”Kyocera has garnered positive mindshare within their target
    market, but this new branding campaign has the opportunity to increase
    awareness among new audiences, especially the larger enterprise
    segment,” said Keith Kmetz, vice president, Hardcopy Peripherals
    Solutions and Services, IDC. “The company’s renewed advertising
    approach should educate the market on product capabilities, while
    highlighting Kyocera’s customer commitment to high reliability and low
    system operational costs.”Created by New York City-based advertising
    agency, Seiter-Miller, Kyocera’s new advertisements focus on four key
    campaigns: “Faces,” “People,” “Color,” and “Printer.”
       * The
    “Faces” and “People” ads place a Kyocera printer in a side-by-side
    comparison with printers from competitors, HP and Lexmark. These ads
    communicate Kyocera’s significant TCO savings and technical advantages
    as compared to its market rivals.
        * The “Color” and “Printer”
    ads are themed “The Wonder of Color,” and illustrate how affordable
    Kyocera color MFP’s and printers enable users to create more powerful
    and persuasive business documents.

    “Kyocera is an intelligent,
    innovative company with a plan to rapidly grow its presence in the
    document imaging and printer marketplace,” said Livingston Miller,
    executive creative director for Seiter Miller. “We’re confident the
    branding initiatives developed for Kyocera will help facilitate that
    growth, and clearly communicate the benefits of using Kyocera
    solutions.”The Kyocera models that are used in this campaign are the
    Kyocera FS-C5030N, and the Kyocera FS-C5025N. Kyocera showcased the new
    campaign at its annual dealer meeting held in Las Vegas last week. For
    more information on Kyocera’s U.S. branding initiative and advertising
    campaigns, please visit Kyocera’s web site, at: http://www.kyoceramita.com/us.

    Mita America, Inc. (www.kyoceramita.com/us), headquartered in
    Fairfield, N.J., is a leading provider of computer-connectable
    peripherals, including network-ready digital MFPs/printers, laser
    printers, color MFPs/printers, digital laser facsimiles, and
    multifunctional and wide format imaging solutions. Kyocera Mita America
    is a group company of Kyocera Corporation, the world’s leading
    developer and manufacturer of advanced ceramics and associated
    products, including telecommunications equipment, semiconductor
    packages and electronic components. Kyocera Mita America, the first
    document solutions company with third-party certified sales data, has
    earned numerous honors for its products’ high performance, reliability
    and cost efficiency. Kyocera Corporation’s consolidated net revenues
    totaled $10 billion during the year ending on March 31, 2006.