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Kyocera Mita America Takes Aim at Printer Market in New Branding Initiative
Advertising
Features Side-by-Side Competitive Value Comparisons, Emphasizes
Company’s Award-Winning, Reliable Document Imaging SolutionsLAS
VEGAS–Kyocera
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.”The
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.ABOUT KYOCERA MITA AMERICA
Kyocera
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.
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