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Ricoh’s Aggressive Push For Laser Printers Sales To India
Ricoh has become aggressive for its laser printer portfolio, and aims to earn revenue of Rs 95 crore from the segment in current fiscal. To spruce up its portfolio, the company has unveiled three entry-level models of laser printers and A4 MFPs.According to the vendor, laser printers contributed about Rs 37 crore to the total revenue of Rs 432 crore in the last fiscal. “With the introduction of entry-level laser printers targeting SMBs, sohos and consumers, we aim to sell about one lakh laser printers. Of this, 80 percent will be entry-level printers,” said V Balakrishnan, Chief Marketing Officer, Ricoh India.
He further stated that in FY2013-14 the company expects laser printers to contribute about 18 percent of the total targeted revenue of Rs 1,000 crore.
The company’s recently introduced SP 100 is a single-function laser printer priced at Rs 6,500. SP 100SU functions as a printer, scanner and copier, and is priced at Rs 9,900. SP 100SF is an A4 MFP with print, scan, copy and fax functions at Rs 12,800. Both the SP 100SU and SP 100SF offer 36-bit color scanning and ID copy. All models have a print speed of 13 pages per minute, with a duty cycle of 10,000 pages per month. The company is offering a 1-year onsite warranty. The three models are supported by Ricoh’s Genuine Toner Refill Program. Said Balakrishnan, “This is a program in which we directly refill the toners at Rs 650 with no compromise on quality.” The new cartridge for these models is available at Rs 3,800.
Ricoh has an aggressive marketing strategy for its laser printers. “We will spend about Rs 15 crore in marketing activities,” Balakrishnan informed.
To execute its plans Ricoh has already conducted road-shows in New Delhi, Ahmedabad and Mumbai, and will hold more such events in Pune, Chennai, Hyderabad, Bengaluru, Kolkata, Lucknow, Ranchi and Kochi by June-end. The company will support partners through in-shop branding, customized consumer events and promotions, lead generation and partner schemes.
Ricoh also has heavy expansion plans for its partner base. It currently has about 200 resellers and dealers, which it aims to increase to 1,000 in the current fiscal. The company is looking for partners who are already offering printers; it will of course also leverage its existing partners.
Ricoh presently has six regional distributors, and intends to add at least four more in the current fiscal. “There may be more additions depending on the support needed in various regions. We will however maintain sanctity in the business by not recruiting too many RDs,” Balakrishnan said. The company has already expanded its channel manager base to 18. In addition, Ricoh has plans for the expansion of its after-sales service. The company has about 217 service points, which it aims to increase to 470 in the current fiscal.
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