Post on 13-Jan-2016
Bluebird-R : ML-1860/1865Launching Master Plan
Strategic Marketing Team
Samsung IT Solutions Business
2010.09
ContentsContents1. Market Analysis
• Market size and market trend• Key competitor analysis
2. Product Introduction• Product concept• Sales points• Value proposition• Price positioning guide
3. IMC Plan• Communication theme• Deliverables & schedule
4. 2010 Sales Target
5. Launching Schedule
• Market size and market trend• Key competitor analysis
Market Analysis
Market AnalysisMarket Analysis
4
Entry MLBP Market Trend
• Entry MLBP market (Seg.1& Seg.2) CAGR -1% (’10~’14)- Seg.1 CAGR -16%, Seg.2 CAGR 14% (market switching from seg.1 to seg.2)
- 2011 seg.1 market FCST : 7M units (Seg.2 to surpass Seg.1 in 2012)
• ’11 Seg.1 MLBP market regional distribution : Total Market FCST 7M Units- Regional portion : China 20%, Europe 18%, CIS 16%, MEA 15%
■ Entry MLBP Market Trend (Seg.1, Seg.2)■ ’11 Seg.1 MLBP Market Regional Distribution
(Source: IDC ’10, 2Q)
K Units
Key Competitor AnalysisKey Competitor Analysis
5 (Source: IDC ’10, 2Q)
P1102− 18ppm− FPOT 8.5 sec− 150 sh. Bin− auto install− auto on, auto-off
[Change from previous model P1005].• Speed up : 4ppm ↑ • Additional functions : auto install, auto-on auto-off• Body size : 8%↑• After market toner yield : 100 page↑
LBP6000− 18ppm− FPOT 7.5 sec−150 sh. Bin
[Change from previous model LBP3010]• Speed up : 4ppm ↑ • Body size : 4%↓
(`10.03)
Competitor Status Competitor Lineup Refreshment
WW MS No.1 : 37%• America, China MS No.1• SE Asia, SW Asia, MEA
MS No.2
‘10 2Q seg.1 MS
WW MS No.3 : 24%• SE Asia, SW Asia, China
MS No.1 • CIS MS No.2
HL-2035− 18ppm− FPOT 8.5 sec− GDI− 250 sh. CST + 1 MP
[Refresh expected in 2011]• Speed up : 2ppm. • Only launch in European region.
MS No.3 in European
region (15%)
(`08.01)
• Product concept• Sales points• Value proposition• Price positioning guide
Product Introduction
Product ConceptProduct Concept
RTS 2010.12
TargetCustomer
Concept
Personal & SOHO (Sensitive to Purchasing Cost)• Personal users with high volume document printing needs (Professionals, Students).• Home, SOHO users operating under PC connected environment.
The World’s Smallest Mono Laser Printer
Easy Printing
• One-touch Printing
• Software
Enhancement
Smart print screen
AnyWeb 2.07
Good Design
• Compact design
Same size with
Bluebird.
Significantly smaller
than
competing models.
• Elegant Simplicity
Stylish design brings
the
next level of elegance
to
you desktop
Ultra-compact
Sales PointSales Point
8
1. One-touch Screen Printing
User Scenarios:
Internet map print easily print a copy of the map to your next destination.
Instant message print simply keep friendly message from your instant messenger.
Online reservation print quickly print your flight, hotel confirmation on the go.
Print what you see on the screenPrint what you see on the screen With Samsung unique one-touch screen print functionWith Samsung unique one-touch screen print function
Sales PointSales Point
9
2. Enhanced Software Features
1. Anyweb Software 2.0Enhanced web-printing usability→ IE, Firefox, Safari (Mac) compatibility
3. Smart Print Screen Solution
1. Push the Print Screen Button on your printer (1) Capture “screen” (2) Print directly
2. Push the “Print Screen” Key On your Keyboard (1) Smart Print Screen application will run automatically (2) Capture “screen” and edit it (3) Print it out as you wanted.
InternetExplorer
MozillaFirefox
Mac OS Safari(1st in the market)
2. Integrated Printer ManagementEnhanced easy device setting and status
monitoring→ Integrated single management program
VS.
3 separated managing tools 1 integrated tool
Easy PrinterCare
ToolboxFX
SolutionCenter
Sales PointSales Point
10
1. Ultra Compact Device(Machine size : 341 x 224 x 184 mm)
HP P1102349 x 238 x 196mm
HP P1102349 x 238 x 196mm
Canon LBP6000359 x 249 x 198mm
Canon LBP6000359 x 249 x 198mm
Body : 16% smallerFootprint: 9% smallerBody : 16% smallerFootprint: 9% smaller
Body : 26% smallerFootprint: 17% smallerBody : 26% smallerFootprint: 17% smaller
2. Ultra Compact Packaging(Package size : 389 x 277 x 238 mm)
Package400 x 250 x 298 mm
Package400 x 250 x 298 mm
HP P1102
Package389 x 277 x 238 mm
Package389 x 277 x 238 mm
ML-1860/5
16% Smaller
1. ElegancyStylish design brings the next level of elegance to you desktop
2. SimplicitySimplified design makes Bluebird-R a perfect fit into your working environment.
3. Ultra Compact Size 4. Elegant Simplicity
Value PropositionValue Proposition
11
Target Customer a. personal user with document printing needs (professionals, students) b. individual office user with access to other printing devices.
Needs a. printer designs to fit into working/living environment b. print web-base information frequently c. quick and handy solutions for draft printing work.
Benefits a. good design and compact size easily to fit into any environments. b. print screen function : best for web printing and draft printing work.
ML-1860/5 vs. HP P1102
ML-1860/5 vs. Canon LBP6000
ML-1860/5
a. Better design and compact size.
b. One-touch print screen function.
c. Enhanced software solutions.
`
Size
AdditionalFeatures
DesignPaper handling
TonerYield
Speed
LBP6000
ML-1865W
P1102
a. Better design and compact size
b. One-touch print screen function.
c. Enhanced software solutions. FTOP
Price Positioning GuidePrice Positioning Guide
12
P1102w€129
P1102€99
€
$
18 ML-1860/65€89
18 ML-1865W€119
Price Positioning Guideline : $99 / €89• $10/€10 price increase from Bluebird
• $40/€30 price gap with wireless model • (* Shared consumable with ML-1660 model. Same consumable price position.)
18
18
18 HL-2035 €89
18 ML-1860/65$99
18 ML-1865W$139
P1102w$149
P1102$10918
18
LBP6000$9922
16 ML-1660/65€79
18 ML-1660/65$89
‘10 ‘11
IMC Plan• Communication theme• Deliverables & schedule
Communication ThemeCommunication Theme
14
Benefit Statement
Confidencein Easy Operation
Communication Theme
“Ultra compact laser printer gets much easier.”
Key Features
Ultra compact, One touch Screen Print,
Enhanced software (AnyWeb)
Primary Target
Professions
Positioning Concept (Key Value Proposition)
Compact size + easy operation
Category Position
Performancewithout Complexity
Product Value Brand Value Target Insight
Conscious on;
Space saving,Easy Operation,Printing Speed,
Cost saving
Deliverables & ScheduleDeliverables & Schedule
15
Deliverables Timeline
Category Product Based
Product based - Image 18 Oct 2010
- Leaflet
- Online feature
- Shop display (Mat, Back wall, etc.)
- Press Release
1 Nov 2010
Common - Sales Talk Guide* 1 Nov 2010
* Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010.
2010 Sales Target
2011 Bluebird-R Model Sales Target : 2,368K Units• 2011 Seg.1 MLBP market size FCST : 7,000K (China, CIS, MEA over 1 M units).
• Bluebird-R MS FCST : 33%.
2011 Sales Target2011 Sales Target
17
425
85
N. AmericaN. America
‘11 Seg.1 MLBP Market FCST
’11 Bluebird-R Sales Target
WWWW
7,076
177
(Source: IDC ’10, 2Q)
1,425
ChinaChina
200
617
L. AmericaL. America
298
565
SE. AsiaSE. Asia
159
845
W. EuropeW. Europe
418
428
SW. AsiaSW. Asia
161
395
E. EuropeE. Europe
177
1,063
MEAMEA
331
1,144
CISCIS
326
127
KoreaKorea
121
2,368
33%
Launching Schedule
Launching ScheduleLaunching Schedule
19
’10 AprLaunching
Kick-Off
’10 Nov 151st SRA
MarketingSample
W41
Price Approval
BasicImage
W35
DeliverableOwnership
PMPPM
Marcom
AM / Subs.Local Launching Plan
DP guide Final Spec.Approval
On-going
LaunchingSupport
LaunchingExecution
GoldenSample Request
• Leaflet • Online Feature• Shop Display• Sales Talk Guide
W42 W45 W46W43
Press Release
W40
LMP
20
Appendix
Spec. ComparisonSpec. Comparison
21
Vendor Samsung HP Canon Brother
Model ML-1860 P1102 LBP6000 HL-2035
Image
Print speed (A4/Ltr.) 18/19 ppm 18/19 ppm 18/19 ppm 18/19 ppm
Resolution (Enhanced) 1,200 x 600 dpi 600 x 600 dpi 600 x 600 dpi 2,400 x 600 dpi
FPOT (From ready) 8.5 sec 8.5 sec 7.5 sec 10 sec
Printer languages GDI GDI GDI GDI
PaperHandling
Input 150 sh. Bin 150 sh. Bin 150 sh. Bin250 sh. CST
1 sh MP
Output 100 sh. 100 sh. 100 sh. 100 sh.
General
Memory TBD 8 MB 32 MB 32 MB
Interface USB 2.0 USB 2.0 USB 2.0 USB 2.0
Duty cycle,Monthly
5,000 sh. 5,000 sh. 5,000 sh. 5,000 sh.
Dimension(W x D x H)
341 x 224 x 184 mm 349 x 238 x 196 mm 359 x 249 x 198mm 371 x 361 x 165.5mm
Consumables (Initial)
1.5K(0.7K)
1.6K(0.7K)
1.6K(1.0K)
1.5K(1.0K)