Konica Minolta, one of the players in Printer industry launches new Pagepro1580MF, monochrome laser multifunction printer targeting the SOHO and small businesses. In an exclusive chat with V. Balakrishnan, EGM Marketing, Konica Minolta, Bhawna Satsangi finds out the strategy of positioning their brands and the challenges they face in India.
What is the present focus of the company?
We are mainly focusing on A3 products now. We are number one in A3 colour printers and number three in A3 monochrome printers. We have also started operations in A4 printers last year. The A4 market in the last financial year was 1.23 million US dollar and 47% market was for multifunction product. We are also trying to capture the A4 market due to its growing demand. Currently we are looking for establishing the channel to be strong enough to cater to the market needs. We have establish the network of 20 partners across India and our focus is to reach at about 200 cities and looking to add 2000 partners in tier 2 and 3 cities. We have a good range of products in A4 and hope to do well with A4 in future unlike our A3 printers. We are also now focusing the corporate and SME segment to reach our products. A4 is the product through we will be reaching to SME and Corporate segment.
What will be the market strategy for reaching the partners?
In tier 2 cities we will have around 20-25 partners and around 2000 re-seller partners to tap the market. They are the people who will target the end customers ultimately creating brand awareness for Konica Minolta.
What are the initiatives you are taking to increase the brand awareness?
We have been enhancing the customer experience through road shows that we do regularly. Till date we have done around 300 road shows. The objective has been to facilitate the user experience of our products. We are now present in the Rapid Metro in Gurgaon. We are also present in the office of metro station, all the offices of the corporate in Gurgaon. We will also organize workshops to engage people.
What are the challenges in colour printers in India?
The A3 colour market in India is only 8% contrary to the markets abroad. If you take any other developed market or even developing markets you will find the access of 45% colourisation, Japan already has an access of 70%, US and Europe 70-75%. One factor that we find in India is that we are still only on 8% so we take lot of initiative in promoting the useage of colour. We are also conducting workshops, seminars to standardized colours. We are educating the people on standardization of colour and have conducted already 4 workshops in last four months.
What is the revenue for India in the last fiscal?
Our operations in India have seen revenue of Rs.228 crore in last fiscal and this fiscal is likely to end at Rs.300 plus crore. We are expecting to grow by 30-35% to touch Rs.500 crore mark within the next two to three years. Our 50% of revenue comes from production print systems and balance comes from A3. A4 has been a start and roughly contributes to about 2-3% of total revenue.
Please throw light on your service support for end users?
We have a unified national call center, one can also register in one call center and can get outside service. We also provide onsite warranty of our products and those who register the product with us we give them an additional one year warranty. We also conduct customer satisfaction service quarterly by third party agency.