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5. Target Markets
Ricoh’s SP C250DN printer and SP C250SF MFP offer advanced specications at entry-level pricing. Packed
with value, they are designed for homeworkers and micro businesses that need to produce high-quality
colour and black-and-white output at speed. Easy to connect to the home and ofce networks, they will be
used by homeworkers and micro businesses to print letters and emails, make copies, scan and share hard
copy documents and communicate by fax.
Pricing is key to SP C250DN and SP C250SF’s positioning. SP C250DN and SP C250SF are competitively
priced and, with low-cost cartridges reducing the cost of consumable replenishment, they are easily
affordable solution. And entry level pricing doesn’t mean entry-level performance. SP C250DN and SP
C250SF are packed with advanced features, including automatic double-sided printing, PCL and PS3 print
drivers, wireless connectivity and support for tablets and smart phones.
High Quality
h 20 ppm throughput
h 2400 x 600 dpi resolution
h PCL and PS3 drivers
h Wireless connectivity
h Mobile printing and
scanning
Low Cost
Self-employed
Homeworkers
Micro businesses
Shops, pubs, clubs
and hotels
Target markets for Acio SP C250DN and SP C250SF include self-employed homeworkers, micro-
businesses, shops, pubs,clubs and hotels. With its low SSP (suggested selling price) SP C250DN can be
presented as affordable replacement for mono laser printers and colour inkjet printers. Whilst, for a small
additional premium, SP C250SF provides the means to print, copy, scan and fax.
Sales strategies are explored below:
Home Workers
h Who: self-employed homeworkers, such as accountants and nancial advisors
h Situation: Low IT maturity, space is limited, keen focus on price
h Requirements: Print in colour and black-and-white, scan to PC, send and receive fax messages
h Strategy: Low-cost/high value solution, colour laser printer performance at attractive pricing, small
premium for 4-in-1 MFP
h Advantages: Affordable replacement for mono laser printer / colour inkjet printer, simple wireless
connectivity, support for mobiles and tablets, low cost replacement cartridges
Micro Businesses
h Who: Small businesses and new start-up businesses
h Situation: 1 to 5 workers, low IT maturity, keen focus on price
h Requirements: Shared workgroup solution, print in colour and black-and-white, send and receive fax
messages
h Strategy: Low cost multifunctional solution (SP C250SF), shared and productive resource, high colour
quality
h Advantages: Affordable replacement for mono laser printer / colour inkjet printer, fast throughput
speed, standard PCL/PS3 drivers, support for mobiles and tablets
SP C250DN Printer and SP C250SF MFP
(43 Seiten)
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