CONSUMER INKJET B d Perception Brand P ti & SWOT Analysis A l i
(Strengths – Weaknesses – Opportunities – Threats)
June 2012
1
Overview
Epson Brand Analysis – What People are Saying
a) b) Quality and Efficiency are primary messages Heavy Mac and technical savvy user base; color & output quality are most important
Epson SWOT Analysis (Consumer Inkjet)
1. Strengths:
a) b) c) d) ‘Photo Creative’ theme messaging on consumer lines Asserts they are #1 in Photo Quality (Artisan Series) Individual Ink Tank Replacement & XL tank availability Photo & Quality focus on Printer Packaging Epson CPPs, CPPs Higher across all models Ink Cartridge Costs are 2X over Kodak, on Avg. Artisan Prints ? Substandard Print Longevity Fastest Photo Claims based on Draft Mode Epson’s high ink cost – Kodak provides 35% lower average CPP Epson’s ink packaging causes greater environmental impact Expression Home Marketing Campaign, Sub $99 Offerings w/Small ID 34% Ink Savings Messaging (United Kingdom)
2.
Weaknesses:
a) b) c) d) )
3.
Opportunities:
a) b)
4.
Threats:
a) b)
2
Brand Overview (USA, Kodak Research - May 2011)
WHAT PEOPLE ARE SAYING
Epson Conversations
Epson conversations are among the most technically focused (vs. those of HP, Kodak, Canon, Lexmark customers). They are also heavy Mac users and avid Apple fans.
Many mention software and drivers. Top software mentions are Photoshop, Photoshop elements, Adobe, InDesign. All creative ti t tools. l
Proofing and photos are hot topics. Color is very important to Epson customers customers. Quality is a must must.
Epson Conversations
Epson’s Most Loyal
Designers and other tech savvy creatives who care about color and are printing proofs at home or in office. Support pp and access to self-help p tools are important to this audience.
Epson Conversations
Epson’s New Target: The DIY Home Creative
Super hip, crafty chic. These girls don’t order their wedding i it ti invitations, th they print i t th them at th home. Th They work k th their i printers i t h hard. d Ink cost isn’t the focus, but quality is a must. They need heavyweight, duplex and efficiency. They want self-serve solutions, not tech-support. tech support If they can can’t t fix it themselves themselves, they want nothing to do with it. High-burners High burners with a knack for cool cool.
Epson Coverage Drivers
During 2011 2011, Epson focused its media outreach on the promotion of its WorkForce printers. • Top coverage drivers for Epson in Q1 2011 include: – Epson’s announcement of a partnership with Thinxtream to offer direct printing from mobile devices d drove coverage in early l February. b The h PrintJinni software works with any Epson wireless all?in?one, including WorkForce®, Artisan® and Epson Stylus® – The announcement that WorkForce® 60 printers will be used to print all official credentials for the 83rd annual Academy Awards. – A March 30 release which explained how social media consultant Mirna Bard relies on the Epson WorkForce® 635 all?in?one printer to run her home office efficiently. • Other coverage g was largely g y product p announcements: – New Stylus models target photographers and artists – New Workforce models (840, 60) target small offices •
Inkjet Coverage Q1 2011
Academy Awards Mobile printing Mirna Bard
Global Share of Voice 13% 20% 27% 24% 16% Kodak Canon Epson (#2) HP Lexmark
Epson Inkjet Product SOV (Q1 2011)
Media Types:
Epson coverage in Q1 2011 was mostly online (including trade, consumer, news, business), both overall and for specific products WorkForce coverage appears predominately in consumer publications, bli ti while hil St Stylus l coverage i is more lik likely l f found di in t trade d publications than consumer publications. Artisan coverage is divided between Consumer and Trade publications.
Epson Inkjet Brand Perception & Consideration
Epson’s key messages are Quality and Efficiency: – Epson is positioning WorkForce printers as fast, fast space?saving, saving efficient product to run small business or home office office. – Epson WorkForce printers also said to have “swiftly” printed thousands of “flawless” Academy Awards credentials. – “One of the most noticeable features is that it’s extremely fast for an ink jet printer. It can spit out a page of text in a matter of seconds. Photos slow it down, and a full page photo is not especially quick. The printing is mostly high quality. The black and white prints are pretty darned close to laser quality, text is clear and sharp, there’s no blurriness, and there are smooth curves”. ” ? ChipChick hi hi k • Epson also emphasizes a commitment to the environment/sustainability : – Its all?in?one printer was the first to be certified under EnergyStar’s new international third?party certification requirement. – Epson has also promoted its accreditation as a Sustainability Leader in the SAM Group’s “Sustainability Yearbook 2011.” • The majority of the Epson reviews this year were for the Epson WorkForce line. line – Two important reviews to note are CNET and PCWorld. Both outlets reviewed the WorkForce line (CNET ?? 840 and PCWorld ?? 635) and gave the printers the Editor’s Choice Award and Top 10 award respectively. Included in all reviews was photo quality, which was regarded across the board as “outstanding.” The only outlet that listed photo quality as a con was PCMag. • Whil Photo While Ph t Quality Q lit is i touted t t d in i the th most t recent t product d t announcements, t Epson E does d not t own “photo “ h t quality.” lit ” – Both Epson and Canon emphasize superior photo quality. However, the Inkjet Conversation Analysis revealed that photo enthusiasts are more likely to associate photo quality with Canon. – Epson and Inkjet Products Tone (Q1 2011) Global Message Delivery (Q1 2011) •
67% of Epson Coverage featured “Quality” message 55% of Epson Coverage featured “Efficiency” message 39% of Epson Coverage featured “Sustainability” message
_____________________________________________________
69% of Epson WorkForce Coverage targeted SOHO 69% of Epson WorkForce Coverage featured “Efficiency” message
The Epson Owner
+ + Overall
+ + + + + Affluent, tech savvy consumer likes tangible experiences focused around design and photography Households: 15.9 MM Median HHI $81K Median age 45 Urban/Suburb ? West region Green Advocates (176i) ? the greenest of the Green. Nature and the environment are of paramount importance to this segment, whose members firmly believe their actions have an impact on the world. They not only recycle but also consider environmental impact p an overriding g factor in all their p purchase decisions. And they y actively y support pp environmental causes. Buyers of Best (128i) ? Low price is not the objective to consumers in this segment; it’s quality that matters most. They are careful to buy the best, and brand loyalty trumps all other considerations in their purchases. They favor environmentally safe products, are extremely comfortable with new technology, and always check the ingredients and nutritional content of food products they buy.
Attended an art gallery show (past 12 months) (140i) Attend classical music/opera performances (134i) Went to a live theater performance (139i)
Demographics
+
Segments
+
+
+
Leisure
+ + +
+
Media Usage
+ + Over?index for listening and contributing to National Public Radio (NPR) Online
+ + + 57% obtained the latest news/current events from the Internet in the past 30 days 17% read a blog in the last 30 days 13% used Gmail yesterday
+
Read magazines like Dwell, MacWorld, American Photographer
Source: 2010 MRI Doublebase
Strengths
Strength #1: ‘Photo Creative’ theme messaging on consumer lines
• Epson’s global brand tagline “Exceed Your Vision” is quite strong.
Consumer Photo High End $149+ Midrange $79?129 Low End
(Strengths – Weaknesses – Opportunities – Threats)
June 2012
1
Overview
Epson Brand Analysis – What People are Saying
a) b) Quality and Efficiency are primary messages Heavy Mac and technical savvy user base; color & output quality are most important
Epson SWOT Analysis (Consumer Inkjet)
1. Strengths:
a) b) c) d) ‘Photo Creative’ theme messaging on consumer lines Asserts they are #1 in Photo Quality (Artisan Series) Individual Ink Tank Replacement & XL tank availability Photo & Quality focus on Printer Packaging Epson CPPs, CPPs Higher across all models Ink Cartridge Costs are 2X over Kodak, on Avg. Artisan Prints ? Substandard Print Longevity Fastest Photo Claims based on Draft Mode Epson’s high ink cost – Kodak provides 35% lower average CPP Epson’s ink packaging causes greater environmental impact Expression Home Marketing Campaign, Sub $99 Offerings w/Small ID 34% Ink Savings Messaging (United Kingdom)
2.
Weaknesses:
a) b) c) d) )
3.
Opportunities:
a) b)
4.
Threats:
a) b)
2
Brand Overview (USA, Kodak Research - May 2011)
WHAT PEOPLE ARE SAYING
Epson Conversations
Epson conversations are among the most technically focused (vs. those of HP, Kodak, Canon, Lexmark customers). They are also heavy Mac users and avid Apple fans.
Many mention software and drivers. Top software mentions are Photoshop, Photoshop elements, Adobe, InDesign. All creative ti t tools. l
Proofing and photos are hot topics. Color is very important to Epson customers customers. Quality is a must must.
Epson Conversations
Epson’s Most Loyal
Designers and other tech savvy creatives who care about color and are printing proofs at home or in office. Support pp and access to self-help p tools are important to this audience.
Epson Conversations
Epson’s New Target: The DIY Home Creative
Super hip, crafty chic. These girls don’t order their wedding i it ti invitations, th they print i t th them at th home. Th They work k th their i printers i t h hard. d Ink cost isn’t the focus, but quality is a must. They need heavyweight, duplex and efficiency. They want self-serve solutions, not tech-support. tech support If they can can’t t fix it themselves themselves, they want nothing to do with it. High-burners High burners with a knack for cool cool.
Epson Coverage Drivers
During 2011 2011, Epson focused its media outreach on the promotion of its WorkForce printers. • Top coverage drivers for Epson in Q1 2011 include: – Epson’s announcement of a partnership with Thinxtream to offer direct printing from mobile devices d drove coverage in early l February. b The h PrintJinni software works with any Epson wireless all?in?one, including WorkForce®, Artisan® and Epson Stylus® – The announcement that WorkForce® 60 printers will be used to print all official credentials for the 83rd annual Academy Awards. – A March 30 release which explained how social media consultant Mirna Bard relies on the Epson WorkForce® 635 all?in?one printer to run her home office efficiently. • Other coverage g was largely g y product p announcements: – New Stylus models target photographers and artists – New Workforce models (840, 60) target small offices •
Inkjet Coverage Q1 2011
Academy Awards Mobile printing Mirna Bard
Global Share of Voice 13% 20% 27% 24% 16% Kodak Canon Epson (#2) HP Lexmark
Epson Inkjet Product SOV (Q1 2011)
Media Types:
Epson coverage in Q1 2011 was mostly online (including trade, consumer, news, business), both overall and for specific products WorkForce coverage appears predominately in consumer publications, bli ti while hil St Stylus l coverage i is more lik likely l f found di in t trade d publications than consumer publications. Artisan coverage is divided between Consumer and Trade publications.
Epson Inkjet Brand Perception & Consideration
Epson’s key messages are Quality and Efficiency: – Epson is positioning WorkForce printers as fast, fast space?saving, saving efficient product to run small business or home office office. – Epson WorkForce printers also said to have “swiftly” printed thousands of “flawless” Academy Awards credentials. – “One of the most noticeable features is that it’s extremely fast for an ink jet printer. It can spit out a page of text in a matter of seconds. Photos slow it down, and a full page photo is not especially quick. The printing is mostly high quality. The black and white prints are pretty darned close to laser quality, text is clear and sharp, there’s no blurriness, and there are smooth curves”. ” ? ChipChick hi hi k • Epson also emphasizes a commitment to the environment/sustainability : – Its all?in?one printer was the first to be certified under EnergyStar’s new international third?party certification requirement. – Epson has also promoted its accreditation as a Sustainability Leader in the SAM Group’s “Sustainability Yearbook 2011.” • The majority of the Epson reviews this year were for the Epson WorkForce line. line – Two important reviews to note are CNET and PCWorld. Both outlets reviewed the WorkForce line (CNET ?? 840 and PCWorld ?? 635) and gave the printers the Editor’s Choice Award and Top 10 award respectively. Included in all reviews was photo quality, which was regarded across the board as “outstanding.” The only outlet that listed photo quality as a con was PCMag. • Whil Photo While Ph t Quality Q lit is i touted t t d in i the th most t recent t product d t announcements, t Epson E does d not t own “photo “ h t quality.” lit ” – Both Epson and Canon emphasize superior photo quality. However, the Inkjet Conversation Analysis revealed that photo enthusiasts are more likely to associate photo quality with Canon. – Epson and Inkjet Products Tone (Q1 2011) Global Message Delivery (Q1 2011) •
67% of Epson Coverage featured “Quality” message 55% of Epson Coverage featured “Efficiency” message 39% of Epson Coverage featured “Sustainability” message
_____________________________________________________
69% of Epson WorkForce Coverage targeted SOHO 69% of Epson WorkForce Coverage featured “Efficiency” message
The Epson Owner
+ + Overall
+ + + + + Affluent, tech savvy consumer likes tangible experiences focused around design and photography Households: 15.9 MM Median HHI $81K Median age 45 Urban/Suburb ? West region Green Advocates (176i) ? the greenest of the Green. Nature and the environment are of paramount importance to this segment, whose members firmly believe their actions have an impact on the world. They not only recycle but also consider environmental impact p an overriding g factor in all their p purchase decisions. And they y actively y support pp environmental causes. Buyers of Best (128i) ? Low price is not the objective to consumers in this segment; it’s quality that matters most. They are careful to buy the best, and brand loyalty trumps all other considerations in their purchases. They favor environmentally safe products, are extremely comfortable with new technology, and always check the ingredients and nutritional content of food products they buy.
Attended an art gallery show (past 12 months) (140i) Attend classical music/opera performances (134i) Went to a live theater performance (139i)
Demographics
+
Segments
+
+
+
Leisure
+ + +
+
Media Usage
+ + Over?index for listening and contributing to National Public Radio (NPR) Online
+ + + 57% obtained the latest news/current events from the Internet in the past 30 days 17% read a blog in the last 30 days 13% used Gmail yesterday
+
Read magazines like Dwell, MacWorld, American Photographer
Source: 2010 MRI Doublebase
Strengths
Strength #1: ‘Photo Creative’ theme messaging on consumer lines
• Epson’s global brand tagline “Exceed Your Vision” is quite strong.
Consumer Photo High End $149+ Midrange $79?129 Low End