Ricoh needed a big, visionary idea that prospects in the new, digital document management environment expect while also clearly moving Ricoh out of the “stand-alone” space. It also had to provide a clear and differentiating position that elevated the Ricoh brand.Click here to read more…
Filed under Brand Management, Branding, Marketing
From being known as a camera and copier company, Canon has moved on to being a reckoning force in the peripherals market. But this didn’t come easy to this 100% subsidiary of the Japanese imaging giant. Since it came in early 1997, Canon India has had a checkered past. The major players in the market were Modi-Xerox – the market leader with 58% of market share, RPG-Ricoh and HCL Toshiba. Within two years, Canon proved the analysts wrong by capturing 18% of the photocopier market, knocking Ricoh out from the number two slot…Read ahead
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Filed under Brand Equity, Branding, Free Cases, Marketing, Sales and Distribution