Xerox Corporation on May 20 announced the global launch of eight mono printers and MFPs for the first time in India, ahead of the rest of the world. The global launch, which has been kicked off from India, would be rolled out subsequently in 162 countries and underlines India as a strategic destination for Xerox Corporation.
Commenting on India’s status as the launch country for Xerox Corporation to announce these products ahead of the world, Carl Bothner, Vice-President and General Manager, Desktop Multifunction and Printer Business Unit, Xerox Office Group, Xerox Corporation, said, “India is a strategic market for Xerox Corporation and has the right characteristics in terms of business opportunity – a market that is growing, and a market that we believe holds the potential to be an engine of growth for the company. It is also amongst the fastest growing SMB economies in the world, which is a key reason we chose this market as the first place to announce these new products.”
According to Andrew Horne, Managing Director, Xerox India Ltd, “2008 has been a historic year for Xerox India, starting with a major brand repositioning initiative, followed by a series of marketing activities across our three lines of business to reach out to our customers and the business community. The launch of our new products is an extension of our strategy to get closer to our customers, relate more directly to the Xerox brand and make stronger inroads in the SMB community.”
Speaking about the company’s marketing activities in India, H Sivaramakrishnan, Deputy General Manager, Integrated Marketing, Xerox India, said, “For Xerox in India, we are going to involve our partners and the SMBs in all our marketing activities. We are looking at an affective advertising through a 360-degree media plan.”
“We are investing Rs 20 crore in 2008, of which Rs 12 crore would be on the SMB segment, Rs 4 crore on marketing with partners, and another Rs 4 crore on geographic expansion. We will be rolling out multi-city road shows across the top 15 non-metro cities to showcase Xerox’s newly launched products to our channel partners and SMB customers across India,” informed Princy Bhatnagar, Director, New Office Group, Xerox India Ltd.
The newly launched product range is targeted at the fast growing SMB community that is expected to spend $1.3 billion on printing and printing supplies in 2008, as per a report by AMI Partners. Xerox is looking at aggressive marketing investments to expand offices in 30 cities, and also a replicate event to be done in 15 non-metro cities.