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© 2008 Fuji Xerox Co., Ltd. All rights reserved.

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Marketing StrategyKisyu-II/Rookie-II/Volante-IV

2010年３月 29日

21 October 2011

OPCO: FXVPresented by:

Disclose to :Protect Term:Handling : Author : Prepared on :

APO PM, OpCos PM All2yearsNo Copy etc.FX PM PLGNovember, 2010

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A3 Color Market Trend by Segment

Source: IDC

Market demand of color product increased by 34% compared with previous year.In which: segment 1 & 2 make 28%G and 26%G respectively. Other segment keep small contribution in color market.Þ With Rookie II launch, it very attractive and competitive product to attach

color low –mid market and high cost sensitive market. And together with kisyu II focuses on solution, we have strong product to protect current mix and expand GI volume.

FXV is still the main contribution in A3 color market, but decrease slightly from last year. FY2009, FXV occupied 59% market share but it has been dropped to 36% in FY2010. moving to Canon and Sharp.

-6%G




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Competitor’s New Product Launch Status

Model Launch date PPM Config. RLP

Sharp

MX 2010U

Q3 2011

20ppm CPS 5K

MX 1810U 18ppm CPS 4.5K

MX 3111U 31ppm CPS 7.5K

Ricoh

MP C2050

Q1 2011

20ppm CPS 4K

MP C 2530 25ppm CPS 5K

Canon

iR-ADV C2025H

Q2 2011

25ppm CPS 9.5K

iR-ADV C2030H 30ppm CPS 10K




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Latest AAP Position (including competition)

5 10 15 20 25 30 35 40 45 504,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

22,000

Price($)

Kisyu 25/25

Kisyu 35/35

Kisyu 45/45

Color ppm

Ricoh C2000

Ricoh C2030

Ricoh C2500

iR C2550iBizhub C253

Bizhub C353

Rookie 20/20

iR Ad C2020H

iR Ad C2025H

Canon

FX

RicohK.Minolta

iR Ad C2030HiR Ad C5030

iR Ad C5035

iR Ad C5045




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Review on current Rookie/Kisyu/Volante Overall Business Review

Product Review

FXV direct business started from Jul 2010

Mono MFD is the main contributor in FXV, C% at approx. 95% every year, but this contribution have been slightly changed from FY2010, once FXV started direct business in Vietnam. C% of color increased by 11% in FY2011.

Review by product family:Kisyu: make big G% by year and main contributor is Kisyu 25ppm. Rookie also have dramatically increased in FY2011Volante : make negative G% in LH2011 Plan




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HighLow Solution

Low

Hig

hP

RO

DU

CTIV

ITY

Product Positioning

Rookie20ppm

Price oriented MarketTo expand the sales volume in the growing market in low -mid color segment throughDirect channel with the competitive cost.

Rookie II20ppm

Rookie II25ppm

Kisyu25ppm

Kisyu35ppm

Kisyu45ppm

Kisyu II35ppm

Kisyu II45ppm

Solution oriented marketTo maintain/increase the whole GI share in growing high mono segment with improved capabilities.




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Price Strategy

Rookie II 20

Kisyu 25

Rookie 20

Mid

Low

High

Price

Low Mid Mid-High PPM

Rookie II 20ppm will remain as Rookie

Rookie II 25 this is chance to expand market, so we will set up

price more flexible to support for direct sales

Kisyu 35

Kisyu 45

Kisyu II 35

Kisyu II 45

Still keep large margin for Kisyu II as the current Kisyu




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© 2011 Fuji Xerox Co., Ltd. All rights reserved. 8

Product Kisyu II Rookie II Volante IV

Price+ Keep the same price strategy of Kisyu.+ High margin for Kisyu high-end

+ Flexible price scheme to attack Color low-mid market.+ Offer more discount to win back market.

+ Keep as the current price of Volante to protect market.

Place+ Solution oriented market by direct & indirect channel+FXGS

+Cost oriented market by direct channel

+ High productivity by direct/indirect chanel

Promotion

People

+ Organize sales training frequently : refresh training

Genko-ichi seminar: for JKA/FKA/KKA/TWKA+ JKA: done in FH 2011 -> successful event+ FKA/KKA.TWKA: will be continued in LH2011 User seminar in LH 2011: invite selected customer who are using FX device and they will be our potential customer, can install more product and replace current old one

+ Attractive incentive program for direct sales: encourage them to sell more color machine + Volume incentive

Expand direct business by Color and Mono high-end product.

GI volume intensive

Sales Strategy

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