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Fuji Xerox Document Supplies Division

Issue 10 | March 2009

Background

Xerox needed to sell their premium paper for colour printing to small to medium sized print businesses. The challenge was that while Colotech was developed to be more reliable, it is more expensive than most competitor papers. Printers were naturally motivated by low market prices and deals. Another problem was the print industry is largely based around personal relationships, which Fuji Xerox didn't have with the target audience. Skewed 70/30 male to female, the target group was likely to have an existing and long-standing relationship with another paper supplier. The task, then, was to persuade these people not just to switch but to switch to a more expensive product.

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