Fuji Xerox Document Supplies Division
Issue 10 | March 2009
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.
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Subscribe to Directory
Subscribe now and get instant online access to our 2,500+ articles
Inspiration via Email