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Marketing Essentials: What Printer OEMs Must Do to Compete Against Low-Cost Remanufactured Supplies
23 June 2009
 
Vishal Tripathi   Ken Weilerstein   Laura McLellan  

Printer OEMs are losing their highest-margin products, which are supplies, to third-party remanufacturers. More than $13 billion in revenue is potentially at stake during the next 12 months. Gartner describes how to build a marketing campaign to slow defections and win back customers.





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Table of Contents

Contents
  • Analysis
    • 1.0 Introduction
    • 2.0 Background and Context
    • 3.0 Best Practices
      • 3.1 Step 1. Design a Marketing Campaign That Begins With Education
      • 3.2 Step 2. Execute the Campaign Aggressively
      • 3.3 Step 3. Utilize PR and Legal Successes Judiciously
    • 4.0 Conclusions
  • Recommended Reading
Tables
Table 1.
Sample Country-Level Marketing Campaign Outline — Buyer Framework




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Resource Id: 1035914