Japanese printing and digital imaging solutions major, Brother International, is targeting a 10 per cent market share in the laser and multi-function printer segment of the country by the end of this fiscal.

Currently, it enjoys a 6 per cent market share. According to Yoshiji Matsui, Managing Director, Brother International (India) Pvt Ltd, revamped and localised products, a change in its India marketing strategy and increased marketing spends is likely to see the company fare better in the country. Brother International (India) is the Indian subsidiary of the Japanese major and started operations since 2007.

Change in strategy “Not just pricing, but, post our change in strategy, introduction of localised products and increased marketing focus, we hope to see our market share rise to 10 per cent by the end of this fiscal,” he told reporters on Friday.

Brother’s new range of printers start ₹5,250 onwards, with the highest being priced at approximately ₹46,000.

According to Matsui, the company has changed its distribution strategy and gone in for local re-sellers and channel partners rather than having national ones. This has led to an increase in gross profits by approximately 4 per cent, which the company intends to use for marketing purposes.

Outdoor ad campaign The company has around 120 local re-sellers or channel partners. As a conscious decision, Brother International now plans to start a major outdoor advertising campaign across five major cities — Kolkata, Delhi, Mumbai, Chennai and Bangalore.

So far, advertisements in these cities were restricted to select places of the cities.

“Our focus is on the small office-home office (SoHo) category, small and medium enterprise (SME) segment and some home user categories,” Matsui said.

The company, he maintained, will also explore the possibility of supplying to the government offices and different related departments.

Currently, the SoHo and SME segment accounts for 90 per cent of its India sales.

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