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House and Store Brands – Disrupting the Imaging Supplies Industry

# Pages: 150+
Publication Date: December 2005
Services: Communication Supplies

Introduction

House brand inkjet cartridges, laser cartridges, copier toner, and specialty paper products are shaking up the imaging supplies market. Resellers are targeting high-volume/margin imaging supplies and working with low-cost manufacturers to offer alternative products at significant price discounts. Any change in the market share or margin structure of the $28 billion imaging supplies industry (photo, personal, and workgroup printers, copiers, and MFPs) will have dramatic effects on product development, marketing, and distribution strategies.

House brands, alternatively called store brands or private brands, are becoming ubiquitous. Products currently available under store brands include new and remanufactured inkjet and laser cartridges for use in machines from all major OEMs (vendors with 1% share or greater). With the rapid growth of home photo printing, resellers are starting to offer store brands of inkjet photo papers and other high-value inkjet products.

The objectives of this study are to understand the impact that house brands have on OEMs and aftermarket supplies, as well as the opportunities for the channels. We will forecast those changes and offer strategic recommendations for supplies vendors and resellers to either cope with or take advantage of the changes that are coming.

Project Objectives

This study is designed to help OEMs, third-party aftermarket supplies vendors, and leading imaging supplies resellers understand the impact and opportunity for house brand imaging supplies.

• Assess customer awareness, perception, and usage of brands and channels by type of product
• Profile who is purchasing these brands and using these channels
• Describe the primary purchase motivators and inhibitors
• Determine the thresholds and tradeoffs related to factors such as price, brand, quality, and convenience
• Assess customer experience and satisfaction with brands and channels
• Identify and profile the major store/house brands
• Assess impact of emerging channels (i.e. refill retailers, grocery stores, and Internet dealers)
• Size the market by imaging supply category by market segment, channel, and type of brand
• Estimate future market share by type of brand by supply category
• Provide strategy recommendations for product development, marketing, and distribution

Who Should Subscribe

• OEMs
• After-market suppliers
• Office equipment resellers

Project Deliverables

There will be extensive analysis of the desk research, personal interviews, and structured survey to develop a comprehensive understanding of the opportunities and issues associated with house brand imaging supplies. Clients will receive a combination of reports, presentation material, and research data for senior management, product managers and planners, and sales and marketing executives. The material will include:

• Executive summary that addresses key issues, findings, and overall recommendations
• Detailed written report (150+ pages) with text, charts, and graphs addressing the objectives of the study
• Set of presentation-style overheads for internal communication of the research results
• Data book of the survey tabulations for additional analysis of key questions and market segments
• Conjoint analysis
• 2-hour teleconference presentation of the general findings and recommendations

Getting Started

For more information on this study or to sign up as a participant, contact Scott Phinney at +1 ext. 123 or via e-mail at .  Early subscriber discounts are available until August 1, 2005.