Oki brand - focus on reliability

Printacom has announced a more aggressive approach to the South African printer market with the launch of its latest marketing campaign. Coupled with the assistance of its channel partners, Printacom will build a stronger awareness for the Oki brand, as well as achieve an increase in market share, particularly in the monochrome and colour laser printer space.

Neil Rom, managing director of Printacom, says that in order to achieve these goals, the company will embark on a more `gutsy` approach to the market.

"Although we acknowledge that Oki is closing the gap with the top selling brand in the market today, we truly believe there`s no competitor in the local arena capable of rivalling the value for money, low total cost of ownership and reliability the Oki brand brings to the foray.

"By driving a deeper brand awareness of Oki, we plan to centre all our efforts on these three tenets - making them the core values that buyers can expect from an Oki," he says.

Rom says this drive will also be backed by an advertising campaign that the company`s new ad agency, TG Workshop, has created which focuses on the third and most important of Oki`s tenets, namely reliability.

It is important to point out that this campaign will highlight what reliability means to a customer, drawing attention to the key aspects that differentiate the company within the market.

"These typically include timeous delivery, every time, whether it`s service, support or performance and a commitment to strive to get everything right, first time. From the information provided to our customers, providing quotes, submitting proposals and delivering on all of our promises.

"We do not believe that our customers want to concern themselves with their printing - they want a solution that delivers superb performance, stunning mono and colour cost-effectively, quickly, and most importantly, without hassle. If their printing solution can allow them to be more reliable in their deliveries to their customers, it`s the right solution for them.

"We believe the Oki range has for some time had the characteristics required to be labelled `Always reliable` and as such, that`s the message we will be taking to market," Rom concludes.