Published by MBA Skool Team, Last Updated: December 18, 2017
Marketing Strategy of Epson analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Epson marketing mix, help the brand succeed in the market.
Epson marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Epson Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Epson marketing strategy can be explained as follows:
Epson is one of the leading consumer electronics company, which specializes in computer products, especially printing and imaging products. Epson is all about research and development and as a brand the company has always emphasized heavily on innovation. Epson has spread its wings into a number of different product lines in its marketing mix, some of which are – Printers, Scanners, Smart Eyewear, Home entertainment systems – Projectors, etc. With an increasing influence of technology and internet, Epson has integrated a number of features where a person can connect to the World Wide Web through its devices. Scan and upload, Download and print directly from the internet. Epson is all about connected devices and manufactures products that offer convenience to its customers.
Epson Price/Pricing Strategy:
Below is the pricing strategy in Epson marketing strategy:
All consumer electronic products fall under a price range that has no limits.
Similarly, Epson products can range from low too high to very high, what remains the same is Epson’s warranty and guarantee that these products are built with Quality on the forefront. The price varies from country to country as well. Different taxes are levied on various products and Epson being a global Tech player has to deal with legalities with different nations. Epson also charges further premium for quality products. Original Ink cartridges from Epson are costlier than buying something aftermarket. Epson products are directed towards a technologically forward society that can make use of all the products that Epson provide, this society finds Epson products affordable.
Epson Place & Distribution Strategy:
Following is the distribution strategy in the Epson marketing mix:
Epson has its headquarters in Suwa, Japan and has a network across the globe. It has major manufacturing plants at the headquarters and a few other locations. Wide availability of Epson products shows its strong marketing mix place strategy. Gadgets and equipment’s are shipped to retailers through country based dealerships and this network is ever expanding. Epson products are quite accessible. Authorized stores and outlets can be found in urban areas. Ecommerce has further helped Epson, and of course, other tech brands to expand their reach.
Most of the products are available online and can be ordered through these aggregators.
Epson Promotion & Advertising Strategy:
The promotional and advertising strategy in the Epson marketing strategy is as follows:
Epson uses a 360 degree marketing and advertising technique to ensure that brand awareness is created among all its potential customers. TVCs, print ads, online ads, outdoor hoardings etc are all used to promote its products. Epson being a global player has to market the same product differently in different countries. In India it weighs in heavily on print and television as a majority of the brand’s customers are closer to these mediums. Other than this good promotional offers are provided at retail which further attracts a customer and seeps into the market share of other tech brands. Social media campaigns don’t bring in a lot of customer but a number of sponsorships and presence at tech expos do help Epson increase brand awareness. This gives an insight in the marketing mix of Epson.
Epson is one of the leading manufacturers of printers and imaging devices in the world today.
The company was founded in the year 1942 and since then has witnessed technology expansion, as have its competitors – HP, Canon, and Sharp. Epson is a Japanese company and as it goes with all the other organizations that are born out of the land of rising sun, Epson too is known for high quality and premium product catalogue.
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