portfolio > ricoh india
Transitioning from a box seller to a diversified tech company
A global leader in the office technology space, Ricoh was generally associated with its copiers a decade ago. With productivity as the proposition, it jostled for space with others like Xerox, Canon, Toshiba and Sharp. It was a late entrant into the colour segment, into small laser printers, into large production printers – differentiation was low and the world seemed to be changing rapidly from being centred around products to solutions and services.
New growth drivers for a new world
Post 2010, Ricoh has moved to an accelerated growth trajectory, going beyond a ‘box’ approach that comprised printers and MFPs to encompass enhances organisational efficiency and productivity, and reduces costs and environmental impact. This new approach includes a host of IT Services and Communication Systems, and also involves configuring 360° offerings for specific industry verticals. Moreover, with its range of PENTAX and RICOH branded cameras, the company is beginning to address the B2C buyer as well. The outcome has been totally disruptive 3X growth in three years. And the communication strategy has kept pace with these transformational changes.
Specific targeting for specific audiences
In the initial years, Resonance created brand campaigns that were released in the mass media. Subsequently, the approach has been much more focussed, with category-specific communication created for specific audiences delivered through niche media and events – so healthcare events and journals for healthcare offerings, camera launches through photography magazines/websites, and so on. With the company having become rapidly diversified, however, the need is now being felt to create an overarching brand umbrella, and a TVC has been recently produced to this end.
New growth drivers for a new world
Post 2010, Ricoh has moved to an accelerated growth trajectory, going beyond a ‘box’ approach that comprised printers and MFPs to encompass enhances organisational efficiency and productivity, and reduces costs and environmental impact. This new approach includes a host of IT Services and Communication Systems, and also involves configuring 360° offerings for specific industry verticals. Moreover, with its range of PENTAX and RICOH branded cameras, the company is beginning to address the B2C buyer as well. The outcome has been totally disruptive 3X growth in three years. And the communication strategy has kept pace with these transformational changes.
Specific targeting for specific audiences
In the initial years, Resonance created brand campaigns that were released in the mass media. Subsequently, the approach has been much more focussed, with category-specific communication created for specific audiences delivered through niche media and events – so healthcare events and journals for healthcare offerings, camera launches through photography magazines/websites, and so on. With the company having become rapidly diversified, however, the need is now being felt to create an overarching brand umbrella, and a TVC has been recently produced to this end.
